Burger King: Brand Identity Guidelines
Burger King: Brand Identity Guidelines
Burger King: Brand Identity Guidelines
BURGER KING ®
BRAND IDENTITY
GUIDELINES
TM & © 2020 Burger King Corporation. All Rights Reserved. This document is provided solely for informational purposes for the internal use of authorized recipients only
Confidential and Proprietary Information of The Burger King Corporation and may not be distributed externally or reproduced for external distribution in any form.
Burger King® Brand Identity Guidelines Burger King Corporation 002
Terms & Conditions
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Terms & Conditions use of employees and franchisees of Burger King
Corporation (“BKC”) and such other individuals and
submitted to your local BKC Legal Team for review.
The creative concepts and scripts included on
entities authorized in writing by BKC (“Authorized the toolkit are provided as guidance, but must
Users”). Misuse of the materials contained herein be reviewed and revised by each market taking
Important Notice is strictly prohibited. The trademarks, logos and into consideration current product offerings and
service marks (collectively the “Trademarks”) featured applicable local laws and regulations.
Use of these assets and claims are in this publication are registered and unregistered
Trademarks of BKC. Nothing contained in this By accepting and keeping your copy of this
subject to the following terms and publication should be construed as granting any publication, you shall be deemed to have accepted,
conditions (“Terms and Conditions”) license or right to use any Trademark featured in without limitation or qualification, the foregoing
and all applicable laws. this publication without express written permission Terms and Conditions.
of BKC.
If the foregoing Terms and Conditions are not
The ® trademark symbol may only be used in acceptable to you, please immediately return
territories where BKC has registered such trademarks. the entire publication to:
BKC’s Trademarks may not be registered or available
in all countries. Before you produce materials based Burger King Corporation, 5707 Blue Lagoon Drive,
upon these assets, please contact your local BKC Miami, Florida 33126, Attn: Legal Department
Legal Team for proper treatment of the trademarks
for your market.
INTRODUCTION
Introduction
This is the Burger King Brand Identity
®
in the world.
OUR STORY
Our Story
Since we first opened in 1954, two things
have always been true:
Our Story
The idea of Have It Your Way is no longer
®
DESIGN
STRATEGY
Authenticity
Brand Positioning
Design Approach Design is one of the most essential tools we have for
communicating who we are and what we value. But it
also plays a vital role in creating desire for our food and
maximizing the experience.
We’ve also been inspired by our heritage, the iconic status of the brand
and its original logo. We have carried some of that era through to our
designs today. It’s a mix of our authentic past and our new exciting future.
Your Way,
Creative Idea
Way Better
Our creative approach reflects what we're doing with our food.
We want to use design help close the gap between the negative
perceptions a lot of people have of fast food, and the positive
reality of our food story by making the brand feel less synthetic,
artificial and cheap, and more real, crave-able and tasty.
Mouthwatering
Design Principles
1.
Actionable principles that guide how
we look and feel across everything
we do.
2.
King® brand that differentiates us
from anyone else.
3. Playfully
Irreverent
4. Proudly True
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Confidential and Proprietary Information of The Burger King Corporation
Burger King® Brand Identity Guidelines Introduction Mouthwatering 015
Design Principles
1. Mouthwatering
We’re proud of our food
and it looks good enough
to eat.
Our brand elements
burst with taste
and flavor.
3. Playfully
Irreverent
Full of personality, we’re witty,
warm and fun and don’t take
ourselves too seriously. But we’re
nobody’s fool—we’re provocative,
disruptive and unafraid to shake
up the norm.
4. Proudly True
Always authentic and true
to ourselves, our heritage,
our people and the food.
We’re not ashamed of
imperfections and never
rigid or overly-crafted.
VERBAL
IDENTITY
Verbal Identity
They say you should always think of brands
like people, and so if that’s true, then what
we say and how we say it is as important
in shaping how people think of us as what
we do and how we look.
Verbal Identity
Of course, it is just that: a guide — not
a long list of rules. Because, like people,
we know that we’ll need to flex our voice
a little for different situations: a little
wittier here, a little more direct there.
And so we hope this arms you with just
the right amount of information to go off
into the world and be truly, authentically
BK , wherever that may be.
®
Enthusiastic
Characteristics
1.
From our Design Principles, our Tone
of Voice is born.
Confident
These four characteristics define how
we talk, wherever we are, with the degree
to which they do so changing based on
2.
platform and audience.
3. Witty
4. Approachable
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Burger King® Brand Identity Guidelines Verbal Identity Enthusiastic 023
Characteristics
1. Enthusiastic Examples:
Do
Ooey gooey melty cheese
We sound excited.
Don’t
The delicious Whopper®.
This is boring and doesn’t revel in ingredients or taste.
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Verbal Identity Confident 024
Characteristics
2. Confident Examples:
Do
Have It Your Way®
Celebrates the confidence of Burger King and our customers.
Don’t
Do
Eat Loud
We can be bold but not flashy Go ahead - eat it however you like it
not in-your-face
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Burger King® Brand Identity Guidelines Verbal Identity Witty 025
Characteristics
3. Witty Examples:
Do
“Explains a lot”
Our famous reply to a famous guy
it without seeming too try-hard. Social distance with your friends, but not our food
An ironic nod to the times we’re living
Don’t
Please follow all state safety regulations
We can be sarcastic but not cruel when picking up food. Thank you very much.
We can’t wait for 2020 to be over, but we should be a positive force, not
Don’t
Our burgers rise from the flames, as the Phoenix
once did in ancient times
Dude, we sell burgers, not ancient Greek literature
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Burger King® Brand Identity Guidelines Verbal Identity Approachable 026
Characteristics
4. Approachable Examples:
Do
Order in with pickup or free delivery!
Clear and to the point
Don’t
our ingredients are real and so are we. Made with premium hand-cooked beef and
sun-kissed, fresh-from-the-ground tomatoes
Talking like someone who works in marketing (sorry marketing folks!)
We are real, not pretentious A simple, friendly way to greet our customers
Don’t
We are friendly, not false Come to the place where every Guest
is treated like royalty
This goes too far - no one would believe this.
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Verbal Identity 027
Verbal Inspiration Examples
VERBAL
INSPIRATION
EXAMPLES
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Verbal Identity 028
Verbal Inspiration Examples
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Verbal Identity 029
Verbal Inspiration Examples
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity 030
VISUAL
IDENTITY
Kit-of-Parts
This is our kit-of-parts—built with all
the elements we have created to bring
the Burger King® visual identity to life.
ABCDEFGHI
JKLMNOPQRS
TUVWXYZ
BURGER KING ®
LOGOS
Usage of the following Burger King® trademarks and logos varies by country. The following guidelines
are for illustration only. The BKC Regional and Global Marketing Team, and BKC Legal Team must approve
proposed usage of any trademark or logo prior to its release.
Primary Logo
In order to bring our design principles
to life, we have created a custom logo that
pays homage to the brand’s heritage with
a design that’s bold, simple and fun. Being
the primary logo, it will be used across
all of our touchpoints.
