Burger King Visual Identity Guidelines v2 - 1

BURGER KING
VISUAL IDENTITY
GUIDELINES
VERSION: 2.1
IMPORTANT NOTICE:
Use of this publication is subject to the following
terms and conditions (‘Terms and Conditions’) and
all applicable laws.
TERMS & CONDITIONS

This publication is for the exclusive use of employees and
franchisees of Burger King Corporation (‘BKC’) and such other
individuals and entities authorized in writing by BKC (‘Authorized
Users’). The trademarks, logos and service marks (collectively
the ‘Trademarks’) featured in this publication are registered
and unregistered Trademarks of BKC. Nothing contained in this
publication should be construed as granting, by implication,
estoppel, or otherwise, any license or right to use any Trademark
featured in this publication without the express written
permission of BKC. Misuse of this publication or the Trademarks
featured herein is strictly prohibited. BKC will aggressively
enforce its intellectual property rights to the fullest extent of the
law, including the seeking of criminal prosecution.
By accepting and keeping your copy of this publication, you shall
be deemed to have accepted, without limitation or qualification,
the foregoing Terms and Conditions.
If the foregoing Terms and Conditions are not acceptable to you,
please immediately return the entire publication to:
Burger King Corporation
5505 Blue Lagoon Drive
Miami, Florida 33126
Attn: Legal Department
CONTENTS
CHAPTER 1: BACKGROUND 4 3.1.6 BRIGHT BLUE PALETTE 63 CHAPTER 5: WHOPPER 138 ®
1.1 INTRODUCTION 5 3.1.7 RICH PURPLE PALETTE 64 5.1 OVERVIEW OF WHOPPER SANDWICH LOGOS
®
139
3.1.8 GRAYSCALE PALETTE 65 5.1.1 WHOPPER SANDWICH LOGO
®
140
1.2 THE BRAND STORY 6
3.2 OVERVIEW OF TYPOGRAPHY 66 5.1.2 WHOPPER JR. SANDWICH LOGO
®
148
1.3 CONCEPTUAL FRAMEWORK 7 3.2.1 PRIMARY TYPEFACE 67 5.1.3 WHOPPER SANDWICH LOGO LOCK-UPS
®
155
1.4 DESIGN PRINCIPLES 9 3.2.2 CATTLE BRAND LETTERING 74 5.1.4 WHOPPER STRIPES
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157
3.2.3 HANDWRITTEN TYPEFACE 76 5.1.5 HOME OF THE WHOPPER LOGO
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160
CHAPTER 2: CORE TRADEMARKS 10 3.2.4 BODY COPY TYPEFACE 81 5.2 OVERVIEW OF WHOPPER COLOR PALETTE
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162
2.1 OVERVIEW OF CORE TRADEMARKS 11 5.2.1 WHOPPER COLOR PALETTE
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163
2.1.1 BUN HALVES & CRESCENT LOGO 12 CHAPTER 4: PORTFOLIO ARCHITECTURE 85
2.1.2 WRITTEN LOGO 22 4.1 OVERVIEW OF PLATFORM ICONS 86 CHAPTER 6: OTHER ASSETS 164
2.2 OVERVIEW OF OTHER TRADEMARKS 30 4.1.1 MAKERS MARKS 87 6.1 GLOBAL INSTORE CROWN 165
2.2.1 SOCIAL CROWN 31 4.1.2 BETTER FOR YOU MARK 95
4.1.3 EXCITER ICONS 101 6.2 SELF ORDER KIOSK 167
2.2.2 GRILLING KING HERITAGE MARK 37
4.1.4 LIMITED TIME ICONS 107 6.3 GLOBAL WALL GRAPHICS 169
2.3 OVERVIEW OF TASTE IS KING MARK SM
46
2.3.1 TASTE IS KING MARK & BUN HALVES &
SM 4.2 OVERVIEW OF PRODUCT PLATFORMS 112
CRESCENT LOGO LOCK-UP 47 4.2.1 FLAME-GRILLED BEEF & PORK PLATFORM 114 CHAPTER 7: ACTIVATION EXAMPLES 172
4.2.2 CRISPY & TENDER CHICKEN & FISH PLATFORM 7.1 MENU BOARD 173
116 7.1.2 MENU BOARD EXAMPLES 174
CHAPTER 3: DESIGN ELEMENTS 56
4.2.3 BETTER FOR YOU PLATFORM 118
3.1 OVERVIEW OF COLOR PALETTE 57 4.2.4 BEVERAGES PLATFORM 120
3.1.1 PRIMARY PALETTE 58 CHAPTER 8: STATIONERY 201
4.2.5 SIDES PLATFORM 122
3.1.2 RED & PINK PALETTE 59 4.2.6 SWEETS PLATFORM 124 8.1 OVERVIEW OF STATIONERY 202
3.1.3 FRESH GREEN PALETTE 60 8.2 POWERPOINT TEMPLATE 209
4.3 OVERVIEW OF PROMOTION PLATFORMS 126
3.1.4 ORANGE & YELLOW PALETTE 61
4.3.1 ENTRY-LEVEL VALUE PLATFORM 127
3.1.5 WARM BROWN PALETTE 62
4.3.2 MEAL DEAL VALUE PLATFORM 136 CHAPTER 9: LEGAL STANDARDS 216
BURGER KING Visual Identity Guidelines

®
3
TM & © 2014 BURGER KING CORPORATION. ALL RIGHTS RESERVED. CONFIDENTIAL AND PROPRIETARY INFORMATION OF THE BURGER KING CORPORATION.
BACKGROUND
CHAPTER
1
1.1 INTRODUCTION....................................................................... 5
1.2 THE BRAND STORY................................................................. 6
1.3 CONCEPTUAL FRAMEWORK.................................................. 7
1.4 DESIGN PRINCIPLES.............................................................. 9

®
4
Background
1.1
INTRODUCTION
The BURGER KING brand is a global brand, and
®
today’s global brands find themselves in a world,

without borders – ‘they are one brand, in one
world, speaking one language’.
Our new visual identity system is this language.It

has been developed to leverage the most powerful
of BURGER KING brand’s equities (flame grilling,
®
real cooking, authenticity, hand-made, freshness,

flavor, belonging, humor) in a way that is
consistent with the design traditions of the brand,
and that presents the BURGER KING brand’s
®
iconic assets in an exciting, engaging way.
Key to the success of the new BURGER KING ®
visual identity is consistent activation. To this

end, these guidelines have been put together. The
guidelines explain the meaning and the correct
usage of every aspect of our visual identity.

®
5
Background
1.2
THE BRAND
STORY
The BURGER KING visual identity is rooted in and
®
inspired by the story of the brand. The story of two

friends, James McLamore and David Edgerton,
fresh from college, challenging the conventions
of the quick-serve world with a new, perfected,
flame-broiler – and in doing so bringing the taste
of freshly prepared, flame grilled food to the
people of America, then to the world. It’s a story
that people of every culture recognize, and are
drawn to.
It’s a simple but powerful story – passion, fire, real

cooking, fresh food, great taste, and a gathering of
friends – and a story that has inspired and guided
every aspect of the BURGER KING visual identity,
®
providing us with key design principles, and an

underlying conceptual framework.

®
6
Background
1.3
CONCEPTUAL
SOCI
AB
ILI
FRAMEWORK
TY The framework that underpins the new
BURGER KING visual identity reflects the
®
story of the BURGER KING brand.
EXCITEMEN
®
&B
TO
THE BRAND CHARACTER
At the core of the framework is our brand
F
ELO
character – bold, flavor-loving, skilful, hands-on,
big-hearted, social, genuine. This character is felt
throughout the visual identity.
NGIN
FO
AUTHENTIC WAY OF COOKING

OD
AUTHENTIC The second ring of the conceptual framework is

G about the BURGER KING brand’s way of cooking.
®
& FLAVOR
WA
BURGER KING restaurants have been grilling

BRAND
®
Y OF COOKING
since 1954. Grilling is a simple, authentic, and

CH
hands-on way of cooking. Grilling means great

ARACTE
taste and freshly prepared food. These themes –

simplicity, authenticity, hands-on
R
cooking, freshness, cooking for flavor – are
constants across the BURGER KING menu.
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7
Background
EXCITEMENT OF FOOD & FLAVOR

The third ring of the framework is the result, and
the point, of the BURGER KING brand’s way of
®
cooking: the excitement of food and flavor.
SOCI The BURGER KING world is a world of bold
AB
®
flavors, stacked up, brought together – a world of
ILI great taste.
TY The BURGER KING brand gets excited by food and

®
flavor; and new foods, new flavors. And the visual
EXCITEMEN
identity echoes this. In our graphic treatments,
&B
fonts, photography, and in our color palettes there
TO is a sense of bold, exciting, flavors.
F
ELO
SOCIABILITY & BELONGING
The final ring of our conceptual framework is the
NGIN
FO
result of all this – that people are drawn in, that

people gather. BURGER KING restaurants are
®
OD
AUTHENTIC a social place, a place for friends and family, a

warm, welcoming place, a place of talk, fun, play
G
& FLAVOR
WA
and laughter. This is sensed in the aspects of the

BRAND identity that evoke sociability, fun, conversation,
Y OF COOKING
CH
and welcome.
ARACTE
8
Background
1.4
DESIGN
PRINCIPLES
BURGER KING restaurants are famous for flame
®
grilling, and for the effects of flame grilling; the

effects on flavor, and the visual, physical effects:
the grill marks.
BURGER KING restaurants uniquely leave
®
‘proof’ of an authentic way of cooking on the food

itself. This idea – of mark making, of stamping,
imprinting, and the hands-on physicality that
this suggests – is key to the visual identity.
Consequently the visual identity is built of two-
dimensional, stamped-on, layered-up marks.
For more details about the design principles,

please refer to the BURGER KING Brand Book.
®

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9
CORE TRADEMARKS
CHAPTER
2
2.1 CORE TRADEMARKS.............................................................11
2.2 OTHER TRADEMARKS...........................................................30
2.3 TASTE IS KING .................................................................... 46
SM

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10
2.1
Core Trademarks
BUN HALVES & CRESCENT LOGO
OVERVIEW OF
CORE TRADEMARKS
The BURGER KING Bun Halves & Crescent Logo
®
(Bun Halves & Crescent Logo) and the Written

BURGER KING Logo (Written Logo) make up the
®
two core trademarks of the BURGER KING brand.

®
These trademarks provide guests with instant

and powerful brand recognition. The Bun Halves
& Crescent Logo is our primary trademark and the
WRITTEN LOGO
Written Logo our secondary.

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11
Core Trademarks
2.1.1
BUN HALVES
& CRESCENT
LOGO
The Bun Halves & Crescent Logo is an iconic symbol
of our brand, and is one of our most valuable
assets. It is an instantly recognizable mark, and
as such, is our primary mark of identification.
Consistent and accurate usage is key to
maintaining the integrity and power of the logo.

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12
Core Trademarks
BUN HALVES & CRESCENT LOGO:

A
CONSTRUCTION
OVERVIEW
The Bun Halves & Crescent Logo is made up of four elements –
BURGER KING brand lettering, yellow bun halves, blue crescent
®
and the white roundel. The left edge (A) of the BURGER KING ®
B
lettering is always perfectly vertical, and is never angled. The outer
rim of the blue crescent (B) always forms a perfect circle, which is
never distorted, or compressed. The rotation of the blue crescent
is always such that the angle of the ‘cut’ end (C) sits at -28.531º to
the horizontal. The white roundel is the integral holding device that
secures all the elements together allowing them to be used on any
background. The proportional relationships between the graphic
elements are fixed, and must always be reproduced as shown.
USAGE & APPROVAL

Usage of the following BURGER KING trademarks and logos
®
varies by country. The following guidelines are for illustration

only. The Burger King Global Brand Management Team and
Burger King Legal Team MUST approve proposed usage of any
trademark or logo prior to its release.
C
MINIMUM SAFE SPACE
To ensure clarity and visibility, the Bun Halves & Crescent Logo
must always be surrounded by an area which is entirely clear of
typography and any other graphic elements. That minimum safe
space is equal to the width of the letter “I” (D) in the word “KING”.
This applies to all Logo sizes.

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13
Core Trademarks
SMALL BUN HALVES & CRESCENT LOGO:

CONSTRUCTION
SIZE USAGE
14mm - 20mm There are three sizes of the Bun Halves & Crescent Logo.
Each version of the logo has been created for a different size
usage and should be used within the range perimeters. The size
of the ® symbol decreases proportionately as the size of the
STANDARD
logo increases. For usage between 14mm and 20mm the ‘small’
version should be used. Between 21mm and 60mm the ‘standard’
version should be used. For usage at any size greater than 60mm
the ‘large’ version should be used. To ensure production quality of
the Bun Halves & Crescent Logo it should never produced smaller
than 14mm in width.
21mm - 60mm
LARGE
OVER 60mm

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14
Core Trademarks
THREE-COLOR BUN HALVES & CRESCENT LOGO: COLORS

OVERVIEW
There are three versions of the Bun Halves & Crescent Logo: three-
color, one-color brown and the distressed logo. The three-color
version is the primary version and should be used whenever
possible. The one-color brown version must be used when
printing in a single color – when the choice of that color is open.
When color is restricted, refer to the restricted color page.
The distressed logo is reserved for selected, special applications.
THREE-COLOR
The three-color version is made up of Pantone 485 C, 130 C and
286 C. The three-color version is the primary version and should
be used whenever possible.
PANTONE PANTONE PANTONE

485 C 130 C 286 C
ONE-COLOR BROWN
C0 R 226 C0 R 247 C 100 R 0
M 100 G 35 M 35 G 168 M 75 G 51
Y 100 B 26 Y 100 B 0 Y 0 B 160
K0 K0 K0
ONE-COLOR BROWN
When printing limitations only allow a one color print, you should
use the preferred one-color brown logo. The logo is printed with
Pantone 7595 C as a solid color and never applied as a tint.
PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50

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15
Core Trademarks
DISTRESSED BUN HALVES & CRESCENT LOGO

DISTRESSED LOGO
The distressed logo is printed with Pantone 7595 C. The logo is
strictly reserved for selected applications. The only approved
usage currently is on restaurant decor, on the new packaging and
as element of the new “HOME OF THE WHOPPER ” logo. Each
®
usage of the distressed logo has to be approved by the Global

Brand Management Team.
PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50

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16
Core Trademarks
CHARCOAL CHALK BUN HALVES & CRESCENT LOGO:

RESTRICTED COLOR
GRAYSCALE-CHARCOAL & GRAYSCALE-CHALK
When you cannot print the three-color and one-color logo, refer
to the grayscale-charcoal (90% black) or grayscale-chalk (5%
black) versions. Use the appropriate version depending on your
background or application to ensure maximum standout. The
grayscale-charcoal version should not sit on a background darker
than a 50% tint. The grayscale-chalk version should not sit on a
background less than a 50% tint.
CHARCOAL CHALK
C0 R 60 C0 R 246
5% 90% M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%
NO DARKER THAN A NO LIGHTER THAN A

50% TINT BACKGROUND 50% TINT BACKGROUND

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17
Core Trademarks
BUN HALVES AND CRESCENT

LOGO VERSIONS: APPLICATION
1. PROXIMITY TO FOOD 3. MATERIAL
The standard Bun Halves & Crescent Logo does a great The material where the logo will be printed also
LOGO VERSIONS job of standing out and calling attention to our brand matters.
• The three-color Bun Halves & Crescent Logo is the (i.e. signage outside of the restaurant, outside-facing
The distressed brown Bun Halves & Crescent Logo
primary logo. window posters etc). That said, the three-color Bun
was designed to look hand-printed or engraved /
Halves & Crescent Logo feels rather artificial and not
• The one-color brown Bun Halves & Crescent Logo burned into a material. Therefore, it only works on
as natural. For a brand anchored in authenticity, that
should be used when printing limitations only allow backgrounds / materials which are real and organic
is not ideal. Accordingly, the rationale for the correct
a one-color print. (i.e. wood, kraft paper, fabric etc.).
logo is the following:
• The charcoal and chalk version of the Bun Halves & The three-color Bun Halves & Crescent Logo works with
• The closer we get to food (i.e. packaging = very
Crescent Logo logo should be used when technical any material.
close), the stronger the incentive to use the
limitations only allow for black & white printing.
distressed brown version of the Bun Halves &
• The distressed brown Bun Halves & Crescent Logo Crescent Logo.
has just been added and will be used for example on EXAMPLES
• The further away we get from food (i.e. out of home
the new global packaging design and new restaurant THREE-COLOR LOGO SHOULD BE USED ON:
= far away), the stronger the incentive to use the
décor.
standard three-color version of the Bun Halves & • Window Posters (high need to stand out, often
The objective of this section is to provide clarity on Crescent Logo. cluttered, plastic or artificial, coated paper)
when to use the different versions.
• OOH, Print (high need to stand out)
2. NEED TO STAND OUT / CLUTTER
CRITERIA FOR SELECTING THE RIGHT LOGO When the logo is placed in a cluttered environment, • TV advertising (high need to stand out, clutter, not
VERSION and/or when the logo truly needs to stand out, the printed on a real material)
The following aspects need to be considered for three-color Bun Halves & Crescent Logo should be • Website main page & navigation bar (color logo
choosing the logo version: used. needed for brand recognition, not printed on a real
Example: visual mnemonic at the end of our TV material)
commercials, which is usually posted over live DISTRESSED BROWN LOGO SHOULD BE USED ON:
action or a product end cap (both rather cluttered
• Packaging (close to food, lower need to stand out,
environments).
organic material)
The distressed logo should be used as a detail, as a
• Restaurant décor (close to food, lower need to stand
hand crafted mark, as a proof of our authenticity. So,
out, mainly on organic materials like wood)
by nature the distressed logo will never stand out as
much as the color one. • Signage (close to food, low need to stand out)

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18
Core Trademarks
BUN HALVES & CRESCENT LOGO: VIOLATIONS

Our logos represent the BURGER KING brand and values.
®
Do not corrupt or degrade the logos by using them incorrectly.
VIOLATIONS NOT APPROVED

These attached violations are NOT approved for use, but are
DON’T DECONSTRUCT DON’T ADD TO IT provided as examples of unacceptable logo/trademark usage and
by removing or separating elements. drop shadows, strokes or outlines. modification.
PREVIOUS LOGOS – NO LONGER ACCEPTABLE
DON’T DISTORT DON’T ALTER COLORS

by skewing or scaling elements. from the approved palette.
DON’T USE DON’T USE DON’T USE
earth tone colors. without white BK flaming
circle. crescent.
DON’T SCALE ELEMENTS DON’T ROTATE

independently from one another. the full lock-up or any elements.
PROMOTION
DON’T ALTER ELEMENTS DON’T INFRINGE

by redrawing or modifying. upon the logo clear space.

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19
Core Trademarks
BUN HALVES & CRESCENT LOGO: VIOLATIONS

ONE-COLOR BROWN
®

DON’T DECONSTRUCT DON’T ADD TO IT These attached violations are NOT approved for use, but are
by removing or separating elements. drop shadows, strokes or outlines.
provided as examples of unacceptable logo/trademark usage
and modification.


PROMOTION


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20
Core Trademarks
BUN HALVES & CRESCENT LOGO:

GLOBAL VERSIONS
OVERVIEW
®
Do not corrupt or degrade the trademarks by using

them incorrectly.
ARABIC CYRILLIC ENGLISH
USAGE & APPROVAL
®

only. Burger King Global Brand Management Team and Burger
King Legal Team MUST approve proposed usage of any trademark
or logo prior to its release.

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21
Core Trademarks
2.1.2
WRITTEN
LOGO
The Written Logo is another important mark of
brand identification. The logo is currently only
approved for use on our restaurant store fronts
and on food-courts, which require a horizontal
expression of the trademark.

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22
Core Trademarks
STANDARD WRITTEN LOGO WRITTEN LOGO: CONSTRUCTION

OVERVIEW
The Written Logo is another important mark of brand
identification. The logo is approved for usage on our restaurant
store fronts, which require a large horizontal expression of the
trademark.
The Written Logo is hand drawn in the same style as the Bun
Halves & Crescent Logo. This consistently ties the Bun Halves &
Crescent Logo to the word mark expression.
The Written Logo is available in 2 versions: the Standard Written
Logo and the Stacked Written Logo. The latter was developed to
increase the branding on narrow, limited spaces, like on food
courts.
The Written Logo is always constructed as shown on this page.
STACKED WRITTEN LOGO No modifications to the composition, form or treatment of the
lettering are permitted.
USAGE & APPROVAL

®

CLEAR SPACE
To ensure clarity and visibility of the Written Logo it must always
be surround by an area which is entirely clear of typography and
any other graphic devices, images or pattern. The clear space (X)
is measured by the width of the stem of the BURGER KING logo®
type; this is a fixed width typeface.

