Burger King® Brand Identity Guidelines Visual Identity 111 Illustration: Typography Creating Illustrated Round Square Rectangular Typography 1. Use the Warp effect with the Arc Upper style for your upper word, 1. Use the Distort & Transform effect with the Free Distort style for your 1. Use the Distort & Transform effect with the Free Distort style for and Arc Lower for your lower word along the horizontal axis. Adjust upper and lower words, pulling the endpoints until you create an even your upper and lower words, pulling the endpoints until you create the bend to fit the curves of your circle. horizontal line through the square shape. an even horizontal line through the rectangular shape. Our illustrated typography is created with a combination of Adobe Illustrator effects and hand lettering. It should illustrate the descriptive words that its communicating (i.e. “Melty” should look like its melting). On this page we give examples of the technical process used to create illustrated 2. Add some dimension to the type using the Warp effect with the 2. Use the Warp effect with the Twist style to add a very slight amount typography that fits round, square, and Inflate style on both upper and lower words. This will provide of movement to your upper and lower words along the horizontal axis rectangular shapes. Below are additional a better fit to the edge of the circle. (adding too much movement will cause legibility issues). guidelines to use for layout and hand lettering: 2. Use the Warp effect with the Wave style to add a very slight amount of movement to your upper and lower words along the horizontal — No more than two words per format. axis (adding too much movement will cause legibility issues). — All letterforms must be legible. — Only use one color per word. — Only use one flourish or ligature per format. 3. Adjust letterforms by hand to maximize legibility, fit the 3. Adjust letterforms by hand to maximize legibility, fit the space, — Typography should fit the space. space, and add a flourish or ligature to the letterforms. and add a flourish or ligature to the letterforms. 3. Adjust letterforms by hand to maximize legibility, fit the space, 1 2 2 and add a flourish or ligature to the letterforms. 1 Adjust letterforms by hand to maximize legibility. 2 2 Adjust letterforms by hand to fit the space. 1 3 3 3 Add a flourish or ligature. 1 3 TM & © 2020 Burger King Corporation. All Rights Reserved. Confidential and Proprietary Information of The Burger King Corporation Local versions of illustrative typography should be approved by the BK Global Design Team.