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
Burger King Corporation The concepts contained herein are for the exclusive marketing and advertising materials should be
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.
Use of trademarks, logos, and/or copy varies by country.

BKC Global Brand Management and BKC Legal must
approve prior to release. In case certain visuals cannot
be used in a specific market or region, please reach out
to the Global Management team.
All marketing and advertising materials used by local

markets must be reviewed and approved by BK® in
writing prior to any commercial use. Each Franchisee
and BK® Marketing Teams, as applicable must follow
the BK® review process, currently known as the Digital
Merchandising Advertising Approval Form (“MAAF”)
process and must comply with all BK® policies and
guidelines relating to marketing, advertising and
Guest insights then in effect.
Each market is responsible for ensuring compliance

with local advertising laws and regulations and
conducting and obtaining trademark clearances
as necessary for all creative assets. Any other legal
claims, such as nutritional attributes, included on
TM & © 2020 Burger King Corporation. All Rights Reserved.

Confidential and Proprietary Information of The Burger King Corporation
Burger King® Brand Identity Guidelines Table of Contents 003
004 Introduction 052 Signature Lockups 129 Photography 235 Menuboards

053 Whopper® 132 Photography Principles
006 Our Story 055 Home of the Whopper® 133 Photography Approach 236 Indoor Digital Menuboard
009 Design Strategy 057 Flame Grilling Since 1954 134 Photography Execution 241 Outdoor Digital Menuboard
014 Design Principles 059 Your Way® 135 Still Life
137 Lifestyle 245 Uniforms
019 Verbal Identity 060 Color 138 Photoshoot Principles
061 Color Overview 145 Photography Don’ts 246 Overview
022 Characteristics 062 Primary Palette 253 Accessories
027 Verbal Inspiration Examples 063 Secondary Palette 146 Packaging 254 Name Badges and Pins
064 Color Don’ts
030 Visual Identity 065 Typography
147 Brand Architecture Overview 256 Applications
153 Sub Brands
067 Typeface Overview 155 Product Platforms 258 Signage
031 Kit-of-Parts
069 Regional Font Alternatives 157 Product Categories 262 Packaging
070 Type Size Relationship 163 Wrap Design Overview 273 Print, Out of Home & Social
032 Burger King® Logos
071 Line Heights 170 Product Staples 301 Menuboards, In-Store &
033 Primary Logo and Small Use
072 Flame Bold Caps Usage 171 Bags Merchandise
034 Primary Logo Clearspace
073 Ligatures & Swashes 173 Cold Cups 307 Uniform
035 Primary Logo with Background
076 Flame Bold Variable 175 Fry Pods 313 Swag
036 Primary Logo QR Code
078 Typography Don’ts 177 Chicken Fries
038 Wordmark
039 Wordmark Clearspace 179 Trayliners 327 Legal Standards
079 Grid System & Layouts 181 Crown
041 Chinese Wordmark and
081 Margin Formula
Primary Logo Lockup
042 Chinese Wordmark and Primary
082 Margin Construction
184 Merchandising 333 File Naming
089 Square Format Layouts
Logo Lockup Clearspace
090 Layout Examples
043 Favicon 185 Framework 335 Contacts
045 Logo Minimum Sizes 188 Design System
093 Illustration
046 Logo Color 189 Color Story
094 Illustration: Storytelling
050 Wordmark Color 190 Product Focused
101 Illustration: Stripes
051 Logo Don’ts 200 Message Focused
107 Illustration: Typography
212 Guest Focused
123 Illustration: Iconongraphy
222 At A Glance
227 Consumer Journey
Burger King® Brand Identity Guidelines Introduction 004
INTRODUCTION

Introduction
This is the Burger King Brand Identity
®
Guide. It sets out who we are, what we

stand for, how we talk and how we look,
whenever and wherever BK shows up
®
in the world.
It’s both a practical guide to help ensure

brand materials and communications
are developed consistently and cohesively
as well as a document for on-boarding
people who are new to the brand.
So welcome — please dive right on in.

Our Story
OUR STORY

Our Story
Our Story
Since we first opened in 1954, two things
have always been true:
1. We want to give people the very best

flame-grilled burgers.
2. We want people to Have It Your Way .®
Today, we have a bold new commitment to our food as we

seek to give people products that taste better than ever and
are better for them and the planet.
That commitment is reflected in every aspect of the guest

experience: in our visual design, our restaurant design and
across the entire digital experience.

Our Story
Our Story
The idea of Have It Your Way is no longer
®
just an invitation to customize your food,

but an encouragement to live your life,
whatever and however that may be.
Being an individual, always authentically

true to yourself — that’s the BK way.
®

Design Strategy
DESIGN
STRATEGY
Our existing brand positioning and personality

is maintained throughout the Visual Identity Design.

Burger King® Brand Identity Guidelines Introduction Brand Positioning 010
Design Strategy
Authenticity
Brand Positioning
of food & people

This is what lies at the heart of the brand and its promise
of “Your Way”: in a world of standardization, inauthenticity
and fakeness, we are a place where you can be exactly who
you are and enjoy food that is real, honest and truly delicious.

Burger King® Brand Identity Guidelines Introduction Design Approach 011
Design Strategy
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.
So as we approached the new design identity, we wanted

it to communicate not just our individual, authentic character
but our love of, and commitment to our food. We wanted
to use design to get people to crave our food; to communicate
its freshness, its flame-grilling perfection and above all, its
taste. We don’t know if it’s possible to eat design, but if it
is, we hope people will want to devour ours.

Burger King® Brand Identity Guidelines Introduction Design Approach 012
Design Strategy
Make our brand

Design Approach
and our food even

more craveable
Put simply, we want everything we do to evoke the great taste of
our food; whether that’s the way we use color, how we photograph
products, the shapes and forms of our fonts or the style of illustration
we’ve created.
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.

Burger King® Brand Identity Guidelines Introduction Creative Idea 013
Design Strategy
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.
Substantiated by our fresh-cut ingredients, no artificial additives

or preservatives, plant-based offerings and more, we want to use
design to help drive reappraisal of our food, and help people see
that BK is making a big leap forward.

Design Principles
Mouthwatering
Design Principles
1.
Actionable principles that guide how
we look and feel across everything
we do.
Big & Bold

These four principles capture the
unique characteristics of the Burger
2.
King® brand that differentiates us
from anyone else.
3. Playfully
Irreverent
4. Proudly True
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.

Burger King® Brand Identity Guidelines Introduction Big & Bold 016
Design Principles
2. Big & Bold

Confident and direct: we
play with scale using macro
photography and a focus
on details.
Colors are unapologetically

full and rich.

Burger King® Brand Identity Guidelines Introduction Playfully Irreverent 017
Design Principles
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.

Burger King® Brand Identity Guidelines Introduction Proudly True 018
Design Principles
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.

Burger King® Brand Identity Guidelines Verbal Identity 019
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.
So think of this as a guide that helps us

maintain a consistent voice everywhere we
speak: from social media to merchandising
to communications.

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.
®

Characteristics
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
Burger King® Brand Identity Guidelines Verbal Identity Enthusiastic 023
Characteristics
1. Enthusiastic Examples:
Do
Ooey gooey melty cheese
We sound excited.
We unashamedly revel in our food Don’t

Cheese!!! Cheese!!! Cheese!!!
and its deliciousness with bold, Now we sound a little unhinged.
upbeat adjectives that describe Do

Tastier. Juicier. Flame-licked.
the taste, look and texture. Celebrating what makes us better than others with spirit and attitude.
Don’t
The delicious Whopper®.
This is boring and doesn’t revel in ingredients or taste.
We can be energetic but not manic Do

Piping hot and golden brown.
We can be excited but not naive Takes pleasure in closely describing an everyday item, like a French Fry.
We can be spirited but not childish Don’t

Tots that are hots.
This is a little too juvenile and cheesy.
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 Confident 024
Characteristics
2. Confident Examples:
Do
Have It Your Way®
Celebrates the confidence of Burger King and our customers.
We are Burger King , Home of the ® Don’t

The King reigns supreme
Whopper . Flame-grilled since 1954
® Nice, but a little too showy, don’t you think?
and damn proud of it. We do not hide Do

Home of the Whopper®
behind the status quo- we are bold A claim of which we are forever proud.
Don’t
and unafraid. The best burger on the planet

True though this is, we sound a bit too full ourselves just saying it like that
Do
Eat Loud
We can be bold but not flashy Go ahead - eat it however you like it
We can be proud but not vain Don’t

Don’t mess with the Whopper® or else!
We can be challenging but OK ok, we are not looking to start a fight with our customers here
not in-your-face
Burger King® Brand Identity Guidelines Verbal Identity Witty 025
Characteristics
3. Witty Examples:
Do
“Explains a lot”
Our famous reply to a famous guy
We’re smart and quick. We poke a little Don’t

“That explains why you’re so dumb”
fun at ourselves and others. We know If we’d been this rude and cruel, we would have looked like the dumb ones—being
respectful is key
what’s going on in culture and reference Do
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
We can be ironic but not jaded a negative one
We can be smart but not highbrow Do

The only burger that plays with fire and
never gets burned.
A smart riddle-like phrase that only BK® can say.
Don’t
Our burgers rise from the flames, as the Phoenix
once did in ancient times
Dude, we sell burgers, not ancient Greek literature
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
We’re comfortable in our skin and talk Don’t

Orders available for pickup or delivery only
to people at eye level, keeping the Same information but you sound like someone’s teacher
language simple, conversational and Do

Flame-grilled beef and fresh-cut tomatoes
authentic. What you see is what you get: Talking like a real person would
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 clear, not terse Do

Come on in!
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.
Verbal Inspiration Examples
VERBAL
INSPIRATION
EXAMPLES
Verbal Inspiration Examples Talk About Ingredients 100% Real — Juicy

— Cheesy
The love for our food shines through — Sliced 24/7 — Real Deal — Melty
in all we say, with the brand speaking — Sliced seven days a week — Flavor that’s for real — Sizzling
to you with an easy, knowing familiarity
of an old friend, rather than a large
— Sliced today. Gone today. — Taste what’s real — Seared
corporation. — Sliced on the daily — The real taste — Tasty
— Sliced to serve — 100% Real. 100% Melty. — Mouthwatering
Here is a taster of examples where — Freshly sliced in our kitchen 100% Delicious. — Oozing with flavor
we focus messaging on anything from
our fresh ingredients to flame-grilling
— Onions on deck — Not faking it — Goddamn it’s good
and more. — Freshly cut with the tears — This is what a 5-star
to prove it Talk About Product review tastes like
These examples are not taglines but — That crunch
messages and claims.
— Crunch, crunch, crunch — The one. The only.
— Crunchy. Leafy. Freshest. — All other burgers bow down Fire is Better
— Crispy and leafy — 100% Flame-seared, Big Time — Tastier. Juicier. Flame-licked.
— Stay lush — Double the Whopper®. — Flavor Flame-Grilled
— Melty gooey cheese Double the hands. — Flaming Hot!
— So damn cheesy! — Clean, green, burger- — Made with flames
— Ooozy and melty topping machine — Fired on the spot
— Magic between buns — Fries by the fistful — Flame-broiled to order
— Real buns taste better — Golden Treasure
— No secrets in our sauce — Salted to perfection
— Burger Support Squad — Juicy and delicious
Verbal Inspiration Examples Editorial / Lifestyle Your Way