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23
Core Trademarks
SMALL WRITTEN LOGO: CONSTRUCTION

SIZE USAGE
20mm - 30mm
There are three sizes of the Written Logo. Each version of the logo
has been created for a different size usage and should be used
within the range perimeters. The size of the ® symbol decreases
proportionately as the size of the logo increases.
For usage between 20mm and 30mm the ‘small’ version should
be used. Between 31mm and 60mm the ‘standard’ version should
be used. For usage at any size greater than 60mm the ‘large’
version should be used. To ensure production quality of the
Written Logo it should never be produced smaller than
STANDARD 20mm in width.
31mm - 60mm
LARGE
OVER 60mm

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24
Core Trademarks
SMALL STACKED WRITTEN LOGO: CONSTRUCTION

SIZE USAGE
12mm - 18mm There are three sizes of the Stacked Written Logo. Each version of
the logo has been created for a different size usage and should
be used within the range perimeters. The size of the ® symbol
decreases proportionately as the size of the logo increases.
Stacked Written Logo it should never be produced smaller than
STANDARD 12mm in width.
19mm - 35mm
LARGE
OVER 35mm

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25
Core Trademarks
ONE-COLOR WHITE WRITTEN LOGO: COLOR

OVERVIEW
There are two approved color versions of the Written Logo, the
one-color white and one-color red. Both version of the Written
Logo are approved for use on restaurant store fronts only.
ONE-COLOR WHITE
There are two key benefits for using the white version of the
Written Logo.
FUNCTIONALITY – The white lettering on the red background
allows for maximum standout when used on backlit signage.
This also covers up visibility of bulbs when using Duratrans.
BRAND PRESENCE – Using the BURGER KING red allows for
®
consistent and impactful brand presence.
WHITE
ONE-COLOR RED
C0 R 255
M0 G 255
Y 0 B 255
K0
ONE-COLOR RED
The one-color red version of the Written Logo is our secondary
version and should be used for 3D signage and when it is
not backlit.
PANTONE
485 C
C0 R 226
M 100 G 35
Y 100 B 26
K0

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26
Core Trademarks
ONE-COLOR WHITE STACKED WRITTEN LOGO: COLOR

OVERVIEW
There are two approved color versions of the Stacked Written Logo,
the one-color white and one-color red. Both version of the Stacked
Written Logo are approved for use on restaurant store fronts only.
ONE-COLOR WHITE
There are two key benefits for using the white version of the
Stacked Written Logo.
FUNCTIONALITY – The white lettering on the red background
allows for maximum standout when used on backlit signage.
This also covers up visibility of bulbs when using Duratrans.
BRAND PRESENCE – Using the BURGER KING red allows for
®
consistent and impactful brand presence.
WHITE
ONE-COLOR RED
C0 R 255
M0 G 255
Y 0 B 255
K0
ONE-COLOR RED
The one-color red version of the Stacked Written Logo is our
secondary version and should be used for 3D signage and when it
is not backlit.
PANTONE
485 C
C0 R 226
M 100 G 35
Y 100 B 26
K0

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27
Core Trademarks
WRITTEN LOGO: VIOLATIONS

ONE-COLOR RED
®

and modification.


PROMOTION


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28
Core Trademarks
WRITTEN LOGO: VIOLATIONS

ONE-COLOR WHITE
®

and modification.


PROMOTION


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29
2.2
Core Trademarks
SOCIAL CROWN
OVERVIEW OF
OTHER TRADEMARKS
The BURGER KING brand has two other core
®
GRILLING KING HERITAGE MARK

trademarks – the Social Crown, and the Grilling
King Heritage Mark. The Social Crown talks about
quality, taste, service, sociability, and belonging.
The Grilling King Heritage Mark talks about the
brand’s roots, character, and authentic way of
cooking. Both trademarks cover the full scope
of the brand’s conceptual framework.

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30
Core Trademarks
2.2.1
SOCIAL
CROWN
The BURGER KING brand has been building
®
equity in the crown for decades, by handing paper

crowns to guests. As a consequence, the crown
is the most top-of-mind, and meaningful of our
marks. A fitting symbol with a central role in
brand perception and within our visual identity.
The Social Crown talks about two fundamental
BURGER KING brand ideas. First, the idea of
®
superior quality and superior tasting food. Second,

the idea of the guest as King – and the sense of
choice, freedom, and attention to the experience.
There is also a sense – in the execution of the

crown – of people gathering: around food, around
tables, around fires. A sense that evokes the full,
and final image of the BURGER KING brand story.
®

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31
Core Trademarks
SOCIAL CROWN: CONSTRUCTION

OVERVIEW
The Social Crown symbolizes two fundamental aspects of
our brand – the superior taste of our food and the superior
treatment of our guests – it should be used in contexts relevant to
communicating these messages. Both usages operate at a broad
brand level, not to signify one product area or specific range
of products. The Social Crown should not be used on standard
Merchandising materials or POP, unless there is a connection
to the core aspects mentioned above. The construction of the
trademark symbolizes people sat around a table enjoying great
tasting food. No modifications to the form are permitted.
USAGE & APPROVAL

®

CLEAR SPACE
To ensure clarity and visibility of the Social Crown, it should be
surrounded by an area which is clear of typography and any other
graphic devices or pattern. The clear space (X) is measured by the
width of the small orange circles.

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32
Core Trademarks
SMALL SOCIAL CROWN: CONSTRUCTION

SIZE USAGE
10mm - 22mm There are three sizes of the Social Crown. Each version of the logo
within the range perimeters. The size of the TM symbol decreases
proportionately as the size of the logo increases. For usage
STANDARD between 10mm and 22mm the ‘small’ version should be used.
Between 23mm and 90mm the ‘standard’ version should be used.
For usage at any size greater than 90mm the ‘large’ version
should be used. To ensure production quality of the Social Crown
it should never produced smaller than 10mm in width.
23mm - 90mm
LARGE
OVER 90mm

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33
Core Trademarks
TWO-COLOR SOCIAL CROWN: COLOR

OVERVIEW
Our Social Crown is another important trademark, which should
only ever be reproduced using the two colors, as it gives our
crown dimensionality. This two-color version should be used
whenever possible.
TWO-COLOR
The two-color version is made up of Pantone 137 C and 716 C.
The Social Crown is printed as a solid color and never applied
as a tint.
PANTONE PANTONE
130 C 716 C
C0 R 247 C0 R 238
M 35 G 168 M 60 G 119
Y 100 B 0 Y 100 B 0
K0 K0

®
34
Core Trademarks
CHARCOAL CHALK SOCIAL CROWN: RESTRICTED COLOR

The grayscale versions of the Social Crown have been redrawn to
retain it’s dimensionality.
When you cannot print the two-color logo, refer to the grayscale-
charcoal (90% black) or grayscale-chalk (5% black) versions.
Use the appropriate version depending on your background or
application to ensure maximum standout. The grayscale-charcoal
version should not sit on a background darker than a 50% tint.
The grayscale-chalk version should not sit on a background less
than a 50% tint.
CHARCOAL CHALK
5% 90%
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
35
Core Trademarks
SOCIAL CROWN: VIOLATIONS

TWO-COLOR
Our trademarks represent the BURGER KING brand and
®
values. Do not corrupt or degrade the trademarks by using

them incorrectly.
DON’T DECONSTRUCT DON’T ADD TO IT VIOLATIONS NOT APPROVED

and modification.


PROMOTION

®
36
Core Trademarks
2.2.2
GRILLING
KING
HERITAGE MARK
BURGER KING guests love to hear about the
®
brand’s beginnings in 1954 and roots in grilling

– we know how food should taste, we are the
industry experts in flame grilling. Our guests also
love to see the brand personified, and
have a clear idea of the brand’s character, of
‘the man behind the grill’ – skillful, self-assured,
magnetic, authentic, and informal. These roots
and character come together in our Grilling King
Heritage Mark.

®
37
Core Trademarks
GRILLING KING HERITAGE MARK:

CONSTRUCTION
OVERVIEW
The Grilling King Heritage Mark is another important trademark.
We use this mark when talking about our heritage and our roots
in grilling. The Grilling King Heritage Mark always sits above
the type ‘Since 1954’. Together they comprise our Grilling King
Heritage Mark – a man behind his grill. This is the approved
composition – no elements, or relationships between elements
including the texture applied are to be modified. The Grilling King
Heritage Mark has two expressions – with a flipper and with tongs,
refer to the global versions for correct usage.
USAGE & APPROVAL

®
varies by country. The Burger King Global Brand Management

Team and Burger King Legal Team MUST approve proposed
usage of any trademark or logo prior to its release.
CLEAR SPACE
To ensure clarity and visibility of the Grilling King Heritage Mark
it must always be surround by an area which is entirely clear of
typography and any other graphic devices, images or pattern.
The clear space (X) is measured by the width of the grilling
king’s head.
The background color and pattern must allow legibility of the font.

®
38
Core Trademarks
SMALL MEDIUM LARGE GRILLING KING HERITAGE MARK:

CONSTRUCTION
SIZE USAGE
There are three sizes of the Grilling King Heritage Mark. Each
version of the mark has been created for a different size usage
and should be used within the range perimeters. The size of the
TM symbol decreases proportionately as the size of the mark
increases. For usage between 18mm and 30mm the ‘small’
version should be used. Between 31mm and 50mm the ‘medium’
version should be used. For usage at a size greater than 50mm,
the ‘large’ version should be used. The Grilling King Heritage Mark
is never produced smaller than 18mm in width.
In case printing restrictions may affect the legibility of the mark,
the small version can be printed without the texture.
18mm - 30mm 31mm - 50mm OVER 50mm

®
39
Core Trademarks
ONE-COLOR BROWN GRILLING KING HERITAGE MARK: COLOR

ONE-COLOR BROWN
The Grilling King Heritage Mark should always be printed in the
one-color brown Pantone 7595 C. The Grilling King Heritage Mark
is printed as a solid color and never applied as a tint.
PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50

®
40
Core Trademarks
CHARCOAL CHALK GRILLING KING HERITAGE MARK:

RESTRICTED COLOR
When you cannot print the one-color mark, refer to the grayscale-
than a 50% tint.
CHARCOAL CHALK
C0 R 60 C0 R 246
5% 90% M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
41
Core Trademarks
GRILLING KING HERITAGE MARK: VIOLATIONS

ONE-COLOR BROWN
Our core trademarks represent the BURGER KING brand and
®
values. Use them correctly. The examples here demonstrate

violations of the mark’s usage.

and modification.
BACKGROUND RESTRICTIONS

DON’T USE ON BACKGROUND

compromising legibility.

PROMOTION


®
42
Core Trademarks
PRIMARY – FLIPPER SECONDARY – TONGS GRILLING KING HERITAGE MARK:

GLOBAL VERSIONS
OVERVIEW
There are two different expressions of the Grilling King Heritage
Mark, one with a flipper, and one with tongs. The primary
expression is the one with a flipper and should be used whenever
possible, unless the flipper is not understood by a given market;
in which case the Grilling King Heritage Mark with the tongs is
used. If you are unsure please contact the Burger King
Marketing Team.

®
43
Core Trademarks
GRILLING KING HERITAGE MARK:

GLOBAL VERSIONS
OVERVIEW
The font used on the Grilling King Heritage Mark is called “BK Slab
Serif” and has been developed exclusively for BURGER KING . It ®
can be downloaded from SHELF (www.getityourshelf.com) free of

charge. The font has been designed to allow for easy translations
of ‘Since 1954’.
Please refer to the Iconography guidelines for your region’s
Grilling King Heritage Mark.
USAGE & APPROVAL

®
SPAIN/PORTUGAL GERMANY ITALY TURKEY

LOCAL ADAPTATION
For details regarding the local adaptation of the Grilling
King Heritage Mark, refer to the BURGER KING Iconography
®
guidelines.
RUSSIA SWEDEN CHINA

®
44
Core Trademarks
GRILLING KING HERITAGE MARK: ACTIVATIONS

OVERVIEW
The following activations are examples of how the Grilling King
Heritage Mark is used and applied:
• Wall graphic
• Brand heritage section of website
• Packaging.

®
45
2.3
Core Trademarks
TASTE IS KING MARK & BUN HALVES & CRESCENT LOGO

SM
OVERVIEW OF
TASTE IS KING MARK
SM
Nothing is more important to the brand than great

taste, great taste draws people in – and BURGER
KING knows what to do to get great taste. The
®
brand’s commitment to taste is expressed in the

tagline TASTE IS KING .
SM

®
46
Core Trademarks
2.3.1
TASTE IS KING MARK &
SM
BUN HALVES
& CRESCENT
LOCK-UP
The TASTE IS KING Mark line is at its most
SM
effective in conjunction with an assertion of brand

identity, and as such has been designed
to work alongside the Bun Halves & Crescent
Logo – as detailed on the following pages.
The TASTE IS KING Mark line should never
SM
be seen on its own.

®
47
Core Trademarks
TASTE IS KING MARK & BUN HALVES &

SM
CRESCENT LOCK-UP: CONSTRUCTION

OVERVIEW
The Bun Halves & Crescent Logo is the iconic symbol of our brand
and is one of our most valuable assets. The TASTE IS KING SM
Mark represents the superior taste of our food. They should be

locked up together as shown here. The line is at its most effective
in conjunction with an assertion of brand identity, and as such
has been designed to work the Bun Halves & Crescent Logo. The
tagline is never used on its own. It should be used in contexts
relevant to communicating both the BURGER KING brand and
®
the superior tasting food. The TASTE IS KING Mark must always
SM
appear centered; horizontal or vertical, in relationship to the Bun

Halves & Crescent Logo. This relationship must never be altered
and no modifications to the forms are permitted.
USAGE & APPROVAL

®

LOCAL ADAPTATION
For details regarding the local adaptation of the TASTE IS KING SM
Mark lock-up, refer to the BURGER KING Iconography guidelines.

®

®
48
Core Trademarks
SMALL TASTE IS KING MARK & BUN HALVES &

SM

SIZE USAGE
14mm - 20mm There are three sizes of the TASTE IS KING Mark & Bun Halves
SM
& Crescent Logo Lock-Up. Each version of the lock-up has been
STANDARD created for a different size usage and should be used within the
range perimeters. The size of the ® and SM symbols decrease
proportionately as the size of the logo increases.
TASTE IS KING Mark & Bun Halves & Crescent Logo Lock-Up it
SM
should never produced smaller than 14mm in width.
21mm - 60mm
LARGE
OVER 60mm

®
49
Core Trademarks
PORTRAIT – PRIMARY LOCK-UP TASTE IS KING MARK & BUN HALVES &
SM

LOCK-UPS
There are two lock-ups, allowing for portrait and landscape
usage. The portrait version should be used whenever possible.
The landscape version can be used when it is more suited to the
size and shape available.
MINIMUM USAGE
Both lock-ups use the same minimum usage rules outlined on the
previous page.
LANDSCAPE – LOCK-UPS

®
50
Core Trademarks
FOUR-COLOR TASTE IS KING MARK & BUN HALVES &

SM
CRESCENT LOCK-UP: COLOR

FOUR-COLOR
The four-color version is made up of Pantone 485 C, 130 C,
286 C within the Bun Halves & Crescent Logo and Pantone
7595 C for the TASTE IS KING Mark. The four-color version is the
SM
primary version and should be used whenever possible.
PANTONE PANTONE PANTONE PANTONE

485 C 130 C 286 C 7595 C
C0 R 226 C0 R 247 C 100 R 0 C 35 R 111

M 100 G 35 M 35 G 168 M 75 G 51 M 70 G 60
Y 100 B 26 Y 100 B 0 Y 0 B 160 Y 70 B 47
K0 K0 K0 K 50
If the background color restricts the legibility of the TASTE IS

KING Mark, the tagline can be written in white instead of brown
SM
ONE-COLOR BROWN (Pantone 7595 C).
ONE-COLOR BROWN
When printing limitations only allow a one color print, you should
use the preferred one-color brown logo. The logo is printed with
Pantone 7595 C as a solid color and never applied as a tint.
PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50

®
51
Core Trademarks
CHARCOAL CHALK TASTE IS KING MARK & BUN HALVES &

SM
CRESCENT LOCK-UP: RESTRICTED COLOR

When you cannot print the four-color or the one-color logo, refer
CHARCOAL CHALK
C0 R 60 C0 R 246
5% 90% M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
52
Core Trademarks

SM
CRESCENT LOCK-UP: VIOLATIONS

THREE-COLOR
Our core logos represent the BURGER KING brand and values.
®
Use them correctly. The examples shown here demonstrate

violations of the mark’s usage.
DON’T DECONSTRUCT DON’T ADD TO IT
and modification.


PROMOTION

®
53
Core Trademarks

SM
CRESCENT LOCK-UP: VIOLATIONS

ONE-COLOR BROWN
®

by removing or separating elements. drop shadows, strokes or outlines. VIOLATIONS NOT APPROVED
and modification.


PROMOTION

®
54
Core Trademarks

SM
CRESCENT LOCK-UP: GLOBAL VERSIONS

OVERVIEW
®
Do not corrupt or degrade the trademarks by using

them incorrectly.
USAGE & APPROVAL

SPAIN LAC GERMANY Usage of the following BURGER KING trademarks and logos
®

Note: Some country’s translations for the TASTE IS KING Mark
SM
appears on a double line. This however follows all rules (clear

space, size usage etc.) outlined in this section.
LOCAL ADAPTATION
For details regarding the local adaptation of the TASTE IS KING SM
Mark & Bun Halves & Crescent Lock-Up, refer to the BURGER
PORTUGAL ITALY TURKEY
KING Iconography guidelines.
®
RUSSIA

®
55
DESIGN
ELEMENTS
CHAPTER
3
3.1 COLOR PALETTE....................................................................57
3.2 TYPOGRAPHY........................................................................66

®
56
3.1
Design Elements
PRIMARY PALETTE PRIMARY

716 C 485 C 130 C 7595 C
C0 R 238 C0 R 226 C0 R 247 C 35 R 111

M 60 G 119 M 100 G 35 M 35 G 168 M 70 G 60
Y 100 B 0 Y 100 B 26 Y 100 B 0 Y 70 B 47
HOTTER COLORS
K0 K0 K0 K 50
RED & PINK ORANGE & YELLOW WARM BROWN
OVERVIEW OF
COLOR PALETTE
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE
709 C 187 C 144 C 721 C 181 C 7567 C
SECONDARY PALETTE
C0 R 244 C0 R 172 C0 R 243 C 10 R 224 C 25 R 133 C 30 R 140

M 75 G 97 M 100 G 22 M 50 G 139 M 40 G 163 M 80 G 51 M 63 G 83
Y 35 B 120 Y 70 B 44 Y 100 B 0 Y 60 B 108 Y 70 B 45 Y 80 B 46
K0 K 30 K0 K0 K 45 K 33
The BURGER KING brand color spectrum has

®
been derived from the brand story. The BURGER

RICH PURPLE BRIGHT BLUE FRESH GREEN
KING brand colors are the colors of flame-
®
grilling, of mouth watering meats, baked breads,

COOLER COLORS
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

2415 C 255 C 286 C 285 C 283 C 367 C 369 C and freshly brewed coffees, refreshed by cooler
C 40 R 163
M 100 G 0
C 50
M 95
R 119
G 34
C 100 R 0
M 75 G 51
C 90
M 50
R0
G 113
C 45
M 15
R 148
G 192
C 44
M0
R 164
G 213
C 61 R 99
M2 G 137 colors that bring to mind ripe berries, leafy
Y 0 B 125 Y 0 B 108 Y 0 B 160 Y 0 B 206 Y 0 B 233 Y 75 B 93 Y 100 B 10
K0 K 25 K0 K0 K0 K0 K8 greens, and blue skies. There are seventeen
brand colors in the BURGER KING spectrum, of
®
NEUTRAL which four are primary, and thirteen secondary.

