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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.

128 slides · Guideline

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