Cont.
— Eat loud — Have It Your Way®
The love for our food shines through — Unwrap and Open Wide — Your Order Your Way
in all we say, with the brand speaking — Two Hands — Just How You Like It
to you with an easy, knowing familiarity
of an old friend, rather than a large
— Dive in with both hands — Bigger Better Burger King
corporation. — Handfuls and Mouthfuls
— Thank your mouth
Here is a taster of examples where — Handle with flavor
we focus messaging on anything
from our fresh ingredients to flame-
— For You and Yours
grilling and more. — Moment of truth
— That first bite has
everything you want
— Inappropriately good
— Hello, mouth.
— Burning for you
— Designed to be devoured
— Bring napkins. Get messy.
— You’ll need napkins
— Mmmmm juicy
— Lip-smacking
— Suck it up
— Guilty Pleasure
— Long live the king
Burger King® Brand Identity Guidelines Visual Identity 030
VISUAL
IDENTITY

Kit-of-Parts
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.
Logo Wordmark Color
Typography Iconography Signature Lockups
ABCDEFGHI
JKLMNOPQRS
TUVWXYZ
Illustration Illustrated Typography Photography

Burger King® Logos
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.

Burger King® Brand Identity Guidelines Visual Identity Primary Logo 033
Burger King® Logos Primary Logo for Small Use
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.
Primary Logo for Small Use

Our small-use logo has been simplified for
ease of reproduction on smaller formats.
This logo is used when a logo of .75 inch
wide or less is needed. See page 44 for
minimum size usage for more information.
.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
Primary Logo Clearspace

Clearspace is the minimum distance
between the logo and other visual and
verbal elements. The width of our Burger
“U” defines the minimum clearspace
surrounding the logo.
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)
We have created a special Primary Logo

with a background to use in film and on
photography, and for signage.
In film or on photography, it uses a mayo

egg white background and should be used
only when the logo is placed over an image
to help retain legibility.
In restaurant signage, it uses a white

background to appear brighter when
fabricated out of acrylic or plastic.
Contact your BKC marketing or legal team

to determine whether you restaurant
signage should contain a registration mark.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo QR Code 036
Burger King® Logos
Primary Logo QR Code QR Code Minimum Size
Our QR code directs users to our digital

presence. The unique design combines
our branding with functional elements
and brings personality to an otherwise
impersonal element.
Print: 1 inch (width)
Digital: 96 pixels
QR Code Clearspace
between the outer edge of the QR code
and other visual and verbal elements.
The diameter of our QR code circle defines
the minimum clearspace surrounding
the QR code. QR Code Clearspace
QR Code Minimum Size

Maintaining the minimum size for our
QR code is essential to its functionality.
The minimum recommended size of the

QR code is 1 inch wide for print and 96
pixels wide on screen.

Burger King® Brand Identity Guidelines Visual Identity Primary Logo with Background 037
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
Wordmark Wordmark (with Registration)
While our Primary Logo should be used

more often, we do have a Wordmark to be
used as additional branding for horizontal
formats. It should not be used alone
i.e. without other branding elements.
Contact your BKC marketing or legal

team to determine whether you restaurant
signage should contain a registration mark.
Wordmark Restaurant Signage only (with no Registration)
Burger King® Brand Identity Guidelines Visual Identity Wordmark Clearspace 039
Burger King® Logos
Wordmark Clearspace
between the wordmark and other visual
and verbal elements. The width of our
Burger “U” defines the minimum
clearspace surrounding the logo.
Burger King® Brand Identity Guidelines Visual Identity Primary Logo with Background and Wordmark 040
Burger King® Logos

Burger King® Brand Identity Guidelines Visual Identity Chinese Wordmark and 041
Burger King® Logos Primary Logo Lockup
Chinese Wordmark and Chinese Wordmark
Primary Logo Lockup

A custom Chinese wordmark has been
created for the local market, inspired
by the Burger King® wordmark.
The proportions of the Chinese

wordmark to the Primary Logo has been
determined, as well as the distance
between the elements are fixed, and
may not be altered.
Chinese Wordmark and Primary Logo Lockup

Burger King® Brand Identity Guidelines Visual Identity Chinese Wordmark and Primary 042
Burger King® Logos Logo Lockup Clearspace
Chinese Wordmark and Primary

Logo Lockup Clearspace
between the primary logo lockup and
wordmark and other visual and verbal
elements. The width of our Chinese
character defines the minimum clearspace
surrounding the logo lockup and wordmark.
Note that clearspace on the top and

bottom of our Chinese logo lockup is
measured from the edges of the logo
element in the lockup.

Burger King® Brand Identity Guidelines Visual Identity Favicon 043
Burger King® Logos
Favicon Favicon Favicon Clearspace
Our favicon was designed to read “BK”

and created as our icon for social media.
This design has the unique ability to be
legible at small sizes. It should not be
used where the full logo would be legible.
Note: Favicon should NEVER be used in

an alternate colorway. The combination
of the two primary colors are essential for
the legibility of the ‘B’ and ‘K’. The vertical
clearspace is determined by the distance
‘X’, which is the top of the ‘K’ counter to
the top of the bottom bun.
Favicon to be used once the new visual

identity is further established.
Contact your Regional Marketing

Communication Lead to discuss when the
favicon can be launched in your market.
Burger King® Brand Identity Guidelines Visual Identity Favicon 044
Burger King® Logos

Burger King® Brand Identity Guidelines Visual Identity Logo Minimum Size 045
Burger King® Logos
Logo Minimum Sizes Primary Logo for Small Use Wordmark Favicon
Establishing a minimum size ensures that

the impact and legibility of the logos are
not compromised in application.
Print: 0.5 inch (width) Print: 1.25 inch (width) Print: 0.1875 inch (width)
The minimum recommended size of the Digital: 40 pixels Digital: 90 pixels Digital: 17.5 pixels
logo is 0.5 inch wide for print and 40 pixels

on screen. For the wordmark 1.25 inch wide
and 90 pixels for digital. And for the favicon
0.1875 inch wide and 17.5 pixels for digital.
Because the registration mark is too small

for legibility when the primary logo or
wordmark are used at the minimum size,
the registration mark should be removed.
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.
Burger King® Brand Identity Guidelines Visual Identity Logo Color Usage 047
Burger King Logos
Logo Color Usage Primary Colorway
Our primary colorway is most common, and appears on

Our color palette (see page 60 for most applications using a Mayo Egg White or BBQ Brown
the full color chapter) is flexible and background. If a four color photo is selected we can use
allows for unique and ownable color the primary color logo with background.
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.
Our colors are split into three

groups: Primary, Secondary and
Limited Colorways.
Burger King® Logos
Logo Color Usage Secondary Colorway Limited Colorway
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.
Burger King® Logos
TM & © 2020 Burger King® Corporation. All Rights Reserved.

Confidential and Proprietary Information of The Burger King® Corporation
Burger King® Brand Identity Guidelines Visual Identity Wordmark Color Usage 050
Burger King® Logos
Wordmark Color Usage

Our wordmark can be used in the primary
palette colors only, see page 62. The Fiery
Red, Flaming Orange, BBQ Brown. You can
also reverse it out of a primary color using
the Mayo Egg White.
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.
Restaurant Signage Only
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.
These rules apply to all elements of the

Logo including but not limited to the
Wordmark and the Favicon.
This list is meant for illustrative purposes,

and should not be considered an
KING
exhaustive list of mistakes
Do not change the tone, tint, or opacity of the Logo. Do not rotate the Logo. Do not change the typeface of the Logo.
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.
Signature Lockups
SIGNATURE
LOCKUPS

Burger King® Brand Identity Guidelines Visual Identity Whopper® 053
Signature Lockups
Whopper® Whopper® (with Registration)
Whopper® is one of our signature

lockups, and should always appear
in this configuration to differentiate
from our other product offerings,
except when used inside a paragraph
of copy. See page 140 for more information
on our Product Architecture.
Example application: packaging,

merchandising, menuboards.
Whopper Restaurant Signage only (with no Registration)
team to determine whether you
restaurant signage should contain
a trademark symbol.
Burger King® Brand Identity Guidelines Visual Identity Whopper® 054
Signature Lockups

Burger King® Brand Identity Guidelines Visual Identity Home of the Whopper® 055
Signature Lockups
Home of the Whopper® Home of the Whopper® (with Registration)
Home of the Whopper® is one of our

signature lockups, and should always
appear in this configuration, except
when used inside a paragraph of copy.
Example application: in-store signage.

team to determine whether you
restaurant signage should contain
Home of the Whopper® Restaurant Signage only (with no Registration)
a trademark symbol.
Burger King® Brand Identity Guidelines Visual Identity Home of the Whopper® 056
Signature Lockups

Burger King® Brand Identity Guidelines Visual Identity Flame Grilling Since 1954 057
Signature Lockups
Flame Grilling Since 1954 Flame Grilling Since 1954 Restaurant Signage only (with no Registration)
Flame Grilling Since 1954 is one of our

signature lockups, and should always
appear in this configuration, except
when used inside a paragraph of copy.
Example application: restaurant signage.
Burger King® Brand Identity Guidelines Visual Identity Flame Grilling Since 1954 058
Signature Lockups

Burger King® Brand Identity Guidelines Visual Identity Your Way 059
Signature Lockups
Your Way Your Way (with Registration)
Your Way is one of our signature lockups,

and should always appear in this
configuration with a registration mark.
Color
COLOR

Burger King® Brand Identity Guidelines Visual Identity Color Overview 061
Color
Color Overview
This is our full Burger King®
color palette, weighted in order
of importance.
Colors on packaging, marketing

and interiors bring to life the vibrant,
fresh ingredients of the Whopper® and
the brand’s trademark flame-grilling
Crunchy Green
method of cooking its burgers. PMS C: 2426
PMS U: 355
HEX: #198737
R25 G135 B55
C90 M0 Y100 K10
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