These colors are grouped into six color palettes.
GREYSCALE
NEUTRAL COLORS
The primary colors and secondary color palettes,

CHARCOAL CHALK
as well as the greyscale palette are detailed as
C0 R 60 C0 R 246
M0
Y 0
G 60
B 60
M0
Y 0
G 246
B 246
follows.
K 90 K5
BURGER KING Visual Identity Guidelines ®

57
Design Elements
3.1.1
FOUR PRIMARY
COLORS
OVERVIEW
Four colors – derived from the idea of flame-grilling – are
considered for the BURGER KING brand primary, and take a
®
lead role in the visual identity. These are Pantone 7595 C, a dark
brown; Pantone 130 C, an orange-yellow; Pantone 485 C, a flame-
red; and Pantone 716 C, the BURGER KING brand orange. Orange
®
is a strategically important color for the BURGER KING brand; it ®
is a color that the brand has been associated with historically, and
a color that the brand can own – as no other QSR brand is playing
in this area of the spectrum. As such it is the most important of
our primary colors. It takes a lead role in the visual identity. All
colors beyond these four are considered secondary, and take a
supporting role in brand communication.

130 C 716 C 485 C 7595 C
C0 R 247 C0 R 238 C0 R 226 C 35 R 111

M 35 G 168 M 60 G 119 M 100 G 35 M 70 G 60
Y 100 B 0 Y 100 B 0 Y 100 B 26 Y 70 B 47
K0 K0 K0 K 50
BURGER KING BRAND GUIDELINES

58
Design Elements
3.1.2
RED & PINK
PALETTE
OVERVIEW
This palette augments the brand’s flame-red – Pantone 485 C –
with a deeper red, and a pink-red. The palette evokes the colors
of tomatoes, ripe-red berries and peppers.

485 C 187 C 709 C
C0 R 226 C0 R 172 C0 R 244

M 100 G 35 M 100 G 22 M 75 G 97
Y 100 B 26 Y 70 B 44 Y 35 B 120
K0 K 30 K0
59
Design Elements
3.1.3
FRESH GREEN
PALETTE
OVERVIEW
This palette evokes the colors of fresh green leaves; there are
two greens – one light and one dark.
PANTONE PANTONE
367 C 369 C
C 44 R 164 C 61 R 99
M0 G 213 M2 G 137
Y 75 B 93 Y 100 B 10
K0 K8
60
Design Elements
3.1.4
ORANGE & YELLOW
PALETTE
OVERVIEW
This palette has been created to evoke the colors of golden bread
crumbs, egg yolk, and bright sunshine. It includes the orange-
yellow of the primary color palette – Pantone 130 C.

721 C 144 C 130 C
C 10 R 224 C0 R 243 C0 R 247

M 40 G 163 M 50 G 139 M 35 G 168
Y 60 B 108 Y 100 B 0 Y 100 B 0
K0 K0 K0
61
Design Elements
3.1.5
WARM BROWN
PALETTE
OVERVIEW
This palette has been created to evoke the colors of grilled
meats and freshly ground coffees. There are three browns; a
red-brown, rich-brown and the brand’s dark brown primary
color – of Pantone 7595 C.

7595 C 7567 C 181 C
C 35 R 111 C 30 R 140 C 25 R 133

M 70 G 60 M 63 G 83 M 80 G 51
Y 70 B 47 Y 80 B 46 Y 70 B 45
K 50 K 33 K 45
62
Design Elements
3.1.6
BRIGHT BLUE
PALETTE
OVERVIEW
This palette evokes the colors of summer skies, and is made up
from three distinct shades of blue.

283 C 285 C 286 C
C 45 R 148 C 90 R0 C 100 R 0
M 15 G 192 M 50 G 113 M 75 G 51
Y 0 B 233 Y 0 B 206 Y 0 B 160
K0 K0 K0
63
Design Elements
3.1.7
RICH PURPLE
PALETTE
OVERVIEW
This palette evokes the colors of ripe berries. There are two
colors here; a dark purple, and a brighter purple.
PANTONE PANTONE
2415 C 255 C
C 40 R 163 C 50 R 119
M 100 G 0 M 95 G 34
Y 0 B 125 Y 0 B 108
K0 K 25
64
Design Elements
3.1.8
GRAYSCALE
PALETTE
OVERVIEW
BURGER KING has two grayscale tones – grayscale-charcoal,
®
from the charcoal of the barbecue and grayscale-chalk, from the

chalk of handwritten menus. These neutral grayscale tones can
be used with the rest of the BURGER KING brand color palettes.
®
CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
65
3.2
Design Elements
BODY COPY TYPEFACE

The flavor and aroma
of your favorite coffee
SOCI
is down to the roasting.
Afreshly
BIL brewed this
HANDWRITTEN TYPEFACE
ITY Enjoy!
morning.
OVERVIEW OF
BIG TYPOGRAPHY
PRIMARY TYPEFACE
EXCITEMEN
&B
TO
F
HONEST
Our typographic styles evoke the important
ELO
aspects of our brand story, as detailed in our
conceptual framework. Our primary typeface
FLAVORS
NGIN
FO
– Block Berthold Pro+ Condensed – evokes the

excitement of food and flavor and embodies
OD
THENBRAND
AUCATTLE TIC LETTERING handmade cues, which represent the authentic
G way we prepare our food. Our body copy typeface,
& FLAVOR
WA
and our ‘Cattle Brand Lettering’, evokes our

BRAND
Y OF COOKING
authentic way of cooking, and our handwritten

CH
typeface evokes the authentic, informal, warm,

ARACTE
and inviting character of the brand.

R

®
66
Design Elements
3.2.1
PRIMARY
TYPEFACE
Our primary typeface evokes the excitement
of food and flavor. Like our food, it is simple,
hand-made, and generous. In use, it stacks up
like our foods stack up, and fuses together like
our flavors fuse together. It comes in bold, simple
colors, as our food comes in bold,
simple flavors.

®
67
Design Elements
BLOCK BERTHOLD PRO+ CONDENSED PRIMARY TYPEFACE:
HEADER
BLOCK BERTHOLD PRO+ CONDENSED
OVERVIEW
Our primary typeface is a simple sans serif, with a hand-made
feel, and a generous, food-like form.
HEADER
USAGE
Headings must always appear in uppercase. Kerning should
be set to optical with tracking at 0. Word spacing of 50% is
recommended. Do not use any typeface for headers other than
Block Berthold Pro+ Condensed (exception: themed promotion
HEADER
artworks).
The copy may have a texture, in order to create a stamped, hand-
made look, which reflects our hands-on cooking method and
brand character.
The different lines may also overlap slightly, representing the
layering of ingredients on our burgers and emphasizing the
imperfection and non-standardization that the BURGER KING ®
brand stands for.

When applying texture or overlaps, make sure that legibility is not
compromised.
DESIGN EXAMPLE
SOURCE
This font usage is licensed and must be purchased here:
http://store.eSellerate.net/s.asp%3Fs%3DSTR0342568265%26Cmd%3DBUY%26SKU
Refnum%3DSKU35816669700
APPROVAL & REGIONAL FONT ALTERNATIVES

The Burger King Global Brand Management Team must approve
proposed usage of any font prior to its release. On the following
pages, you will find approved alternative fonts for specific
countries. Also, ensure compliance with any associated laws and
regulations.

®
68
Design Elements
PRIMARY TYPEFACE: BLOCK BERTHOLD PRO+ CONDENSED

LICENCE INFORMATION
BURGER KING has purchased an
®
BURGER KING employees are not allowed to share
®
If you do not own a Block Berthold Pro+ license yet,
enterprise license for our new Corporate Font the font file with anyone. Please don’t send requests. purchase it here:
“Block Berthold Pro+ Condensed”. http://store.eSellerate.net/s.asp%3Fs%3DSTR0342568265%26Cmd%3
What does this mean for agencies or other suppliers?
DBUY%26SKURefnum%3DSKU35816669700
What is covered by the enterprise license?
• Each agency that creates artworks using the Block
If you have already purchased the Block Berthold
• Displaying the font in all BURGER KING restaurants Berthold Pro+ Condensed font must purchase the
®
Pro+ license without webfonts from the previous

globally (franchise & company) “Block Berthold Pro+ Condensed Pro+” license on
download link, please send an email to:
their own.
• Displaying the font on digital channels (e.g. Digital sales@bertholddirect.com with a PDF of the
menuboard, websites, apps, social media…) • Costs depend on the number of people (CPUs) that invoice and ask for a discount code to upgrade to
will use the font at the third party ($500 for up to 5 the BURGER KING Block Berthold Pro+ version
®
• Displaying the font on traditional channels

CPUs, $1,000 for up to 10 CPUs…) including the webfonts.
(e.g. Print, TV, Out-of-Home…)
• The font license must be purchased at the official If you have already purchased any other,
What is NOT covered by the enterprise license?
BURGER KING Block Berthold Pro+ Condensed ®
unapproved version of the Block Berthold font,
• Using the font at 3rd parties (e.g. agencies, download portal: you have to purchase the Block Pro+ version:
suppliers) to create or modify BURGER KING ®
http://store.eSellerate.net/s.asp%3Fs%3DSTR0342568265%26Cmd%3 http://store.eSellerate.net/s.asp%3Fs%3DSTR0342568265%26Cmd%3
artworks (incl. digital content) DBUY%26SKURefnum%3DSKU35816669700 DBUY%26SKURefnum%3DSKU35816669700
• Using the font at (master) franchisees internally This version of the license contains Print font (OTF)
(e.g. in Powerpoint presentations) and webfonts in the following supported languages:
Albanian, Bretonian, Catalonian, Croatian, Cyrillic,
• Using the font at (master) franchisee’s in-house
Czech, Danish, archaic Danish, Dutch, English,
agencies (in-house agencies are treated like an
Estonian, Finnish, French, German, Greek, Hungarian,
agency or 3rd party supplier and need to purchase
Icelandic, Irish, Italian, Kurdish, Latvian, Lithuania,
the license).
Moldavian, Norwegian, Polish, Portuguese, Rhaeto-
Romanic, Romanian, Slovak, Slovene,Serbian,
Spanish, Swedish, Turkish, Welsh and Esperanto

®
69
Design Elements
BLOCK BERTHOLD PRO+ CONDENSED PRIMARY TYPEFACE: COLOR

OVERVIEW
ABCDEFGHIJKLMN
Headings can utilize the full color palette (See 3.1 Color Palette).
However, they should always use colors sympathetic to the
subject. Please refer to section 4.2 Product Platforms for
color guidance.
OPQRSTUVWXYZ GRAYSCALE
When you cannot print in color, typography reverts to grayscale
0123456789
interpretations of the colors. Ensure that when typography
is used on different background tones, the legibility is
not compromised.
()?!£$%&*
BIG
HONEST
FLAVORS
®
70
Design Elements
JAPAN: GOTHIC MB 101 HEAVY TAIWAN / HONG KONG: W12 PRIMARY TYPEFACE:
BLOCK BERTHOLD PRO+ CONDENSED
APPROVED REGIONAL FONT ALTERNATIVES
If your country’s language is not supported by Block Berthold
Pro+ Condensed or the fonts mentioned here, contact your local
agency for a recommendation of an alternative font in a similar
style. The Burger King Global Brand Management Team and
Burger King Legal Team must approve proposed usage of any font
THAILAND: PSLX EMPIRE EXTRA BOLD KOREA: HGGGOTHICSSI 99G prior to its release. Also, ensure compliance with any associated
laws and regulations.
MIDDLE EAST (ARABIC): GE FLOW (BOLD)

®
71
Design Elements
PRIMARY TYPEFACE: COMMON MISTAKES

BLOCK BERTHOLD Block Berthold USAGE
CONDENSED REGULAR Be careful to use the correct typeface and settings.
DO USE CONDENSED FONT DON’T USE REGULAR FONT

in uppercase. in any case.
DO USE DON’T USE

kerning ‘optical’ and Typeface default:
word spacing 50% kerning ‘metric’ and
(manually adjust both word spacing 100%.
for further improvement)

®
72
Design Elements
PRIMARY TYPEFACE: VIOLATIONS

FULL COLOR
Our core brand typefaces represent the BURGER KING brand
®
and values. Use them correctly. The examples shown here

demonstrate violations of the typeface’s usage.
DON’T MODIFY DON’T ADD TO IT VIOLATIONS NOT APPROVED

letter spacing or kerning from rules. drop shadows, strokes or underlines.
provided as examples of unacceptable typeface usage
and modification.
DON’T DISTORT DON’T USE LOWER CASE

by skewing or scaling elements.
DON’T SCALE LETTERS DON’T ALTER ELEMENTS

independently from one another. by redrawing or modifying.
DON’T COMPROMISE
the legibility of the typeface.

®
73
Design Elements
3.2.2
CATTLE
BRAND
LETTERING
Our Cattle Brand Lettering evokes the brand’s
authentic way of cooking. The slab serifs are
reminiscent of the hot-metal feel of the grill that
the BURGER KING brand is famous for. We use
®
this when we’re talking about proper, hands-on

cooking (i.e. in the Makers Marks). As these things
are the brand’s roots, we also use this font when
we’re talking about heritage (i.e. the Grilling King
Heritage Mark).
Note – these letters are only used as a base for
illustration of stamped marks. It is never typed.

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74
Design Elements
CATTLE BRAND LETTERING CATTLE BRAND LETTERING: SLAB SERIF

OVERVIEW
The Cattle Brand Lettering is reserved for use only on the Grilling
King Heritage Mark and the Makers Marks as defined in section 4.1.
Our Cattle Brand Lettering is inspired by cut metal tools. Letters
are joined together in such a way that it gives the look and feel of
a hot metal branding stamp that had been cut out of one block of
metal.
The font used for the Cattle Brand Lettering is called “BK Slab
Serif” and has been developed exclusively for BURGER KING . It ®
can be downloaded from www.getityourshelf.com free of charge.

It has been designed to allow for easy translations of the Grilling
Heritage King Mark and the Makers Marks.
USAGE AND REGIONAL ALTERNATIVES

When using existing assets that contain the Cattle Brand
Lettering, no modifications to the form or treatment are
permitted. When creating local translations of these assets,
please refer to the Iconography guidelines.

®
75
Design Elements
3.2.3
HANDWRITTEN
TYPEFACE
This is the handwriting of the BURGER KING ®
brand character – authentic, informal, warm.

It is used sparingly – to add a further thought, or
a friendly, informal note. It is never central, never
body copy. This typeface evokes the social side of
our conceptual framework.

®
76
Design Elements
a hand-
FS SAMMY – REGULAR HANDWRITTEN TYPEFACE:
FS SAMMY REGULAR
OVERVIEW
At BURGER KING restaurants we make and cook our food by
®
hand, so we like to add the feeling of a personal touch.
written,
Our handwritten font has a relaxed, friendly feel, it shows
the personality of our brand character. This typeface is used
sparingly to add a friendly informal note. It never plays a central
role or features as body copy.
We use an offset alignment of sentences to emphasize the
spontaneous, handwritten effect. This should never exceed a
dis-alignment of more than three characters.
personal
USAGE
Non-justified type. All lower case until there is a period, or proper
noun (name of a person or place). Typography should be tracked
between 0 and -30 with kerning set to metrics. Leading is equal
to the font size (ensure ascenders/descenders don’t clash).
sign off
Don’t use any typeface other than FS Sammy Regular for
handwritten type (exceptions for Limited Time Offers and Theme
Promotions may apply).
SOURCE
This font is available for download at www.getityourshelf.com.
The font is licensed and can be used free of charge by agencies
and suppliers working for BKC.

®
77
Design Elements
FS SAMMY – REGULAR HANDWRITTEN TYPEFACE: COLOR
ABCDEFGHIJKLMN
This is the handwriting of the BURGER KING brand character.
®
The colors used for the Handwritten Typeface are grayscale-
OPQRSTUVWXYZ
chalk (5% black) and grayscale-charcoal (90% black) – as if the
brand character had picked up a piece of chalk or charcoal to
write on a menu board. The grayscale-charcoal version should
abcdefghi jklmnopqrstuvwxyz
not sit on a background darker than a 50% tint. The grayscale-
chalk version should not sit on a background less than a 50% tint.
0123456789 ()?!£$%&*
CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
ONE-COLOR BROWN
For specific applications, the font may also be used in brown.
FS SAMMY – REGULAR
Usage in brown must be approved by the Burger King Global
Brand Management Team.
ABCDEFGHIJKLMN
OPQRSTUVWXYZ PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50
0123456789 ()?!£$%&*
78
Design Elements
JAPAN: ARMED LEMON TAIWAN / HONG KONG: HANDWRITTEN TYPEFACE:

FS SAMMY REGULAR
If your country’s language is not supported by FS Sammy Regular,
contact your local agency for an alternative font in a similar style.
The Burger King Global Brand Management Team must approve
proposed usage of any font prior to its release. Also, ensure
compliance with any associated laws and regulations.
THAILAND: JS JETARIN KOREA: SANDOLL DANA UL
MIDDLE EAST (ARABIC): A DEST NEVIS

®
79
Design Elements
HANDWRITTEN TYPEFACE: VIOLATIONS
a h a n d w r it t e n , a handwritten, FULL-COLOR
pe rs o n a l sign of f personal sign off

Our core brand typefaces represent the BURGER KING brand
®

demonstrate violations of the typeface usage.
DON’T MODIFY DON’T ADD TO IT VIOLATIONS NOT APPROVED

letter spacing or kerning from rules. drop shadows, strokes or underlines.
and modification.
a handwritten, A HANDWRITTEN,
personal sign off PERSONAL SIGN OFF
DON’T DISTORT DON’T CAPITALIZE
by skewing or scaling elements.
a ha
a handwritten, pers ndwr
ona itte
l sig n,
personal sign off n of
f
DON’T SCALE LETTERS DON’T ROTATE
independently from one another. letters or blocks of copy.
a handwritten,
personal sign off
DON’T ALTER ELEMENTS DON’T COMPROMISE
by redrawing or modifying. the legibility of the typeface.

®
80
Design Elements
3.2.4
BODY COPY
TYPEFACE
Our body copy typeface is a modern,
engineered-feeling sans serif of the kind
that is seen on professional cooking
equipment; tools, ovens, grills.

®
81
Design Elements
DIN NEXT LT PRO – BOLD BODY COPY TYPEFACE: DIN NEXT LT PRO
BODY COPY TYPEFACE
There are two weights for DIN Next LT Pro Bold and Regular.
Bold is used to highlight key words. We use uppercase for sub-
headings, names of registered marks and for legal copy only. All
Modern, sans serif

BURGER KING brand asset names should appear in Italic within
®
body copy – For example Grilling King Heritage Mark, Social Crown
and Makers Marks – this ensures differentiation of the names
within body copy.
copy subtitles... USAGE

This font is our body copy typeface. It should always be left
aligned, sentence case. Typography should not be tracked tighter
than -30 with kerning set to auto. Leading should be 140% of the
type size (type size x 1.4). Do not use any typeface other than DIN
Next LT Pro Bold or Regular for body copy. Bold is reserved for
sub-headings and Menu Board information. Regular is reserved
for body copy.
DIN NEXT LT PRO – REGULAR
SOURCE
This font usage is licensed and must be purchased.
It is available to download from the following source:
www.linotype.com/corporatetype/burgerking
Modern, sans serif

www.linotype.com/7718/burgerking.html
Note: If you want to use DIN Next LT Pro as font for your local
website, a separate contract has to negotiated locally with the
copy subtitles...
licence owner Linotype. The cost depends on the number of page
impressions per year.

®
82
Design Elements
DIN NEXT LT PRO – BOLD BODY COPY TYPEFACE: DIN NEXT LT PRO
ABCDEFGHIJKLMNOPQRSTUVWXYZ Body copy should always use grayscale-chalk (5% black) and
grayscale-charcoal (90% black) where ever possible, so it does
abcdefghijklmnopqrstuvwxyz not distract from headings and ensures legibility of copy. Use
0123456789()@?!£$%&* the appropriate grayscale depending on your background or
DIN NEXT LT PRO – REGULAR The grayscale-chalk version should not sit on a background less
than a 50% tint.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789()@?!£$%&* CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
ONE-COLOR BROWN
DIN NEXT LT PRO – BOLD
For specific applications (e.g. menu board and packaging), the
font may also be used in brown.
0123456789()@?!£$%&* PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
DIN NEXT LT PRO – REGULAR K 50
0123456789()@?!£$%&*
83
Design Elements
JAPAN: UD SHIN-GO BOLD / REGULAR TAIWAN / HONG KONG: W9 / W5 BODY COPY TYPEFACE: DIN NEXT LT PRO
If your country’s language is not supported by DIN Next LT Pro,
contact your local agency for an alternative font in a similar style.
Burger King Global Brand Management Team must approve
proposed usage of any font prior to its release. Also, ensure
compliance with any associated laws and regulations.
THAILAND: HELVETHAICA X
BLACK CONDENSED / CONDENSED KOREA: YOON GOTHIC BOLD / REGULAR
MIDDLE EAST (ARABIC):

GE SS BOLD / REGULAR

®
84
ARCHITECTURE
PORTFOLIO
CHAPTER
4
4.1 PLATFORM ICONS ................................................................ 86
4.2 PRODUCT PLATFORMS....................................................... 112
4.3 PROMOTION PLATFORMS...................................................126

®
85
4.1
Portfolio Architecture
MAKERS MARKS
BETTER FOR YOU MARK
OVERVIEW OF
PLATFORM ICONS
The BURGER KING system is populated and
®
annotated with graphic marks; expressing

methods of making, drawing attention to new
EXCITER ICONS tastes, signifying healthy benefits, and marks
creating a sense of urgency and excitement
around limited time offers.
LIMITED TIME ICON

®
86
4.1.1
MAKERS
MARKS
The BURGER KING brand is a hands-on,
®
making brand, a brand that takes pride in fresh

preparation. To express this, the brand has a
set of Makers Marks – stamps; each detailing a
particular truth about the method of preparation,
about the story behind the food. These are used
across the BURGER KING system.
®
These marks have all the connotations of being

hand-stamped, ‘approved’ – they always appear
slightly askew, never perfectly horizontal or
vertical. And they have the perfectly imperfect
texture that a stamp has.

