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Cream slide defining the "Enthusiastic" tone with a large brown headline and copy on the left and a column of Do/Don't tagline examples on the right.
Summary
A tone-detail slide defining "1. Enthusiastic": a large brown headline and supporting copy on the left, with a right-hand column of paired Do and Don't tagline examples.
Visual description
Warm cream background. The running header reads "Burger King Brand Identity Guidelines" left, "Verbal Identity / Characteristics" center, "Enthusiastic" inline, "023" right. The left half heads with a brown "1. Enthusiastic", a paragraph about reveling in the food with bold upbeat adjectives, then three short lines where the word "not" is highlighted in orange ("energetic but not manic," "excited but not naive," "spirited but not childish"). The right column lists "Examples:" with stacked Do/Don't pairs in smaller type: "Do: Ooey gooey melty cheese" versus "Don't: Cheese!!! Cheese!!! Cheese!!!", and several more, each with a one-line rationale. A legal note and copyright line sit along the bottom.
Key takeaway
The single orange-highlighted word "not" as the only color accent on an otherwise brown-on-cream slide, sharpening the "this but not that" rule. And the two-column structure: principle and explanation on the left, concrete Do/Don't examples on the right, so the abstraction is immediately grounded.
Reuse notes
An excellent, directly reusable layout for tone-of-voice or copy guidelines: definition plus rationale beside paired good/bad examples. The "but not" device with one accent color is a clean way to set guardrails. The deck repeats this template for each voice trait.
From this deck: Tone trait 1 Enthusiastic with Do/Don't examples
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