TIKTOK品牌手册.pdf

TikTokFor BusinessBrand GuidelinesTikTok For Business Brand GuidelinesTikTok For Business Brand GuidelinesTable Of ContentsTypography Brand Typefaces Sofia Pro Substitutes Sofia Pro Soft Substitutes Typography System Headline Treatment Localization Things to AvoidColor Color Palette Color Rules Things to AvoidDesign Toolkit Tool kit Overview Bubbles Rounded Rectangles Patterns Pattern Application Emphasis Marks Things to AvoidImageryPhotography GuidelinesDiversityPhotography ApplicationThings to AvoidVideo RulesDos&DontsAdvertising GuidelinesVideosStillsGraphicsBannersDos&DontsMessagingThe PlatformPersonalityTone of VoiceBrand Treatment in CopyTIKTOK FOR BUSINESS BRAND GUIDELINESTable of Contents010203042Design SystemDesign InspirationDesign System OverviewLogo Logo Lockups Social Lockups Color Variations Scale Clearspace Partnerships Placement Rotation Logo Animation Application Things to AvoidTikTok For Business Brand Guidelines3To inspire creativity and bring joy.PLATFORM OVERVIEWTikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy.The platform is a home for creative expression through videos that create a genuine,inspiring,and joyful experience.Platform OverviewTikTok For Business Brand Guidelines4Messaging02MessagingPersonalityTone of VoiceBrand Treatment in CopyTikTok For Business Brand GuidelinesMessaging5We are bold,provocative,and full of creative energy.PERSONALITYProof points in copy should be smart and direct,with a hint of playfulness.Avoid business jargon at most costs.But if and when you have to use business terms,try to soften them with something colloquial,casual,or funny.We are a professional partner here to help brands get results.However,we are not business as usual.Were the creative,fun,and modern side of any brands marketing budget.At the top-of-funnel awareness level,well have more liberty to express style,playfulness,and personality.While we might have to get more direct as we move down the funnel,dont lose sight of tone.Aim to include hints of our personalityas long as it never clouds or obscures our conversion message.PersonalityTikTok For Business Brand GuidelinesMessaging6DoTONE OF VOICEBe confident yet humbleBe playfulGet to the pointKeep it casualWrite the way people talkBe provocativeDontBrag or act cockyTry too hardForget to have some fun along the wayForget youre talking to marketers who need resultsWrite sloppyBe mean or derisiveTone of VoiceTikTok For Business Brand GuidelinesMessaging7DoTONE OF VOICE LANGUAGE EXAMPLESMake it big on a small biz budget and maximize ROI.Grow your audience.Growyour brand.Make graphs go up.TikTok is the place to unleash your brands creative side.DontHit the big time without spending a lot of dolla dolla billz,yall.Increase your audience and brand share of voice.Time to ditch all the other apps.Only TikTok lets your brand be creative.Tone of VoiceTikTok For Business Brand GuidelinesMessaging8Brand Treatment in CopyMESSAGINGFull NameTikTok For BusinessWhen a non-logo version of our brand is required,i.e.,in copy form,the full name of our brand should always be represented as shown above.This is to be the case for all consumer and public-facing instances.Note:Uppercase F to be used at all times(For),as we should always treat the brand as a proper noun.AbbreviationsTT4B OR TTFBAbbreviations on our brand name are never to be public or consumer facing.Abbreviations are only allowed in the context of internal communications.Brand Treatment In CopyTikTok For Business Brand Guidelines903Design SystemDesign RationaleDesign InspirationDesign System OverviewLogoTypographyColorDesign Tool KitDesign SystemTikTok For Business Brand Guidelines10Our visual language isan extension of the logo.DESIGN