Burger King® Brand Identity Guidelines Visual Identity Primary Palette 062
Color
Primary Palette
This is our primary palette, inspired
by our trademark flame-grilling method
of cooking our burgers.
These primary colors hold our equity

and differentiate us. At least one of these
colors always appear in any given Burger
King® branded application. Plant based
products can sometimes be an exception
to this.
Fiery Red Flaming Orange BBQ Brown

PMS C: 2347 PMS C: 2018 PMS C: 4695
PMS U: 2347 PMS U: 2018 PMS U: 4695
HEX: #D62300 HEX: #FF8732 HEX: #502314
R215 G35 B0 R255 G135 B50 R80 G35 B20
C0 M95 Y100 K0 C0 M60 Y90 K0 C20 M80 Y80 K70

Burger King® Brand Identity Guidelines Visual Identity Secondary Palette 063
Color
Secondary Palette
This is our secondary palette and it is used
to enhance applications under limited
circumstances.
While proprietary, our secondary colors are

less ownable than our primary palette, and
cannot be used on their own. These colors
are primarily used within illustration or only
in certain applications when combined with
colors from our primary palette.
Mayo Egg White Crunchy Green Melty Yellow

PMS C: 9226 PMS C: 2426 PMS C: 7549
PMS U: 9226 PMS U: 355 PMS U: 116
HEX: #F5EBDC HEX: #198737 HEX: #FFAA00
R245 B235 G220 R25 G135 B55 R255 G170 B0
C0 M3 Y13 K4 C90 M0 Y100 K10 C0 M30 Y100 K0

Burger King® Brand Identity Guidelines Visual Identity Color Don’ts 064
Color
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.
To illustrate this point, some of the more

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

Typography
Typography
Our irreverent typography evokes the
natural, organic shapes of food and looks
so mouthwateringly delicious, you can
almost taste it.

Burger King® Brand Identity Guidelines Visual Identity Typeface Overview 067
Typography
Eat Loud
Typeface Overview Headlines
We worked with Colophon Foundry Flame

Bold
to develop a bespoke, modern typeface
family inspired by Burger King® that has
a colorful history and irreverent personality.
The Burger King® Flame font has been
custom created exclusively for Burger
Order in with pickup

King®. You can download this font, free Subheads
Flame
of charge, for use.
Regular or free delivery!

Our proprietary typeface family comes
in three styles; a flavorful Bold weight,
a confident Regular weight, and a utility
Sans weight.
This allows us to flex our voice across

a wide range of communications while
keeping a singular and consistent Body Copy Burger King® is proud to be fun, proud to be unconventional,
brand impression.
Flame and proud to be loved for it. We have a rich history of breaking
Modification or adaptation of the Flame the rules, marching to the beat of our own drum and carving
font is not allowed without the approval
of BKC’s legal team.
Sans out a spot in the world that is wholly our own. Burger King®
creates burgers that are like them: hard to contain.
Burger King® Brand Identity Guidelines Visual Identity Typeface Overview 068
Typography
Typeface Overview
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Headlines
Our proprietary typeface comes in Flame

three styles; a flavorful Display weight,
a confident Primary weight, and a utility
Secondary weight.
Bold abcdefghijklmnopqrstuvwxyz
This allows us to flex our voice across
a wide range of communications while
0123456789!@#$%^&*()[]?+
keeping a singular and consistent
brand impression.
Subheads
Modification or adaptation of the Flame
font is not allowed without the approval
Flame
abcdefghijklmnopqrstuvwxyz
of BKC’s legal team
Regular
0123456789!@#$%^&*()[]?+
Body Copy
Flame
Sans abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()[]?+
Burger King® Brand Identity Guidelines Visual Identity Regional Font Alternatives 069
Typography
Regional Font Alternatives Headlines
If your country’s language is not Fang

Zheng
supported by Flame (see previous
page), contact your local agency for a
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
Example: Chinese Typeface.

Fang
Zheng Cu
Yuan Song
Jian Ti
Body Copy
Fang Zheng
Lan Ting
Yuan Jian
Ti Zhong
Burger King® Brand Identity Guidelines Visual Identity Type Size Relationship 070
Typography
Type Size Relationship

When creating layouts using all three
typefaces, clear hierarchy can be
established by making sure subheadlines
are no larger than 50% of the ascender
height of the headline, and body copy
is no larger than 50% of the cap height
of subheadlines.
Headline
Flame Bold Flame Regular Flame Sans

Burger King® Brand Identity Guidelines Visual Identity Line Heights 071
Typography
Headlines are set in

Line Heights 1
Type across our entire system is set

square, meaning the line height is always
Flame Bold with line

equal to the point size, 1:1, except in
specific use cases. When the point size
is below 12 pt you can increase the leading
(e.g. 10 pt/12 pt) and when you use Flame
Bold in caps you can decrease the
spacing equal to the

leading (e.g. 204 pt/168 pt).
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

Burger King® Brand Identity Guidelines Visual Identity Flame Bold Caps Usage 072
Typography
Flame Bold Caps Usage

In some cases, our Flame Bold typeface
can be used in all-caps for specific layouts
ALL CAPS
when using only three words or less.
Leading for all caps headlines is set at
75% of the pt size.
HEADLINE
Quali
Burger King® Brand Identity Guidelines Visual Identity Ligatures & Swashes 073
Typography
Ligatures & Swashes

Flame Bold and Regular contains ligatures
for a select number of characters. Flame
bold only contains stylistic alternates
and discretionary swashes. The swashes
should be used sparingly and not within
longer lines of copy, and only at the
beginning or end of words.
Burger King® Brand Identity Guidelines Visual Identity Ligatures & Swashes 074
Typography
Ligatures & Swashes

ct fb ff ffb ffh A K M
Ligatures Swashes
Flame Bold and Regular contains ligatures Flame Flame

Bold Bold
for a select number of characters. Flame
bold only contains stylistic alternates
and discretionary swashes. The swashes
should be used sparingly and not within
ffi ffk ffl fft Q R r
longer lines of copy.
fh fi fk fl ft
Make sure your ligatures are turned
on whenever using Flame Bold:
gi Ki ky st wi W Y
InDesign:
Edit your Basic
Character Formats
panel in your Basic
Ligatures
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.
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.
Swashes create interest and add balance
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.
Note that swashes and ligatures are

independent of a specific language and
can be used in any translation.

patty flame.
Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
clearance, and local legal counsel for compliance with applicable laws and regulations.
Burger King® Brand Identity Guidelines Visual Identity Flame Bold Variable 076
Typography
Flame Bold Variable

In the Flame Bold weight, when you use
caps, we have created variable letters
to use when appropriate.
The different variable options are Super-

Condensed, Regular, and Super-Wide.
The variable type is to only be used
in applications with a full-page of type.
See the layout section page 79 for
more guidance.
Burger King® Brand Identity Guidelines Visual Identity Flame Bold Variable Usage 077
Typography
Flame Bold Variable Usage

Variable fonts use a slider in-lieu of
traditional separate weights to allow
for a wider range of widths available
in a single typeface.
298
300
This slider can be accessed near the
font selection menu in Adobe InDesign
and Adobe Illustrator.
See below reference:
300
286
270
300
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.
To illustrate this point, some of the more

Real Real
Do not replace our typefaces or use unapproved fonts. Do not allow the tracking to be too wide. Do not allow the leading to be too large.
$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.
Grid System & Layouts
GRID SYSTEM
& LAYOUTS

Grid System & Layouts Overview

Overview These pages will take you through a step-
by-step construction of our grid and some
primary layouts used in our visual system.

Burger King® Brand Identity Guidelines Visual Identity Margin Formula 081
Margin Formula
Longest
Side / 25 = Margin
Burger King® Brand Identity Guidelines Visual Identity Margin Construction 082
Margin Construction 1 3
27 27 30 30
To create our margins, we take the

longest side of the application and 674 px
divide by 25. This gives us a modular

margin that scales proportionately 27 27
across all application formats and sizes.
27 27
Note: In some extreme cases (very

wide or very tall) applications, your 2
margins may need to be adjusted
manually for optical correctness.
756 px
674 px
1 674 px horizontal / 25 = 27 px Margin
2 674 px horizontal / 25 = 27 px Margin
3 27 27 30 30
756 px vertical / 25 = 30 px Margin

Burger King® Brand Identity Guidelines Visual Identity Applying Headlines 083
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.
Note: The cap-height of headlines

touches the top margin. The ascenders
are allowed to protrude above it.
2
This is
a headline
1 For wide banners, headlines should be scaled

to fit the vertical height of the banner.
2 For formats where the headline would take up

too much vertical real-estate were it to span
the entire format, the page can be divided into
proportional columns for the headline to size to.
For vertical formats, the longest line of the

3 headline should span margin to margin.

Burger King® Brand Identity Guidelines Visual Identity Applying Body Copy 084
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 subhead is set to take up the vertical

1 space of the headline’s second line.
This subhead is set to occupy the same

2 column width as the headline.
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.
This subhead spans the first two columns of this
3 page, if it were divided into 3 even columns.

Burger King® Brand Identity Guidelines Visual Identity Applying Our Logo 085
Applying Our Logo 1 3
This is
27 27 30 30
Our logo is generally applied in the

bottom right corner. The width of
This is a headline
This is a subhead,
the logo should be 2x the margin next to the headline.
more information into the offer being illustrated.
size. This ensures our logo scales
a headline
27 54 27
proportionally with each application.
For billboard use, the logo size can
This is
27 27
be increased for visibility at the

discretion at the designer, using this 2
page as an optical reference.
a headline This is a subhead,

smaller than the headline.
This is a subhead, same
width of the headline.
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

Burger King® Brand Identity Guidelines Visual Identity Applying Half-Frame Photography 086
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,


Burger King® Brand Identity Guidelines Visual Identity Applying Half-Frame Photography 087
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,
This is a subhead, This is body copy, potentially used to provide more

smaller than the headline. information into the offer being illustrated.

Burger King® Brand Identity Guidelines Visual Identity Applying Full-Frame Photography 088
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,


Burger King® Brand Identity Guidelines Visual Identity Square Format Layouts 089
Square Format Layouts

Instagram posts follow the same layout
as our previous grids, but can use centered
type if needed. The pt size of the headline
and subhead should be adjusted based on
the length of copy used, but should always
This is
appear proportionately sized.
This headline
Vertical margins should be adjusted to
keep typography optically centered.
a headline is a little longer

This is a subhead,
This is a subhead, smaller than the headline.

