BRAND

BOOK
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 People talk about branding and mostly refer to logos, colors and taglines.

BUT IT’S SO MUCH MORE

Our brand is a reflection of everything we do and say, the
environment we create for our buyers, the services we offer our
sellers, the way we answer every customer service call, the tone
of voice we take on social media, how we solve problems, and the
way we react in tough situations.

Our brand is also the emotional connection we build with our

community of buyers and sellers, as well as with our team.

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THIS BRAND BOOK WAS
CREATED WITH THAT IN MIND
This book highlights a few of the key components important
to the Shopee brand: our purpose, our positioning and our
personality. You’ll also find our values and visual identity
guidelines for mobile, web, print and other media.

Help Shopee continue building its brand and championing its

values by following the guidelines in this book.

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4
Contents
Our Purpose
Our Positioning
Our Personality
Our Values
Our Creative Guide

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WHAT IS
PURPOSE?
Our purpose is how we want to
change the world for the better. It is
our long-term vision, which lasts a
decade - not one year, nor forever.
OUR PURPOSE
For Shopee, the world will be a better place if buyers and sellers
could connect in a community that delivered the most fun, seamless
and cost-effective shopping experience of them all.

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WHAT IS
POSITIONING? OUR POSITIONING
No business can thrive and grow in For a connected generation of shoppers who like to buy & sell online,
the atmosphere of its purpose alone. Shopee is a social shopping platform, which delivers a seamless
That is why we need positioning. Our end-to-end experience at the best possible prices.
positioning is what makes us unique
and different relative to what’s out
there.
Shopee = Seamless
Contrary to purpose, positioning
Best Prices
holds true for a shorter time period.

Social Guaranteed Payments/

Shopping Platform Integrated Logistics

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WHAT IS
PERSONALITY?
Our personality defines what we are
like. How we talk. How we behave.
How we react to any situation. It is
less about what we say and more
about how we say it.

To define our personality, imagine

you were to meet Shopee at a party.
How would you describe us?
Shopee is an approachable, honest and fun
person, youthfully well-dressed with a dash of
style but never flashy...

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The type of person who you would see at the Always a safe pair of hands and resourceful, this
party chatting to everyone, introducing different is the person who will always make sure you
people to each other and carrying a smile all have entered your home safely when dropping
the time... you off at the end of the night.

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 OUR VALUES
As a part of Garena, Shopee subscribes to the same core values as
our parent company.

WE SERVE
Our customers are the sole arbiter of the value of our
products and services. We strive to meet unmet needs
and serve the underserved.

WE ADAPT
Rapid change is the only constant in the digital age of
ours. We embrace change, celebrate it and always strive
to be a thought leader that influences it.

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WE COMMIT
Our work is our commitment. We commit to our values,
institution, customers and partners. We commit to each
other. Above all, we commit to doing the best we can
and being the best we can.

WE STAY HUMBLE
We have traveled a long way from our humble beginning
and yet, we never lose our humility in our continual quest
for greater heights.

WE RUN
We are in a constant race to success while grappling with
rapidly shifting forces. We move faster, better and with
more urgency every day.

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 IN ADDITION TO GARENA’S CORE VALUES,
WE ALSO BELIEVE IN THE FOLLOWING

1 WE EMPOWER OTHERS
We strive to unleash the potential of our customers,
sellers and team members.

2 WE ARE OUR USERS

There is no “us” and “them”. We live and experience
everything as our users do in order to deliver the most
seamless experience.

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3 WE DON’T PLAY GAMES
We deal with everyone and everything in an honest,
direct and transparent way.

4 WE ARE FRUGAL
We spend money as if it were our own. If we do more
with less, we can offer our users the best value.

5 WE ALWAYS FIND A WAY

We are resourceful, help others, tackle hard problems
and never give up.

