Burger King® Brand Identity Guidelines Introduction Creative Idea 013 Design Strategy Creative Idea Your Way, Way Better Our creative approach reflects what we're doing with our food. We want to use design help close the gap between the negative perceptions a lot of people have of fast food, and the positive reality of our food story by making the brand feel less synthetic, artificial and cheap, and more real, crave-able and tasty. Substantiated by our fresh-cut ingredients, no artificial additives or preservatives, plant-based offerings and more, we want to use design to help drive reappraisal of our food, and help people see that BK is making a big leap forward. TM & © 2020 Burger King Corporation. All Rights Reserved. Confidential and Proprietary Information of The Burger King Corporation