Burger King® Brand Identity Guidelines Visual Identity Full-Frame Logo Photography 090
Full-Frame Logo Photography

Layouts using only our logo on top
of photography can be used as long
as sufficient clearspace is applied
and there is enough contrast between
the logo and photo.

Burger King® Brand Identity Guidelines Visual Identity Layouts Using Single Words 091
Layouts Using Single Words

Although our typography primarily
appears in Sentence case, when creating
layouts that use 3 or less words, feel
free to use all-caps. This is generally
for evocative Out of Home applications,
and will be covered in the application
LEAFY CRUNCHY JUICY
section of this document.
Freshly picked Freshly sliced Freshly sliced

in our kitchen in our kitchen in our kitchen
Burger King® Brand Identity Guidelines Visual Identity Layouts with Variable Type 092
Layouts with Variable Type

Our variable type is used to make large,
graphic patterns, either out of single
words or sequences of repeating words.
This is generally for evocative Out of Home

applications, and will be covered in the
application section of this document.
Illustration
ILLUSTRATION

Illustration: Storytelling
ILLUSTRATION:
STORYTELLING

Burger King® Brand Identity Guidelines Visual Identity Illustration Overview 095
Illustration Overview Ingredients Products Storytelling
A unique hand drawn illustration style for

BK® that is full of color, energy, humor and
irony. Focused on our fresh ingredients,
heroic products and playful storytelling.
These can be brought to life across

packaging, in-store artwork and social.
Our illustration should never be re-colored

or cropped. They should be used as a whole
image and where possible should be big
and bold in line with our Design Principles.
New simple illustrations may be created
in this style but should be consulted with
the Burger King® Global Design Team.
We have developed in partnership with

Cachetejack a library of illustrations
across fresh ingredients, heroic food
and playful storytelling. If you’d
like to expand your illustration
library further, please contact
the BK Global Design Team.

Burger King® Brand Identity Guidelines Visual Identity Illustration Library 096
Illustration Library Ingredients

Lettuce Leaves Tomatoes: whole, on the vine, sliced Tomatoes: in a hand
We have developed in partnership

with Cachetejack an initial library
of illustrations across our fresh
ingredients, heroic food and playful
storytelling.
No colors should be amended.

Onions: whole, half and rings Pickles: whole and slices Burger Bun Top Burger Patty: with grill markings
Products
Whopper®: with and without a napkin Whopper® in Two Hands
Whopper® Sequence
Whopper® Deconstructed

Burger King® Brand Identity Guidelines Visual Identity Illustration Library (Cont.) 097
Illustration Library Cont. Products Cont.

Fries: individual and a pile Fries in a Pod Ketchup Sachet Burst Soda Cup
We have developed in partnership

with Cachetejack an initial library
of illustrations across our fresh
ingredients, heroic food and playful
storytelling.
Storytelling
Pickle Eye Mask French Fry Mustache: Down and Up
Onion Ringers on a Finger Ice Cream Melting Fistful of Fries

Dipping Fry in Ketchup
Mouthful of Fries Flames

Burger King® Brand Identity Guidelines Visual Identity Illustration Color 098
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.

Burger King® Brand Guidelines
Identity Guidelines Visual Identity 099
TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Reserved.
Confidentialand
of The The Burger King® Corporation
King® Corporation
TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Reserved.
Confidentialand
King® Corporation
Illustration: Stripes
ILLUSTRATION:
STRIPES

TM
TM &&©©2020
2020Burger
Burger King®
King® Corporation.
Reserved.
Confidentialand
King® Corporation
Illustration: Primary Stripes Bun: Crown
Inspired by the food and taken directly

from our most iconic asset, the Whopper®.
Our primary graphic illustration
stripes are made up of a cross-section
referencing the layers of our ingredients: Lettuce Leaves
the bun, lettuce, tomato slices, mayo,
pickles and the flame-grilled patty.
Tomato Slices
Onion Rings
Pickle Slices
Whopper® Patty
Bun: Heel

Burger King® Brand Identity Guidelines Visual Identity Stripe Usage 104
Primary Stripe Usage

When applying the primary illustration
stripes, try to retain the cross section
of the Whopper®. You can only zoom in
so far before you lose recognition.
Minimum Maximum

Burger King® Brand Identity Guidelines Visual Identity Applying the Stripes 105
Applying the Primary Stripes

Be thoughtful about the applications
of the primary illustration stripes to
avoid overuse.

Burger King® Brand Identity Guidelines Visual Identity Masterbrand Color Alternate Stripes 106
Illustration: Masterbrand Color

Alternate Stripes
In certain instances where simplicity is
required, such as uniforms and directional
stripes, we utilize our alternate stripes.
The alternate stripes reduce the number
of colors to four of our masterbrand
colors in the following order: Mayo Egg
White, Flaming Orange, Fiery Red,
and BBQ Brown.
Masterbrand Color Alternate Stripes Examples

Illustration: Typography
ILLUSTRATION:
TYPOGRAPHY

Confidential and Proprietary Information of The Burger King Corporation Local versions of illustrative typography should be approved by the BK Global Design Team.

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.
On packaging, illustrated type

should do two things:
3.5˝
1. Leverage on the descriptive
words for visual cues.
2. F ill the space of different
packaging shapes.
Hearty Melty Tasty Eggy Tender Crispy

Bacon King Wrap Egg-Normous Burrito Wrap Original Chicken Wrap
6.5 x 3˝ 2.5 x 6˝
4˝

Creating Illustrated Round Square Rectangular

Typography 1. Use the Warp effect with the Arc Upper style for your upper word,
and Arc Lower for your lower word along the horizontal axis. Adjust
1. Use the Distort & Transform effect with the Free Distort style for your
upper and lower words, pulling the endpoints until you create an even
1. Use the Distort & Transform effect with the Free Distort style for
your upper and lower words, pulling the endpoints until you create
the bend to fit the curves of your circle. horizontal line through the square shape. an even horizontal line through the rectangular shape.
Our illustrated typography is created with

a combination of Adobe Illustrator effects
and hand lettering. It should illustrate the
descriptive words that its communicating
(i.e. “Melty” should look like its melting).
On this page we give examples of the

technical process used to create illustrated 2. Add some dimension to the type using the Warp effect with the 2. Use the Warp effect with the Twist style to add a very slight amount
typography that fits round, square, and Inflate style on both upper and lower words. This will provide
a better fit to the edge of the circle.
of movement to your upper and lower words along the horizontal axis
(adding too much movement will cause legibility issues).
rectangular shapes. Below are additional
guidelines to use for layout and hand
lettering:
2. Use the Warp effect with the Wave style to add a very slight amount
of movement to your upper and lower words along the horizontal
— No more than two words per format. axis (adding too much movement will cause legibility issues).
— All letterforms must be legible.

— Only use one color per word.
— Only use one flourish or ligature
per format. 3. Adjust letterforms by hand to maximize legibility, fit the
space, and add a flourish or ligature to the letterforms.
3. Adjust letterforms by hand to maximize legibility, fit the space,
and add a flourish or ligature to the letterforms.
— Typography should fit the space.
1 2 2 3. Adjust letterforms by hand to maximize legibility, fit the space,

and add a flourish or ligature to the letterforms.
1 Adjust letterforms by hand to maximize legibility.
2
2 Adjust letterforms by hand to fit the space.
1
3
3 3
3 Add a flourish or ligature. 1

Confidential and Proprietary Information of The Burger King Corporation Local versions of illustrative typography should be approved by the BK Global Design Team.











Burger King® Brand Identity Guidelines Visual Identity Merchandising Examples 122
Value French Fries
Illustration: Iconography
ILLUSTRATION:
ICONOGRAPHY

Burger King® Brand Identity Guidelines Visual Identity Operational Icons 124
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
Operational icons should never be used

larger than 84 pt and no smaller than
24 pt, which is the size that they appear
on packaging wraps. All ops icons remain
at a consistent height.
Tomato Onion Spicy Ketchup Tartar Sauce Mustard
On white packaging backgrounds, icon
color takes on the primary color of the
Product Category. For example, a chicken
product will have Flaming Orange Icons.
Ham Sausage Pickle Bottle Jar Hash Browns
EC S
Egg Egg & Cheese Sausage

Burger King® Brand Identity Guidelines Visual Identity Operational Icons 125
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
background, the icons will be white.
For additional distinction, Cheese and

Spicy icons are highlighted on a white
circle while the icon itself is in color.
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
larger than 84 pt and no smaller than

24 pt, which is the size that they appear
on packaging wraps. All ops icons remain
at a consistent height.
EC S
Egg Egg & Cheese Sausage Highlighted Cheese Highlighted Cheese Highlighted Spicy
in Flaming Orange in Melty Yellow in Fiery Red

Burger King® Brand Identity Guidelines Visual Identity Digital Icons 126
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 icons appear no larger than 20 x 20

px on digital applications such as website
and phone app.
The primary color for Digital Icons is BBQ

Brown with the exception of our Small,
Order Reorder More Profile Home Offers
Medium, and Large icons. Our S/M/L Icons
follow the same Ops Color Specifications
established in our packaging system.
Ops Color Specifications:

Value = No color S M L
Small = Fiery Red
Medium = Flaming Orange Small Medium Large
Large = BBQ Brown

Burger King® Brand Identity Guidelines Visual Identity Digital Button 127
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 fully round the corners into

“capsule” shapes.

Confidential and Proprietary Information of The Burger King Corporation Image for inspiration only.
Burger King® Brand Identity Guidelines Visual Identity Iconography Don’ts 128
Illustration and Iconography

Don’ts
It is important that we are consistent
with our illustration and iconography
throughout our visual identity, and that
we do not mix elements from our past
visual brand identity in with the new.
To illustrate this point, some of the

elements from our previous visual brand
identity are shown on this page as
examples of what not to use.
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

Photography
Photography
We have created a unique photography
style that speaks to the design strategy:
big and bold, mouthwatering, proudly
true, and irreverent.
We will capture everything across

delicious, craveable still life set-ups that
elevate the food to lifestyle moments,
creating stories you will remember.

Photography
Photography
Our photography goals are:
1. To reinforce our focus on food

quality, by making our brand and
our food even more craveable.
2. Elevate the sensorial perception

of our food.

Burger King® Brand Identity Guidelines Visual Identity Photography Principles 132
Photography
Photography Principles BK® is: BK® is NOT:
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.
Inspired by Classic BK Living in our history

We use warm, thoughtfully saturated looks which
evoke the carefree fun of the past.
Billboard Worthy Trashy & Messy

An image you want to see on a billboard. You get it.

