Smashburger’s goal in its new logo is to “own the smash.” The brand’s logo was last replaced in 2021, which was prompted by the need to move away from an even earlier red-and-white logo that was a dead-ringer for the GameStop logo.
In this new iteration, the letters in the wordmark and the logo itself are smashed without the use of an illustrated cooking/smashing tool. The brand color has been subtly switched to a richer orange, a hue that has less of a fast-food flavor.
The logo itself turns the initial letter “S” into the smash/cook tool, with a flattened burger beneath it as an underscore. In some versions, the S is enclosed in a scalloped shape that resembles the outline of a burger.