®
87
MAKERS MARKS: CONSTRUCTION

OVERVIEW
The BURGER KING brand’s equities of flame grilling, real
®
cooking, freshness and flavor have been illustrated into a set of

Makers Marks. Each mark illustrates the BURGER KING system’s
®
methods of preparation, giving you reasons to believe in the

quality of the food.
The marks combine the Cattle Brand Lettering with a crafted
illustration in which a witty double meaning can be discovered
within the mark.
All Makers Marks are applied as if stamped by hand, with the
background color showing through. The marks can be stamped
at angles between 1 and 10 degrees counterclockwise, the
bottom left corner of the mark must always remain the lowest
point, so copy reads on as a positive ascent. Do not exceed these
angles as it will effect legibility. For the sake of the hand-made
look, the rotation should vary when several Makers Marks are
used simultaneously. These are the approved compositions –
no elements, or relationships between elements including the
texture applied are to be modified.
USAGE & APPROVAL

Usage of the following Makers Marks varies by country. For
guidance on local translations, see the Iconography guidelines.
The Burger King Global Brand Management Team and Burger
ROTATION EXAMPLES
King Legal Team MUST approve proposed usage of any Makers
Marks prior to its release. Also, ensure compliance with any
associated laws and regulations.
CLEAR SPACE
10° ANGLE 7° ANGLE 1° ANGLE 5° ANGLE

®
88

SIZE USAGE
All Makers Marks are available in two sizes. Each version of
the mark is designated for a different size usage and should
be used within the range perimeters. For more details, see the
Iconography guidelines.
In case of printing limitations, a small version without texture can
be used. This version is only available for the small size mark, and
should be used only when printing limitations affect the mark’s
20mm - 80mm 150mm - 200mm
legibility.
APPLICATION OF FLAME-GRILLED MAKERS MARK

Ideally, this Makers Mark should be placed whenever a flame-
grilled product is displayed. In some cases however, this Makers
Mark may not be used due to space restrictions, the need for
clarity, or to avoid clutter and/or redundant messages.
EXAMPLES:
• TV advertising: the Makers Mark doesn’t need to be shown, as
the spot usually contains a grilling scene. Also, we should avoid
clutter in the product end cap.
20mm - 80mm 150mm - 200mm • Menu boards: In this case, clarity has a higher priority than
the communication of flame-grilling. In addition, the navigation
banner already includes the flame-grilled message, which
makes the Makers Mark redundant. On LTO promotion
translites however, the Makers Mark should be shown, unless it
becomes too cluttered.
• Merchandising: On layouts with only one product, the Flame
Grilled Makers Mark must be prominently featured in brown,
next to the product. For layouts with 2 or 3 products, it can be
displayed on a flame-grilled product, in chalk or white. For
layouts with 4 or 5 products, the Makers Mark must not be
shown to avoid clutter.
20mm - 80mm 150mm - 200mm

®
89

SIZE USAGE
All Makers Marks are available in three sizes. Each version of
the mark is designated for a different size usage and should
legibility.
20mm - 80mm 150mm - 200mm
20mm - 80mm 150mm - 200mm

®
90
ONE-COLOR MAKERS MARKS: COLOR

OVERVIEW
Each mark has been created to represent a product platform
within the BURGER KING brand. The marks must use the lead
®
color from their corresponding platform, more details on product

platforms can be found in section 4.2. For example, the Freshly
Chopped Mark represents the salads platform, therefore it needs
to be used with the leading color green from that platform.
ONE-COLOR STAMPS
Freshly Chopped Mark uses Pantone 369 C.
Flame Grilled Mark uses Pantone 7595 C.
Freshly Blended Mark uses Pantone 2415 C.
Freshly Baked Mark uses Pantone 721 C.
Freshly Brewed Mark uses Pantone 7267 C.
The one-color versions are the primary versions and should be
used whenever possible. These marks are printed as a solid color
and never applied as a tint.
PANTONE PANTONE PANTONE PANTONE PANTONE

369 C 7595 C 2415 C 721 C 7567 C
C 61 R 99 C 35 R 111 C 40 R 163 C 10 R 224 C 30 R 140

M2 G 137 M 70 G 60 M 100 G 0 M 40 G 163 M 63 G 83
Y 100 B 10 Y 70 B 47 Y 0 B 125 Y 60 B 108 Y 80 B 46
K8 K 50 K0 K0 K 33

®
91
CHARCOAL CHALK MAKERS MARKS: RESTRICTED COLOR

When you cannot print the one-color marks, or when the
mark needs to be applied on a product because the artwork
is becoming too cluttered when adding the mark as separate
element, refer to the grayscale-charcoal (90% black) or
grayscale-chalk (5% black) versions. Use the appropriate version
depending on your background or application to ensure maximum
standout. The grayscale-charcoal version should not sit on a
background darker than a 50% tint. The grayscale-chalk version
should not sit on a background less than a 50% tint.
CHARCOAL CHALK
5% 90%
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
92
MAKERS MARKS: VIOLATIONS

ONE-COLOR
Our Makers Marks represent the BURGER KING brand
®

demonstrate violations of the mark’s usage.

provided as examples of unacceptable Makers Mark usage
and modification.



independently from one another. clockwise or further than 10°.
PROMOTION


®
93
LATIN MAKERS MARKS: GLOBAL VERSIONS

AMERICA
OVERVIEW
The font used on the Makers Marks is called “BK Slab Serif”
and has been developed exclusively for BURGER KING . It can
®
be downloaded from SHELF (www.getityourshelf.com) free of

SPAIN charge. The font has been designed to allow for easy translation.
Please refer to the Iconography guidelines for your region’s
Makers Marks.
USAGE & APPROVAL

PORTUGAL
Usage of the following Makers Marks varies by country. For
guidance on local translations, see the Iconography guidelines.
The Burger King Global Brand Management Team and Burger
King Legal Team MUST approve proposed usage of any Makers
Marks prior to its release. Also, ensure compliance with any
GERMANY associated laws and regulations.
LOCAL ADAPTATION
For details regarding the local adaptation of the Makers Marks
refer to the BURGER KING Iconography guidelines.
®
ITALY
TURKEY
RUSSIA

®
94
4.1.2
BETTER
FOR YOU
MARK
BURGER KING is excited about foods that both
®
taste great, and are better for you. To draw

attention to these foods, we use our Better For You
Mark. This mark is stamped and features a ‘tick /
smile’, suggesting both the ‘approved’ nature of
these menu items, and the good feeling you get
from eating them.

®
95
BETTER FOR YOU MARK: CONSTRUCTION

OVERVIEW
Throughout the BURGER KING product range, there are options
®
that are better for you. To draw attention to these products,

there is the Better For You Mark. Illustrated in the BURGER
KING style and with a double meaning, the icon is made up of a
®
simple roundel with a smiling tick. The primary typeface – Block

Berthold Pro+ Condensed is stacked beneath, creating the overall
lock up of this hand applied stamp. The mark can be applied at
angles between 1 and 10 degrees counterclockwise, the bottom
left corner of the mark must always remain the lowest point,
so copy reads on a positive ascent. Do not exceed these angles
as it will effect legibility. This is the approved composition – no
elements, or relationships between elements are to be modified.
20mm - 80mm 150mm - 200mm USAGE & APPROVAL

Usage of the Better For You Mark varies by country. For guidance
on local translations, see the Iconography guidelines. The Burger
King Global Brand Management Team and Burger King Legal
Team MUST approve proposed usage of any trademark or logo
prior to its release. Also, ensure compliance with any associated
SIZE USAGE
ROTATION EXAMPLES The Better For You Mark is available in three sizes. Each version
of the mark is designated for a different size usage and should
10° ANGLE 7° ANGLE 1° ANGLE 5° ANGLE
legibility.

®
96
ONE-COLOR BETTER FOR YOU MARK: COLOR

OVERVIEW
The Better For You Mark represents the healthier options on the
BURGER KING Menu. The fresh green color evokes the feeling of
®
fresh cut lettuce leaves, and is instantly recognizable as a

healthy color.
ONE-COLOR
The Better For You Mark uses Pantone 369 C. This icon is printed
as a solid color and never applied as a tint.
PANTONE
369 C
C 61 R 99
M2 G 137
Y 100 B 10
K8

®
97
CHARCOAL CHALK BETTER FOR YOU MARK: RESTRICTED COLOR

When you cannot print the one-color mark, refer to the grayscale-
than a 50% tint.
CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
5% 90% K 90 K5
50% 50%


®
98
BETTER FOR YOU MARK: VIOLATIONS

ONE-COLOR
Our Better For You Mark represents the BURGER KING brand
®

demonstrate violations of the mark’s usage.

provided as examples of unacceptable mark usage
and modification.



independently from one another. further than 10°.
PROMOTION


®
99
BETTER FOR YOU MARK: GLOBAL VERSIONS

USAGE & APPROVAL
Usage of the following Better For You Marks varies by country. The
Burger King Global Brand Management Team and Burger King
Legal Team MUST approve proposed usage of any Makers Marks
prior to its release. Also, ensure compliance with any associated
SPAIN
LOCAL ADAPTATION
For details regarding the local adaptation of the Better For You
Mark, refer to the BURGER KING Iconography guidelines.
®
PORTUGAL GERMANY ITALY
TURKEY RUSSIA SWEDEN

®
100
4.1.3
EXCITER
ICONS
The BURGER KING brand gets excited about food,
®
and loves to share new foods and new tastes.

To express this excitement, a set of Exciter Icons
are used. These are words of excitement – New,
Try, It’s Back – set in a holding device inspired
by drifting barbecue smoke and mouth watering
flavors.

®
101
PUNCHED OUT SOLID WHITE EXCITER ICONS: CONSTRUCTION

OVERVIEW
Exciter Icons have been developed to specifically communicate
New, Try and It’s Back. The distinctive shape and three specific
communications have been developed as a stamp and can be used
to convey the simple messages contained within them as well as
imply flavor cues for any and all of the BURGER KING products.
®
The icon shape has been specifically developed and is always

constructed as shown on this page.
The type and the highlight stroke on the right can be shown as
punched out of the shape, revealing the color behind the shape,
where the background color and pattern allows legibility of the
font. Alternatively, the font and the stroke can be shown with
white color.
USAGE & APPROVAL

Usage of the following icons and stamps varies by country. The
Burger King Global Brand Management Team and Burger King
Legal Team MUST approve proposed usage of any trademark
or logo prior to its release. Also, ensure compliance with any
associated laws and regulations.
MINIMUM USAGE
The icons should never be reduced to a size smaller than 8mm
in height for legibility reasons.
MINIMUM SIZE
Minimum 8mm

®
102
SINGLE USE EXCITER ICONS: CONSTRUCTION

LOCK-UPS
One or two Exciter Icons can be used depending on the
communication required. We use this icon in a fun and simple
way. These icons have been developed to be bold and give a sense
of flavor and taste. The messages contained within this shape as
well as the shape itself cannot be modified or changed.
The system for these icons has been designed to be flexible so
that a singular communication only can be used or a lock-up of
multiple icons for multiple messages. Consistent and accurate
usage is key to maintaining the integrity and power of this icon on
our communications.
LOCK-UPS

®
103
ONE-COLOR EXCITER ICONS: COLORS

OVERVIEW
The color expressions of our Exciter Icons are the primary options
and should be used whenever possible. The icons can sit on any
color or background except the same color range as the icon
itself. The palette below shows the colors that are available for
use with Exciter Icons.
ONE-COLOR
Exciter Icons are design to grab the attention and express a call
to action. To ensure maximum standout on different background
colors when using the punch-out version, you should use
complimentary colors (opposite each other on the color wheel),
such as purple and yellow. When you are unable to use the
complimentary color rule, a more monochromatic look should be
used. This can be created by keeping your chosen colors closer
to each other (beside each other on the color wheel), for example,
shades of yellow and orange.

130 C 144 C 716 C 485 C 187 C 2415 C
C0 R 247 C0 R 243 C0 R 238 C0 R 226 C0 R 172 C 40 R 163

M 35 G 168 M 50 G 139 M 60 G 119 M 100 G 35 M 100 G 22 M 100 G 0
Y 100 B 0 Y 100 B 0 Y 100 B 0 Y 100 B 26 Y 70 B 44 Y 0 B 125
K0 K0 K0 K0 K 30 K0

255 C 286 C 285 C 283 C 369 C 367 C
C 50 R 119 C 100 R 0 C 90 R0 C 45 R 148 C 61 R 99 C 44 R 164

M 95 G 34 M 75 G 51 M 50 G 113 M 15 G 192 M2 G 137 M0 G 213
Y 0 B 108 Y 0 B 160 Y 0 B 206 Y 0 B 233 Y 100 B 10 Y 75 B 93
K 25 K0 K0 K0 K8 K0

®
104
CHARCOAL CHALK EXCITOR ICONS: RESTRICTED COLOR

When you cannot print the one-color Icons, refer to the grayscale-
than a 50% tint.
CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
5% 90% K 90 K5
50% 50%


®
105
EXCITOR ICON: VIOLATIONS

ONE-COLOR
Our Exciter Icons represent the BURGER KING brand and values.
®
Use them correctly. The examples shown here demonstrate

violations of the icon’s usage.

provided as examples of unacceptable icon usage
and modification.



PROMOTION


®
106
4.1.4
LIMITED
TIME ICON
To draw attention, and create excitement around
the limited time offers of the BURGER KING ®
brand, we use our Limited Time Icon. This has been

handwritten to give a sense of spontaneity and
urgency.

®
107
LIMITED TIME ICON: CONSTRUCTION

OVERVIEW
Our Limited Time Icon is a piece of hand drawn type which should
be used to bring a sense of informal urgency to marketing
communications that specifically require this.
USAGE & APPROVAL

Usage of the Limited Time Icon varies by country. The Burger King
Global Brand Management Team and Burger King Legal Team
MUST approve proposed usage of any trademark or logo prior to
its release. Also, ensure compliance with any associated laws and
regulations.
MINIMUM USAGE
The icon should never be reduced to a size smaller than 20mm
in width for legibility reasons.
MINIMUM USAGE
20mm

®
108
LOCK-UPS LIMITED TIME ICON: CONSTRUCTION

LOCK-UPS
The Limited Time Icon has been created so it can be used on its
own as a sign off or placed within a line(s) of copy. When used
with copy, ensure the supporting copy is the hand written typeface
FS Sammy Regular. The icon has been designed so that the
underline highlights the word limited time when used in this way.
The icon should always be produced at the same ‘x’ height as the
support copy.
X
freshly blended for that
perfect balance of sweet and
X sour for a only!

®
109
CHARCOAL CHALK LIMITED TIME ICON: COLOR

The colors used for the Limited Time Icon are grayscale-chalk
(5% black) and grayscale-charcoal (90% black) – as if the brand
character had picked up a piece of chalk or charcoal to write on a
menu board. The grayscale-charcoal version should not sit on a
background darker than a 50% tint. The grayscale-chalk version
should not sit on a background less than a 50% tint.
CHARCOAL CHALK
C0 R 60 C0 R 246
M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
5% 90%
50% 50%


®
110
LIMITED TIME ICON: VIOLATIONS

OVERVIEW
Our Limited Time Icon represent the BURGER KING brand
®
and values. Do not corrupt or degrade the icon by using

them incorrectly.

provided as examples of unacceptable icon usage
and modification.



PROMOTION


®
111
4.2
PORTFOLIO ARCHITECTURE
OVERVIEW OF
PRODUCT
PLATFORMS
The BURGER KING brand food world is a broad
®
world, with many dimensions, and distinct spaces.

There is a meal space – of flame-grilled beef, and
crispy chicken; a sweet space – of cold-swirled
and hot-baked delights; a drinks space – of hot
coffees and chilled, fruity blends; a Better For You
space, a breakfast space, and a sides space.
And each of these spaces now has its own visual
identity; its own look and feel – its own
color palette, and graphic marks.

®
112
MEALS DRINKS SWEETS
FRESH CRISPY FLAME GRILLED HOT ICE COOL COLD-SWIRLED FRESHLY

SALAD CHICKEN & FISH BEEF COFFEES & TEAS & BLENDED & CREAMY BAKED TREATS
LEAD LEAD LEAD LEAD LEAD LEAD LEAD

369 C 716 C 7595 C 7567 C 2415 C 285 C 721 C
ACCENT ACCENT ACCENT ACCENT ACCENT ACCENT ACCENT

485 C 130 C 187 C 721 C 709 C 283 C 7567 C

367 C 144 C 7567 C 181 C 255 C 286 C
CONSTRUCTS
Raw - Cooked Fried - Grilled Food - Drink Hot - Iced Thin - Thick Frozen - Baked
FOODS
Burgers Coffees, Teas Iced Teas, Juices, Ice-Creams, Donuts,
Smoothies, Milkshakes Iced Drinks Cookies, Pies
METHODS
Freshly Chopped (Fried) Flame Grilled (Roasted) Freshly Blended Freshly Baked
Freshly Brewed

®
113
4.2.1
FLAME-GRILLED
BEEF & PORK
PLATFORM
This space is the BURGER KING brand heartland;
®
the world of fresh-from-the-grill meatiness,

subtly smoky-woody flavors enhanced by bright,
crisp flavors of seeds, tomato, onion, lettuce
and relish. The color palettes here echo this –
flame-reds, yellows and oranges, meaty reds and
browns, and accents of leafy greens. To highlight
the care that goes into preparing and cooking our
flame grilled foods, we have created the Flame
Grilled Mark. It has been designed to be stamped
onto relevant communication; Menu Boards,
activations, promotions, packaging.

®
114
EXAMPLES FLAME GRILLED BEEF & PORK PLATFORM

OVERVIEW
These activations give an overview of the Flame Grilled Beef
and Pork Platform within the BURGER KING brand identity. It
®
has it’s own graphic mark and it’s own color palette helping it
to differentiate from other platforms within the BURGER KING ®
brand food space.
COLOR
The colors we use reference our grilled meats and are a
combination of Pantone 187 C, Pantone 7567 C and the lead
Pantone 7595 C.

7595 C 7567 C 187 C
C 35 R 111 C 30 R 140 C0 R 172

M 70 G 60 M 63 G 83 M 100 G 22
Y 70 B 47 Y 80 B 46 Y 70 B 44
K 50 K 33 K 30

®
115
4.2.2
CRISPY & TENDER
CHICKEN & FISH
PLATFORM
This space is all about tender, crispy, goldenness,
of white meats, and breadcrumbs. And the color
palettes here – sunny yellows and warm oranges –
echo this.

®
116
EXAMPLES CRISPY & TENDER CHICKEN & FISH PLATFORM

OVERVIEW
These activations give an overview of the Crispy & Tender Chicken
and Fish Platform within the BURGER KING brand identity.
®
It has it’s own color palette helping it to differentiate from other

platforms within the BURGER KING brand food space.
®
COLOR
The colors we use reference our golden chicken and are a
combination of Pantone 130 C, Pantone 144 C and the lead
Pantone 716 C.

716 C 130 C 144 C
C0 R 238 C0 R 247 C0 R 243

M 60 G 119 M 35 G 168 M 50 G 139
Y 100 B 0 Y 100 B 0 Y 100 B 0
K0 K0 K0

®
117
4.2.3
BETTER
FOR YOU
PLATFORM
Our salad space uses our fresh, crisp green
palette, with hints of ripe red tomatoes.
As our salads are freshly prepared we use the
Freshly Chopped Mark. In addition to this – and for
all healthy options – we endorse salads with our
Better For You Mark.