INSPIRATIONDesign RationaleA direct derivative of the circles which become speech bubbles,the base of patterns,emphasis marks to highlight text,rounded rectangle shapes resembling phones,and even the rounded edges of the secondary typeface,Sofia Pro Soft.Design SystemTikTok For Business Brand GuidelinesDesign SystemLogoTypographyColorDesign Tool kit11OVERVIEWDesignSystemOverviewOur design system is composed of four core elements:logo,typography,color,and a design toolkit with specific shapes,patterns,and graphic symbols.TikTok For Business Brand GuidelinesDesign SystemDESIGN SYSTEMLogoLogo12DOWNLOADTikTok For Business Logo FilesLogo LockupsSocial LockupsColor VariationsScaleClearspacePartnershipsPlacementRotationLogo AnimationApplicationThings to AvoidTikTok For Business Brand GuidelinesDesign SystemHorizontal13LogoLockupsDESIGN SYSTEM-LOGOLogoVerticalLogo LockupsOptical kerning,refined weight,defined clear space,and two lockups help to make the logo instantly recognizable at all sizes and in all contexts.HorizontalThe horizontal lockup option is our primary and preferred option for most applications.VerticalThe vertical lockup option is our secondary option and best used in tight or vertically oriented applications such as portrait oriented business cards,social icons,9x16 vertical video,etc.TikTok For Business Brand GuidelinesDesign SystemBlack14SocialLockupsDESIGN SYSTEM-LOGOLogoApplicationSocial LockupsFor extra small applications where the TikTok For Business logotype is illegible,the two circles can be leveraged as an icon.RulesThe two circles can be used as an icon only if TikTok For Business also appears on the page,such as a social media icon with the profile handle next to the icon.WhiteConstructionTikTok For Business Brand GuidelinesDesign System15ColorVariationsDESIGN SYSTEM-LOGOLogoThe logo exists in four color variations to enhance legibility on different backgrounds.Full-ColorFull-color logo should only be used on black or white backgrounds.Logo should be white on dark backgrounds and black on light backgrounds.MonochromeMonochrome variations exist for when a simpler solution is needed.Black and white logos can be used on Razzmatazz background.Do not use white logo on Splash background.Color VariationsFull Color BlackMonochrome BlackFull Color WhiteMonochrome WhiteTikTok For Business Brand GuidelinesDesign System16LogoScaleDESIGN SYSTEM-LOGOOur logo is designed to scale to small sizes on print and screen.Two orientations have been provided to accommodate for portrait and landscape oriented applications.Horizontal Smallest Size5px tall(.07in,.2mm).Vertical Smallest Size14px tall(.2in,5mm).HorizontalVerticalSize&RatiosMinimum Size:5px tall(.07in,.2mm).Minimum Size:14px tall(.07in,.2mm).TikTok For Business Brand GuidelinesDesign System17ClearspaceDESIGN SYSTEM-LOGOClearspace around the logo is equal to the cap height of the“T”for both horizontal and vertical logo lockups.LogoHorizontalVerticalClearspaceTikTok For Business Brand GuidelinesDesign System18PartnershipsDESIGN SYSTEM-LOGOAligning partnership logos should follow clearspace rules.The separating line between logos can be created using the vertical line glyph in the Sofia Pro Bold typeface at the same font size as the logotype.Horizontal LockupVertical LockupLogoPartnershipsTikTok For Business Brand GuidelinesDesign System19PartnershipsDESIGN SYSTEM-LOGOAligning partnership logos should follow clearspace rules.The separating line between logos can be created using the vertical line glyph in the Sofia Pro Bold typeface at the same font size as the logotype.LogoPartnershipsHorizontal LockupVertical LockupTikTok For Business Brand GuidelinesDesign System20PlacementDESIGN SYSTEM-LOGOThe logo placement depends on the type