Burger King® Brand Identity Guidelines Visual Identity Photography Approach 133
Photography
Photography Approach
We have two approaches
to our photography for Still Life
and Lifestyle.
Still life Lifestyle

Ingredients BK Photo
®
moments
and Products Style with food
—M
acro ingredients to show Spontaneous — Hero products in location
real (transparent), juicy Irreverent with a human touch
and fresh ingredients Delicious
Transparent — Everyday people, enjoying
—H
ero products and groups Classic BK Inspired real moments with food
of product Billboard-Worthy
— In BK® restaurants

Burger King® Brand Identity Guidelines Visual Identity Photography Execution 134
Photography
Photography Execution Color

Color, lighting and cropping in Like our lighting, our color is inspired
combination are approaches that by Classic BK. Colors are warm tones, but
will make Burger King® lifestyle not faded, and draw inspiration from the
photography unique and distinctive. Burger King® primary color palette.
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.

Burger King® Brand Identity Guidelines Visual Identity Still Life: Macro Ingredient 135
Photography and Product
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.

Burger King® Brand Identity Guidelines Visual Identity Still Life: Heroic Ingredient 136
Photography and Product Focused
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.

Burger King® Brand Identity Guidelines Visual Identity Lifestyle: Heroic Product in Environments 137
Photography
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.

Burger King® Brand Identity Guidelines Visual Identity Photoshoot 138
Photography Principles
PHOTOSHOOT
PRINCIPLES

Choosing the Right

Photographer
Photographers have unique skillsets
and styles. The photographer we
choose should have a body of work
that demonstrates a style capable
of capturing our “visual crunch”
narrative. Attributes to look for are
a sharp focus on details, textures
and the skillful use of shadows.
A photographer with proficiency
for each skill will help maximize
the visual impact of our food.

Lighting, Angles and Composition

Creating the unique aesthetic of our “visual crunch”
narrative depends on expert lighting, multiple angles,
and the talent for creating a mouthwatering
composition. The following are key principles we
use in our photography to achieve these results:
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
— 3/4 POV: Used for product groupings (meals). It is

highly effective at giving our guests the perception
of sitting down to a delicious meal. Using this angle
also enables us to showcase the variety and
abundance of our menu.
— Overhead: Ideal for creating a communal feel

to a product grouping, highlighting a single product
or for layouts requiring graphics and copy.
— Macro: Combined with our lighting style, this is

optimal for shooting ingredients and full builds to
bring into focus the tempting textures of our food.
3/4 POV Macro Overhead

Define Your Food Styling Goal

In all of our photography, we style our
food and compose our shots to be
authentic, ownable and appetizing.
Our guiding principle is to create a
real-world guest experience full of
flavor but never falsely over-processed.
— Loose Styling: We strive to be

perfectly imperfect. Our food
should look real, appetizing and
authentic—as though our guests
have just picked up their meal
from the counter.
— Variety in product, produce and

placement: For our builds, ingredients
and the backgrounds in which they
are placed are essential for creating
fresh, new visual appeal. We work
hard to avoid the kind of “sticker”
effect that shows each product in
a repetitive way.
— Natural but not messy: A delicate

balance between the two. It takes
patience, practice and a certain
amount of speed to faithfully capture
the deliciousness of our food.
Old Visual Identity Prior to 2020 New Visual Identity Post 2020

Capture for the Application

Each shoot should take into account
the specific application of the asset,
whether it's POP, out-of-home, digital,
etc. Plan and understand what
objective your capture will be solving,
such as a static image with a human
narrative or a macro shot that
maximizes every delicious detail
of a single product.

Enhance Our Principles:

“The Dragan Effect”
When all the planning and attention
to detail has captured the perfect
shot, all that is left are the final touches
in postproduction. Here are a few
guidelines that can help enhance
our photography and avoid
overproducing an otherwise
natural shot.
— Color Correction should be

used where applicable for
minor adjustments.
— Retouching should not get in

the way of authenticity. Allow
imperfections to be seen,
within reason.
— Sharpness and Contrast are

essential postproduction
enhancements to emphasize
details that bring our “visual
crunch” narrative to life.
Original capture Postproduction enhancements

Burger King® Brand Identity Guidelines Visual Identity Lifestyle: Storytelling Moments 144
Photography
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.
Details and examples of lifestyle

photography to be included in
late 2021.

Burger King® Brand Identity Guidelines Visual Identity Photography Don’ts 145
Photography
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.
Do not show overly posed people.

Burger King® Brand Identity Guidelines Packaging 146
PACKAGING

Brand Architecture Overview

Our packaging design principles are based
off a clear product architecture. We have
therefore created a simple tiered system
which groups products together based on:
1. The opportunity they have to exemplify

our commitment to improving our food.
2. Their strategic importance to the brand

and the business.


The products which have the strongest
food story are afforded more unique
branded elements (whether in name or
design) to signal that strength and are
placed in the higher tiers.
Those products which contribute much

less to our food story are therefore lower
in the system. These have less or no unique
branded elements and take all their design
cues directly from the masterbrand system.


There are 4 primary groupings in all,
each with their own design principles.
Secondary product groupings (LTOs,

extensions, co-brands) are usually versions
of products within the primary groups and
there is a separate page which details how
they should be approached.

Brand Architecture
Brand Architecture Masterbrand

Burger King®
High strategic ability Have assets unique from

to drive our food story Masterbrand system
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
Low strategic ability Don’t have assets unique from


Burger King® Brand Identity Guidelines Packaging General Tier Principles 151
Brand Architecture

General Tier Principles Burger King®

Sub-brands
King Jr. Meals™
General Tier Principles Product Platforms

The products or product categories
which are strategically important
in delivering our food story
General Tier Principles
New product groupings which span

Stretch masterbrand into meaningful traditional product types (NB for now,
new benefits, both borrowing from
and building new equity into the
the only Platform is the Plant-Based
Platform but other platforms could Product Categories
exist in the future)
masterbrand in a virtuous circle. Breakfast

Flame-Grilled Burgers
Usually indicated by having a ‘branded’
Offer new food options and ideas Chicken
which are central to our food story
name which can be recognized on their own

Product Staples
General Tier Principles Sides
Require sustained marketing investment Will have one or two unique branded assets
over time in order o create name recognition which indicate products are part of that
platform (but less than sub-brands)
Desserts
and establish their unique benefits Moderately strategically important
in delivering food story but do Drinks (incl. Café)
not behave like brands
Salads & Veggies
Modify the masterbrand design system to Platform name may be ‘branded’
express their unique character and benefits (i.e. not simply a functional descriptor) Platters & Burritos
No branded names nor do they receive
sustained marketing investment
Will be supported by occasional
Low strategic ability marketing investment to drive Don’t have assets unique from
to drive our food story awareness and new food story Masterbrand system
May have some unique design elements
(e.g. color) but these are more for
functional reasons (staff/customer
identification) than brand-building ones)
Burger King® Brand Identity Guidelines Packaging Design Specifics 152
Brand Architecture

Design Specifics Burger King®

Sub-brands
King Jr. Meals™
Design Specifics Product Platforms

(for Whopper®)
Design Specifics
(for Plant Based Platform)
Unique type treatment (swash,

Flame Bold, and caps)
Product Categories
Breakfast / Flame-Grilled /
“Flame-grilled” descriptor
Takes on the same unique type treatment
Burgers / Chicken
(swash, Flame Bold, and caps) and
ingredient illustrations as the Whopper®
Ingredient illustrations
Design Specifics Product Staples
Type and ingredients in green
Brown type and wrap color to cue plant-based platform Sides
Desserts
Note: King Jr. sub-brand packaging
to be updated in the future.
Wrap color follows the product
it is the ‘plant based’ version of
Drinks (incl. Café)
(i.e. brown for Whopper®, white
for Croissan’wich®)
Salads & Veggies
Individual colors for main categories
Platters & Burritos
Each sandwich also has unique illustrated
type on the center of the wrap
Low strategic ability Don’t have assets unique from
Uses Flame Bold in sentence
case for product names
TM & © 2020 Burger King Corporation. All Rights Reserved. White wrap color
Burger King® Brand Identity Guidelines Packaging Sub Brands 153
Brand Architecture
Sub Brands Whopper® Whopper® Jr.

— The products or product categories
which are strategically important
in delivering our food story
— Stretch masterbrand into meaningful
new benefits, both borrowing from and
building new equity into the masterbrand
in a virtuous circle.
— Usually indicated by having a ‘branded’
name which can be recognized on
their own
— Require sustained marketing investment
over time in order to create name
recognition and establish their
unique benefits
— Modify the masterbrand design system
to express their unique character
and benefits
Design Specifics (for Whopper®)

— Unique type treatment (swash,
Flame Bold, and caps)
— “Flame-grilled” descriptor
— Ingredient illustrations
— Brown type and wrap color
Note: King Jr. sub-brand packaging

to be updated in the future.

Burger King® Brand Identity Guidelines Packaging Sub Brands 154
Brand Architecture

Burger King® Brand Identity Guidelines Packaging Product Platforms 155
Brand Architecture
Product Platforms Plant Based Whopper® Plant Based Croissan’wich®

— New product groupings which span
traditional product types (NB for now,
the only Platform is the Plant-Based
Platform but other platforms could
exist in the future)
— Offer new food options and ideas
which are central to our food story
— Will have one or two unique branded
assets which indicate products are
part of that platform (but less than
sub-brands)
— Platform name may be ‘branded’
(i.e. not simply a functional descriptor)
— Will be supported by occasional
marketing investment to drive
awareness and new food story
Design Specifics (for Plant Based Platform)

— Takes on the same unique type
treatment (swash, Flame Bold, and
caps) and ingredient illustrations as
the Whopper®
— Type and ingredients in green to cue
plant-based platform
— Wrap color follows the product it is the
‘plant based’ version of (i.e. brown for
Whopper®, white for Croissan’wich®)

Brand Architecture

Burger King® Brand Identity Guidelines Packaging Product Categories 157
Brand Architecture
Product Categories Burgers Breakfast Chicken + Fish

— Moderately strategically important
in delivering food story but do not
behave like brands
— No branded names nor do they receive
— May have some unique design elements
(e.g. color) but these are more for
functional reasons (staff/customer
identification) than brand-building ones)
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
TM & © 2020 Burger King Corporation. All Rights Reserved. Use of trademarks, logos, third party marks and/or copy varies by country. Before you produce materials based upon these assets, please contact your local BKC Legal
Confidential and Proprietary Information of The Burger King Corporation Team and Marketing Team for proper treatment of trademarks logos, third party marks and/or copy for your market.
Brand Architecture
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
®
cues from Whopper ) ®
— New LTOs (let’s say hypothetically,

a hot dog) should be assessed
case-by-case
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
®
Whopper etc. should follow the

®
design identity of the Whopper ) ®
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)
®
Design Overview
Packaging Design Overview

Our packaging design is simple and
bold. It proudly features our logo as
the hero element.
The design doesn’t take itself too

seriously and its simplicity makes
it approachable, yet memorable.