.75 inch
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo Clearspace 034
Burger King® Logos
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo with Background 035
Burger King® Logos
Primary Logo with Background Film/Photography (with Registration) Restaurant Signage only (with no Registration)
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo QR Code 036
Burger King® Logos
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation
Burger King® Brand Identity Guidelines Visual Identity Wordmark 038
Burger King® Logos
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Wordmark Clearspace 039
Burger King® Logos
Wordmark Clearspace
Clearspace is the minimum distance
between the wordmark and other visual
and verbal elements. The width of our
Burger “U” defines the minimum
clearspace surrounding the logo.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo with Background and Wordmark 040
Burger King® Logos
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Favicon 044
Burger King® Logos
Logo Minimum Sizes Primary Logo for Small Use Wordmark Favicon
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Logo Color 046
Burger King® Logos
Logo Color
Our color palette (see page 60 for the full
color chapter) is flexible and allows for
unique and ownable color combinations,
but color pairings need to be regulated
to maintain a consistent brand impression.
Our logo primarily appears in our two core
colors, and reversed in our Mayo Egg White
when used on a colored background.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Logo Color Usage 047
Burger King Logos
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Logo Color Usage 048
Burger King® Logos
Our secondary colorway is used in applications and Our limited colorway is used most rarely and only within
Our color palette (see page 60 for packaging where a single color logo would work more out of home marketing and swag. There is lower contrast
the full color chapter) is flexible and harmoniously with our typography or images. between certain colors and should be used sparingly.
allows for unique and ownable color
combinations, but color pairings need
to be regulated to maintain a consistent
brand impression. Our logo primarily
appears in our two core colors, and
reversed in our Mayo Egg White when
used on a colored background.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Logo Color Usage 049
Burger King® Logos
Note:
Signage version uses a white background
when fabricated out of acrylic or plastic
and instead uses softer lighting to emulate
the Mayo Egg White.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Logo Don’ts 051
Burger King® Logos
Logo Don’ts
The Logo should not be misinterpreted,
modified, or added to. No attempt should
be made to alter the Logo in any way. Its
orientation, color and composition should
remain as indicated in this document —
there are no exceptions.
To illustrate this point, some of the more Do not distort or warp the Logo in any way. Do not outline the Logo. Do not add any effects to the Logo.
likely mistakes are shown on this page.
Do not remove “Burger King®” from the Logo. Do not remove the buns from the Logo. Do not use the logo from our previous visual brand identity.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity 052
Signature Lockups
SIGNATURE
LOCKUPS
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Whopper® 054
Signature Lockups
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Home of the Whopper® 056
Signature Lockups
Flame Grilling Since 1954 Flame Grilling Since 1954 Restaurant Signage only (with no Registration)
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity Flame Grilling Since 1954 058
Signature Lockups
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Visual Identity 060
Color
COLOR
Color Overview
This is our full Burger King®
color palette, weighted in order
of importance.
Fiery Red Flaming Orange BBQ Brown Mayo Egg White Melty Yellow
PMS C: 2347 PMS C: 2018 PMS C: 4695 PMS C: 9226 PMS C: 7549
PMS U: 2347 PMS U: 2018 PMS U: 4695 PMS U: 9226 PMS U: 116
HEX: #D62300 HEX: #FF8732 HEX: #502314 HEX: #F5EBDC HEX: #FFAA00
R215 G35 B0 R255 G135 B50 R80 G35 B20 R245 B235 G220 R255 G170 B0
C0 M95 Y100 K0 C0 M60 Y90 K0 C20 M80 Y80 K70 C0 M3 Y13 K4 C0 M30 Y100 K0
Primary Palette
This is our primary palette, inspired
by our trademark flame-grilling method
of cooking our burgers.
Secondary Palette
This is our secondary palette and it is used
to enhance applications under limited
circumstances.
Color Don’ts
Our color palette should not be
misinterpreted, modified, or added
to. No attempt should be made to alter
the colors in any way.
Do not create a gradient out of our colors. Do not modify brand colors.
Do not use our previous visual brand identity colors. Do not add distressing effects to the brand colors.
TYPOGRAPHY
Typography
Our irreverent typography evokes the
natural, organic shapes of food and looks
so mouthwateringly delicious, you can
almost taste it.
Eat Loud
Typeface Overview Headlines
Flame
of charge, for use.
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Typeface Overview 068
Typography
Typeface Overview
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Subheads
Modification or adaptation of the Flame
font is not allowed without the approval
Flame
abcdefghijklmnopqrstuvwxyz
of BKC’s legal team
Regular
0123456789!@#$%^&*()[]?+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Body Copy
Flame
Sans abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()[]?+
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Confidential and Proprietary Information of The Burger King Corporation
Burger King® Brand Identity Guidelines Visual Identity Regional Font Alternatives 069
Typography
Pang Wa
recommendation of an alternative font
in a similar style. The BKC Global Brand
Jian Ti
Management Team and the BKC Legal
Team must approve proposed usage of
any font prior to it’s release. Also ensure
compliance with any associated laws
and regulations.
Subheads
Body Copy
Fang Zheng
Lan Ting
Yuan Jian
Ti Zhong
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Type Size Relationship 070
Typography
Headline
Flame Bold Flame Regular Flame Sans
type size.
2 3
Subheads are set in Flame Body copy is set in Flame
Sans with line spacing
1
Regular with line spacing equal to the type size.
120 / 120
2
equal to the type size.
72 / 72
3 36 / 36
ALL CAPS
when using only three words or less.
Leading for all caps headlines is set at
75% of the pt size.
HEADLINE
TM & © 2020 Burger King Corporation. All Rights Reserved.
Confidential and Proprietary Information of The Burger King Corporation
Quali
Burger King® Brand Identity Guidelines Visual Identity Ligatures & Swashes 073
Typography
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Ligatures & Swashes 074
Typography
ct fb ff ffb ffh
Paragraph style
(or any other
character style)
Flame
Regular
ffi ffk ffl fft
and check the
“Ligatures” box.
fh fi fk fl ft
Illustrator:
Select the ligatures
icon in the Open
gi Ki ky st wi
Type panel.
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Ligature & Swashes Usage 075
Typography
King coffee
Ligature & Swashes Usage
The following is an overview of “How-To”
use swashes and ligatures in Burger King®
applications.
crafty smoky
to a composition. They are best used
at the beginning at end of sentences,
but that is not a hard rule. Less is more
with swashes—do not go overboard; one
or two are sufficient. Take care not to use
swashes if it causes overlapping (see
Don’ts for examples).
perfect fire
Use ligatures when available because they
were designed, not only for visual interest
but, to increase legibility and reduce space.
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Flame Bold Variable Usage 077
Typography
300
286
270
300
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Typography Don’ts 078
Typography
Typography Don’ts
It is important that we are consistent with
Taste Taste Taste
What’s W h at ’s
our typography throughout our visual
identity, and that we do not modify them
What’s
Real
or use them in off-brand ways.