of communication and should follow clearspace and scale guidelines.Approved Horizontal Logo PlacementTop left,bottom left,top center,center,bottom center,top right,bottom right.Approved Vertical Logo PlacementTop left,bottom left,center,top right,bottom right.ExceptionsWhen approved logo placements cannot be met,follow clearspace and minimum scale guidelines for maximum accessibility.LogoPlacementTikTok For Business Brand GuidelinesDesign SystemLogoRules1.Size and ratios2.Spacing3.Color variations4.Placement(banners,social,etc)21RotationDESIGN SYSTEM-LOGOThe logo may be rotated to add a level of playfulness.When rotating the logo,it must be done in 10-degree increments and never end up upside down.When rotating the logo vertically(90),it should be placed with“TikTok”at the bottom to visually ground the logo.LogoRotation09010-5010TikTok For Business Brand GuidelinesDesign System22DESIGN SYSTEM-LOGOLogoFollow color,scale,clearspace,placement,and rotation guidelines when animating the TikTok For Business logo.Movement should feel efficient,smooth,and fun.Use motion blur,rotation,and scale animation properties to add fluidity.Things To Avoid Do not add effects like drop shadows&gradients.Do not distort or manipulate the logo on end states.Glitch effects and squash and stretch are acceptable during transition states.RotationLogoAnimationTikTok For Business Logo AnimationDOWNLOADTikTok For Business Brand GuidelinesDesign System23DESIGN SYSTEM-LOGOLogoFollow color,scale,clearspace,placement,and rotation guidelines when animating the TikTok For Business logo.Movement should feel efficient,smooth,and fun.Use motion blur,rotation,and scale animation properties to add fluidity.Things To Avoid Do not add effects like drop shadows&gradients.Do not distort or manipulate the logo on end states.Transitions such as glitch effects are acceptable.RotationLogoAnimationDont Make Ads.Make TikToks Campaign Social End CardDOWNLOADTikTok For Business Brand GuidelinesDesign System24ApplicationDESIGN SYSTEM-LOGOThe logo placement depends on the type of communication and use.Aligning the logo should follow clearspace,placement,and rotation rules.NewsletterBusiness CardWebsiteSocialBannersLogoApplicationTikTok For Business Brand GuidelinesDesign System25DESIGN SYSTEM-LOGODont re-create the logo by typing it with a font.Dont stretch,distort,or manipulate the logo.Dont add effects like drop shadows or gradients.Do not change the logo color.Dont place the logo on a background that reduces its legibility.Do not outline or create a key line around the logo.LogoDos&Donts1.Dont re-create the logo by typing it with a font.2.Dont stretch,distort,or manipulate the logo.3.Dont add effects like drop shadows or gradients.4.Do not change the logo color.5.Dont place the logo on a background that reduces its legibility.6.Do not outline or create a keyline around the logo.Thingsto Avoid1.2.3.4.5.6.TikTok For Business Brand GuidelinesDesign SystemDESIGN SYSTEMTypo-graphyBrand TypefacesSofia Pro SubstitutesSofia Pro Soft SubstitutesTypography SystemHeadline TreatmentLocalizationsThings to AvoidTypography26DOWNLOADTikTok For Business TypefacesTikTok For Business Brand GuidelinesDesign System27Brand TypefacesTYPOGRAPHY OVERVIEWSofia ProSofia Pro SoftTypographyBrand FontsOur typefaces are Sofia Pro and Sofia Pro Soft.Sofia ProOur primary typeface,used for headlines,subheads,body copy,and captions.Sofia Pro SoftOur secondary typeface,used only for emphasis in combination with Sofia Pro.TikTok For Business Brand GuidelinesDesign SystemRoboto-Free Google Font28TYPOGRAPHY OVERVIEWSofia Pro SubstitutesHelvetica-System Sans-SerifArial-System Sans-SerifIn specific instances where our brand typefaces are not available,please opt