Wrap Design Overview
Wrap Design Overview Plant Based Whopper® Whopper®
Color categories are assigned to each

sandwich type. The color hierarchy is
indicative of what the product is. Crunchy
Green for Plant-Based products, BBQ Brown
for Whopper®, Fiery Red & BBQ Brown for
Burgers, Melty Yellow for Breakfast, and
Flaming Orange for Chicken and Fish
sandwich products.
Graphic on the right illustrates our

Whopper® and Plant Based Whopper®
products in their color categories.
Our other products are illustrated
on the following pages.
Graphic elements such as color holding

shapes behind product names and “with
Cheese” claim boxes are illustrated in our
look and feel to give it an irreverent feel.
Wrap Design Overview Burgers

burgers in their color categories.

Wrap Design Overview Plant Based Croissan’wich® Breakfast

breakfast and Plant Based Croissan’wich®
in their color categories.
Wrap Design Overview Chicken + Fish
Graphic on the right illustrates

our chicken and fish in their color
categories.

Burger King® Brand Identity Guidelines Packaging Non-English 167
Wrap Design Overview: Non-English Logo Placement

Non-English
For all product category wraps
launched in non-English speaking
markets, our Burger King logo replaces
our illustrated typography. The logo
is 2 in tall and takes on the primary
color of the product category.
When the logo is displayed in the

center of the wrap, as shown right—
the logo is no longer needed above
the product names.
Burger King® Brand Identity Guidelines Packaging Layout 168
Wrap Layout Partnerships Short Product Names

(1-5 Characters)
Layout rules follow a 6 pt typesetting
grid to allow for consistency across
all wraps. Logo
Height: 36 pt (0.5 in) Logo
Height: 36 pt (0.5 in)
Partnership
Hour Numbers, Icons and DT/FC Boxes = Product Name Height
White Alaskan Pollock
Descriptor
16 pt Flame Bold
remain in the same location and size Product Name
Fish
36 pt Flame Bold Product Name
across all wraps. Legal: 8 pt Flame Sans 54 pt Flame Bold
Hours
Product Name Sizing Rules: Icons

24 pt Height
Icons
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
Generic Sides Medium Product Names

(6-10 Characters)
Logo
Logo
Height: 36 pt (0.5 in) Product Name
42 pt Flame Bold
Hours Hours
Icons Icons
DT FC DT/FC Box DT/FC Box

Burger King® Brand Identity Guidelines Packaging Layout 169
Wrap Layout Burritos + Long Sandwiches

(11+ Characters)
Layout rules follow a 6 pt typesetting
grid to allow for consistency across
all wraps.
Logo
Hour Numbers, Icons and DT/FC Boxes Product Name

remain in the same location and size 36 pt Flame Bold
across all wraps. Hours

Icons
Product Name Sizing Rules: 24 pt Height
1-5 Characters: 54 pt DT/FC Box

144 pt x 36 pt
6-10 Characters: 42 pt
11+ Characters: 36 pt
Medium Product Name

(6-10 Characters)
Logo
Descriptor
16 pt Flame Bold
Product Name
42 pt Flame Bold
Hours
Icons
DT/FC Box
Product Staples
Product Staples
— Low strategic importance in delivering
the food story
— No branded names nor do they receive
— 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

Burger King® Brand Identity Guidelines Packaging Bags 171
Product Staples
Bags 4 lb. Bag

Logo 3˝ Tall
6 lb. Bag
Logo 4˝ Tall
12 lb. Bag
Logo 5˝ Tall
Delivery Bag 1
Logo 5˝ Tall
Delivery Bag 2
Logo 6˝ Tall
Salad Bag
Logo 6˝ Tall
Takeout, delivery, and salad bags are

minimal in design, yet bold and heroic
when displaying our logo.
Each bag has a designated logo size.

The visual on right illustrates the
appropriate logo size for each bag size.
Logo placement sits at 102 pts away

from the bottom of the bag.
Logo Placement
Copy placement sits at 102 pts away
from bottom of bag. Additionally, copy
follows a 12 pt grid. Please refer to
page 65 for typesetting rules.
Download Our App Download Our App

For Juicy Melty Deals
Download Our App Download Our App Download Our App For Juicy Melty Deals For details check your receipt & visit
For details check your receipt & visit
mybkexperience.com
Copy Placement
For Juicy Melty Deals For Juicy Melty Deals For Juicy Melty Deals Only at participating U.S.restaurants.
mybkexperience.com
mybkexperience.com
mybkexperience.com
mybkexperience.com Only at participating U.S.restaurants. Not valid in Alaska and Hawaii.
Only at participating U.S.restaurants. Only at participating U.S.restaurants. Only at participating U.S.restaurants. Not valid in Alaska and Hawaii. Food purchase, completion of online survey
Food purchase, completion of Not valid in Alaska and Hawaii. Food purchase, completion of Not valid in Alaska and Hawaii. Food purchase, completion of Food purchase, completion of online survey and validation code are requiered. Limit 1 per
online survey and validation code
are requiered. Limit 1 per person.
are requiered. Limit 1 per person.
Not valid in Alaska and Hawaii.
and validation code are requiered. Limit 1 per
Share the love @bugerking person. Additional terms apply.
Share the love @bugerking
Additional terms apply.
Share the love @bugerking Additional terms apply.
Share the love @bugerking are requiered. Limit 1 per person. Share the love @bugerking person. Additional terms apply.
Additional terms apply.
bk.com bk.com bk.com bk.com bk.com
Burger King® Brand Identity Guidelines Packaging Bags 172
Product Staples

Burger King® Brand Identity Guidelines Packaging Cold Cups 173
Product Staples
Cold Cups Value

No Color Indicator
Small
Fiery Red
Medium
Flaming Orange
Large
BBQ Brown
Logo Height: 2˝ Logo Height: 2.5˝ Logo Height: 3˝
Cold cups are designed to proudly

feature our logo from all angles and
create a cohesive look for all beverages.
Each cup size has a designated logo

size to use. The visual on right illustrates
which logo size is appropriate for each
cup size.
Logo placement sits at the bottom of Logo Placement

Logo Placement
2/3 of cup height. Logo Placement
Wordmark is centered vertically on the Size Indicator Color Bands

Thickness: 0.125˝
height of the cup.
Color bands are added as an operational

size indicator. All lines are 1/8 inch tall.
Color breakdown is illustrated on the right.
Wordmark Height: 3.5˝ Wordmark Height: 4˝ Wordmark Height: 5˝

Centered Vertically Centered Vertically Centered Vertically
Burger King® Brand Identity Guidelines Packaging Cold Cups 174
Product Staples

Burger King® Brand Identity Guidelines Packaging Fry Pods 175
Product Staples
Fry Pods Value

No Color Indicator
Small
Fiery Red
Medium
Flaming Orange
Large
BBQ Brown
Logo Height: 1.5˝ Logo Height: 1.5˝ Logo Height: 1.5˝ Logo Height: 1.5˝
Our fry pods designs are streamlined

which only features a logo so that the
design does not overpower what we really
want to hero—the tasty food inside.
All fry pods utilize the same logo size.
Logomark placement is vertically aligned

on the front face of the substrate.
Color bands are added as an operational

size indicator. All lines are 1/8 inch tall.
Color breakdown is illustrated on the right.
Size Indicator Color Bands

Thickness: 0.125˝
Burger King® Brand Identity Guidelines Packaging Fry Pods 176
Product Staples

Burger King® Brand Identity Guidelines Packaging Chicken Fries 177
Product Staples
Chicken Fries
Chicken Fries carton packaging box
features a combination of our irreverent
type illustrations with the classic
chicken illustration.
Chicken
Fries

Burger King® Brand Identity Guidelines Packaging Chicken Fries 178
Product Staples

Burger King® Brand Identity Guidelines Packaging Trayliners 179
Product Staples
Trayliners Feel Good Food Collection
Trayliners feature our irreverent

illustration style. Each collection of
trayliners feature a different illustration
to showcase an ingredient story and
the goodness it inspires.
Irreverent Collection 1
Irreverent Collection 2

Burger King® Brand Identity Guidelines Packaging Trayliners 180
Product Staples

Burger King® Brand Identity Guidelines Packaging Crown 181
Product Staples
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.

Burger King® Brand Identity Guidelines Packaging Crown 182
Product Staples

Overview
Burger King® Brand Identity Guidelines Merchandising 184
MERCHANDISING

Framework
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.
The overall framework is somewhat flexible.

However, the visual themes, based on brand
themes, have specific guidelines which should
be adhered to when choosing how to execute
merchandising programs.

Framework
Framework Merchandising Visual Themes

Please note the products in this framework
are examples only and must be reviewed
and approved by BKC's Marketing & Legal
Product Focused Message Focused Guest Focused
Teams. These are U.S. menu items to date
and are subject to change without further Core Snacking Premium
notice by BKC. Croissan’wich® Funnel Cake Fries Fully Loaded Croissan’wich®
Taste Led
Plant Based Croissan’wich® 5pc French Toast Sticks Fresh-Cracked Egg Breakfast Sandwiches
Whopper® Churro Bites BK® Café
Merchandising Messaging Hierarchy

Plant Based Whopper® M&M® Shake King’s Collection LTOs (Big King XL)
BIC Burger Jalapeño Cheddar Bites Steakhouse King
Crispy Chicken Mac N Cheese Poppers Double Quarter Pound King
Spicy Crispy Chicken Eggnormous Burrito
BIC Hand Breaded Chicken Sandwich Chicken Fries
Tacos
Frozen Coke®/Frozen Fanta® Snacking Discount $1 Taco
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
Core Discount Snacking Value Bundle Core Discount

Abundance
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)

Confidential and Proprietary Information of The Burger King Corporation Third-party marks and images are property of its respective owners. Note: Examples in this grid feature product offerings found in the US.
Framework
Design Framework Step 1 Step 2 Step3

Working with the grid: Taste Led Product Focused Traffic-Driving Promotion
There are three steps to working with For programs meant to lead with This pillar leverages our iconic core
the merchandising grid to select content our menu items - existing or new. design equities and products, treated Check-Driving Promotion
and messaging that best fits the heroically, conveying quality and
merchandising calendar and business Typical use: Whopper®, LTO Sandwiches, craveability.
objective for each program. LTO Beverages/Desserts
Typical use: core products (Whopper®,
Step 1 Croissan’wich®, Chicken Sandwich)
Assign a row which represents the Value Led
desired message hierarchy (Taste Led For programs meant to lead with
or Value Led) a price or value promotion Message Focused
This pillar leverages our personality:
Step 2 witty, warm and fun to reinforce our
Assign a column which represents the A La Carte communication with messaging.
desired visual theme (Product Focused, When price promotion features
Message Focused, Guest Focused). a discount on a single item Typical use: snacking items
Ideally the programs would be equally (Mozz sticks, Tacos, Chicken Fries)
divided across all three. Typical use: $1 Frozen Coke®, $18 pc
nuggets, $1 taco)
Step 3 Guest Focused
Assign a touchpoint which identifies This pillar leverages the enjoyment when
a stage of the customer journey based Abundance our Guests and our food come together.
on the business objective (Traffic driver When price promotion features
or Check driver) extra items or add-ons Typical use: mix of premium, snacking,
and core items (Big King, Frozen Coke®,
Typical use: 2 for $4 Croissan’wich®, 2 for $6 Mix N Match)
2 for $6 Mix N Match, $1 King Deal
TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark clearance,
Confidential and Proprietary Information of The Burger King Corporation and local legal counsel for compliance with applicable laws and regulations.
Design System
Design System Our design system brings together all of the

tools you will need to produce effective brand
communications aligned with each of our
merchandising focuses: Product, Message,
and Guest.
By combining color, typography, grids, layouts
and photography with our irreverent brand
personality, we bring our food to life in a way
that carves out a spot in the world that is
uniquely our own.