$6
Taste
What’s
Real
Do not add any effects to the type. Do not use different typeface for pricing. Do not use all caps for more than three words, see typesetting page 72 for rules.
TASTE
WHAT'S
REAL
Do not use a typeface from our previous visual brand identity.
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity 079
Grid System & Layouts
GRID SYSTEM
& LAYOUTS
Margin Formula
Longest
Side / 25 = Margin
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Burger King® Brand Identity Guidelines Visual Identity Margin Construction 082
Grid System & Layouts
Margin Construction 1 3
27 27 30 30
756 px
674 px
3 27 27 30 30
756 px vertical / 25 = 30 px Margin
Applying Headlines 1 3
Headlines are applied to documents
relative to the margins, format size,
and line length. Use these examples
as a reference for setting headlines
This is a headline
This is
a headline
across various application formats.
Applying Subheads 1 3
Subheadlines are applied relative
to the headline. As stated on page 70,
subheadlines should be at maximum
50% of the typesize of the headline
This is a headline
This is a subhead,
next to the headline.
This is body copy, potentially used to provide
more information into the offer being illustrated. This is
a headline
to ensure proper hierarchy.
2
This is X
X
a headline
X
X
X X
This is a subhead,
X
X smaller than the headline.
This is a subhead, same
width of the headline.
This is
27 27 30 30
a headline
27 54 27
proportionally with each application.
For billboard use, the logo size can
This is
27 27
1 27 x 2 = 54 px
2 27 x 2 = 54 px
This is body copy, potentially used to provide This is body copy, potentially used to provide
more information into the offer being illustrated. more information into the offer being illustrated.
3 27 54 27 30 60 30
30x 2 = 60 px
Applying Half-Frame
This is
Photography
When the dimensions of the application
permits, edge to edge photography can
be added. Ensure that the proper margin
a headline
is still left between the text frame and
the photo.
This is a subhead,
smaller than the headline.
Applying Half-Frame
Photography
Full-frame photography can
be applied above the typography,
using the same rules established
on the previous page.
This is This is
a headline
a headline This is a subhead,
smaller than the headline.
Applying Full-Frame
Photography
Full-Frame photography can be
used to span all four corners of the
application, as long as the type-system This is
a headline
is maintained and there is sufficient
enough contrast.
This is a subhead,
smaller than the headline.
This is
appear proportionately sized.
This headline
Vertical margins should be adjusted to
keep typography optically centered.
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Layouts with Variable Type 092
Grid System & Layouts
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity 093
Illustration
ILLUSTRATION
ILLUSTRATION:
STORYTELLING
Products
Whopper®: with and without a napkin Whopper® in Two Hands
Whopper® Sequence
Whopper® Deconstructed
Storytelling
Pickle Eye Mask French Fry Mustache: Down and Up
Illustration Color
Our illustrations should be placed on
a background of one of the colors from
our full color palette. As a general rule,
the illustration should be placed on
a background color that creates enough
contrast with the illustration.
TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King® Corporation
King® Corporation
Burger King® Brand Guidelines
Identity Guidelines Visual Identity 100
Illustration: Storytelling
TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King® Corporation
King® Corporation
Burger King® Brand Identity Guidelines Visual Identity 101
Illustration: Stripes
ILLUSTRATION:
STRIPES
TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King® Corporation
King® Corporation
Burger King® Brand Identity Guidelines Visual Identity 103
Illustration: Stripes
Onion Rings
Pickle Slices
Whopper® Patty
Bun: Heel
Minimum Maximum
ILLUSTRATION:
TYPOGRAPHY
Illustrated Typography
Cheesy Bacony Melty Juicy Flaky Tasty Plant Based Golden Crunchy
Our illustrated typography is created Bacon Cheeseburger Wrap Hamburger and Cheeseburger Wrap Croissan’wich® Wrap Plant Based Croissan’wich Wrap Chicken Jr. + Fish Wrap
using our Flame bold caps as the
base font.
4˝
2
2 Adjust letterforms by hand to fit the space.
1
3
3 3
3 Add a flourish or ligature. 1
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Burger King® Brand Identity Guidelines Visual Identity 123
Illustration: Iconography
ILLUSTRATION:
ICONOGRAPHY
Operational Icons
We have updated our icons to be inspired
by our unique illustration style. Making
them bolder, simpler, and instantly
identifiable. Cheese Bacon Double Patty Triple Patty Mayo Lettuce
EC S
Egg Egg & Cheese Sausage
Operational Icons
on Color Backgrounds
On all color packaging backgrounds, the
icon color reverses to white. For example,
if a chicken product has an orange Cheese Bacon Double Patty Triple Patty Mayo Lettuce
Please use the Highlighted Cheese Tomato Onion Spicy Ketchup Tartar Sauce Mustard
in Flaming Orange for all Whopper
Sandwiches with Cheese. For all other
wraps with color backgrounds, use
the Highlighted Cheese in Melty Yellow.
The spicy icon stays red on all packaging
color backgrounds.
Operational icons should never be used Ham Sausage Pickle Bottle Jar Hash Browns
Digital Icons
We have updated our digital icons to be
inspired by our unique illustration style.
Making them bolder, simpler, and instantly
identifiable. Curbside Pickup Dine-In Takeout Takeout Drive-Thru Sign-In
Digital Button
Our digital buttons, for call to actions, ORDER NOW
use slightly rounded corners to give
them a more tactile appearance. To keep
corner rounding consistent, the radius
of the corner should always be 25%
of the vertical height of the button.
Do not use the product icons from our previous visual brand identity. Do not use the claims icons from our previous visual brand identity.
Do not use the stripes from our previous visual brand identity. Do not use the promotional icons from our previous visual brand identity.
PHOTOGRAPHY
Photography
We have created a unique photography
style that speaks to the design strategy:
big and bold, mouthwatering, proudly
true, and irreverent.
Photography
Our photography goals are:
Spontaneous Staged
Shots appear natural and in-the-moment, capturing
a documentary-like energy and dynamism.
Irreverent Expected
Fun and light-hearted with liberal use of exaggeration,
we aim to use photography to tell stories.
Delicious Indulgent
Love and passion for real ingredients and food
with bags of appetite appeal.
Transparent Contrived
We show food and ingredients as they are, unafraid
to expose the details.
Photography Approach
We have two approaches
to our photography for Still Life
and Lifestyle.
Lighting
Our photography lighting is bold. It is
high-contrast with intense highlights and
dark shadows, but still full of saturation
and color.
Cropping
Photography cropping should feel graphic
and bold. By cropping in interesting and
unexpected ways, we can feel more unique
and playful.
Still Life:
Macro Ingredient and Product
Our macro photography can be used
to show off our real, fresh ingredients.
Imperfectly perfect. We go for full-frame
shots focused on the details, textures
and colors. Our goal is to make your
mouth water.
Still Life:
Heroic Ingredient
and Product Focused
Heroic product photography of our iconic
food. Incorporates colors from our palette,
lit brightly with a strong depth of field,
dramatic shadows and interesting angles
and compositions. Limited props and
hands can be used to further accentuate
the focus on our product.
