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(Brand guidelines) // Food and drink

Burger King brand
guidelines

Burger King’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from bk.com.

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About Burger King

Burger King is a restaurant brand known for flame-grilled burgers, including the Whopper, and for letting guests customize their food “Your Way.” Its digital experience brings together menu discovery, pickup and delivery ordering, offers, and rewards.

Use Burger King’s own wordmark, standalone mark, and approved lockups as identity artwork. Keep the artwork intact and recognizable; choose the supplied form that best suits the placement. Do not substitute interface icons, product photography, campaign graphics, or partner marks for the logo.

Burger King colors

  • BK red

    Website accent and primary-action background

    HEX
    RGB

  • Warm cream

    Website and card background

    HEX
    RGB

  • Dark brown

    Secondary-button outline

    HEX
    RGB

  • Flaming orange

    Logo buns and supporting emphasis

    HEX
    RGB

Burger King fonts

  • Flame

    Headings · 700

Font names only. The Brand Skill download doesn’t include font files.

Burger King’s voice

Write with appetite, confidence, and a friendly, conversational directness. Make food and its preparation feel vivid and tangible; describe the flame-grilled taste, fresh toppings, and made-to-order experience. Invite guests to personalize their order and make value or convenience easy to understand.

Burger King’s copy can be bold and playful, with a wink of irreverence when the context suits it. Keep claims concrete and tied to the specific product or offer.

  • “At Burger King, we’re committed to serving our Guests great-tasting food made with quality ingredients”
  • “Our tomatoes are full of flavor and freshly sliced in our restaurants”
  • “It is prepared to order just for you, always your way”
  • “We start with juicy, fresh tomatoes for your Whopper Sandwich”

Dos and don’ts

Do

  • Do make flame-grilled food, fresh ingredients, and made-to-order customization central when the work is about the menu or restaurant experience.
  • Do write directly to guests in an upbeat, conversational voice; use a playful turn of phrase where it fits.
  • Do make offer details clear and keep conditions attached to the offer they describe.
  • Do use Burger King’s own identity marks and keep logo artwork intact.
  • Do use the warm cream and red website palette, with clear, purposeful text and action-button contrast.

Don’t

  • Don’t present Burger King as a generic e-commerce brand; keep the restaurant, food, ordering, and rewards experience recognizable.
  • Don’t make product, ingredient, offer, or preparation claims broader than the specific copy supports.
  • Don’t replace Burger King’s marks with product shots, interface symbols, or other brands’ marks.
  • Don’t use dense legal or promotional conditions as the main voice of guest-facing brand copy; make the central message easy to scan and keep necessary terms secondary.

Burger King imagery

41 images from bk.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Food imagery

34 images

Make the food look generous, appetizing, and grounded in real ingredients. Favor close, clear views that show the product itself and its toppings. Flame-grilled burgers, freshly sliced tomatoes and onions, toasted sesame buns, and crisp sides are recurring visual subjects.

For preparation stories, show the food being assembled by hand and let the sequence of ingredients tell the story. Use the Whopper as a signature product example; keep visual depictions consistent with the preparation details shown in the accompanying copy.

Use the product imagery as evidence of the menu and rewards experience, not as a substitute for Burger King’s identity artwork.