®
118
EXAMPLES BETTER FOR YOU PLATFORM

OVERVIEW
These activations give an overview of the Better For You Platform
within the BURGER KING brand identity. It has it’s own graphic
®
marks and it’s own color palette helping it to differentiate from

other platforms within the BURGER KING brand food space.
®
COLOR
The colors we use reference fresh green leaves and tomatoes
combining Pantone 485 C, Pantone 367 C and the lead
Pantone 369 C.

369 C 367 C 485 C
C 61 R 99 C 44 R 164 C0 R 226
M2 G 137 M0 G 213 M 100 G 35
Y 100 B 10 Y 75 B 93 Y 100 B 26
K8 K0 K0

®
119
4.2.4
BEVERAGES
PLATFORM
The beverages space also has two sides, the
hot, coffee-oriented side, and the cool, blended
side of smoothies, iced teas, shakes and juices.
And, reflecting this duality, we use two Makers
Marks here – a Freshly Brewed Mark, and a Freshly
Blended Mark. The color palettes for this space
lead with our berry pinks and purples, supported
by coffee-browns and creams.

®
120
EXAMPLES BEVERAGES PLATFORM

OVERVIEW
These activations give an overview of the Beverages Platform
®
marks and it’s own color palette helping it to differentiate from

other platforms within the BURGER KING brand food space. ®
COLOR
The colors we use reference freshly ground coffee,
warm tea and ripe berries combining Pantone 721 C, Pantone
181 C, Pantone 7567 C Pantone 709 C, Pantone 255 C and the lead
Pantone 2415 C.

2415 C 255 C 709 C 7567 C 181 C 721 C
C 40 R 163 C 50 R 119 C0 R 244 C 30 R 140 C 25 R 133 C 10 R 224

M 100 G 0 M 95 G 34 M 75 G 97 M 63 G 83 M 80 G 51 M 40 G 163
Y 0 B 125 Y 0 B 108 Y 35 B 120 Y 80 B 46 Y 70 B 45 Y 60 B 108
K0 K 25 K0 K 33 K 45 K0
For ice cold or blended drinks, also the blue color palette from
Sweets may be used.

283 C 285 C 286 C
C 45 R 148 C 90 R0 C 100 R 0
M 15 G 192 M 50 G 113 M 75 G 51
Y 0 B 233 Y 0 B 206 Y 0 B 160
K0 K0 K0

®
121
SIDES
4.2.5
PLATFORM
Our sides space uses our golden yellows and
warm oranges.

®
122
EXAMPLES SIDES PLATFORM

OVERVIEW
These activations give an overview of the Sides Platform within
the BURGER KING brand identity. It has it’s own color palette
®
helping it to differentiate from other platforms within the

BURGER KING brand food space.
®
COLOR
The colors we use reference nuggets and fries combining
Pantone 130 C and the lead Pantone 716 C.
PANTONE PANTONE
716 C 130 C
C0 R 238 C0 R 247
M 60 G 119 M 35 G 168
Y 100 B 0 Y 100 B 0
K0 K0

®
123
4.2.6
SWEETS
PLATFORM
The sweets space has a cold-swirled side, and
a hot baked side; a shakes, sundaes and cones
side, and a cookies and pies side. The color palette
reflects this; the lead colors are cool, icey blues,
the secondary colors are fresh baked browns.
To highlight the care that goes into making our hot
baked sweets, we use the Freshly Baked Mark.

®
124
EXAMPLES SWEETS PLATFORM

OVERVIEW
These activations give an overview of the Sweets Platform within
the BURGER KING brand identity. It has it’s own graphic mark
®
and it’s own color palette helping it to differentiate from other

platforms within the BURGER KING brand food space. ®
COLOR
The colors we use reference summer skies and baked treats
combining Pantone 283 C, Pantone 286 C Pantone 7567 C,
Pantone 721 C and the lead Pantone 285 C.
PANTONE PANTONE PANTONE PANTONE PANTONE

283 C 285 C 286 C 7567 C 721 C
C 45 R 148 C 90 R0 C 100 R 0 C 30 R 140 C 10 R 224

M 15 G 192 M 50 G 113 M 75 G 51 M 63 G 83 M 40 G 163
Y 0 B 233 Y 0 B 206 Y 0 B 160 Y 80 B 46 Y 60 B 108
K0 K0 K0 K 33 K0

®
125
4.3
OVERVIEW OF
PROMOTION
PLATFORMS
The BURGER KING brand has a price-tiered
®
menu, with Value, Core, and Premium product

offerings. Our entry-level Value platform and the
Meal Deal value platform have regional variances
in naming, but both have a unified global visual
identity. The following pages explain these visual
identities.

®
126
4.3.1
ENTRY-LEVEL
VALUE
PLATFORM
The Entry-Level Value Platform is a microcosm of
the broader BURGER KING menu. The BURGER
®
KING Entry-Level Value Platform is all about

®
excitement; the excitement of a deal, and the

excitement of great food, great taste. Our Value
Marks reflect this excitement.

®
127
VALUE MARKS: CONSTRUCTION

OVERVIEW
The Entry-Level Value Platform is represented by our Value
PUNCHED OUT SOLID WHITE Marks. We use these marks when talking about our Entry-Level
Value offerings. The Value Marks, for example the KING DEALS ®
mark, comprised of the wordmark and the ‘star burst crown’.

The ‘crown’ represents the BURGER KING brand food quality
®
and the ‘star’ is universally recognised as a positive signifier of

Value. The typeface is Block Berthold Pro+ Condensed. The type
is either punched out of the ‘star burst crown’ and reveals the
color behind, or alternatively is shown with white type , when the
background color or pattern affects legibility. No elements, or
relationships between elements are to be modified.
USAGE & APPROVAL

®

OPTIONAL STRAPLINE Team and Burger King Legal Team MUST approve proposed
Note: The “Value Menu” strapline is optional.

®
128
SMALL VALUE MARKS: CONSTRUCTION

SIZE USAGE
There are three sizes of the Value Mark. Each version of the logo
15mm - 25mm
within the range perimeters. The size of the ® symbol decreases
proportionately as the size of the logo increases. For usage
between 15mm and 25mm the ‘small’ version should be used.
STANDARD Between 26mm and 75mm the ‘standard’ version should be used.
For usage at any size greater than 75mm the ‘large’ version
should be used. To ensure production quality of the
Value Marks they should never produced smaller than 15mm in
diameter.
Note: The “Value Menu” strapline is optional. The small size
usage should never be locked up with the strap-line ‘Value Menu’
26mm - 75mm due to legibility.
LARGE
OVER 75mm

®
129
BREAKFAST – LOCK UP VALUE MARKS: CONSTRUCTION

OVERVIEW
The Value Marks have additional elements of communication
that can be added to the core mark. There is a Breakfast Value
Menu call-out that is placed underneath the mark and between
the Value Menu type. There is a holding device that can be
bolted to the right side of the ‘star burst’. These elements have
been created to lock up with the core mark of the Entry-Level
Value Platform. The relationship between the Entry-Level Value
Platform call-outs and the Value Mark should never be altered. No
modifications to the form are permitted.
Note: The small size usage should never be locked up with the
strap-line ‘Value Menu’, ‘Breakfast’ or the ‘Price Call-Out’ due
to legibility.
The price call-out lock up is optional. Alternatively, the price point
can be called out prominently in the headline or in a stopper in
the lower right corner. The BURGER KING logo then moves to the
®
PRICE CALL-OUT – LOCK UP lower left corner.

®
130
TWO-COLOR VALUE MARKS: COLORS

OVERVIEW
There are two approved color versions of the Value Mark.
The two-color mark and the one-color version. The two-color
mark is the primary version and should be used whenever
possible.
TWO-COLOR
The two-color version is made up from Pantone 187 C and 181 C.
These logos are printed as a solid color and never applied as a
tint. The use of a texture is optional.
ONE-COLOR
PANTONE PANTONE
187 C 181 C
C0 R 172 C 25 R 133
M 100 G 22 M 80 G 51
Y 70 B 44 Y 70 B 45
K 30 K 45
ONE-COLOR
The one-color version is made up from Pantone 187 C. These
logos are printed as a solid color and never applied as a tint.
The use of a texture is optional.
TEXTURE
PANTONE
187 C
C0 R 172
M 100 G 22
Y 70 B 44
K 30
TEXTURE
The example on the left shows the Value Mark with a texture.

®
131
VALUE MARKS: VIOLATIONS

and modification.



PROMOTION

®
132
VALUE ICONS
OVERVIEW
The Value Icons are illustrations that depict the category areas of
the BURGER KING brand Value Menu; entrées, sides, beverages
®
and sweets. The icons have been illustrated in the BURGER KING ®
hand drawn style with the inclusion of the iconic Entry-Level Value
Platform ‘star burst’. The icons are designed to help navigate the
food categories.
CLEAR SPACE
To ensure clarity and visibility of the Value Icons, no typography,
graphic devices, images or pattern should compromise the marks
legibility or the duality of the design intent.

®
133
VALUE MARKS: GLOBAL VERSIONS

OVERVIEW
Alternative versions of the Value Mark have been translated for
use in the Global Markets. If the version your Regional Market
requires is not included here, please contact the Burger King
AUSTRALIA GERMANY MEXICO
Global Brand Management Team and Burger King Legal Team.
If a new version needs to be developed, ensure you follow the
construction rules outlined.
USAGE & APPROVAL

®

NEW ZEALAND NORWAY & SWEDEN RUSSIA only. The Burger King Global Brand Management Team and
SINGAPORE SPAIN UK
KRÁLOVSKÁ
HUNGARY CZECH REPUBLIC BULGARIA
TURKEY US

®
134
EXAMPLES ENTRY-LEVEL VALUE PLATFORM:

KING DEALS
OVERVIEW
These activations give an overview of the Entry-Level Value
platform within the BURGER KING brand identity. It has it’s own
®
graphic mark and it’s own color palette helping it to differentiate

from other platforms within the BURGER KING brand food space.
®
The templates for this platform are available for download on

SHELF. For more details, please refer to the Merchandising Visual
Guidelines.
PRICE POINT IN HEADLINE OR IN A STOPPER

®
135
4.3.2
MEAL DEAL
VALUE
PLATFORM

®
136
EXAMPLES MEAL DEAL VALUE PLATFORM:

KING OF THE MONTH
OVERVIEW
These activations give an overview of the Meal Deal Value platform
®
mark and it’s own color palette helping it to differentiate from

other platforms within the BURGER KING brand food space.
®
COLOR
The colors we use reference discount offers and bargains
combining Pantone 485 C and the lead Pantone 187 C.
PANTONE PANTONE
187 C 485 C
C0 R 172 C0 R 226
M 100 G 22 M 100 G 35
Y 70 B 44 Y 100 B 26
K 30 K 00
The templates for this platform are available for download on

SHELF. For more details, please refer to the Merchandising Visual
Guidelines.

®
137
WHOPPER
CHAPTER ®
5
5.1 WHOPPER SANDWICH LOGOS...........................................139
®
5.2 WHOPPER COLOR PALETTE..............................................162

®

®
138
5.1
WHOPPER ®
WHOPPER SANDWICH LOGO

®
OVERVIEW OF
WHOPPER
®
WHOPPER JR. SANDWICH LOGO

®
SANDWICH LOGOS
The BURGER KING brand is a global brand.
®
At the heart of our brand is flame grilling,

and at the heart of flame grilling is America’s
favorite burger – the WHOPPER Sandwich. The
®
WHOPPER Sandwich sub-brand plays a powerful,

®
anchoring role in the overall

BURGER KING brand. It’s an exemplification
®
of our flame grilling story: quality meat, seared to

perfection by the best broiler in the business, and
topped with freshly chopped produce.
The WHOPPER Sandwich Logo dramatizes
®
this story.

®
139
WHOPPER ®
5.1.1
WHOPPER
®
SANDWICH LOGO
As a sub-brand, the WHOPPER Sandwich is a
®
signature taste. More specifically, it’s the layered

taste of flame-grilled beef and fresh, crisp
produce. And the WHOPPER Sandwich Logo is
®
inspired by this core characteristic. Consistent

and accurate use of the WHOPPER Sandwich Logo
®
is key to maintaining the integrity and

power of the mark.

®
140
WHOPPER ®
WHOPPER SANDWICH LOGO: CONSTRUCTION

®
OVERVIEW
The WHOPPER Sandwich Logo is a hand drawn logo and is always
®
constructed as shown on this page. No modifications to the

composition, form or treatment of the lettering are permitted.
USAGE & APPROVAL

®

Background colors and patterns must allow legibility of the logo.

®
141
WHOPPER ®
SMALL WHOPPER SANDWICH LOGO: CONSTRUCTION

®
SIZE USAGE
35mm - 45mm There are three sizes of the WHOPPER Sandwich Logo. Each
®
version of the logo has been created for a different size usage
and should be used within the range perimeters. The size of
the ® symbol decreases proportionately as the size of the logo
the ‘large’ version should be used. To ensure production quality of
the WHOPPER Sandwich Logo it should never produced smaller
®
STANDARD than 35mm in diameter.
46mm - 80mm
LARGE
OVER 80mm

®
142
WHOPPER ®
FOUR-COLOR WHOPPER SANDWICH LOGO: COLOR

®
OVERVIEW
There are two color versions of the WHOPPER Sandwich Logo –
®
four-color and one-color brown. The full color version is the

primary version, and should be used whenever possible. The
brown logo can be used when printing in single color and over
colored backgrounds.
FOUR-COLOR
The four-color version of the WHOPPER Sandwich Logo (shown
®
here) is our primary color version and should be used at all times;
unless print or production restrictions dictate that four colors
(either CMYK or the Pantones) cannot be used, i.e. when working
with two colors, single color, or in grayscale.
ONE-COLOR BROWN
7595 C 369 C 485 C 721 C
C 35 R 111 C 61 R 99 C0 R 226 C 10 R 224

M 70 G 60 M2 G 137 M 100 G 35 M 40 G 163
Y 70 B 47 Y 100 B 10 Y 100 B 26 Y 60 B 108
K 50 K8 K0 K0
ONE-COLOR BROWN
When limited to printing in single color (when choice of color
is open i.e. not grayscale) or when printing onto a colored
background, the brown version of the WHOPPER Sandwich Logo ®
is the preferred version. This prints in solid Pantone 7595 C.

There is no ‘tint’ version.
PANTONE
7595 C
C 35 R 111
M 70 G 60
Y 70 B 47
K 50

®
143
WHOPPER ®
CHARCOAL CHALK WHOPPER SANDWICH LOGO:

®
RESTRICTED COLOR
When you cannot print the four-color or one-color logo, refer
CHARCOAL CHALK
C0 R 60 C0 R 246
5% 90% M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
144
WHOPPER ®
WHOPPER SANDWICH LOGO: VIOLATIONS

®
FOUR-COLOR
Our trademarks represent the values of the WHOPPER sub-brand.
®
Do not corrupt or degrade the trademarks by using them incorrectly.

and modification.
When background colors or patterns affect the legibility of the
logo, it may also be used in white. Usage in white always needs
approval of the Global Brand Management team.


PROMOTION


®
145
WHOPPER ®
WHOPPER SANDWICH LOGO: VIOLATIONS

®
ONE-COLOR BROWN
Our trademarks represent the values of the WHOPPER sub-brand.
®
Do not corrupt or degrade the trademarks by using them incorrectly.

and modification.


PROMOTION


®
146
WHOPPER ®
WHOPPER SANDWICH LOGO: ACTIVATION

®
OVERVIEW
These activation examples show you how the WHOPPER ®
Sandwich Logo and elements are used and applied.

®
147
WHOPPER ®
5.1.2
WHOPPER JR.
®
SANDWICH LOGO
The WHOPPER JR. Sandwich Logo is an important
®
expression of the WHOPPER brand, appealing

®
to people who love the signature taste of the

WHOPPER Sandwich, but that are looking for
®
smaller portion sizes. The WHOPPER JR.®
branding takes the WHOPPER Sandwich Logo, and

®
all it stands for in taste terms, and qualifies

it with the simple addition of ‘JR.’.

®
148
WHOPPER ®
WHOPPER JR. SANDWICH LOGO:

®
CONSTRUCTION
OVERVIEW
The WHOPPER JR. Sandwich Logo comes in two color variations.
®
The first, shown here, is our primary expression. It is always

constructed as shown on this page. The graphic elements are
fixed, and must always be reproduced as shown.
The WHOPPER JR. Sandwich Logo has all the great taste of the
®
WHOPPER sandwich but in a smaller portion. The WHOPPER

® ®
Sandwich Logo remains consistent but is differentiated by the JR.

addition at the end.
USAGE & APPROVAL

®

Background colors and patterns must allow legibility of the logo.

®
149
WHOPPER ®
SMALL WHOPPER JR. SANDWICH LOGO:

®
CONSTRUCTION
42mm - 50mm SIZE USAGE
There are three sizes of the WHOPPER JR. Sandwich Logo. Each
®
version of the logo has been created for a different size usage
and should be used within the range perimeters. The size of
the ® symbol decreases proportionately as the size of the logo
the ‘large’ version should be used. To ensure production quality
STANDARD of the WHOPPER JR. Sandwich Logo it should never produced
®
smaller than 35mm in width.
51mm - 110mm
LARGE
OVER 110mm

®
150
WHOPPER ®
FOUR-COLOR WHOPPER JR. SANDWICH LOGO: COLOR

®
OVERVIEW
There are two color versions of the WHOPPER JR. Sandwich Logo ®
– four-color and two-color. The full color version is the primary

version, and should be used whenever possible. The two-color
logo can be used when restricted by color or background color.
FOUR-COLOR
The four-color version of the WHOPPER JR. Sandwich Logo is ®
our primary color version and should be used at all times; unless
print or production restrictions dictate that four colors (either
CMYK or the Pantones) cannot be used, i.e. when working with
two colors, single color, or in grayscale.

TWO-COLOR 7595 C 369 C 485 C 721 C
C 35 R 111 C 61 R 99 C0 R 226 C 10 R 224

M 70 G 60 M2 G 137 M 100 G 35 M 40 G 163
Y 70 B 47 Y 100 B 10 Y 100 B 26 Y 60 B 108
K 50 K8 K0 K0
TWO-COLOR
The two-color WHOPPER JR. Sandwich Logo should be
®
used when colors are restricted to two color or restricted by

background color. It should never be used on a red or brown
background. The Logo is produced from the Pantone 7595 C and
Pantone 485 C
PANTONE PANTONE
7595 C 485 C
C 35 R 111 C0 R 226
M 70 G 60 M 100 G 35
Y 70 B 47 Y 100 B 26
K 50 K0

®
151
WHOPPER ®
CHARCOAL CHALK WHOPPER JR. SANDWICH LOGO:

®
RESTRICTED COLOR
When you cannot print the four-color or two-color logo, refer
CHARCOAL CHALK
C0 R 60 C0 R 246
5% 90% M0 G 60 M0 G 246
Y 0 B 60 Y 0 B 246
K 90 K5
50% 50%


®
152
WHOPPER ®
WHOPPER JR. SANDWICH LOGO: VIOLATIONS

®
FOUR-COLOR
Our logo represent the values of the WHOPPER JR. sub-brand.
®
Do not corrupt or degrade the logo by using them incorrectly.

and modification.


PROMOTION


®
153
WHOPPER ®
WHOPPER JR. SANDWICH LOGO: VIOLATIONS

®
TWO-COLOR
Our logo represent the values of the WHOPPER JR. sub-brand.
®
Do not corrupt or degrade the logo by using them incorrectly.

and modification.


PROMOTION


®
154
WHOPPER ®
5.1.3
WHOPPER
®
SANDWICH LOGO
LOCK-UPS

®
155
WHOPPER ®
RECOMMENDED POSITIONING LEFT-ALIGNED WHOPPER SANDWICH LOGO LOCK-UPS

®
DOUBLE DOUBLE
OVERVIEW
For WHOPPER Sandwich variations, additional wording
®
can be placed above and below the WHOPPER Sandwich

®
Logo to complete the name. Centered is the recommended

representation. Alternatively, the name add-on can be aligned
to the left. The color of the add-on may relate to the specific
product.
USAGE & APPROVAL

®
CHEESE CHEESE Team and Burger King Legal Team MUST approve proposed
CALIFORNIA CALIFORNIA

®
156
WHOPPER ®
5.1.4
WHOPPER
®
STRIPES

®
157
WHOPPER ®
FULL SIZE WHOPPER STRIPES

®
OVERVIEW
The WHOPPER stripes represent the layering of ingredients
®
and flavors on the WHOPPER Sandwich. With its’ distressed,

®
stamped look, they also showcase the craftmanship that goes

into the WHOPPER Sandwich, and emphasize authenticity and
®
imperfection.
USAGE & APPROVAL

The use of the WHOPPER stripes is currently restricted to
®
Restaurant Décor and Packaging. Each usage of the WHOPPER ®
stripes has to be approved by the Global Brand Management

Team.
HALF SIZE

®
158
WHOPPER ®
WHOPPER STRIPES: COLOR

®
SIX-COLOR
The WHOPPER stripes are composed of 4 colors, which
®
represent the main ingredients of the WHOPPER Sandwich: ®
Pantone 7595 C for flame-grilled beef, Pantone 369 C for crisp,

fresh lettuce, Pantone 485 C for freshly sliced tomatoes and
Pantone 721 C for the freshly toasted sesame buns. Pantone
385 C is the result of overlapping green and light brown, the
overlappings with red result in Pantone 476 C.