Lifestyle:
Heroic Product in Environments
Heroic product photography in key
locations. This brings in humanity and
a relatable environment. The backdrop,
location, wardrobe and props should
all feel relatable but considered.
Everything emulates our warm and
nostalgic color palette.
PHOTOSHOOT
PRINCIPLES
Lighting
— Natural and Directional: Light with high intensity
creates a gorgeous contrast between foreground
and background, highlights and shadows, putting
the focus on every delicious detail of our food.
Camera Angles
— Low Heroic: Used to capture singular products
in full silhouette. This angle provides a dominant
perspective and makes each build look larger
than life and totally irresistible.
Low Heroic
Old Visual Identity Prior to 2020 New Visual Identity Post 2020
Lifestyle:
Storytelling Moments
Our lifestyle photography showcases
our food and customers in the real
world. Whether that is in our
restaurants, drive-thrus, delivery
or takeaway. It’s especially important
to keep our photography principles
in mind.
Photography Don’ts
For our visual identity, it is important
to be consistent with photography.
Here are some examples of what
to avoid.
Do not use low-resolution or renders. Do not use photography that is too washed out. Do not use photography that is too dark.
Do not overly style the product. Do not use photography that is too polished or staged. Do not show food that looks too homemade.
PACKAGING
Sub-brands
Whopper® (+ extensions)
King Jr. Meals™
Product Platforms
Product Categories
Breakfast
Flame-Grilled Burgers
Chicken
Product Staples
Sides
Desserts
Drinks (incl. Café)
Salads & Veggies
Platters & Burritos
Sub-brands
Whopper® (+ extensions)
King Jr. Meals™
Sub-brands
Whopper® (+ extensions)
King Jr. Meals™
Design Specifics
(for Plant Based Platform)
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Burger King® Brand Identity Guidelines Packaging Sub Brands 153
Brand Architecture
Design Specifics
— Individual colors for main categories
— Each sandwich also has unique
illustrated type on the center of the wrap
— Uses Flame Bold in sentence case for
product names
— White wrap color
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Burger King® Brand Identity Guidelines Packaging Product Platforms 158
Brand Architecture
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Burger King® Brand Identity Guidelines Packaging Seasonal/LTOs 159
Brand Architecture
Seasonal/LTOs
— Special product extensions of any
of the above (Holiday, Halloween LTOs
and any other non-seasonal LTOs)
— Seasonal LTOs have their own
themed system
— Non-seasonal LTOs take their cues
from the product they are a special
version of (e.g. Whopper LTOs take
®
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Burger King® Brand Identity Guidelines Packaging Extensions 160
Brand Architecture
Extensions
— Alternative versions of existing
products adhere to the same rules
as the product of which they are an
extension (e.g. Whopper Jr, Double
®
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Burger King® Brand Identity Guidelines Packaging Co-brands 161
Brand Architecture
Co-brands
— Products/brands created in partnership
with another brand/company
(i.e. potential desserts)
— Each of the two offerings plays a driving-
role in its identity to varying degrees,
based on what has been agreed with the
company (i.e. could be 50/50 branding
or could be 75/25 BK vs co-brand)
®
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Burger King® Brand Identity Guidelines Packaging 162
Design Overview
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Burger King® Brand Identity Guidelines Packaging 164
Wrap Design Overview
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Burger King® Brand Identity Guidelines Packaging 166
Wrap Design Overview
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Burger King® Brand Identity Guidelines Packaging Layout 168
Wrap Design Overview
Fish
36 pt Flame Bold Product Name
across all wraps. Legal: 8 pt Flame Sans 54 pt Flame Bold
Hours
1-5 Characters: 54 pt
DT/FC Box DT FC DT/FC Box
6-10 Characters: 42 pt 144 pt x 36 pt
11+ Characters: 36 pt
Logo
Height: 36 pt (0.5 in)
Logo
Height: 36 pt (0.5 in) Product Name
42 pt Flame Bold
Hours Hours
Icons Icons
Descriptor
16 pt Flame Bold
Product Name
42 pt Flame Bold
Hours
Icons
DT/FC Box
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Burger King® Brand Identity Guidelines Packaging 170
Product Staples
Product Staples
General Tier Principles
— Low strategic importance in delivering
the food story
— No branded names nor do they receive
sustained marketing investment
— Adhere most closely to the masterbrand
design system, except for purely
practical purposes (e.g. name)
Design Specifics
— Cold Cups and Fry Pods are white with
the BK® logo and primary color hints
— Bags are brown with BK® logo
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Burger King® Brand Identity Guidelines Packaging Bags 172
Product Staples
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Burger King® Brand Identity Guidelines Packaging Cold Cups 174
Product Staples
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Burger King® Brand Identity Guidelines Packaging Fry Pods 176
Product Staples
Chicken Fries
Chicken Fries carton packaging box
features a combination of our irreverent
type illustrations with the classic
chicken illustration.
Chicken
Fries
Irreverent Collection 1
Irreverent Collection 2
Crown
The crown is one of our most iconic
pieces of packaging that allows our
customers to interact with the brand
in a playful and irreverent way. It features
our logo and brand colors in addition
to gold for a magestic feel.
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Burger King® Brand Identity Guidelines Merchandising 184
MERCHANDISING
Framework
We created a merchandising design framework
that supports the strategic goals of advancing the
Guest experience, improving quality perception,
and driving sales through value, we created
a merchandising design framework.
Taste Led
Plant Based Croissan’wich® 5pc French Toast Sticks Fresh-Cracked Egg Breakfast Sandwiches
Whopper® Churro Bites BK® Café
A La Carte
$1- 8pc Nuggets $1 Frozen Coke®
$1- 4pc Mozz Sticks
$1 Taco
$1- 4pc Mac N Cheese Poppers
$1 Mini Shakes
$1 8pc Nuggets
Value Led
2 for $4/2 for $5 Crossan’wich 2 for $2 Mini Shakes 2 for $6 Mix N Match
2 for $10 Whopper® Meal 4 for $4 Tacos BOGO for $1- value menu item
(Dbl Chs, Val Fry, 10pc Nuggets)
Core Value Bundle 2 for $5 Mix N Match
(Whop, OCS, Chk Fry)
3 for $3 & 5 for $4 $1 King Deal
$2.99 Double Cheeseburger Value Bundle
(Dbl Chs, small fry)
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Burger King® Brand Identity Guidelines Merchandising 188
Design System
Color Story
Along with our grid, we have established
a color story. Each food type should be
featured with the following colors.
A B A B A B A B A
Whopper® & Burgers Plant Based Chicken & Fish Desserts, Sides & Beverages Breakfast
Whopper® and Burger layouts can use Plant Based layouts can use Mayo text Chicken & Fish layouts can use Mayo text Dessert, Side, & Beverage layouts can Breakfast layouts use BBQ text
Mayo text on BBQ backgrounds, or BBQ on Green backgrounds, or Green text on on Orange backgrounds, or Orange text on use Mayo text on Red backgrounds, or on Yellow backgrounds.
text on Mayo backgrounds, depending Mayo backgrounds, depending which color Mayo backgrounds, depending which color Red text on Mayo backgrounds, depending
which color balance looks best with the balance looks best with the image in use. balance looks best with the image in use. which color balance looks best with the
image in use. image in use.