Color Story
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.
Mix n’ Match / Various

Application adopts the colorway
of dominant product category

Product Focused
PRODUCT
FOCUSED

Burger King® Brand Identity Guidelines Merchandising Toolkit 191
Product Focused
Toolkit
When creating Product Focused
merchandising designs, this is the
toolkit to use.
WHOPPER®
Croissan’wich®
Crispy Melty Goodness
Color Palette Typography Hero Photography Hero Photography (Props+Lifestyle)

We use combinations of our full color palette Our Whopper® name appears in all caps, while our Our hero photography is clean, appetizing Our hero photography with props are shot
relating to the product categories. KPL’s use sentence case. Secondary copy uses our and full-focus. in a studio incorporating colors from our palette,
primary typeface. props, or hands.

Burger King® Brand Identity Guidelines Merchandising Merchandising 192
Product Focused Prop Guide
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

Burger King® Brand Identity Guidelines Merchandising Taste Led 193
Product Focused
PRODUCT
FOCUSED:
TASTE LED
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
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.
Products are centered in the layout,

extending slightly past the right and
left margins.
Headline
The headline does not overlap
the product.
Secondary Messaging
The secondary messaging does
not overlap the product.
Have It Your Way® Crispy Melty Goodness
Burger King® Brand Identity Guidelines Merchandising Value Led 196
Product Focused
PRODUCT
FOCUSED:
VALUE LED
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.
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.
Secondary & Tertiary Messaging

The secondary messaging can overlap
shadows 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).
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.
Products are large on our a la carte

value led merchandising, taking up most
of the height of the layout and can bleed
off of the right or left margin.
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
Message Focused
MESSAGE
FOCUSED

Message Focused
Toolkit
When creating Message Focused
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.
Message Focused
MESSAGE
FOCUSED:
TASTE LED
Message Focused
Grid System: Graphic Type 26 26
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 Onion Rings
Message Focused
Layouts: Graphic Type

Product Photography
The aerial shot photography sits on top
of the typography but should not impede
legibility. Products can be silhouetted
or on props.
Headline
The headline will be behind photography.
Secondary Messaging
Onion Rings
Message Focused
Grid System: Illustrated Type 26 26
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.
Image Type & Image

Aerial or straight perspective studio
photography should be in the space
between the headline and secondary
message.
26
Secondary Message Value French Fries
Message Focused
Layouts: Illustrated Type

Product Photography
legibility. Products can be silhouetted or
on props.
Headline
Secondary Messaging
Value French Fries
Message Focused
MESSAGE
FOCUSED:
VALUE LED
Message Focused
Grid System: Abundance 26 26
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
should be in the space between the
headline and secondary message.
26
Secondary Message
Message Focused
Layouts: Abundance
Product Photography
legibility. Products can be silhouetted or
on props. The photography can bleed off
the right side of the layout.
Headline
Secondary Messaging
Message Focused
Grid System: A La Carte 26 26
Price Lock-Up Secondary Chicken

Secondary Message
The price is approximately half the layout Message Fries
height. The currency symbol is approximately
half the price size. The price lock-up is
anchored on the top-left corner margin.
Secondary Message Price

With the space of a margin between the
price lock-up and the secondary message,
the secondary message is the width of that
space from margin to margin. It can be
multiple lines, but should be left-aligned.
Image
should be in the space between the
headline and the bottom of the layout.
26 26
Message Focused
Layouts: A La Carte
Product Photography Chicken Onion Fries
The aerial shot photography sits on top Nuggets Rings
legibility. Products can be silhouetted
or on props. The photography can bleed
off the right side or bottom of the layout.
Headline
Secondary Messaging
The secondary messaging does not overlap
the product.
Guest Focused
GUEST
FOCUSED

Guest Focused
Toolkit
When creating Guest Focused
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.
Guest Focused
GUEST
FOCUSED:
TASTE LED
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.
Secondary Message Photo

The secondary message should
be as wide as the given space—
margin to margin—anchored at the
bottom margin.
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 Cheeseburger
Cheeseburger
Guest Focused
Grid System 26 26 26
Headline Headline You’ll

Our headline is our Flame Bold set in
sentence case, and left-aligned in the Headline need
upper left corner.
napkins
Secondary Message
The secondary message should be as
wide as the given space—margin to
margin—anchored at the bottom margin.
Image
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
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
Unwrap For you

The secondary messaging will be
on the same block of brand color.
and open and yours

wide The Whopper®
and nothing but
Cheeseburger the Whopper® Double Quarter Pound King
Guest Focused
GUEST
FOCUSED:
VALUE LED
Guest Focused
Grid System 26 26
Headline
The headline should be as wide as the
at the top (below the photography and
margin); it can be two lines.
Image
Secondary Message
The secondary message is as wide as the
at the bottom; it can be two lines.
Image
Headline King Deals®

26 26
on the top half the grid. Headline
Price Sticker
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
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.
Guest Focused
Layouts: Abundance
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.
Guest Focused
Layouts: A La Carte
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
At A Glance
AT A GLANCE

At A Glance
At A Glance Product Focused Messaged Focused Guest Focused
Here we see all Three Visual Themes
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
Unwrap For you

and open and yours
Illustrated Type
wide The Whopper
and nothing but
Have It Your Way® Crispy Melty Goodness Cheeseburger The Whopper Double Quarter Pound King
Value French Fries
Abundance
Abundance
Abundance
Value Led
Chicken Onion Fries

Nuggets Rings
A La Carte
A La Carte
A La Carte
Nuggets Coke
Frozen
8 Piece Nuggets Chocolate Shake 1 1
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.
Examples
Examples
Croissan’wich®
8 Piece Nuggets Crispy Melty Goodness
Consumer Journey
Consumer Journey Our Merchandising approach is informed

by an understanding of the different stages
consumers go through from feeling hungry
to buying their Whopper, and the differing
styles of communication that are most
effective at each stage.
Touchpoints are paired with the merchandising

materials based on their business objective.
Traffic-driving promotion
or check-driving promotion.

Consumer Journey
Consumer Journey 1. Early Thinking 2. Getting Hungry 3. Meal Time

The consumer journey identifies Mindset Mindset Mindset
touchpoints for activation of the Open to thinking about food: either Hungry and considering options Committed and arriving at Burger King®
merchandising programs. as part of meal-planning or on-the-go
Role Role
Role Drive Traffic Drive Check
Drive Traffic
Driver Driver
Driver Taste Led Value Led
Taste Led
Placements Placements
Placements Window-clings, pre-sell board, Door Clings, drive-thru signage
Social, eCRM, digital banners OOH (if feasible)
4. Making Choices 5. Eating 6. All Done

Mindset Mindset Mindset
Deciding what to order Ordered, enjoying the meal Eaten, enjoyed
Role Role Role

1 Drive Check Drive Check Drive Traffic - increase frequency/repeat
6 2 Driver Driver Driver
Value Led Taste Led Taste Led
Placements Placements Placements

5 3 Menu boards (in-store and drive-thru) Tray-liners, Table Tents Receipts, Tray-liners, Tray-return, eCRM,
Table Tents, Drive-Thru, Wall between
4 ordering and paying

Burger King® Brand Identity Guidelines Merchandising 1. Early Thinking 229
Consumer Journey
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
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)
Crispy Melty Goodness
6 2
5 3
4
Touchpoint: Window Cling
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
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
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
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
Burger King® Brand Identity Guidelines Menuboards 235
MENUBOARDS

Indoor Digital Menuboard

Our menuboards have been streamlined
to hero our food and dial up the
craveability.
Across all boards the meals section

is the clearest and prominent.
These designs are not yet validated.
Burger King® Brand Identity Guidelines Menuboards Grid 237
Indoor Digital
Menuboard Grid 72 pt
Our indoor digital menuboard

is built on a flexible 12pt grid.
Use this grid as a reference for
creating further layouts and
product arrangements, ensuring
all text adheres to this hierarchy
and point size.
These designs are not yet 24 pt
validated. 84 pt 48 pt
24 pt
12 pt
24 pt
84 pt 48 pt
24 pt
12 pt

Breakfast Occasions
Indoor Digital Menuboards

Our indoor digital menuboards have
been streamlined to hero our food
and dial up the craveability.

is the clearest and prominent.
On panels with multiple list items

but only a single photo field, the image
displayed will cycle according to the
list item with the arrow next to it.
(See first screen in “Lunch & Late-
Night Occasion”).
These designs are not yet validated. Lunch & Late-Night Occasions
Outdoor Digital Menuboard
Outdoor Digital Menuboard Breakfast Occasions
Our outdoor digital menuboards

have been streamlined to hero the
food and dial up the craveability.

is the most prominent.
Outdoor Digital
Menuboard Grid 72 pt
A simple 3 column grid that 12 pt

24 pt
12 pt
9 pt
is flexible to display promotional
pieces on different places.
72 pt
12 pt
12 pt
24 pt 9 pt
These designs are not yet

validated.
12 pt
12 pt
24 pt 9 pt
12 pt
12 pt
24 pt 9 pt
12 pt
24 pt
9 pt

Outdoor Digital Menuboard Lunch & Late-Night Occasions
A simple 3 column grid is used to

flexibly place promos among constant
menuboard offerings.
Burger King® Brand Identity Guidelines Uniforms 245
UNIFORMS

Overview
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.
We’ve collaborated with Fashion Designer

Bryce Barnes to create uniforms that
are flattering for any shape, improve
premiumness and will make any employee
proud to wear.

