The Counter Custom Burgers logo

A new logo is part of The Counter's new look.

The Counter refocuses on burger customization

Chain rolls out new logo, uniforms, website and menu

The parent to The Counter Custom Burger chain is in the midst of a brand refresh that executives hope will help the customized burger brand stand out in a crowded field.

The Los Angeles-based chain has rolled out a new logo, website, uniforms and streamlined menu. Coming later this summer is a new happy hour and a revamped loyalty program.

The goal is to bring the brand back to its roots of customization, co-founder Jeff Weinstein said.

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