PRODUCT
FOCUSED
Toolkit
When creating Product Focused
merchandising designs, this is the
toolkit to use.
WHOPPER®
Croissan’wich®
Crispy Melty Goodness
Prop Guide
When creating Product Focused
merchandising designs, these are the
props to use in the hero photography.
Grounding Shadow Napkin / Wrapper Formica Surface Cutting Board Tray Liner
PRODUCT
FOCUSED:
TASTE LED
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Burger King® Brand Identity Guidelines Merchandising Taste Led 194
Product Focused
Grid System 26 26
Headline
The headline should be as wide as
the given space—margin to margin—
HEADLINE Headline
WHOPPER ®
anchored at the top margin.
Secondary Message
The secondary message should
be as wide as the given space—
margin to margin—anchored at the
bottom margin.
Image
Center the image in the middle Photography
of the space.
26
Secondary Message 26
Secondary Message 100% Whopper®, 100% Real
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Burger King® Brand Identity Guidelines Merchandising Taste Led 195
Product Focused
Layouts
Product Photography
The product should always be clean, Spicy Crispy Croissan’wich®
appetizing, and in full focus. The images
are shot from a low angle and are usually
of a single product with a prop from the
Chicken
prop toolkit.
Headline
The headline does not overlap
the product.
Secondary Messaging
The secondary messaging does
not overlap the product.
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Burger King® Brand Identity Guidelines Merchandising Value Led 196
Product Focused
PRODUCT
FOCUSED:
VALUE LED
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Burger King® Brand Identity Guidelines Merchandising Value Led 197
Product Focused
Grid System 26 26
Price
The price should be as wide as the given
space—margin to margin—anchored Headline
at the top margin.
Secondary Message
The secondary message is as wide as
the given space—margin to margin—
anchored at the bottom margin (or
above the tertiary message).
Tertiary Message
If there is a tertiary message that needs Photography
to be included, it should be centered
below the secondary message with the
appropriate leading. The size should
be no larger than about half the height
of 1/16th of the grid.
Food Label
If the food needs to be labeled, the
label should be no larger than the
tertiary message.
Secondary Message Secondary Message
Whopper® Meal
Tertiary
Tertiary Message
Message
Tertiary Message Includes Fries
Tertiary & Drink
Message
26 26
Image
The image is centered in the middle of
the photography area. The image should
always be placed in the foreground of the
type, tastefully overlapping if possible
while retaining full legibility.
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Burger King® Brand Identity Guidelines Merchandising Value Led 198
Product Focused
Layouts: Abundance
Product Photography
The product photography should
always have two or more products
silhouetted on the appropriate brand
color. Photography can include
hands interacting with the products.
The products should always be clean,
appetizing, and in full focus. The
images are shot either straight on,
or from a high angle. Products may
extend past the margins.
Headline
The headline may fall behind photography
if it does not impede legibility.
Food Label
The food labels should be placed
with care near the appropriate food
item (overlapping shadows or props
is permissible).
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Burger King® Brand Identity Guidelines Merchandising Value Led 199
Product Focused
Layouts: A La Carte
Product Photography
The product should be of one product
or one group of the same product.
It should always be clean, appetizing,
and in full focus. The images are shot
from a low angle and are usually of
a single product.
Headline
The headline may fall behind photography
if it does not impede legibility. It should
always be anchored on the top, left-
hand margin.
Secondary Messaging
The secondary messaging does not
overlap the product.
8 Piece Nuggets Chocolate Shake
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Burger King® Brand Identity Guidelines Merchandising 200
Message Focused
MESSAGE
FOCUSED
Toolkit
When creating Message Focused
merchandising designs, this is the
toolkit to use.
Take
a bite.
Color Palette Typography Graphic Type Illustrated Type Hero Photography (Props+Lifestyle)
We use combinations of our full color palette Our typography uses irreverent and evocative Our typography uses irreverent and evocative Our illustrated type exaggerates the Our aerial and straight perspective studio
relating to the product categories. copy to dial up our brand personality. copy to dial up our brand personality. personality in our messaging. photography easily combines with graphic
and type elements.
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Burger King® Brand Identity Guidelines Merchandising Taste Led 202
Message Focused
MESSAGE
FOCUSED:
TASTE LED
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Burger King® Brand Identity Guidelines Merchandising Taste Led 203
Message Focused
Headline
The headline should be as wide as the
given space—margin to margin—anchored
at the top. It should be sized to 7/8ths of
the layout in height. Super Condensed
or Super Wide weights of the type can
be used to make sure the space is filled.
Secondary Message
The secondary headline should not be
larger than 1/16th the height anchored Type & Image
at the bottom margin.
Image
Aerial perspective studio photography
should be laid over type elements.
26
Secondary Message 26
Secondary Message Onion Rings
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Burger King® Brand Identity Guidelines Merchandising Taste Led 204
Message Focused
Headline
The headline will be behind photography.
Secondary Messaging
The secondary messaging does not
overlap the product.
Onion Rings
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Burger King® Brand Identity Guidelines Merchandising Taste Led 205
Message Focused
Headline
Our headline should touch our left, top,
and right margins and is created using
our Illustrated Typography.
Secondary Message
The secondary message should be as wide
as the given space—margin to margin—
anchored at the bottom margin.
26
Secondary Message 26
Secondary Message Value French Fries
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Burger King® Brand Identity Guidelines Merchandising Taste Led 206
Message Focused
Headline
The headline will be behind photography.
Secondary Messaging
The secondary messaging does not
overlap the product.
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Burger King® Brand Identity Guidelines Merchandising Value Led 207
Message Focused
MESSAGE
FOCUSED:
VALUE LED
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Burger King® Brand Identity Guidelines Merchandising Value Led 208
Message Focused
Price Lock-Up
The price is a lock-up of two lines stacked.
The height and width of the stack should
be half the height and width of the layout.
The numbers should be about double the
size of the other elements in the lockup.
The price lock-up is anchored on the top- Price & Image
left corner margin.
Secondary Message
The height of 1/16th the grid and anchored
at the left-hand and bottom margins.
Image
Aerial perspective studio photography
should be in the space between the
headline and secondary message.
26
Secondary Message 26
Secondary Message
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Burger King® Brand Identity Guidelines Merchandising Value Led 209
Message Focused
Layouts: Abundance
Product Photography
The aerial shot photography sits on top
of the typography but should not impede
legibility. Products can be silhouetted or
on props. The photography can bleed off
the right side of the layout.
Headline
The headline will be behind photography.
Secondary Messaging
The secondary messaging does not
overlap the product.
