Burger King® Brand Identity Guidelines Verbal Identity Approachable 026 Characteristics 4. Approachable Examples: Do Order in with pickup or free delivery! Clear and to the point We’re comfortable in our skin and talk Don’t Orders available for pickup or delivery only to people at eye level, keeping the Same information but you sound like someone’s teacher language simple, conversational and Do Flame-grilled beef and fresh-cut tomatoes authentic. What you see is what you get: Talking like a real person would Don’t our ingredients are real and so are we. Made with premium hand-cooked beef and sun-kissed, fresh-from-the-ground tomatoes Talking like someone who works in marketing (sorry marketing folks!) Do We are clear, not terse Come on in! We are real, not pretentious A simple, friendly way to greet our customers Don’t We are friendly, not false Come to the place where every Guest is treated like royalty This goes too far - no one would believe this. 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.