  • A studio-lit product shot of a classic hamburger featuring a flame-grilled beef patty nestled between a toasted sesame seed bun.
  • A close-up studio photograph of a classic cheeseburger centered against a plain backdrop.
  • A pile of four golden-brown chicken nuggets, isolated and captured in a clean product shot.
  • A product shot of thick-cut, golden French fries standing upright in a white Burger King fry sleeve.
  • A close-up product shot of golden-brown, crispy onion rings overflowing from a white cardboard container.
  • A close-up product shot features two golden-brown chocolate chip cookies with a slightly textured, grainy surface.
  • A collection of six branded soda glasses, each filled with ice and a bubbling beverage.
  • A top-down studio shot features a white paper cup filled to the brim with steaming black coffee, topped with tiny bubbles.
  • A studio product shot of a breakfast burrito features a flour tortilla rolled and tucked, revealing its layered contents at the open end.
  • A pile of golden-brown, crispy hash brown rounds is clustered together in a studio product shot.
  • A close-up studio shot of a classic burger featuring a flame-grilled beef patty topped with crinkle-cut pickles, white onion rings, tomato slices, lettuce,…
  • A professional studio shot features a collection of golden-brown, breaded chicken nuggets arranged in a casual pile.
  • A studio product shot of golden-brown, thick-cut french fries spilling from a white paper carton.
  • A studio product shot of golden-brown, breaded onion rings overflowing from a white cardboard sleeve.
  • A close-up studio shot features four glasses of iced soft drinks arranged in a staggered row.
  • A close-up studio shot shows a side view of a decadent chocolate cream pie slice.
  • A studio product shot of an egg and cheese breakfast croissant sandwich shown from a straight-on profile.
  • A studio product shot of a ham, egg, and cheese croissant breakfast sandwich viewed from a side angle.
  • A professional studio product shot features a golden-brown, flaky croissant breakfast sandwich filled with a thick square of yellow egg, crispy strips of…
  • A close-up studio shot of a breakfast croissant sandwich, featuring a golden-brown, flaky croissant bun.
  • A close-up studio photograph of a classic beef hamburger stacked high between two toasted sesame seed buns.
  • A long, horizontal chicken sandwich is captured in a high-detail studio product shot from a side-view perspective.
  • A crisp, golden-brown fried chicken fillet sits centered between two toasted brioche buns in this isolated studio product shot.
  • A vertical product shot features a carton of breaded chicken fries, styled with golden-brown crust and visible black pepper seasoning.
  • A close-up product shot shows a tall container filled with thick, golden-brown chicken fries seasoned with dark flecks.
  • A cookies and cream milkshake filled to the brim of a tall, fluted glass.
  • A tall, frosted glass is filled to the brim with a rich, velvety chocolate milkshake, topped with a subtle swirl of chocolate foam.
  • A studio product shot of a tall, frosted milkshake glass filled to the brim with a creamy, pale beige vanilla shake.
  • A studio product shot of a breakfast burrito features strips of crispy, dark bacon and golden potato nuggets spilling out of a lightly toasted flour tortilla.
  • A Burger King value meal featuring a double cheeseburger with visible pickles and sesame bun, an upright carton of golden French fries, and a tall,…
  • A Burger King chicken sandwich combo featuring a long sesame seed bun filled with shredded lettuce, mayonnaise, and a breaded chicken patty.
  • This studio product shot features a golden-brown, flaky croissant breakfast sandwich stacked high with ingredients.
  • A close-up studio product shot of a flame-grilled beef burger on a toasted sesame seed bun.
  • A minimalist light grey vector icon representing a digital image or gallery placeholder.

Franchise imagery

7 images

For franchise-focused work, pair Burger King identity with people, restaurants, history, and market presence. The visual language can show the restaurant’s heritage and the people who operate and grow the business, while keeping the food and guest experience connected to the brand story.

  • A cheerful young man in a beige polo and jeans sits inside a large, orange recessed crown shape, holding a hamburger against a bright yellow backdrop.
  • A woman with a bright, wide smile and light eyes holds a yellow cardboard Burger King crown above her head with one hand.
  • A collage of three images showcasing the architectural evolution of Burger King restaurants.
  • A minimalist map of the United States featuring a stark visual divide between the Eastern and Western regions.
  • A close-up studio headshot of a smiling middle-aged man with dark, styled hair and a salt-and-pepper goatee against a plain white background.
  • A close-up studio headshot of a middle-aged woman with shoulder-length strawberry blonde hair and a warm, wide smile.
  • A cream-colored graphic features a professional portrait of a woman with long dark hair, wearing a white shirt and black tie, set within a circular frame.

More from the Brand Skill

Digital experience

Organize the experience around the guest’s next action: browse the menu, order pickup or delivery, find offers, or access rewards. Use clear, familiar navigation and distinguish actions from informational links.

Use rounded, generously sized buttons for primary and secondary actions. The primary button is a red capsule with light text; the secondary button is transparent with a dark brown outline. Keep cards light, with modest rounding and simple borders.

For menu and rewards screens, make food photography the anchor of each item card. Present item names and relevant details close to the image; group reward items by point tier and menu items by category.

Download Burger King’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Burger King’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 41 images and the logos. The font files belong to Burger King Corporation, so they’re left out.

Download the Brand SkillZIP, 3.1 MB

burger-king-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ digital-experience.md

│ ├ food-imagery.md

│ └ franchise-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from bk.com on 3 Nov 2026. It isn’t Burger King’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Burger King and its logos are trademarks of Burger King Corporation. Rainbrand isn’t affiliated with or endorsed by Burger King Corporation.

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