for native sans-serif typefaces.Helvetica or ArialWidely available system sans-serif.RobotoNative to Android devices.SF ProNative to Apple devices.SpartanFree Google font.SF Pro-Free Apple FontSpartan-Free Google FontTypographySofia Pro SubstitutesTikTok For Business Brand GuidelinesDesign SystemHouschka Round-Free Adobe Font29TYPOGRAPHY OVERVIEWSofia Pro Soft SubstitutesArial Rounded-System Sans-SerifSF Pro Rounded-Free Apple FontTypographySofia Pro Soft SubstitutesIn specific instances where our brand typefaces are not available,please opt for native sans-serif typefaces.Arial RoundedWidely available rounded system sans-serif.SF Pro RoundedFree Apple font.Houschka RoundAdobe Font available with Adobe Creative Cloud subscription.TikTok For Business Brand GuidelinesDesign System30TYPOGRAPHYHeadline Level 1Size:4.5x.Weight:Bold.Tracking:-10pts.Leading:120%.Alignment:left,center.Headline Level 2Size:3x.Weight:Bold.Tracking:-10pts.Leading:120%.Alignment:left,center.SubheadSize:1.5x.Weight:Semi Bold.Tracking:-10pts.Leading:120%.Alignment:left,center.BodySize:1x.Weight:Regular.Tracking:-10pts.Leading:140%.Alignment:left,center.CaptionSize:.5x.Weight:Regular.Tracking:10pts.Typography SystemHeadline Level 1TypographyTypography SystemHeadline Level 2SubheadBodyCaptionMinimum size:24pt/28.8ptMinimum size:36pt/43.2ptMinimum size:12pt/14.4ptMinimum size:8pt/12ptMinimum size:4pt/6ptTikTok For Business Brand GuidelinesDesign System31TYPOGRAPHYHeadlineTreatmentAdd emphasis to keywords or phrases by highlighting with Razzmatazz(#FE2C55)and Sofia Pro Soft.Make sure to highlight punctuation following highlighted keyword or phrase.RulesDo not use Splash(#25F4EE)to highlight text,as it does not meet accessibility standards.Do not use color blocking to highlight text.Only highlight text by changing font color.Limit color usage to only two colors.(i.e.,Black and Razzmatazz or White and Razzmatazz.)EmphasisTypographyHeadline TreatmentSofia Pro Soft set in Razzmatazz(#FE2C55).Sofia Pro Soft set in Razzmatazz(#FE2C55).TikTok For Business Brand GuidelinesDesign System32TYPOGRAPHYLocalizationEmphasisTypographyHeadline TreatmentIn some regions you will encounter languages with a variety of accents.By setting the leading,or line height,to 120%of the font size,our system ensures that text does not collide.Font size:36pts.Leading:43.2pts(120%).TikTok For Business Brand GuidelinesDesign System33Thingsto AvoidTYPOGRAPHY1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.1.Dont use the wrong typeface.2.Dont apply gradients to type.3.Dont put pictures or patterns in type.4.Dont stack type.5.Dont lead too much,refer to type system.6.Dont lead too little,refer to type system.7.Dont tightly track type(set to-10pts).8.Dont loosely track type(set to-10pts).9.Dont substitute with non-approved fonts.10.Dont stretch,skew,or distort text in any way.11.Dont use the bold font weight for text copy.12.Dont set headlines in all caps.13.Dont set headlines all lowercase.14.Dont use type sizes that are too close in value.15.Dont apply drop shadows or other effects.TypographyDos&DontsTikTok For Business Brand GuidelinesDesign SystemDESIGN SYSTEMColorColor PaletteColor RulesThings to AvoidColor34DOWNLOADColor PaletteTikTok For Business Brand GuidelinesDesign System35Color PaletteCOLOROur colors take advantage of the existing TikTok brand colors that hold brand equity.They are designed to reflect the youthful and contemporary energy of the TikTok brand.DigitalUse RGB color values for all digital applications.PrintUse Pantone color values when printing stationery or logo to ensure correct branding color.Use CMYK color values for all other print applications.SplashRazzmatazzBlack#FE2C55Pantone:2040 C RGB:254,44,85 CMYK:0,100,51,0