7595 C 369 C 485 C 721 C 476 C 385 C
C 35 RX C 61 R X C0 RX C 10 RX C 35 R 78 C 30 R 120
M 70 GX M2 GX M 100 G X M 40 GX M 70 G 54 M 25 G 113
Y 70 BX Y 100 B X Y 100 B X Y 60 BX Y 75 B 41 Y 90 B 33
K 50 K8 K0 K0 K 80 K 50
ACTIVATION EXAMPLE

®
159
WHOPPER ®
5.1.5
HOME OF THE
WHOPPER
LOGO
®

®
160
WHOPPER ®
HOME OF THE WHOPPER LOGO ®
OVERVIEW
The BURGER KING brand is widely known for its signature
®
product, the WHOPPER Sandwich. ®
The new HOME OF THE WHOPPER Logo and the lock-up with the
®
WHOPPER stripes were developed to showcase the bold flavors

®
of our signature sandwich and to further activate the WHOPPER ®
brand in and around of the restaurant.
USAGE & APPROVAL

®

usage of any trademark or logo prior to its release. Usage of the
HOME OF THE WHOPPER logo and lock-up is currently restricted
®
to restaurant décor.
LOCK-UP WITH STRIPES FOUR-COLOR

The four-color version of the HOME OF THE WHOPPER Logo is ®
the only approved version.

7595 C 369 C 485 C 721 C
C 35 R 111 C 61 R 99 C0 R 226 C 10 R 224

M 70 G 60 M2 G 137 M 100 G 35 M 40 G 163
Y 70 B 47 Y 100 B 10 Y 100 B 26 Y 60 B 108
K 50 K8 K0 K0

®
161
5.2
WHOPPER ®
OVERVIEW OF
WHOPPER
®
COLOR PALETTE
The WHOPPER color palette takes inspiration from
®
the flavors of the WHOPPER Sandwich. Flame

®
grilled meat, freshly chopped produce and bread.

There are no cheese yellows or burnt blacks in the
WHOPPER color palette.
®

®
162
WHOPPER ®
5.2.1
WHOPPER
®
COLOR PALETTE
OVERVIEW
To retain a consistent, on-brand look and feel across our
WHOPPER communications it is important to use the WHOPPER
® ®
color palette only. Do not integrate or mix any other color not
related to our WHOPPER world. It is the combination of these
®
four colors, which – seen in conjunction with each other – create

the strong visual look that the WHOPPER deserves. ®
COLOR
The colors we use reference our grilled meats – Pantone 7595 C,
lettuce – Pantone 369 C, tomato – Pantone 485 C and bread bun –
Pantone 721 C.

7595 C 369 C 485 C 721 C
C 35 R 111 C 61 R 99 C0 R 226 C 10 R 224

M 70 G 60 M2 G 137 M 100 G 35 M 40 G 163
Y 70 B 47 Y 100 B 10 Y 100 B 26 Y 60 B 108
K 50 K8 K0 K0

®
163
OTHER ASSETS
CHAPTER
6
6.1 GLOBAL INSTORE CROWN..................................................165
6.2 SELF ORDER KIOSK............................................................. 167
6.3 GLOBAL WALL GRAPHICS...................................................169

®
164
Other Assets
6.1
GLOBAL INSTORE
CROWN
The crown is one of our most valuable items.
For print artworks, we already have created a
global icon: the Social Crown. The Social Crown
visualizes superior quality, taste and service, as
well as sociability and belonging. It is the perfect
symbol for those fundamental values of the
BURGER KING brand.
®
So why not use the Social Crown as real crown?

The purpose of the Social Crown was to create a
design element, not an actual crown to wear.
The Social Crown looks cool, modern and
meaningful on flat artworks, but it does not
transport this when turned into a real element. In
the restaurants however, there are currently all
kinds of crowns in the markets: Different shapes,
different colors, different artworks. And some
markets don’t have a crown at all! To change this,
we are introducing a global crown that fits our new
brand positioning.

®
165
Other Assets
GLOBAL INSTORE CROWN

OVERVIEW ARTWORK & SHAPE
• Authentic, real design
• Appropriate size (doesn’t look cheap)
• For everyone
• For all ages
• As a tool to just ”be your way”
TM & © 2014 BURGER KING CORPORATION. ALL RIGHTS RESERVED.
• To make our guests smile and feel like a King
ACTIVATION
Crowns become a required item for each BURGER KING ®
restaurant globally. Crowns need to be displayed visible to guests

(behind the counter, in Kids Vaults or as decoration in the lobby).
Crowns must be handed out to children below the age of 12 by
default (and to all other guests upon request). In the future, we
will leverage and activate the lnstore Crown more than we had
done in the past (and not limited to Kids only): We are working on
a “Crownlendar”, a calendar with different limited edition crown
144,66 mm artworks for relevant events during the year.
(5,7”)
SPECIFICATIONS
• PRINTING: Offset 4C
620,2 mm • MATERIAL: 250g/m2 (approx. 118 lb)
(42,42”)

®
166
Other Assets
6.2
SELF ORDER
KIOSK

®
167
OTHER ASSETS
SELF ORDER KIOSK

OVERVIEW
540 mm 154 mm
Self Order Kiosks, which had been launched successfully in a few
test markets, have also been updated to the new Visual Identity.
The WHOPPER stripes are the key design element. They
®
represent authenticity, boldness, handmade cooking, and a

variety of flavors through the different layers. The new design is
contemporary, using modern, abstract shapes combined with a
handmade look.
It fits well with different environments, while the white base color
of the kiosk enclosure stands out from the restaurant interior and
attracts the attention of our guests.
905,5 mm 1978 mm
OPTIONS
The new kiosks will be available in the following versions:
• with a charcoal-colored metal stand (one-sided or double sided)
• with a round aluminum stand
• for wall-mounting
480 mm 202,5 mm
For more information about Self Order Kiosks, please reach out
to your local BURGER KING contact.
®
300 mm
BURGER KING Brand Guidelines

®
CONTENTS 168
Other Assets
6.3
GLOBAL
WALL GRAPHICS
Flame-grilling and fresh ingredients are highly
relevant for our guests. In order to further
increase the awareness for flame-grilling and
to communicate our functional benefits (freshly
sliced ingredients, quality – 100% beef, fresh
preparation and Made-to-order - WHOPPER ), ®
Wall Graphics for the Restaurant Interior have

been created.

®
169
Other Assets
STANDARD (REQUIRED) GLOBAL WALL GRAPHICS: INTERIOR

STANDARD GRAPHICS (REQUIRED)
These graphics should be applied in order of priority from left to
right, depending on the space available in the restaurant. Ideally,
all 6 graphics should be featured in each restaurant.
OPTIONAL GRAPHICS
These graphics can be applied if there is space available for
more than the 6 Standard graphics. Please note that images are
region specific and can only be used if the products pictured are
available in that region.
Optional
USAGE
Before use, the copy included must be translated into local
language and the copy / images must be adapted – if needed – to
meet all company policies, local product specifications, laws &
regulations.
All artworks are available for download as portrait and landscape
version at www.getityourshelf.com
The legal line below needs to be applied on all graphics
(except WHOPPER graphic):
®
© 2014 Burger King Corporation. All rights reserved.

The WHOPPER graphic must include this legal line:
®
TM & © 2014 Burger King Corporation. All rights reserved
For more details, please reach out to your local BURGER KING ®
contact.

®
170
Other Assets
THREE PANEL VERSION (RECOMMENDED) GLOBAL WALL GRAPHICS: EXTERIOR

OVERVIEW
Flame-grilling, using freshly cut produce and our freshly
prepared signature product, the WHOPPER , are USPs of the
®
BURGER KING brand and should be communicated wherever

®
possible.
These three graphics – in the same order as shown on the
left – should therefore also be applied on exterior walls, to
communicate our values to potential guests and to provide
reassurance to existing guests that have just visited one of our
restaurants or placed their order in the Drive Thru.
LANDSCAPE VERSION (ALTERNATIVE)
At the entrance area (or an other large visible area on the
premises, e.g. in the parking lot), the "Home of the WHOPPER " ®
graphic should be applied.
FRONT ENTRANCE BILLBOARD

®
171
CHAPTER
ACTIVATION
EXAMPLES 7
7.1 MENU BOARD.......................................................................173

®
172
7.1
Activation
MENU BOARD EXAMPLES
MENU
BOARD
®
173
Activation
MENU
7.1.2
BOARD
EXAMPLES
The Menu board is not just where our
BURGER KING foods and flavors come together,
®
it is where many of the brand’s visual identity

elements come together. Given this, and given the
Menu board’s key role in the customer journey,
it is critical that foods, flavors, and graphic
elements come together in a simple, bold – and
characteristically BURGER KING – way. The
®
following pages explain our Menu board design

principles.

®
174
Activation
INTERNAL – DIGITAL EXAMPLE MENU BOARD EXAMPLES:

OVERALL CONSTRUCTION INTERNAL
OVERVIEW
Menu boards are the grocery store aisle for the BURGER KING ®
brand. They need to clearly communicate the BURGER KING ®
brand as well as sell the range of drinks, foods and meals/

combos. The internal menu boards are used in store and have
clear and consistent navigational elements that enable the
consumer to quickly and easily pick out their desired products.
A hi-res template for digital menu boards is available for

download at www.getityourshelf.com
The template must be adapted to the local format, dimensions
and configuration of the digital menu board, as well as to the local
product portfolio.
The grayed out sections of the menu boards are reserved for
seasonal promotions.

®
175
Activation
EXTERNAL – DRIVE-THRU EXAMPLE MENU BOARD EXAMPLES:

OVERALL CONSTRUCTION EXTERNAL
OVERVIEW
The external menu boards are used for the BURGER KING ®
brand’s Drive-Thru environment. Both external and internal menu

boards use the consistent navigational elements that enable the
consumer to quickly and easily pick out their desired products.
A hi-res template for exterior menu boards is available for
download at www.getityourshelf.com
The template must be adapted to the local format, dimensions
and configuration of the exterior menu board, as well as to the
local product portfolio.
The grayed out sections of the menu boards are reserved for
seasonal promotions.
PROMO
SALADS & MORE

APPLE CIDER VINAIGRETTE • LITE HONEY BALSAMIC
PROMO
CITRUS CAESAR VINAIGRETTE • HONEY MUSTARD
RANCH
CHICKEN, APPLE $ 000 VEGGIE $ 000 CHICKEN WRAP $ 000

& CRANBERRY BURGER MEAL Honey Mustard • Ranch
Available with crispy or
grilled chicken
CHICKEN CAESAR $ 000 ONLY 0
SANDWICH $ 00
Available with crispy or
grilled chicken
PROMO BEVERAGES KING DEALS

STARTING
® FROM
$1
FOUNTAIN DRINKS VALUE MENU
BACON DOUBLE 0
$ 00 CHEESEBURGER $ 000
CHEESEBURGER
CRISPY CHICKEN Jr. $ 000
S 0$ 00 S 0$ 00 S 0 $ 00 DOUBLE 0
$ 00
CHEESEBURGER
M $000 M $000 M $000 SPICY CRISPY CHICKEN Jr. $ 000
L $000 L $000 L $000 BACON CHEESEBURGER $ 000
DELUXE RODEO CRISPY CHICKEN $ 000
FOUNTAIN FROZEN TREAT ICED TEA BACON CHEESEBURGER $ 000
DRINKS Fanta® Cherry • Coke® Sweet • Unsweetened RODEO BURGER $ 000
16 oz. FOUNTAIN DRINK $ 000 VALUE CLASSIC FRIES OR $ 000

SMOOTHIES & JUICES ONION RINGS
PROMO
12 oz. ICEE ®
0
$ 00 4 Pc. CHICKEN NUGGETS $ 000
SOFT SERVE $ 000
Orange Juice Cup • Cone
S $000 S $000 0
$ 00
Apple Juice
M $000 M $000 0
$ 00
DESSERTS
Bottled Water
L $000 L $000 0
$ 00
SMOOTHIES FROZEN DRINKS JUICE & WATER

Strawberry Banana Orange Freeze
Tropical Mango Frozen Lemonade
FROZEN TREATS SOFT SERVE $000

COFFEES Cone • Cup
S $000
0
$ 00
M $000
$ 00 0
S $000 S $000 S $000 L $000
M $000 M $000 M $000
L $000 L $000 L $000
Smooth Roast Smooth Roast Smooth Roast
SUNDAES SHAKES SUNDAE PIE
Chocolate Fudge Chocolate • Strawberry • Vanilla
FRAPPÉS
Caramel • Mocha
ICED COFFEE
Plain • Vanilla
COFFEE Caramel • Strawberry Whipped Topping Optional
TASTY SWEETS
SIDES
1 Pc.
0
$ 00
2 Pc. 2 Pc. $ 00 0
0
$ 00 0
$ 00
SUNDAES SHAKES
4 Pc.
0
$ 00
NUGGETS & STRIPS COOKIES DUTCH

4 Pc.
0
$ 00 MINIBON® APPLE PIE
10 Pc. 3 Pc. 3 Pc.
CHOCOLATE FUDGE
KIDS
$ 000 0
$ 00 0
$ 00
Caramel • 20 Pc. 5 Pc. 5 Pc.
Strawberry CHOCOLATE $ 000 0
$ 00 0
$ 00
0
$ 00
ALL MEALS INCLUDE ENTRÉE,
CHICKEN CHICKEN BUFFALO CHICKEN CHOICE OF SIDE, DRINK & TREAT
NUGGETS STRIPS STRIPS
includes sauce of your choice includes sauce of your choice includes sauce of your choice ENTRÉES
ALSO
AVAILABLE:
FRIES & RINGS
Vanilla 0
HAMBURGER $ 00 0
CHEESEBURGER $ 00 DOUBLE $ 00
CHEESEBURGER 0 CHICKEN 4 Pc. $ 00
NUGGETS 0
S $000
M $000 S $000 S $000 APPLE SLICES SIDES DRINKS TREATS
L $000 M $000 M $000 0
$ 00
12 oz. SOFT SERVE
FOUNTAIN DRINK
L $000 L $000 SIDE SALAD
Cone • Cup
STRAWBERRY Garden
0
$ 00
APPLE JUICE
MILK
APPLE SLICES
CLASSIC FRIES ONION RINGS APPLE SLICES CLASSIC FRIES Fat Free • Lowfat Chocolate

®
176
Activation
NAVIGATION
PROMO OVERVIEW
As our customer starts their BURGER KING brand journey, they
®
visit the restaurant wanting a particular taste, be it meat, salad

or sweet. We have laid out all the options available to them on
the menu boards. Each section has been clearly divided into the
different tastes – Meals have Flame-Grilled and Crispy & Tender
PROMO
columns. Salads and Veggie, Beverages, Sides and Sweets all
have their individual section on the menu boards. They guide the
customer to their desired product to suit their tastes that day.
COLOR BANNERS
Color banners are used to draw the guests’ eyes and guide them
through the menu. These clearly visible headings enable guests
to navigate easily.
The taste sections are clearly named and represented by the
brightly colored banners that head up each section. The colors
MEALS are a consistent representation of the Product Platforms within
the BURGER KING brand’s visual identity. The sections are
®
SALADS & VEGGIE labeled using the BURGER KING brand’s primary typeface Block
®
Berthold Pro+ Condensed.
BEVERAGES
SIDES
DESSERTS
KING DEALS
KIDS
BREAKFAST
®
177
Activation
NAVIGATION BANNERS: CONSTRUCTION

OVERVIEW
MEALS MEALS BEVERAGES

Banners never have straight edges, they must always have a
natural, handmade look: slightly imperfect, curved, as if drawn
All meals include Regular Fries and Fountain Drink
by hand. The color is always solid, without color gradients. No
outlines or effects (drop shadows) are allowed. Refer to the menu
board templates as example.
The height of the banners must be consistent throughout the
menu board. The headlines must be centered vertically within
the banner.
1/7 The font size of the headlines should also be consistent.

min. 1/8 If sublines are used in some of the banners (e.g. to promote the
max. 1/6
meal components), the combined height of subline and headline
should be identical.
For headline titles always use our primary typeface
5/7 Block Berthold Pro+ Condensed in uppercase, left-aligned.
total min. 3/4 Kerning should be set to optical with tracking at 0.
max. 2/3
Word spacing of 50% is recommended.
1/7
min. 1/8
max. 1/6
1/7
min. 1/8
max. 1/6

®
178
Activation
NAVIGATION BANNERS: VIOLATIONS
KIDS KIDS
provided as examples of unacceptable usage and modification.
DON’T CENTER DON’T ADD TO IT

text horizontally. drop shadows, artificial highlights,
gradients or outlines.
KIDS KIDS MENU

KIDS KIDS
DON’T ALIGN VERTICALLY DON’T DISTORT
anywhere but centered. by skewing or scaling text.
MEALS SALADS BEVERAGES

DON’T ALTER FONT HEIGHTS
throughout the menu board.
MEALS SALADS BEVERAGES

DON’T ALTER HEIGHTS
throughout the menu board.

®
179
Activation
MENU BOARD EXAMPLES: NAVIGATION

SUB DESCRIPTORS
Once the customer has found the section they are interested
in, further choices are open to them. Within Meals, they have
the choice between Flame-Grilled or Crispy & Tender, within
beverages they can choose between Fountain drinks, Smoothies
or Coffees. All the subsections are distinctly colored with hues
from the relevant Product Platform color palette. This allows
for consistency within the section, but are a clear division of the
products for guests.
PHOTOGRAPHY
We showcase our products through appealing product
photography. Each shot accentuates the layers of ingredients,
taste and flavors as well as highlight and provide focus for new
product launches.
NUMBERING / PRODUCT NAMES

To further aid the customers navigation and pin point what they
are looking for, each product has a name. In relation to the Combo
Meals section, a numbering system is also used. Numbering and
product names utilise the Product Platform elements developed –
color and typography. In the case of our sub brand products such
as WHOPPER Sandwich or WHOPPER JR. Sandwich, the master
® ®
logos developed must be used.

®
180
Activation
EXAMPLE 1 MENU BOARD EXAMPLES: NAVIGATION

SUB DESCRIPTORS
The separation of Flame-Grilled meals and Crispy & Tender meals
is recommended. This can either be visualized by splitting the
meals panel into two parts by using subheadlines in the defined
colors (example 1) or by splitting them into 2 panels, using
separate banners for Flame-Grilled and Crispy & Tender meals
(example 2).
An additional banner below the meals banner should not
be used to visualize the segmentation of Flame-Grilled
and Crispy & Tender meals. Pork and fish are part of the
Crispy & Tender meals section, and should be not be displayed
seperately in a different color. Exceptions may apply for markets
with no or few beef offers.
Multiple banners in different colors on one panel possibly distract
guests rather than simplifying the navigation and order process.
EXAMPLE 2
DON’T ADD DISTRACTING BANNERS

below the head.

®
181
Activation
EXAMPLES 1 MENU BOARD EXAMPLES: NAVIGATION

MEALS
Meals include Small Classic Fries and Small Fountain Drink UPLARGE AND SIDES OPTIONS
Sides and uplarge options can either be shown below or within
MEALS MEALS INCLUDE SMALL CLASSIC FRIES

AND SMALL FOUNTAIN DRINK
the meals banner (examples 1), or on a separate banner at the
bottom of the meals panel/s (examples 2). The background color
used for this banner should be a light color with a light texture,
that does not draw attention away from the navigation banner
MEALS GO MEDIUM ADD $000
GO LARGE ADD $000
while differentiated from the meal panels.
Meals include Small Classic Fries and Small Fountain Drink
A banner on the bottom in a signal color or in a color reserved
EXAMPLES 2 for a specific platform must not be used. The color should
not compete with or stand out more than the main navigation
banners.
DON’T ADD DISTRACTING BANNERS

on the bottom.