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Burger King® Brand Identity Guidelines Merchandising Value Led 210
Message Focused
Image
Aerial perspective studio photography
should be in the space between the
headline and the bottom of the layout.
26 26
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Burger King® Brand Identity Guidelines Merchandising Value Led 211
Message Focused
Layouts: A La Carte
Product Photography Chicken Onion Fries
The aerial shot photography sits on top Nuggets Rings
of the typography but should not impede
legibility. Products can be silhouetted
or on props. The photography can bleed
off the right side or bottom of the layout.
Headline
The headline will be behind photography.
Secondary Messaging
The secondary messaging does not overlap
the product.
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Burger King® Brand Identity Guidelines Merchandising 212
Guest Focused
GUEST
FOCUSED
Toolkit
When creating Guest Focused
merchandising designs, this is the
toolkit to use.
What you
want, right
to you.
For you
Color Palette
We use combinations of our full color palette
relating to the product categories.
Typography
Our typography in Flame bold uses irreverent and
evocative copy to dial up our brand personality.
Lifestyle Photography
Photography showcasing our food and customers
in the real world.
and yours
Photo Grid
This Pillar uses a series of split grids to divide
the layouts.
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Burger King® Brand Identity Guidelines Merchandising Taste Led 214
Guest Focused
GUEST
FOCUSED:
TASTE LED
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Burger King® Brand Identity Guidelines Merchandising Taste Led 215
Guest Focused
Grid System 26 26
Headline
Our headline is our Flame Bold set
in sentence case, and left-aligned
against the horizontal margin under
our photography.
Headline Unwrap
26 26
Unwrap
Image
The lifestyle image should be full-bleed
on the top half of the layout.
Headline andopen
and open
wide
wide
26
Secondary Message 26
Secondary Message Cheeseburger
Cheeseburger
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Burger King® Brand Identity Guidelines Merchandising Taste Led 216
Guest Focused
Grid System 26 26 26
Image
The lifestyle image should be full-bleed
on either the left half or the right half
depending on the layout.
The Whopper®
Secondary Secondary Message and nothing but
Message the Whopper®
26 26 26
Photo Photo
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Burger King® Brand Identity Guidelines Merchandising Taste Led 217
Guest Focused
Layouts
Lifestyle Photography You’ll
The lifestyle photography should
be cropped in tight on the food. need
See the brand guidelines for the
complete set of rules on cropping napkins
lifestyle photography.
Headline
The headline will be on a block
of the appropriate brand color.
Secondary Messaging
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Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising Value Led 218
Guest Focused
GUEST
FOCUSED:
VALUE LED
TM & © 2020 Burger King Corporation. All Rights Reserved.
Confidential and Proprietary Information of The Burger King Corporation
Burger King® Brand Identity Guidelines Merchandising Value Led 219
Guest Focused
Grid System 26 26
Headline
The headline should be as wide as the
given space—margin to margin—anchored
at the top (below the photography and
margin); it can be two lines.
Image
Secondary Message
The secondary message is as wide as the
given space—margin to margin—anchored
at the bottom; it can be two lines.
Image
1 1
If using the price sticker, it should be
placed in the foreground of the type
Price Violator
and in the same pt size as the headline.
It should not be placed completely center
or bleeding off the edge, but can overlap
the headline as long as it does not
Secondary Messaging Mini Shake, Value Fries,
affect legibility.
26
Secondary Message 26
or Cheeseburger
TM & © 2020 Burger King Corporation. All Rights Reserved. Image for inspiration only. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation Third-party marks and images are property of its respective owners. clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising Value Led 220
Guest Focused
Layouts: Abundance
Lifestyle Photography
The lifestyle photography should show
an abundance of food. See the brand
guidelines for the complete set of rules
on lifestyle photography.
Headline
The headline will be on a block of brand
color that complements the photography.
Secondary Messaging
The secondary messaging will be on the
same block of brand color.
Price Icon
The price icon can overlap the headline
(or not) as long as it does not impede
legibility.
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising Value Led 221
Guest Focused
Layouts: A La Carte
Lifestyle Photography
The lifestyle photography should show
the a la carte item. See the brand
guidelines for the complete set of rules
on cropping lifestyle photography.
Headline
The headline will be on a block of the
appropriate brand color.
Secondary Messaging
There is no secondary messaging
Frozen
on an a la carte layout.
Price Icon
Nuggets Coke
The price icon should overlap the headline
but it should not impede legibility.
1 1
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 222
At A Glance
AT A GLANCE
Graphic Type
as well as our breakdown of Taste
Led, Value Al a Carte, and Value
Abundance. Use this page as a reference You’ll
Spicy Crispy Croissan’wich®
guide for creating Merchandising Chicken
need
napkins
Taste Led
layouts in line with their intent. Onion Rings
Illustrated Type
wide The Whopper
and nothing but
Have It Your Way® Crispy Melty Goodness Cheeseburger The Whopper Double Quarter Pound King
Abundance
Abundance
Abundance
Value Led
A La Carte
A La Carte
A La Carte
Nuggets Coke
Frozen
8 Piece Nuggets Chocolate Shake 1 1
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 224
Examples
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 225
Examples
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 226
Examples
Croissan’wich®
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 227
Consumer Journey
Traffic-driving promotion
or check-driving promotion.
1. Early Thinking
Mindset
Open to thinking about food: either
as part of meal-planning or on-the-go
Role
Drive Traffic
Driver
Taste Led
Placements
Social, eCRM, digital banners
6 2
5 3
4
Touchpoint: Digital Banner
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 2. Getting Hungry 230
Consumer Journey
2. Getting Hungry
Mindset
Hungry and considering options
Role
Drive Traffic
Driver
Taste Led Croissan’wich®
Placements
Window-clings, pre-sell board,
OOH (if feasible)
6 2
5 3
4
Touchpoint: Window Cling
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 3. Meal Time 231
Consumer Journey
3. Meal Time
Mindset
Committed and arriving at Burger King
Role
Drive Check
Driver
Value Led
Placements
Door Clings, drive-thru signage
6 2
5 3
4
Touchpoint: DMB In-Store
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 4. Making Choices 232
Consumer Journey
4. Making Choices
Mindset
Deciding what to order
Role
Drive Check
Driver
Value Led
Placements
Menu boards (in-store and drive-thru)
6 2
5 3
4
Touchpoint: DMB Drive-Thru
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation Images for inspiration only. clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 5. Eating 233
Consumer Journey
5. Eating
Mindset
Ordered, Enjoying the meal
Role
Drive Check
Driver
Taste Led
Placements
Tray-liners, Table Tents
6 2
5 3
4
Touchpoint: Table Tent
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Merchandising 6. All Done 234
Consumer Journey
6. All Done
Mindset
Eaten, Enjoyed
Role
Drive Traffic - increase frequency/repeat
Driver
Taste Led
Placements
Receipts, Tray-liners, eCRM, Table
Tents, Drive-Thru, Wall between
ordering and paying
6 2
5 3
4
Touchpoint: Table Tent
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards 235
MENUBOARDS
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards Grid 237
Indoor Digital Menuboard
Indoor Digital
Menuboard Grid 72 pt
validated. 84 pt 48 pt
24 pt
12 pt
24 pt
84 pt 48 pt
24 pt
12 pt
Breakfast Occasions
These designs are not yet validated. Lunch & Late-Night Occasions
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards 239
Indoor Digital Menuboard
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards 240
Indoor Digital Menuboard
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards 241
Outdoor Digital Menuboard
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards Grid 242
Outdoor Digital Menuboard
Outdoor Digital
Menuboard Grid 72 pt
12 pt
12 pt
24 pt 9 pt
12 pt
12 pt
24 pt 9 pt
12 pt
24 pt
9 pt
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Menuboards 244
Outdoor Digital Menuboard
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Uniforms 245
UNIFORMS
Overview
Our uniforms combine contemporary
streetwear with popular fashion of the
60’s and 70’s. The final result is a uniform
that is unique yet evokes familiarity with
a nod to the past.
