Burger King® Brand Identity Guidelines Introduction 014 Design Principles Design Principles Actionable principles that guide how we look and feel across everything we do. 1. Mouthwatering These four principles capture the unique characteristics of the Burger King® brand that differentiates us from anyone else. 2. Big & Bold 3. Playfully Irreverent 4. Proudly True TM & © 2020 Burger King Corporation. All Rights Reserved. Confidential and Proprietary Information of The Burger King Corporation