®
182
Activation
MENU BOARD EXAMPLES: COLOR

OVERVIEW
The BURGER KING Product Platform system clearly defines
®
each food area within the range. Meals include Flame-Grilled as

well as Crispy & Tender communication and segmentation; Salads
are associated with fresh lettuce leaves and our Better for You
platform and Sweets are linked to cold as well as baked options.
Each Product Platform has been partnered with its own color
palette to provide distinction and differentiation. To further sub
divide each section and products, hues have been taken from
these color palettes. All of the subsections use colors that have
been chosen to represent our platforms and products.
MEALS EXAMPLE
The rich brown Pantone 7567 C heads up the Meals section of
the menu boards. The core proteins of this section are our range
of Flame-Grilled beef Sandwiches. The other color way within
the Meals section is the Crispy & Tender proteins. These are
represented by a light orange Pantone 716 C.
PANTONE PANTONE
7567 C 716 C
C 30 R 140 C0 R 238
M 63 G 83 M 60 G 119
Y 80 B 46 Y 100 B 0
K 33 K0

®
183
Activation

SALADS & VEGGIE EXAMPLE
A fresh green Pantone 369 C is used for the Salads & Veggie
section of the Menu board as the products here consist of
Better For You – salads and vegetarian options.
PANTONE
369 C
C 61 R 99
M2 G 137
Y 100 B 10
K8
The better for you logo can be used to indicate healthier or

vegetarian options. The use of this mark is optional.
BEVERAGES EXAMPLE
The berry pink Pantone 2415 C highlights the Beverages section
which consists of tasty juices, blended fruit and hot drinks. The
subsections within this area all originate from the color of the
banner; Fountain drinks use Pantone 2415 C. Smoothies and Teas
use Pantone 709 C and Coffee based drinks use Pantone 181 C.

2415 C 709 C 181 C
C 40 R 163 C0 R 244 C 25 R 133

M 100 G 0 M 75 G 97 M 80 G 51
Y 0 B 125 Y 35 B 120 Y 70 B 45
K0 K0 K 45

®
184
Activation

SIDES EXAMPLE
The Sides section is represented by the warm yellow Pantone
716 C. This section contains products from fries to wraps. Fries
& Rings use Pantone 130 C. Nuggets & Strips use Pantone 716 C.
An illustrated holding device has been developed to communicate
the choice of Sauces, this uses Pantone 485 C.

716 C 130 C 485 C
C0 R 238 C0 R 247 C0 R 226

M 60 G 119 M 35 G 168 M 100 G 35
Y 100 B 0 Y 100 B 0 Y 100 B 26
K0 K0 K0
SWEETS EXAMPLE
This section has Chilled Sweet as well as Baked options. The
bright blue Pantone 285 C marks this section of the menu boards.
Cold Treats uses Pantone 283 C and Bakery uses the bread color
Pantone 721 C.

283 C 285 C 721 C
C 45 R 148 C 90 R0 C 10 R 224
M 15 G 192 M 50 G 113 M 40 G 163
Y 0 B 233 Y 0 B 206 Y 60 B 108
K0 K0 K0

®
185
Activation

KIDS EXAMPLE
The Kids Menu offers similar great tasting food that also allows
customers to mix and match smaller, more child friendly, portions
from the menu.
The Kids section is represented by the soft lilac Pantone 265 C.
PANTONE
265 C
C 52 R 144
M 70 G 99
Y 0 B 205
K0
Each item of the Kid’s Menu has been divided into Entrées, Sides,
Drinks and Sweets. Clearly displaying products that can be mixed
and matched to create an exciting meal for kids.

®
186
Activation
MENU BOARD EXAMPLES: SUB-BRANDS

OVERVIEW
The Value Menu is a microcosm of the broader BURGER KING ®
menu. The BURGER KING Value Menu is all about excitement;

®
the excitement of a deal, and the excitement of great food,

great taste.
VALUE MENU EXAMPLE

With a wide range of products to list on one cell of the menu
boards, in this example no photography - just typography and
icons - is used to display the value products. This might vary
locally. The starburst logo is not used to not draw too much
attention to the value platform when the guest is placing the
order. In addition, the Starburst logo is difficult to integrate into
the menu board layout due to the height of the logo.
The recommended representation of the KING DEALS value ®
platform on menu boards is shown on the left. The price point

should be called out in an arrow-shaped rectangle on the right
side of the banner.

®
187
Activation
MENU BOARD EXAMPLES: SUB-BRANDS

OVERVIEW
The BURGER KING brand has a range of sub-brands, each iconic
®
product has it’s own identity and logo. These logos are available
to use and elevate the sub-brands above the core products on the
BURGER KING menu boards.
®
USAGE
BACON DOUBLE $ 000 WHOPPER Sandwich and WHOPPER JR. Sandwich all have their
® ®
own usage rules. Full details on each logo can be found within
CHEESEBURGER 000 Cal. their own section of this Guidelines document. Ensure the logos
are used at a larger scale to the type on the menu boards.
000 Cal. $ 000

DOUBLE $ 000
CHEESEBURGER 000 Cal.

®
188
Activation
MENU BOARD EXAMPLES: NAVIGATION

ICONS
When certain products have different size options, size icons
have been developed to illustrate the portion sizes. They are hand
drawn in the BURGER KING brand style and applied as stamps in
®
order to allow the background color to show through the

negative space.

®
189
Activation
PRODUCT PANELS
OVERVIEW
1 On the following pages, the basic composition of individual

product cells is laid out. Depending on the dimensions and
configurations of local menu board panels, these rules must be
MEAL $ 00 0 used directionally.
SANDWICH $
ONLY 000 Basic composition:
• Background
2
• Products
ANGRY
• Meal count and Product name
• Price (Meal / Sandwich only) & Calories
MEAL $ 00 0
SANDWICH $
ONLY 000 PRODUCTS
Regarding the quality of showing our products alwas pay attention
to the following criteria:
3 SPICY ORIGINAL
CHICKEN SANDWICH
• Product presentation
• Perspective
• Proportions
MEAL $ 00 0
SANDWICH $
ONLY 000 TYPOGRAPHY
For our Menu boards Block Berthold Pro+ Condensed is our
primary typeface, it is our foody typeface and used to label each
4 TENDERGRILL®
CHICKEN SANDWICH
of the food products on the Menu board.
Price and calorie information is listed within the DIN font family.
Price and calorie type size must both be shown at the same size
MEAL $ 00 0 on the boards.
SANDWICH $
ONLY 000

®
190
Activation
PRODUCT PANELS
BACKROUND
Wherever product images are displayed on the standard menu,
the approved menu board background & surface must be used.
Both are made of natural materials:
The background shows an off-white, painted concrete wall.
The surface is made of white washed wood, sanded back so that
the natural wood color comes through. The wooden surface
makes the products grounded. Both background and surface only
have a light texture, in order to not distract from the products,
and for ease of navigation. The product must always be the hero.
Copy and props must be reduced to a minimum to keep the main
menu clear and focused. On promotional panels, more colorful
and textured backgrounds can be used, to stand out from the
standard menu.
NOTE
For menu board layouts without product presentation (e.g. price
lists) the plain wall background is sufficient as background. In this
case the wooden surface is not necessary.
WALL: SURFACE:
white painted concrete with rough texture white washed wood, sanded back,
so natural wood shows through

®
191
Activation
DEFAULT PANEL PRODUCT PANELS: CONSTRUCTION

PRODUCT PRESENTATION
1 Meals can be shown with fries and fountain drink (recommended),

or just the sandwich. The option selected must be applied
consistently throughout the menu board.
MEAL $ 00 0 Placing the sandwich on a parchment paper is recommended.
SANDWICH $
ONLY 000 To ensure a natural representation of our products, grounded
on an authentic, real surface, and to avoid “flying products”, it is
necessary to apply a proper shadow underneath each product –
especially when not placed on parchment paper.
Headlines should not overlap the products.
PRODUCT PRESENTATION: MEAL, PARCHMENT PAPER OPTIONAL
PRODUCT PRESENTATION: SANDWICH, PARCHMENT PAPER OPTIONAL

®
192
Activation
PRODUCT PANELS: CONSTRUCTION

PERSPECTIVE
The horizon is the apparent line that separates the surface from
the background.
As the global product imagery is shot almost frontal, only a
fraction of the surface is visible. This perspective needs to be
horizon considered when composing menu boards. The background
(above the horizon line) makes up most of the space.
The new Global product images must be used on all new menu
boards. If products are not available in the new shooting style,
they must be reshot. Please refer to the Global Photography
Guidelines for details.
camera PROPORTIONS
setup It is extremely important to represent the correct proportions
between all products.
focus 5� sandwich
DON’T overlap products that DO show products
are on the same level. slightly shifted.
Our products are three- Keep in mind farther objects
dimensional. appear smaller. So downsize
them a little bit if they are
placed behind another.
straight outer edges 4� sandwich

®
193
Activation
PROMOTION PANEL PRODUCT PANELS: CONSTRUCTION

FLAME GRILLED MARK
For clarity and ease of navigation, the Flame Grilled Mark should
ULTIMATE not be used on the main menu panels of the menu board. The
BACON Flame Grilled Mark should only be used on promotional panels.
CH SEBURGER
EE
0
$ 00
MEAL
SANDWICH ONLY These attached violations are NOT approved for use, but are
0
$ 00
provided as examples of unacceptable Makers Mark usage
on the main menu panels.
1
MEAL $ 000
SANDWICH $
ONLY 000
DON’T ADD FLAME GRILLED MARK

on main menu panels.

®
194
Activation
PRODUCT PANELS: TYPOGRAPHY
ORIGINAL
OVERVIEW
For our menu boards Block Berthold Pro+ Condensed is our
primary typeface, it is our foody typeface and used to label
CHICKEN SANDWICH each of the food products on the Menu board. Price and calorie
information is listed within the DIN font family. Price and calorie
type size must both be shown at the same size on the boards.
PRIMARY TYPEFACE: BLOCK BERTHOLD PRO+ CONDENSED

The products listed on the menu boards use Block Berthold Pro+
MEAL $ 00 0
Condensed, it is our foody typeface that is also impactful on
an information heavy board. Typography should have as much
clear space as possible, try to avoid overlapping type over the
photography, however space restrictions may mean this cannot
always be avoided.
000
TERTIARY TYPEFACE: DIN REGULAR/BOLD
SANDWICH $ Price call-outs and our calorie information use DIN Next LT Pro,
ONLY
it is our information typeface and it clearly displays the product
details.
For different flavors or product variations to chose from, DIN
Next LT Pro must be used. In case of additional options (besides
flavors), these must be called out in FS Sammy.
SHAKE
Chocolate ∙ Strawberry ∙ Vanilla
Primary Product name:
Secondary Flavors / choices:
Block Berthold Pro+ Condensed
DIN Next LT Pro
Whipped topping optional Tertiary Additional options: FS Sammy

®
195
Activation

MEAL COUNT & PRODUCT NAME
12
1/7
total
PRODUCT 7/15
The products listed on the Menu boards use Block Berthold Pro+
Condensed. Typography should have as much clear space as
NAME 7/15 possible, try to avoid overlapping type over the photography.
If the product name is short and fits into a single line, it should
be written centered to the meal count. In case of a long product
name that spans two lines, the product name should be justified
to the meal count.
1/7 1/7
If the product name is written over two lines, the recommendation
10
is to use the same font size for both lines.
EXTRA LONG 8/15 Alternatively - if one of the lines should be highlighted - this
CHICKEN PRODUCT 6/15

can be achieved by increasing the font size of that line, while
decreasing the other line proportionally.
The meal count number can take the lead color of the product
range to help with orientation.
8 TRADEMARK
TM horizontally
centered
numbers names
vertically left aligned
centered to each other

®
196
Activation
10 BIG KING
MUSHROOM & SWISS TM DISTINCTIVE PRODUCT NAME FEATURES
If a product name contains trademarks, the trademark must be
written in Italics to differentiate the trademark.
When a logo for the product (for example for the WHOPPER ®
sandwich) is available, the logo must be used.
11 TENDERGRILL
® New menu items should be called out with the NEW exciter icon
positioned on the left-hand side of the product name.
CHICKEN SANDWICH The basic principles from the previous pages must be applied
analogously.
12
13 ANGRY
14 SPICY ORIGINAL
CHICKEN SANDWICH

®
197
Activation
12
PRODUCT PRICE & CALORIES
NAME The price call-out and the calorie information use DIN Next LT Pro
Regular / Bold. It is our information typeface and it clearly displays
the product details. The calorie information is optional and not
needed in most countries.
60% MEAL $ 00 0 100% Size options in the beverages or sides panels of the menu board
and the portion sizes for sides can be displayed either on the left
33% SANDWICH $
ONLY 000 58% side of the corresponding price point, or above the price point.
22%
MEAL $ 00
000-0000 Cal. 0
SANDWICH $
ONLY 000
22% 000-0000 Cal.
PRICE CALL-OUT: GLOBAL VERSIONS SIZE OPTIONS
4 Pc.
0 0
$ 00 £ 00 0 S $000
$ 00
10 Pc.
$ 000 M $ 000
0 0€
00 00
CHF $ 000 L 0
20 Pc. $ 00

®
198
Activation
MENU BOARD: VIOLATIONS

and modification.
DON’T USE OLD PHOTOGRAPHY DON’T USE UNNATURAL PRODUCT

and / or wrong perspectives. representation.
DON’T USE HORIZON LINE DON’T SHOW FLYING

incorrectly. products.
(A) (B)
DON’T OVERLAP DO SHOW NEXT TO EACH OTHER

when on one level. WHEN ON ONE LEVEL (A)
or overlapping and slightly shifted (B);
adjust horizon to remote product.

®
199
Activation
1 2 ANGRY MENU BOARD: VIOLATIONS

MEAL $ 00 0 MEAL $ 00 0 provided as examples of unacceptable typeface usage
SANDWICH $
ONLY 000 SANDWICH $
ONLY 000 and modification.
DON’T DISPLAY PRODUCTS TOO SMALL

wasting valueable display space.
1 1 ANGRY
MEAL $ 00 0 MEAL $ 00 0
SANDWICH $
ONLY 0 00 SANDWICH $
ONLY 000
DON’T CHANGE POSITIONING

of products and horizon within same menuboard.
1 MEALS
Meals include Small Classic Fries and Small Fountain
MEAL $ 00 0
SANDWICH $
ONLY 000 FLAME-GRILLED UPSIZE
90c
DON’T USE PLAIN WHITE DON’T USE THE STARBURST LOGO

backgrounds. on the main meal panel.

®
200
STATIONERY
CHAPTER
8
8.1 STATIONERY........................................................................202
8.2 POWERPOINT TEMPLATE...................................................209

®
201
8.1
Stationary
OVERVIEW OF
STATIONERY
A suite of branded stationery materials has
been developed to meet all correspondence
requirements. All BURGER KING stationery
®
uses the iconic Bun Halves & Crescent Logo for

consistency as well as to match and reflect
the marketing material.
Consistent and accurate usage is key

to maintaining the integrity of our
stationery materials.

®
202
Stationary
STATIONERY: BUSINESS CARD

OVERVIEW
The business card has been produced in two formats, standard
(U.S.) and international. To ensure consistent size and positioning
of the Bun Halves & Crescent Logo and all information globally, a
measuring system using (X) has been developed. The dimension
(X) is determined by dividing the height of the card by 12.
POSITIONING
The position of all supplied elements are locked down and should
never be altered or modified. The Bun Halves & Crescent Logo is
¾
5 (X) high and centered within the height of the card. The right
edge of the logo sits 6 (X) from the left side of the card.
JOHN DOE
Vice President Marketing & Communications CLEAR SPACE
North America To ensure clarity and visibility of elements and text a clear zone is
applied around the perimeter of the card. This is measured by 1 (X).
12x
BURGER KING CORPORATION

5505 Blue Lagoon Drive, Miami, FL 33126
T (000) 000-0000 F (000) 000-0000
TYPOGRAPHY
jdoe@whopper.com The stationery suite should always use the BURGER KING ®
www.burgerking.com
typefaces, Block Berthold Pro+ Condensed and DIN Next LT Pro
Regular. We use uppercase for names of registered marks and
for legal copy. Email and website addresses should always appear
in lowercase and never title case.
USAGE & APPROVAL

®

usage of any trademark or logo prior to its release. Use of our
marks on stationary and business cards is monitored for proper
use. Only employees of Burger King Corporation, its subsidiaries,
franchisees and specifically authorized agents are permitted to
use stationary and business cards containing the BURGER KING ®
Bun Halves & Crescent Logo.

Use of unauthorized stationary is not permitted.

®
203
Stationary
STATIONERY: LETTER HEAD

12x
OVERVIEW
The letter head has been produced in two formats, standard
(X) is determined by dividing the width of the page by 12.
POSITIONING
1½ (X) wide and centered within the width of the page.
CLEAR SPACE
To ensure clarity and visibility of elements and text a clear zone is
applied around the perimeter of the page. This is measured by ½ (X).
TYPOGRAPHY
The stationery suite should always use the BURGER KING ®

for legal copy only. Email and website addresses should always
appear in lowercase and never title case.
USAGE & APPROVAL

®

BURGER KING CORPORATION 5505 Blue Lagoon Drive, Miami, FL 33126
www.burgerking.com franchisees and specifically authorized agents are permitted to


®
204
Stationary
STATIONERY: FAX TRASMISSION

12x
OVERVIEW
The fax transmission has been produced in two formats, standard
⅓ OF HEIGHT
FAX TRANSMISSION POSITIONING
To: Date:
Company: Time:
From: Fax:
No. of pages plus cover:
1½ (X) wide and centered within the width of the page. The rule
line is placed at ⅓ of the document height from the page top.
CLEAR SPACE
TYPOGRAPHY

USAGE & APPROVAL

®

www.burgerking.com use. Only employees of Burger King Corporation, its subsidiaries,


®
205
Stationary
STATIONERY: MEMO
12x
OVERVIEW
The memo has been produced in two formats, standard (U.S.) and
international. To ensure consistent size and positioning of the Bun
Halves & Crescent Logo and all information globally, a measuring
system using (X) has been developed. The dimension (X) is
determined by dividing the width of the page by 12.
⅓ OF HEIGHT
MEMO POSITIONING
To:
Company:
From:
Subject:
1½ (X) wide and centered within the width of the page. The rule
line is placed at ⅓ of the document height from the page top.
CLEAR SPACE
TYPOGRAPHY

USAGE & APPROVAL

®

www.burgerking.com use. Only employees of Burger King Corporation, its subsidiaries,


®
206
Stationary
STATIONERY: NOTEPAD
OVERVIEW
The notepad has been produced in two formats, standard (U.S.)
and international. To ensure consistent size and positioning of
12x the Bun Halves & Crescent Logo and all information globally, a
POSITIONING
2 (X) wide and centered within the width of the page.
CLEAR SPACE
TYPOGRAPHY

USAGE & APPROVAL

®

www.burgerking.com


®
207
Stationary
STATIONERY: ENVELOPE
12x OVERVIEW
The envelope has been produced in two formats, standard (U.S.)
and international. To ensure consistent size and positioning of
the Bun Halves & Crescent Logo and all information globally, a
¾ measuring system using (X) has been developed. The dimension
(X) is determined by dividing the width of the envelope by 12.
POSITIONING
1¼ (X) wide and left justified. It should never enter the clearspace.
¾ 1¼
CLEAR SPACE
applied around the perimeter of the envelope. This is measured by
¾ (X) on the front face and 1¼ (X) on the back face.
12x
TYPOGRAPHY

1¼
BURGER KING CORPORATION
5505 Blue Lagoon Drive, Miami, FL 33126
www.burgerking.com
USAGE & APPROVAL

®



®
208
8.2
Stationary
POWERPOINT
TEMPLATE

®
209
Stationary
BLOCK BERTHOLD PRO+ CONDENSED TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ GENERAL
If utilizing more than one font family on one page, use them
considering the “weight” you want to give to the different sections
0123456789()?!£$%&* of your copy.
HEADLINES, TITLES AND COVER PAGES

Block Berthold Pro+ Condensed – only uppercase letters
DIN NEXT LT PRO – BOLD
SUBLINES
ABCDEFGHIJKLMNOPQRSTUVWXYZ DIN Next LT Pro Bold
abcdefghijklmnopqrstuvwxyz BODY COPY, LISTS AND DIAGRAMS

DIN Next LT Pro Regular
0123456789()@?!£$%&*
STATEMENT SLIDES
For slides with just one statement use FS Sammy Regular. Don’t
use it in combination with other fonts. The statement should be
DIN NEXT LT PRO – REGULAR manually underlined. Don’t use the font underline option of your
application - library objects for hand-drawn lines are available in
ABCDEFGHIJKLMNOPQRSTUVWXYZ the template files.
0123456789()@?!£$%&*
Less slides, more facts!

