Burger King® Brand Identity Guidelines Verbal Identity Enthusiastic 023 Characteristics 1. Enthusiastic Examples: Do Ooey gooey melty cheese We sound excited. We unashamedly revel in our food Don’t Cheese!!! Cheese!!! Cheese!!! and its deliciousness with bold, Now we sound a little unhinged. upbeat adjectives that describe Do Tastier. Juicier. Flame-licked. the taste, look and texture. Celebrating what makes us better than others with spirit and attitude. Don’t ® The delicious Whopper. We can be energetic but not manic This is boring and doesn’t revel in ingredients or taste. Do Piping hot and golden brown. We can be excited but not naive Takes pleasure in closely describing an everyday item, like a French Fry. We can be spirited but not childish Don’t Tots that are hots. This is a little too juvenile and cheesy. TM & © 2020 Burger King Corporation. All Rights Reserved. Taglines and examples included on this slide must be reviewed by BK® legal team for trademark Confidential and Proprietary Information of The Burger King Corporation clearance, and local legal counsel for compliance with applicable laws and regulations.