Mayo Long Sleeve Mayo Short Sleeve Mayo Fitted Short Sleeve
Taupe Long Sleeve BBQ Brown Short Sleeve BBQ Brown Fitted Short Sleeve
Manager Belt
Crew Member T-Shirts BK® Classic Tee (Front) BK® Alternate Tee 1 (Front) BK® Alternate Tee 2 (Front)
BK® Classic Tee (Back) BK® Alternate Tee 1 (Back) BK® Alternate Tee 2 (Back)
Crew Member Polos and Aprons BK® Polo (Female) BK® Apron
TM
TM &&©©2020
2020Burger
Burger King
King Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King Corporation
Burger King® Brand Identity Guidelines Uniforms 253
Accessories
Belt Mask
Side View:
Orange Backing
APPLICATIONS
Applications
In this section we bring the Burger King®
SIGNAGE
Usage of the following Burger King® trademarks and logos varies by country. The following guidelines
are for illustration only. The BKC Regional and Global Marketing Team, and BKC Legal Team must approve
proposed usage of any trademark or logo prior to its release.
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Applications 260
Signage
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Applications 261
Signage
TM & © 2020 Burger King Corporation. All Rights Reserved. Usage of the Burger King® trademarks and logos varies by country. The BKC Regional and Global Marketing Team,
Confidential and Proprietary Information of The Burger King Corporation and BKC Legal Team must approve proposed usage of any trademark or logo prior to its release.
Burger King® Brand Identity Guidelines Applications 262
Packaging
PACKAGING
TM
TM &&©©2020
2020Burger
Burger King
King Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved.
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King Corporation
Burger King® Brand Identity Guidelines Applications 273
Print, Out of Home & Social
PRINT, OUT OF
HOME & SOCIAL
The following pages are served as inspiration for your communications. Creative and
copy can be used or adapted to meet the needs of your local market.
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 275
Print
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 276
Print
This is
what a
5-star
review
tastes
like.
Have It Your Way®
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 277
Print
Taglines and examples included on this slide must be reviewed by BK® legal
TM & © 2020 Burger King Corporation. All Rights Reserved. team for trademark clearance, and local legal counsel for compliance with
Confidential and Proprietary Information of The Burger King Corporation applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 278
Print
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 279
Out of Home
MORE
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 280
Out of Home
Taste
what’s
real.
bk.com
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 281
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Real buns
Burger King® Brand Identity Guidelines Applications
Out of Home
282
taste better
CRUNCHY.
LEAFY.
FRESHEST.
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 283
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 284
Print
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 286
Out of Home
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 287
Out of Home
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 288
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger
Burger King® Brand Identity Guidelines Applications 290
Out of Home
Support
Squad
Have It Have It
Your Way® Your Way®
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 291
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger
Burger King® Brand Identity Guidelines Applications 292
Out of Home
Support
Squad
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 294
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 295
Out of Home
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 296
Out of Home
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 297
Social
Oozing
with
flavor
Have It
Your Way®
Taglines and examples included on this slide must be reviewed by BK® legal
TM & © 2020 Burger King Corporation. All Rights Reserved. team for trademark clearance, and local legal counsel for compliance with
Confidential and Proprietary Information of The Burger King Corporation applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 298
Social
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 299
Social
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 300
Social
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 301
Menuboards, In-store & Merchandising
MENUBOARDS,
IN-STORE &
MERCHANDISING
TM & © 2020 Burger King Corporation. All Rights Reserved.
Confidential and Proprietary Information of The Burger King Corporation
Burger King® Brand Identity Guidelines Applications 302
Menuboards
TM & © 2020 Burger King® Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 303
In-Store
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 304
Merchandising
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 305
Merchandising
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 306
Merchandising
Croissan’wich®
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Corporation. All Rights
All Rights Reserved.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
Confidential and Proprietary
Proprietary Information
Information ofBurger
of The The Burger King Corporation
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 307
Uniform
UNIFORM
SWAG
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Applications 319
Swag
LEGAL
STANDARDS
Legal Standards
Terms & Conditions
In order to ensure the feasibility of the new Brand Identity
Guidelines work, preliminary trademark searches were
conducted in a few select markets in each region and
necessary revisions were made. That said, each country
still needs to work with its local Legal representatives to
ensure usability of all brand content, including trademark
clearance of icons and claim validation of stamps. This
step is required before a market can use the new brand
elements. Please allow sufficient time to search and clear
these elements, which can vary by country.
Legal Standards Q What is a trademark? mark has become generic or that it is merely Are franchisees of Burger King
Q
Terms & Conditions A Any word, symbol, design or combination thereof that
descriptive of the product or services. Most people
do not know that the following names were once
Corporation restricted in any way from
identifies and distinguishes the goods or services of trademarks: Escalator, Linoleum, Kerosene, Milk of using the Company’s trademarks?
One of the goals of Burger King a company from those manufactured, sold or offered Magnesia, Lanolin, Cellophane, Thermos, Aspirin,
by others. In other words, the BURGER KING® name Super Glue, Yo Yo and Bikini. A Franchisees are licensed to use all authorized
Corporation is to build its brand names and the BURGER KING Bun Halves and Crescent Logo, trademarks in connection with the operation of their
and Logos so that they are not only famous are trademarks. Do not confuse a trademark with BURGER KING® restaurants, but are not permitted to
worldwide, but also synonymous with a trade name. A trade name is the name under which How do I know if a new mark,
Q claim ownership. Franchisees, however, cannot use
any of the Company’s authorized trademarks without
quality goods and services at the best
a business operates. For example, our Company’s trade illustration or tagline is available obtaining prior approval from the Company. In addition,
name in the United States is Burger King Corporation.
price. The BURGER KING® name, Logos and Note the following examples: for use as a trademark? franchisees are not permitted to claim ownership of
any of the Company’s trademarks. Franchisees should
related trademarks are the primary visual A It is essential that all newly proposed marks, logos, never apply for registration of any trademark or
Trademark: BURGER KING®
representations our customers recognize. Trade Name: Burger King Corporation (U.S.) taglines and slogans are cleared for their intended domain name associated with the Company.