FS SAMMY – REGULAR
0123456789 ()?!£$%&*
CONFIDENTIAL AND PROPRIETARY INFORMATION
OF BURGER KING CORPORATION 1

®
210
Stationary
COLORS
OVERVIEW
The color palettes are based on our Brand Visual Identity System.
To ensure the contrast necessary in slideshow presentations
the primary colors are strong and vivid. Balance those with
secondary colors and use other colors from the “to play with”
section for further illustration and emphasizing.
PRIMARY COLORS
R 248 R 238 R 53
G 184 G 44 G 52
B 63 B 36 B 53
SECONDARY COLORS
R 235 R 84
G 207 G 48
B 142 B 23
COLORS “TO PLAY WITH“
R 238 R 242
G 118 G 241
B 27 B 242

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211
Stationary
MINIMUM REQUIREMENTS PAGE TEMPLATES

MINIMUM REQIREMENTS
All presentations have to be built over a simple 3:4 slide page, the
default format of PowerPoint and Keynote.
All the slides have white backgrounds. Content slides have a
“paper” header.
BURGER KING Bun Halves & Crescent Logo in the upper right
®
corner, the confidentiality copy line in the lower left and the page
number in the lower right corner are mandatory for all slides.
MASTER PAGES
Arial 14 pt. (black) The following aditional master pages are specified:
• Front Page
Arial 5 pt. (black)
• Chapter Cover
1
• Last Slide
OF BURGER KING CORPORATION
• Agenda
STANDARD CONTENT SLIDE WITH “PAPER” HEADER
• Statement Slide
SLIDE SUBJECT
slide subject written in

Block Pro+ Condensed, 36 pt.
(dark brown)
1
OF BURGER KING CORPORATION

212
Stationary
FRONT PAGE CHAPTER & SUB-CHAPTER COVER
horizontal Block Pro+ Condensed

centered 70 pt. (orange)
aligned right
and bottom
Block Pro+ Condensed
(dark brown)
CHAPTER TITLE IN
MAX. TWO LINES
PRESENTATION 42 pt.
SUBJECT Sub-chapter name
Icon for decoration
MM/DD/YYYY 26 pt.
COUNTRY
(country optional) hand-drawn style line DIN Next LT Pro Bold
from template file (orange) 24 pt. (dark brown)
1 1
CONFIDENTIAL AND PROPRIETARY INFORMATION CONFIDENTIAL AND PROPRIETARY INFORMATION
OF BURGER KING CORPORATION OF BURGER KING CORPORATION
LAST SLIDE AGENDA
horizontal Title and bullet

centered points in orange
AGENDA
Block Pro+ Condensed • .........................Chapter 1 • .........................Chapter 1
(dark brown) • .........................Chapter 1 • .........................Chapter 1
• .........................Chapter 1 • .........................Chapter 1
• .........................Chapter 1 • .........................Chapter 1
THANK YOU
• .........................Chapter 1 • .........................Chapter 1
60 pt. • .........................Chapter 1 • .........................Chapter 1
• .........................Chapter 1 • .........................Chapter 1
1 1

213
Stationary
CONTENT SLIDE WITH WITH COPY CONTENT SLIDE WITH EXTRA TITLES
SLIDE SUBJECT SLIDE SUBJECT Title in light gray
Aperi te num qui re a quasi aria sitiunt TITLE TITLE

iusciis aut aditiat laborescil molla dus,
con cupta voloremosam ut ex eatisquae. • Ornare enim orci. • Interdum curabitur. Additional colors if
• Vehicula suscipit. • Cum accumsan. needed for better
Xeresci dio. Tinvell aborectotat archici
• Lacus natoque. • Praesent ridiculus. distinction:
aut unte laut voluptur aut labo. Iquunt.
TITLE TITLE TITLE

DIN Next LT Pro Regular
24 pt. (always dark gray) • Eleifend turpis. • Praesent mauris. TITLE
• Varius vulputate. • Morbi justo.
• Aliquet dictum. • Nullam volutpat.
TITLE

OF BURGER KING CORPORATION 1
OF BURGER KING CORPORATION 1 TITLE
CONTENT SLIDE WITH WITH LISTING STATEMENT PAGE
SLIDE SUBJECT
FS Sammy
• Curabitur id gravida 24 pt. Bold (dark brown)
• Ornare enim eros pede eget orci. 24 pt. Regular centered
• Vehicula conubia suscipit.
• Sit ut etiam sapien per proin eget. 18 pt. (75%)
• Pharetra condimentum.
• Ridiculus cras odio cum fermentum
Less slides, more facts!
primis consectetuer condimentum.
• Etiam ante turpis. Orci ridiculus sociis.
Consectetuer dolor.
• Facilisis posuere hac arcu.
hand-drawn style
line from template file
(yellow)
1 1

214
Stationary
EXAMPLE: PIE CHART DIAGRAMS, CHARTS AND TABLES
For efficency all default diagramm, chart and table types of

the editor application can be used. Just present the data in the
defined brand colors.
1st Qtr Ornare enim orci. For large data sets there are additional colors available in the
template files to ensure clear distinction.
2nd Qtr Vehicula suscipit.
3rd Qtr Lacus natoque.
4th Qtr Varius vulputate.
DON’T
Color gradients, transparent objects, drop shadows, glows or any
other 3D or 2D effects are not permitted.
EXAMPLE: TABLE
TITLE 1 TITLE 2 TITLE 3

A Vehicula suscipit 123
B Lacus natoque 544

®
215
LEGAL STANDARDS
CHAPTER
9
®
216
Legal Standards
In order to ensure the feasibility of the new Visual

Identity System (VIS) 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 VIS content, including trademark clearance
of icons and claim validation of stamps. This step
is required before a market can use the new VIS
elements. Please allow sufficient time to search
and clear these elements, which can vary by
country.

®
217
Legal Standards
LEGAL STANDARDS
TRADEMARK: Q&A
One of the goals of Burger King Corporation is to build its brand names and properly used, it may become generic; that is, the name has come to mean
Logos so that they are not only famous worldwide, but also synonymous with the product, rather than a certain brand of product. A trademark which has
quality goods and services at the best price. The BURGER KING name, Logos ®
become generic is not enforceable against infringement. Any competitor can
and related trademarks are the primary visual representations our customers use the term for its goods or services. The importance of correct trademark
recognize. They represent who we are as a Company. It is therefore important use in our own publications cannot be overstated. Misuse of a mark by an
that you use the Company’s trademarks and Logos correctly at all times so as owner is often persuasive to a court that the mark has become generic or
to preserve their strength and identity and to protect Burger King Corporation’s that it is merely descriptive of the product or services. Most people do not
exclusive right to use them. know that the following names were once trademarks: Escalator, Linoleum,
Kerosene, Milk of Magnesia, Lanolin, Cellophane, Thermos, Aspirin, Super
Refer to these guidelines whenever using any of the Company’s trademarks.
Glue, Yo Yo and Bikini.
Q. What is a trademark?
Q. How do I know if a new mark, illustration or tagline is available for use
A. Any word, symbol, design or combination thereof that identifies and
as a trademark?
distinguishes the goods or services of a company from those manufactured,
A. It is essential that all newly proposed marks, logos, taglines and slogans are
sold or offered by others. In other words, the BURGER KING name and ®
cleared for their intended use through the Legal Department to avoid any risk
the BURGER KING Bun Halves and Crescent Logo, are trademarks. Do not
of trademark infringement.
confuse a trademark with a trade name. A trade name is the name under
which a business operates. For example, our Company’s trade name in the Q. What is trademark infringement?
United States is Burger King Corporation. Note the following examples: A. Trademark law protects consumers from confusion, mistake or deception
as to the source of the goods, and protects the investment the owner of a
Trademark: BURGER KING ®
mark has made in developing the goodwill symbolized by the mark. It is an

Trade Name: Burger King Corporation (U.S.)
infringement of a Burger King Corporation mark if another company uses the
Incorrect: Burger King Corporation ®
same or similar mark without Burger King Corporation’s authorization for the
Incorrect: BURGER KING Corporation ®
same or similar goods or services so as to be likely to cause consumers to be

Examples of Trade Names outside the United States: confused, mistaken or deceived in believing that the other company’s goods
Burger King Restaurants of Canada Inc. (Canada) or services are those of Burger King Corporation or in some way connected
BurgerKing Ltd. (United Kingdom) to Burger King Corporation (by endorsement, sponsorship, licensing or in
Burger King Europe GmbH (EMEA) some other way). Infringement may also occur if another company uses a
BK AsiaPac, PTE. LTD. (APAC) mark of Burger King Corporation in such a way as to dilute the value and
If you are unsure of the Company’s trade name in your country, contact the goodwill associated with that mark (for example, (a) a non-competitive
Communications or Legal Departments of Burger King Corporation. company uses a Burger King Corporation mark to symbolize its goods or
services; or (b) a third party uses a Burger King Corporation mark in an
Q. Why is correct trademark use important? unwholesome manner). If you become aware of any infringements or potential
A. Trademark rights, unlike patent and copyright rights, can last forever, infringements, contact the Legal Department of Burger King Corporation.
provided the mark is not abandoned and is properly used. If a mark is not

®
218
Legal Standards
Q. Are franchisees of Burger King Corporation restricted in any way from Q. How do I know where to position the TM or the ® ?
using the Company’s trademarks? A. The trademark notice requirements differ from country to country. For all
A. Franchisees are licensed to use all authorized trademarks in connection with trademarks in the United States, use the TM, SM (for service marks) or the
the operation of their BURGER KING restaurants, but are not permitted to
®
® to the upper right of a wordmark and to the bottom right of a design mark
claim ownership. Franchisees, however, cannot use any of the Company’s such as the BURGER KING Bun Halves and Crescent Logo, unless otherwise
authorized trademarks without obtaining prior approval from the Company. instructed by the Legal Department For all trademarks outside of the United
In addition, franchisees are not permitted to claim ownership of any of the States, contact the Legal Department for guidance on markings.
Company’s trademarks. Franchisees should never apply for registration of
Q. How do I know if a trademark is registered?
any trademark or domain name associated with the Company. Franchisees
A. Contact the Legal Department.
are required to adhere to the guidelines contained herein for all use of the
Company’s trademarks and domain names. Q. When should I use a trademark in a local language?
A. You may wish to use a trademark in a local language to appeal to the local
Q. How do I know when to use a trademark symbol (for example, TM vs. ® )?
consumer base. Prior to doing so please check with the Legal Department
A. The trademark designations vary from country to country. For example, in the
to ensure that the local language equivalent is available for use and that
United States, if the trademark has been officially registered with the United
trademark protection has been applied for. Generally recognized trademarks
States Patent and Trademark Office, use the ® symbol. If the trademark has
like the BURGER KING Bun Halves and Crescent Logo may appear on product
NOT yet been registered, use the TM symbol. Outside the United States, use
packaging and signage in English if the proper clearances and protection have
the appropriate designation in the country in which use is claimed.
been completed. However, in certain regions like Quebec, Canada, if a French
Examples of trademark designations in other countries include: language trademark is already registered the Company must use the French
mark. Check with the Legal Department for guidance.
Australia – “Registered Trademark” or ® TM or SM for an
unregistered trademark or service mark Q. What is a copyright?
Canada – “Registered Trademark” or MD or “Marque Deposee” or ® A. A copyright or © seeks to promote legal protection to authors of original
Unregistered Marks: TM/MC “Marque de Commerce“ works of authorship including literary, dramatic, musical, artistic and certain
Germany – “Eingetragenes Warenzeichen” or ® other intellectual works, available to both published and unpublished works.
Mexico – “Registered Trademark” (“Marca Registrada,” “Marc. Upon creation a copyright automatically covers all of these expressions and
Reg.”, “M.R.”) or ® . TM for unregistered trademarks. grants exclusive rights to the author of an original work, including the right
United Kingdom – “Registered Trademark” or ® , TM or SM for an to copy, distribute, adapt the work and create derivative works. Copyrights
unregistered trademark or service mark last for a certain time after which they pass into the public domain. All
China – “Registered Trademark“ (in Chinese characters) printed materials must carry the following legend: Example: © (first year
of publication), Burger King Corporation. All rights reserved. If the © has
Note, it may be illegal to use a ® symbol in connection with a mark that is not
been used for a number of years, the legend should include the first year of
registered, and can expose the Company to substantial administrative fines.
publication and the current year. Example: © 1999, 2004, 2007, 2011 Burger
If unsure, always verify with the Legal Department the registration status of a
King Corporation. All rights reserved.
mark prior to use. Please contact the Legal Department to obtain the appropriate
designations for countries outside the United States and for registration updates.

®
219
Legal Standards
Q. What is a legal line and when should I use it?

A. The legal line indicates ownership of trademarks and copyrights. All of the
Burger King Corporation trademarks are owned by Burger King Corporation
and reference of that ownership should be made in the legal line, at the
bottom of the page, sized as specified herein. Use the legal line whenever an
authorized trademark (word(s) or Logo design) is used. An example of the
approved legal line where the BURGER KING Bun Halves and Crescent Logo
is used in the U.S. is as follows: TM & © 2014 Burger King Corporation.
All rights reserved.
An example of the approved legal line outside the U.S. depends on where the
artwork was created. If the art was created in the U.S. for another country,
the proper legal line is: TM & © 20__ Burger King Corporation. All rights
reserved.
If the artwork was created in the country in which the artwork will appear,
then please use the following legal lines:
For EMEA – TM Burger King Corporation. © [year] Burger King Europe

GmbH. All rights reserved.
For AsiaPac – TM Burger King Corporation. © [year] BK AsiaPac, PTE.

LTD. All rights reserved.
For LATAM – TM & © [year] Burger King Corporation.

For Canada – TM/MC & © [year] Burger King Corporation.


®
220
Legal Standards
LEGAL STANDARDS
DISCLAIMERS AND OTHER FINE PRINT
While the legal requirements for disclaimers (conditions, restrictions,
informational legal lines) will vary from country to country, generally disclaimers
on printed materials should be bolded to distinguish them from sales copy and
to enhance legibility. 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 legibility.
For treatment of disclaimers outside the United States, contact the Legal
Department of Burger King Corporation.

®
221
Legal Standards
LEGAL STANDARDS
GUIDELINES FOR TRADEMARK USAGE
1. DISTINGUISH THE TRADEMARK FROM THE REST OF THE TEXT. 3. COPY SPECIFICATIONS
Trademarks should always be used in a manner that will distinguish them from When referring to the Company’s trade names, such as Burger King Corporation
the surrounding text. At the very least, they should be written in all capital in the United States, capitalize only the initial letter of each word. However,
letters. They may also be set in quotation marks, italics or bold font. This rule when using the trademarks, you must distinguish them from the surrounding
would apply everywhere and every time a mark is used in any piece of written text. At the very least, they should be written in all capital letters (e.g.,
material. “BURGER KING ”). They may also be set in quotation marks or italics. This
®
rule applies everywhere and every time a mark is used in any written material.
Correct: At participating BURGER KING restaurants in the United States.
®
Use the trademark notation TM or SM next to the trademarks each time they
Incorrect: At participating Burger King’s in the United States.
are used.
2. USE THE GENERIC NAME ASSOCIATED WITH THE TRADEMARK. Do not break the Company’s trademarks from line to line, e.g., always place
A trademark is an adjective which modifies a noun. In printed matter of all “BURGER KING ” on the same line.
®
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.
®

®
222
Legal Standards
LEGAL STANDARDS
GUIDELINES FOR TRADEMARK USAGE
THE FOLLOWING PROVIDES GUIDELINES FOR PROPER TRADEMARK USAGE: OTHER COMPANY TRADEMARKS
Do not change upper and lowercase letters:
In the event you have received approval (including legal approval) to use the
Correct: Enjoy a WHOPPER Sandwich at your local BURGER KING restaurant.
® ®
trademark of another company with the trademarks of Burger King Corporation,
be extra careful not to create confusion in the minds of consumers. Always
Incorrect: Enjoy a WHOPPER Sandwich at Burger King .
® ®
use a legal line stating the other company’s ownership of its marks used. Also
Do not change the plural or singular form: be careful not to combine, or in any way distort, Burger King Corporation’s
Correct: ...taking place at participating BURGER KING restaurants. ® trademarks with the other company’s marks.
Incorrect: ...taking place at participating BURGER KINGS . ® Example: Now get a WHOPPER Sandwich, medium fries and a medium Coke
® ®
at participating BURGER KING restaurants for $1.99.

®
Do not make the trademark a possessive pronoun:

Example of legal line in the United States (typically set in 5 point type):
Correct: The Free Fries Event at BURGER KING restaurants. ®
TM & © 20__ Burger King Corporation. All rights reserved. Coke is a registered
Incorrect: BURGER KING ’s Free Fries Event.
®
trademark of The Coca-Cola Company.
Do not use the BURGER KING Bun Halves and Crescent Logo as part of a The guidelines set forth herein apply to use of Burger King Corporation’s marks
headline or in copy: with the other company’s marks.
Correct: When you want great tasting food, come to a BURGER KING restaurant. ®
CONCLUSION
Incorrect: When you want great tasting food, come to To obtain information on trademarks, logos, taglines and whether they require
Always use the noun after the trademark: the , TM or SM indicator, contact the Legal Department of Burger King
®
Corporation.
Correct: BURGER KING restaurants announce a special offer.
®
Incorrect: BURGER KING announces a special offer.

®

®
223
YOU M A DE I T ! H O P P E R S®
A N D W IC H N O W.)
(TREAT Y OURSELF WITH A W

Burger King Visual Identity Guidelines v2 - 1

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BURGER KING

TERMS & CONDITIONS

BURGER KING Visual Identity Guidelines

BURGER KING Visual Identity Guidelines

today’s global brands find themselves in a world,

Our new visual identity system is this language.It

real cooking, authenticity, hand-made, freshness,

iconic assets in an exciting, engaging way.

Key to the success of the new BURGER KING ®

visual identity is consistent activation. To this

BURGER KING Visual Identity Guidelines

inspired by the story of the brand. The story of two

It’s a simple but powerful story – passion, fire, real

providing us with key design principles, and an

BURGER KING Visual Identity Guidelines

story of the BURGER KING brand.

AUTHENTIC WAY OF COOKING

AUTHENTIC The second ring of the conceptual framework is

BURGER KING restaurants have been grilling

since 1954. Grilling is a simple, authentic, and

hands-on way of cooking. Grilling means great

taste and freshly prepared food. These themes –

EXCITEMENT OF FOOD & FLAVOR

cooking: the excitement of food and flavor.

SOCI The BURGER KING world is a world of bold

flavors, stacked up, brought together – a world of

ILI great taste.

TY The BURGER KING brand gets excited by food and

flavor; and new foods, new flavors. And the visual

result of all this – that people are drawn in, that

AUTHENTIC a social place, a place for friends and family, a

and laughter. This is sensed in the aspects of the

grilling, and for the effects of flame grilling; the

‘proof’ of an authentic way of cooking on the food

For more details about the design principles,

BURGER KING Visual Identity Guidelines

BURGER KING Visual Identity Guidelines

BUN HALVES & CRESCENT LOGO

(Bun Halves & Crescent Logo) and the Written

two core trademarks of the BURGER KING brand.

These trademarks provide guests with instant

BURGER KING Visual Identity Guidelines

BURGER KING Visual Identity Guidelines

BUN HALVES & CRESCENT LOGO:

USAGE & APPROVAL

varies by country. The following guidelines are for illustration

BURGER KING Visual Identity Guidelines

SMALL BUN HALVES & CRESCENT LOGO:

BURGER KING Visual Identity Guidelines

THREE-COLOR BUN HALVES & CRESCENT LOGO: COLORS

PANTONE PANTONE PANTONE

BURGER KING Visual Identity Guidelines

DISTRESSED BUN HALVES & CRESCENT LOGO

usage of the distressed logo has to be approved by the Global

BURGER KING Visual Identity Guidelines

CHARCOAL CHALK BUN HALVES & CRESCENT LOGO:

NO DARKER THAN A NO LIGHTER THAN A

BURGER KING Visual Identity Guidelines

BUN HALVES AND CRESCENT

BURGER KING Visual Identity Guidelines

BUN HALVES & CRESCENT LOGO: VIOLATIONS

Do not corrupt or degrade the logos by using them incorrectly.