BK tone of voice "Witty" with do and don't examples

Summary

A verbal-identity page for the "Witty" tone trait: a numbered slab-serif headline and a serif description on the left, paired with a long right-hand column of paired "Do" and "Don't" copy examples.

Visual description

Warm cream background. The running header reads "Burger King Brand Identity Guidelines" left, "Verbal Identity / Characteristics" and "Witty" center, page number "025" right. The left two-thirds opens with an oversized brown slab-serif headline "3. Witty", followed by a large serif paragraph ("We're smart and quick...") and three short serif lines where the word "not" is highlighted in orange ("We can be sarcastic but not cruel"). The right third is a stacked list of examples, each labeled "Do" or "Don't" in small orange caps, with a bold sans phrase and a light caption underneath. A two-line legal footnote sits bottom-left and a usage caution runs along the bottom.

Key takeaway

The do/don't column format that teaches a tone trait by contrast rather than description, and the trick of highlighting the single pivot word ("not") in the brand accent to make the voice rules scannable. The numbered slab-serif headline gives a long verbal-identity section clear chapter markers.

Reuse notes

A reusable template for any brand voice or tone-of-voice page that needs to show, not just tell. The two-column do/don't grid scales to as many examples as needed. Strongest when the brand voice is opinionated; bland copy makes the contrast collapse. Pairs with the matching trait pages in the same deck.