They represent who we are as a Company. Incorrect: Burger King® Corporation use through the Legal Department to avoid any risk Franchisees are required to adhere to the guidelines
Incorrect: BURGER KING® Corporation of trademark infringement. contained herein for all use of the Company’s
It is therefore important that you use the trademarks and domain names.
Company’s trademarks and Logos correctly Examples of Trade Names outside the United States:
at all times to preserve their strength and Burger King Restaurants of Canada Inc. (Canada) Q What is trademark infringement?
Burger King Ltd. (United Kingdom) Q ow do I know when to use a trademark
H
identity and to protect Burger King
Burger King Europe GmbH (EMEA) A Trademark law protects consumers from confusion, symbol (for example, TM vs ®)?
Corporation’s exclusive right to use them. BK AsiaPac, PTE. LTD. (APAC) mistake or deception as to the source of the goods,
and protects the investment the owner of a mark has A The trademark designations vary from country to
Refer to these guidelines whenever using If you are unsure of the Company s trade name made in developing the goodwill symbolized by the country. For example, in the United States, if the
in your country, contact the Communications mark. It is an infringement of a Burger King Corporation trademark has been officially registered with the
any of the Company’s trademarks. or Legal Departments of Burger King Corporation. mark if another company uses the same or similar United States Patent and Trademark Office, use the ®
mark without Burger King Corporation’s authorization symbol. If the trademark has NOT yet been registered,
for the same or similar goods or services so as to be use the TM symbol. Outside the United States, use
Q Why is correct trademark use important? likely to cause consumers to be confused, mistaken the appropriate designation in the country in which
or deceived in believing that the other company’s use is claimed.
A Trademark rights, unlike patent and copyright rights, goods or services are those of Burger King Corporation
can last forever, provided the mark is not abandoned or in some way connected to Burger King Corporation Examples of trademark designations in other
and is properly used. If a mark is not properly used, (by endorsement, sponsorship, licensing or in some countries include:
it may become generic; that is, the name has come other way). Infringement may also occur if another
to mean the product, rather than a certain brand of company uses a mark of Burger King Corporation Australia: “Registered Trademark” or ®
product. A trademark which has become generic is in such a way as to dilute the value and goodwill TM or SM for an unregistered
not enforceable against infringement. Any competitor associated with that mark (for example, (a) a non- trademark or service mark
can use the term for its goods or services. The competitive company uses a Burger King Corporation Canada: “Registered Trademark” or MD
importance of correct trademark use in our own mark to symbolize its goods or services; or (b) a third or “Marque Deposee” or ®
publications cannot be overstated. Misuse of a mark party uses a Burger King Corporation mark in an Unregistered Marks: TM/MC
by an owner is often persuasive to a court that the unwholesome manner). If you become aware of any “Marque de Commerce
infringements or potential infringements, contact the Germany: “Eingetragenes Warenzeichen”
Legal Department of Burger King Corporation. or ®
Legal Standards Mexico: “Registered Trademark” (“Marca When should I use a trademark
Q Q What is a legal line and when should
in a local language?
Terms & Conditions Cont. Registrada,” “Marc. Reg.”, “M.R.”) or
®. TM for unregistered trademarks
I use it?
United Kingdom: “Registered Trademark” or ® A You may wish to use a trademark in a local language A The legal line indicates ownership of trademarks
TM or SM for an unregistered to appeal to the local consumer base. Prior to doing and copyrights. All of the Burger King Corporation
trademark or service mark so please check with the Legal Department to ensure trademarks are owned by Burger King Corporation
China: “Registered Trademark” that the local language equivalent is available for use and reference of that ownership should be made in the
(in Chinese characters) and that trademark protection has been applied for. legal line, at the bottom of the page, sized as specified
Generally recognized trademarks like the BURGER herein. Use the legal line whenever an authorized
Note, it may be illegal to use a ® symbol in connection KING® Bun Halves and Crescent Logo may appear on trademark (word(s) or Logo design) is used. An example
with a mark that is not registered, and can expose product packaging and signage in English if the proper of the approved legal line where the BURGER KING
the Company to substantial administrative fines. clearances and protection have been completed. Bun Halves is used in the U.S. is as follows: TM & © 2020
If unsure, always verify with the Legal Department However, in certain regions like Quebec, Canada, Burger King Corporation.
the registration status of a mark prior to use. if a French language trademark is already registered
Please contact the Legal Department to obtain the Company must use the French mark. Check with
the appropriate designations for countries outside the Legal Department for guidance. All rights reserved. An example of the approved legal
the United States and for registration updates. line outside the U.S. depends on where the artwork was
created. If the art was created in the U.S. for another
Q What is a copyright? country, the proper legal line is: TM & © 20__ Burger
Q How do I know where to position the King Corporation. All rights reserved.
TM or the ®? A. A copyright or © seeks to promote legal protection
to authors of original works of authorship including If the artwork was created in the country in which
A The trademark notice requirements differ from literary, dramatic, musical, artistic and certain other the artwork will appear, then please use the following
country to country. For all trademarks in the United intellectual works, available to both published and legal lines:
States, use the TM, SM (for service marks) or the ® to unpublished works. Upon creation a copyright
the upper right of a wordmark and to the bottom right automatically covers all of these expressions and For EMEA TM Burger King Corporation.
of a design mark such as the BURGER KING Bun Halves grants exclusive rights to the author of an original © [year] Burger King Europe GmbH.
and Crescent Logo, unless otherwise instructed by the work, including the right to copy, distribute, adapt the All rights reserved.
Legal Department For all trademarks outside of the work and create derivative works. Copyrights last for
United States, contact the Legal Department for a certain time after which they pass into the public For AsiaPac TM Burger King Corporation.
guidance on markings. domain. All printed materials must carry the following © [year] BK AsiaPac, PTE. LTD. All
legend: Example: © (first year of publication), Burger rights reserved.
King Corporation. All rights reserved.
Q How do I know if a trademark For LATAM TM & © [year] Burger King
If the © has been used for a number of years, the
is registered? legend should include the first year of publication and
Corporation. All rights reserved.
the current year. Example: © 1999, 2004, 2007, 2011 For Canada TM/MC & © [year] Burger King
A Contact the Legal Department. Burger King Corporation. All rights reserved. Corporation. All rights reserved
FILE NAMING
BK_Logo_Primary_ST_PMS_C.ai
File Naming Guide
Please refer to the following
naming convention to easily find
the correct Burger King® Logo file
to use. Abbreviations are used in our
asset file naming so the names are
concise. The various attributes of Name Asset Type Asset Name Asset Format Color Space File Format
each file follow in order of importance,
separated by an underscore. BK Logo Primary ST CMYK ai
Standard Lockup
Signature Lockup Wordmark RGB png
SU
Illustration Favicon Small Usage PMS_C jpg
Pantone Coated
Photography Type LU
Large Usage PMS_U
Icons Pantone Uncoated
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