Burger King® Brand Identity Guidelines Table of Contents 003 004 Introduction 052 Signature Lockups 119 Legal Standards 053 Whopper® 006 Our Story 055 Home of the Whopper® 125 File Naming 009 Design Strategy 057 Flame Grilling Since 1954 014 Design Principles 059 Your Way 127 Contacts 019 Verbal Identity 061 Color 062 Color Overview 022 Characteristics 063 Primary Palette 027 Verbal Inspiration Examples 064 Secondary Palette 065 Color Don’ts 030 Visual Identity 066 Typography 031 Kit-of-Parts 068 Typeface Overview 070 Regional Font Alternatives 032 Burger King® Logos 071 Type Size Relationship 033 Primary Logo and Small Use 072 Line Heights 034 Primary Logo Clearspace 073 Flame Bold Caps Usage 035 Primary Logo with Background 074 Ligatures & Swashes 037 Primary Logo QR Code 077 Flame Bold Variable 038 Wordmark 079 Typography Don’ts 039 Wordmark Clearspace 080 Grid System & Layouts 041 Chinese W ordmark and 082 Margin Formula Primary Logo Lockup 083 Margin Construction 042 Chinese W ordmark and Primary 090 Square Format Layouts Logo Lockup Clearspace 091 Layout Examples 043 Favicon 045 Logo Minimum Sizes 094 Illustration 046 Logo Color 095 Illustration: Storytelling 050 Wordmark Color 102 Illustration: Stripes 051 Logo Don’ts 108 Illustration: Typography 113 Illustration: Iconongraphy TM & © 2020 Burger King Corporation. All Rights Reserved. Confidential and Proprietary Information of The Burger King Corporation