Managers
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
Crew Member T-Shirts BK® Classic Tee (Front) BK® Alternate Tee 1 (Front) BK® Alternate Tee 2 (Front)
Crew member t-shirts are casual and

comfortable. Our colors, Fiery Red,
Flaming Orange and BBQ Brown are
used in a striped manner to illustrate
“flame grilling” in an abstract way.
The stripes are used sparingly to create

a variety of shirts that feel of the same
family and allows for individuality for all
crew members.
BK® Classic Tee (Back) BK® Alternate Tee 1 (Back) BK® Alternate Tee 2 (Back)

Crew Member Polos + Aprons
Crew Member Polos and Aprons BK® Polo (Female) BK® Apron
Crew member polos are slightly more

professional yet comfortable.
Our colors, Fiery Red, Flaming Orange

and BBQ Brown are used in a striped
manner to illustrate “flame grilling”
in an abstract way.
The stripes are used on the collars of the

polos as well as the middle stripe down
the apron.
BK® Classic Tee (Male)

Burger King® Brand Identity Guidelines Uniforms Overview 250

Jackets
Jackets Heavyweight Jacket Manager Jacket
For the cooler weather, these jackets

will provide warmth and protection from
the elements if an employee needs to
step outside for any reason.

Outerwear
TM
TM &&©©2020
2020Burger
Burger King
King Corporation.
Reserved.
Confidentialand
King Corporation
Accessories
Accessories BK® Trucker Hat BK® Wide Brim Visor
All our accessories are in our color

palette with subtle nods to flame-grilling
and our heritage.
Belt Mask

Name Badges and Pins
Name Badges and Pins Name Badges Enamel Pins

3˝
Our Name Badges are our BBQ Brown
with the sides highlighted Flaming
Orange. Our playful enamel pins add flair
through use of our playful illustration. Manager 0.75˝
White chalk pens should still be used for

writing names on badges. 1˝
Side View:
Orange Backing

Burger King® Brand Identity Guidelines Uniforms Overview 255
Accessories

Burger King® Brand Identity Guidelines Applications 256
APPLICATIONS

Applications
In this section we bring the Burger King®
brand to life. Refer to it for reference

and inspiration when creating new
communications and executions for our
brand. All examples feature combinations
of the verbal and visual identity elements,
and exemplify our brand principles.
Here’s how we do your way, way better.

Signage
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.

Signage
Signage
Signage
Packaging
PACKAGING

Packaging

Packaging

Packaging

Packaging

Packaging

Packaging

Packaging

Packaging

Packaging

Packaging
TM
TM &&©©2020
2020Burger
Burger King
King Corporation.
Reserved.
Confidentialand
King Corporation
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.

Print
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark
Confidentialand
King® Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.
Print
LEAFY CRUNCHY JUICY TOASTY
Freshly picked Freshly sliced Freshly sliced Freshly toasted

in our kitchen in our kitchen in our kitchen in our kitchen
Print
This is
what a
5-star
review
tastes
like.
Have It Your Way®
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.
Print
Out of Home
MORE
Out of Home
Taste
what’s
real.
bk.com
Out of Home
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.
Confidentialand
Out of Home
Print

Out of Home
Out of Home
Out of Home
Ooey gooey Salted to The one,

melty cheese perfection. the only.
Have It Have It Have It

Your Way® Your Way® Your Way®
Out of Home

Out of Home
Burger
Out of Home
Support
Squad
Have It Have It
Your Way® Your Way®
Out of Home
Burger
Out of Home
Support
Squad
Have It Your Way®

Out of Home
Out of Home
Out of Home
Out of Home
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.
Social
Social
Social
Menuboards, In-store & Merchandising
MENUBOARDS,
IN-STORE &
MERCHANDISING
Menuboards
In-Store
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Confidentialand
Merchandising
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Confidentialand
Merchandising
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Confidentialand
Merchandising
Croissan’wich®
8 Piece Nuggets Crispy Melty Goodness
TM
TM &&©©2020
2020Burger
Burger King
King® Corporation.
Confidentialand
Uniform
UNIFORM

Uniform

Uniform

Uniform

Uniform

Uniform

Swag
SWAG

Swag

Swag

Swag

Swag

Swag
Swag

Swag

Swag

Swag

Swag

Swag

Swag

Swag

Burger King® Brand Identity Guidelines Legal Standards 327
LEGAL
STANDARDS

Terms & Conditions
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.

Terms & Conditions
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 ®

Terms & Conditions Cont.
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

Disclaimers and Other Fine Print
Legal Standards While the legal requirements for disclaimers (conditions,

Disclaimers & Other restrictions, informational legal lines) will vary from
country to country, generally disclaimers on printed
Fine Print materials should be bolded to distinguish them from
sales copy and to enhance readability. Preferred
typesetting specifications for disclaimers on printed
materials in the United States are 8 point type and printed
trademark and copyright legal lines in the United States
should be 5 point type.
Disclaimers on television commercials in the United States

should be as follows: Disclaimers appearing on a black
background should be at a minimum of 22 scan lines with
100% white. In other instances (such as over food footage,
live-action or a light background), disclaimers should have
a drop-shadow to accentuate the letters and enhance
readability.
For treatment of disclaimers outside the United

States, contact the Legal Department of Burger King
Corporation.

Guidelines for Trademark Usage
Legal Standards 1. Distinguish the trademark from 3. Copy specifications

Guidelines for the rest of the text.
When referring to the Company’s trade names, such as
Trademark Usage Trademarks should always be used in a manner that Burger King Corporation in the United States, capitalize
only the initial letter of each word. However, when using
will distinguish them from the surrounding text. At the
very least, they should be written in all capital letters. the trademarks, you must distinguish them from the
They may also be set in quotation marks, italics or bold surrounding text. At the very least, they should be written
font. This rule would apply everywhere and every time in all capital letters (e.g., “BURGER KING®”). They may
a mark is used in any piece of written material. also be set in quotation marks or italics. This rule applies
everywhere and every time a mark is used in any written
Correct: At participating BURGER KING® restaurants material.
in the United States.
Incorrect: At participating Burger King’s in the United Use the trademark notation TM or SM next to the
States. trademarks each time they are used.
Do not break the Company’s trademarks from line to line,

e.g., always place “BURGER KING®” on the same line.
2. Use the generic name associated with
the trademark.
A trademark is an adjective which modifies a noun. In
printed matter of all types, and particularly in advertising
copy, the generic name (noun) should be used immediately
after the first or most prominent use of the trademark on
each page. Thereafter, the generic name need not be used
every time the trademark appears, but it should be used
often enough to make it obvious that the trademark is not
the generic name. For example, “at participating BURGER
KING® restaurants in the United States”.
To determine whether you are using a trademark properly,

ask yourself the following question: “Would a complete
thought be expressed if the trademark were omitted”?
If the answer is “Yes”, then the trademark has been correctly

used as an adjective. The generic name should not be in
all caps, nor should it be the same size as the trademark.
Correct: Visit your participating BURGER KING®

restaurant and try a Whopper® Sandwich.
Incorrect: Visit your participating BURGER KING®

RESTAURANT and try a Whopper® SANDWICH.

Burger King® Brand Identity Guidelines File Naming 333
FILE NAMING

Burger King® Brand Identity Guidelines File Naming 334
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

Burger King® Brand Identity Guidelines Contacts 335
CONTACTS

Burger King® Brand Identity Guidelines Contacts 336
Brand Team Contacts

Our Regional and Global Marketing team
Questions, concerns, thoughts
or need more information?
are available to discuss branding issues
and to review your communications.
We can add the most value if feedback

is sought during the development phase,
when there is still time to incorporate
changes. This is especially true if you
are working with an outside vendor.
Contact your Regional and
Global Marketing team.


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Burger King® Brand Identity Guidelines

Use of trademarks, logos, and/or copy varies by country.

All marketing and advertising materials used by local

Each market is responsible for ensuring compliance

TM & © 2020 Burger King Corporation. All Rights Reserved.

004 Introduction 052 Signature Lockups 129 Photography 235 Menuboards

TM & © 2020 Burger King Corporation. All Rights Reserved.

Guide. It sets out who we are, what we

It’s both a practical guide to help ensure

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

1. We want to give people the very best

Today, we have a bold new commitment to our food as we

That commitment is reflected in every aspect of the guest

TM & © 2020 Burger King Corporation. All Rights Reserved.

just an invitation to customize your food,

Being an individual, always authentically

TM & © 2020 Burger King Corporation. All Rights Reserved.

Our existing brand positioning and personality

TM & © 2020 Burger King Corporation. All Rights Reserved.

of food & people

TM & © 2020 Burger King Corporation. All Rights Reserved.

So as we approached the new design identity, we wanted

TM & © 2020 Burger King Corporation. All Rights Reserved.

Make our brand

and our food even

TM & © 2020 Burger King Corporation. All Rights Reserved.

Substantiated by our fresh-cut ingredients, no artificial additives

TM & © 2020 Burger King Corporation. All Rights Reserved.

Big & Bold

TM & © 2020 Burger King Corporation. All Rights Reserved.

2. Big & Bold

Colors are unapologetically

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

So think of this as a guide that helps us

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

We unashamedly revel in our food Don’t

upbeat adjectives that describe Do

We can be energetic but not manic Do

We can be spirited but not childish Don’t

We are Burger King , Home of the ® Don’t

and damn proud of it. We do not hide Do

and unafraid. The best burger on the planet

We can be proud but not vain Don’t

We’re smart and quick. We poke a little Don’t

what’s going on in culture and reference Do

We can be ironic but not jaded a negative one

We can be smart but not highbrow Do

We’re comfortable in our skin and talk Don’t

language simple, conversational and Do

We are clear, not terse Do

Verbal Inspiration Examples Talk About Ingredients 100% Real — Juicy

Verbal Inspiration Examples Editorial / Lifestyle Your Way

TM & © 2020 Burger King Corporation. All Rights Reserved.

Logo Wordmark Color

Typography Iconography Signature Lockups

Illustration Illustrated Typography Photography

TM & © 2020 Burger King Corporation. All Rights Reserved.

TM & © 2020 Burger King Corporation. All Rights Reserved.

1. We want to give people the very best