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 OUR CREATIVE GUIDE
Our creative guide shows the ideal way to use our logo in various
circumstances and also suggests the typography and colour that
should be used with our brand to ensure maximum consistency
throughout our collaterals.

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 Vertical Logomark

OUR LOGO
Our logo is available in three different
versions: vertical, horizontal and
logomark. These versions are fixed,
so please do not tweak or recreate
the logo from its core elements.

Horizontal

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 Vertical Logomark

As with the English logo, the traditional

Chinese version of the logo is exclusively
for use in the Taiwan market.

The logo is available in four different

versions, vertical, horizontal 1, horizontal 2
and logomark. These versions are fixed,
so please do not tweak or recreate the Horizontal 1

logo from its core elements.

All subsequent usage and restrictions for

the English logo applies.

Horizontal 2

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 PANTONE 172C
#FF5722

OUR LOGO
R255 G87 B34
C0 M79 Y85 K0

COLOUR A. Full Colour

The primary logo should always be used in
full colour whenever possible.

All logo versions exist in 3 colour options.

PANTONE 7541C
#FFFFFF
R255 G255 B255
C0 M0 Y0 K0

B. White
The white logo should be used whenever the
background is a full colour imagery or is a
colour that clashes with the full colour logo.

PANTONE 4260C
#000000
R0 G0 B0
C93 M88 Y89 K80

C. Black
The black logo should be used in greyscale
designs, or alongside other greyscale logos.

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OUR LOGO
CLEAR SPACE
The clear space is the minimum distance
allowed between the logo and any other
graphic, object, logo, physical or digital
page edge, copy etc.

With Shopee’s logo, the clear space

all around should be the height of the
uppercase S and it should be seen as
the logo’s comfort zone.

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 PLEASE DO NOT:

OUR LOGO
USAGE
RECOLOUR STRETCH OR SKEW
The way our logo is used affects our
communication messaging and brand
image. We are a relatively new brand
and it is important to us that the logo is
always used correctly. Please be mindful
of these common errors when using the
different logo versions. USE LOGOMARK AS
PART OF NAME USE WITH SHADOW

ROTATE USE TRANSPARENCY

*Unless if logo is used ON FULL COLOUR LOGO
within screenshot

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OUR
TYPOGRAPHY
Primary Typeface
Avenir Next is a versatile sans serif family,
with vertical strokes that are thicker than
the horizontals, an “o” that is not a perfect
circle, and shortened ascenders. These
nuances aid in legibility and give Avenir
Next a harmonious and sensible appearance
for both texts and headlines.
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Avenir Next Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 -&*#@?!/+(.,:;)
Avenir Next Ultra Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 -&*#@?!/+(.,:;)
Avenir Next Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 -&*#@?!/+(.,:;)
OUR COLOURS
Our colour palette is defined by 1 core Primary Primary Tints
colour and 2 supporting colours.
PANTONE 172C PANTONE 487C PANTONE 705C
#FF5722 #FDB098 #FFEBE6
R255 G87 B34 R253 G176 B152 R255 G235 B230
Orange is our primary brand colour. It is C0 M79 Y85 K0 C0 M42 Y37 K0 C0 M12 Y9 K0

used sparingly within the application to

allow content to be the focus, and more
Secondary 1 Secondary Tints
freely outside of the application for other
communications. The tints are also used PANTONE Black C PANTONE Grey C
#212121 #BDBDBD
when the primary colour is overwhelming R33 G33 B33 R189 G189 B189
C83 M78 Y77 K60 C30 M23 Y22 K0
the communication piece.

Black is used primarily in body copy Secondary 2 Secondary Tints

and Green can be used subtly as a way PANTONE 7465C PANTONE 3245C PANTONE 317C
#00BFA5 #79D9CC #D1F4EF
to enhance visual interest to a visual. R0 G191 B165 R121 G217 B204 R209 G244 B239
C73 M0 Y48 K0 C54 M0 Y30 K0 C22 M0 Y11 K0

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NOTES

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NOTES

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