Burger King® Brand Identity Guidelines Legal Standards 124 Guidelines for Trademark Usage Legal Standards 1. Distinguish the trademark from 3. Copy specifications Guidelines for the rest of the text. When referring to the Company’s trade names, such as Trademark Usage Trademarks should always be used in a manner that Burger King Corporation in the United States, capitalize will distinguish them from the surrounding text. At the only the initial letter of each word. However, when using very least, they should be written in all capital letters. the trademarks, you must distinguish them from the They may also be set in quotation marks, italics or bold surrounding text. At the very least, they should be written font. This rule would apply everywhere and every time in all capital letters (e.g., “BURGER KING®”). They may a mark is used in any piece of written material. also be set in quotation marks or italics. This rule applies everywhere and every time a mark is used in any written Correct: At participating BURGER KING® restaurants material. in the United States. Use the trademark notation TM or SM next to the Incorrect: At participating Burger King’s in the United trademarks each time they are used. States. Do not break the Company’s trademarks from line to line, 2. Use the generic name associated with e.g., always place “BURGER KING®” on the same line. the trademark. A trademark is an adjective which modifies a noun. In printed matter of all types, and particularly in advertising copy, the generic name (noun) should be used immediately after the first or most prominent use of the trademark on each page. Thereafter, the generic name need not be used every time the trademark appears, but it should be used often enough to make it obvious that the trademark is not the generic name. For example, “at participating BURGER KING® restaurants in the United States”. To determine whether you are using a trademark properly, ask yourself the following question: “Would a complete thought be expressed if the trademark were omitted”? If the answer is “Yes”, then the trademark has been correctly used as an adjective. The generic name should not be in all caps, nor should it be the same size as the trademark. Correct: Visit your participating BURGER KING® restaurant and try a Whopper® Sandwich. Incorrect: Visit your participating BURGER KING® RESTAURANT and try a Whopper® SANDWICH. TM & © 2020 Burger King Corporation. All Rights Reserved. Confidential and Proprietary Information of The Burger King Corporation