Burger King Brand Partners Guidelines 2024
A 129-slide brand guidelines deck built on Burger King's retro revival identity, pairing chunky rounded all-caps display titles with a flame-colored palette of orange, red, brown and cream.
129 slides · Guideline
View deck overview
Burger King Brand Partners Guidelines cover
Terms and Conditions legal notice
Table of contents
Introduction section divider
Introduction statement
Our Story section divider
Our Story brand narrative
Have It Your Way statement
Design Strategy section divider
Brand Positioning authenticity statement
Design Approach manifesto copy
Make our brand more craveable statement
Creative Idea statement "Your Way, Way Better
Design Principles numbered list
Principle 1 Mouthwatering with burger photo
Principle 2 Big & Bold with chicken sandwich photo
Principle 3 Playfully Irreverent with Chicken Fries photo
Principle 4 Proudly True with denim portrait photo
Verbal Identity section divider
Verbal Identity intro statement
Verbal Identity "a guide not rules" statement
Tone of Voice Characteristics numbered list
Tone trait 1 Enthusiastic with Do/Don't examples
Tone trait 2 Confident with Do/Don't examples
BK tone of voice "Witty" with do and don't examples
BK tone of voice "Approachable" with do and don't examples
Verbal Inspiration Examples" orange section divider
Verbal inspiration examples four-column message lists
Verbal inspiration examples continued, editorial and "Your Way" lists
Visual Identity" brown section divider
Kit-of-Parts" visual identity overview grid
Burger King Logos" orange section divider
Primary logo and small-use variant
Primary logo clearspace diagram
Primary logo with background variants
BK pylon sign against blue sky mockup
Primary logo QR code, clearspace and minimum size
Wordmark variants with and without registration
Wordmark clearspace diagram
BK storefront facade signage mockup
Chinese wordmark and primary logo lockup
Chinese wordmark and primary logo lockup clearspace
Burger King favicon and clearspace
Favicon in smartwatch and app mockups
Logo minimum sizes spec
Logo color core and reversed
Primary colorway logo usage
Secondary and limited colorways grid
Colorway hoarding mockup
Wordmark color usage stack
Logo don'ts nine-up grid
Signature Lockups section divider
Whopper signature lockup
Flame-Grilled Whopper packaging mockup
Home of the Whopper lockup
Home of the Whopper wood mockup
Flame Grilling Since 1954 lockup
Flame Grilling restaurant facade mockup
Your Way lockup variants
Your Way logo lockup clearspace
Color section divider
Color overview swatch columns
Primary palette three bands
Secondary palette three bands
Color don'ts grid
Typography section divider
Typography philosophy statement
Typeface overview Eat Loud
Typeface glyph specimen sheet
Regional font alternatives Chinese
Type size relationship demo
Line heights rules demo
Flame Bold caps usage
Ligatures and swashes intro
Ligatures and swashes specimen
Ligature and swash usage examples
Flame Bold Variable letters
Flame Bold Variable usage slider
Typography don'ts grid
Grid System and Layouts divider
Grid System overview statement
Margin formula equation
Margin construction diagram
Applying headlines to formats
Applying subheads hierarchy
Applying the logo to layouts
Applying half-frame photography
Photography above typography
Full-frame photography with overlaid type
Square format layouts
Full-frame logo photography
Single-word layouts with illustration
Variable type pattern layouts
Illustration section divider
Illustration Storytelling divider
Illustration overview
Illustration Library ingredients and products
Illustration Library continued products and storytelling
Illustration Color background grid
Whopper storytelling illustration mockup
Plant-based Whopper storytelling illustration mockup
Illustration Stripes section divider
Primary stripes full-bleed pattern
Primary stripes anatomy
Primary stripe usage minimum and maximum
Applying the primary stripes mockups
Masterbrand color alternate stripes
Illustration Typography section divider
Illustrated type on packaging photos
Illustrated typography specimen lockups
Creating illustrated typography process
Full-bleed wraps with illustrated type
Illustration Iconography section divider
Operational icons set on cream
Operational icons on color backgrounds
Digital icons set and color specs
Digital button spec with banner mockup
Illustration and iconography donts
Legal Standards section divider
Legal Standards trademark intro statement
Legal Standards trademark Q and A
Legal Standards trademark Q and A continued
Legal Standards disclaimers fine print
Legal Standards trademark usage three-column text
File Naming section divider
File Naming Guide convention breakdown
Contacts section divider
Brand Team Contacts closing statement
Closing brown end slide