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TikTok For Business - External Brand Guidelines MARCH 22
TikTok For Business - External Brand Guidelines MARCH 22
Guidelines
(For external partners)
Neither TikTok nor any of its affiliates, or its or their respective directors, officers, employees, or agents
(collectively, "TikTok") make any representation or warranty, express or implied, in relation to the accuracy
or completeness of the information contained in this document, and accept no responsibility, obligation,
or liability in relation to any such information. TikTok expressly disclaims any and all liability which may be
based on this document and any errors therein or omissions therefrom. TikTok undertakes no obligation or
responsibility to update any of the information contained in this document. Past performance does not
guarantee or predict future performance."
2
Tone of voice Motion toolkit
contents
05 Brand personality 102 Overview
08 Brand voice 103 16x9 layout grid
12 Performance language
Design system
18 Visual guidelines overview
Decorative elements
80 Decorative type
84 Decorative stats
88 Stickers
94 Shapes & patterns
33
Tone of
voice
4
Messaging:
06 Platform overview
07 Brand personality
Performance language
5
Platform overview
To inspire
creativity and
66
Brand personality
We are a trusted partner that puts brand safety first to help brands
get results. However, we are not the typical B2B brand. We're the
creative, fun, and modern side of brand marketing.
77
Brand personality
Messaging:
Brand voice
8
Brand voice: core & supporting
Core
Supporting
9
Brand voice: tips & tricks
Am I talking in the
TikTok for Business voice?
01 02 03
Choose clear, everyday words Make negative statements positive Avoid business jargon as much
as possible
Have you said this word in a conversation? Do your best to never use never, or
If the answer is “no,” find one that you have. any other negative words. But when you have to use it, make it count.
04 05 06
Cut the adverbs Use strong verbs Don’t forget to have fun
Just nix them completely. You really, really Feel the love for action verbs. Find them. Our TikTok videos are fun. Our words should
don’t need them. Use them. Write them. be fun too.
07 08 09
Turn passive voice into active voice Did you repeat yourself? And finally… read it out loud
These brand guidelines were kind of written Sometimes repetition is effective. Very This is the best way to make sure you’re talking
to maybe avoid sentences like this. effective. Just don’t overdo it. like a real person and not like a marketing robot.
10
Brand voice: do’s and don’ts
Do’s Don’ts
Be inclusive all the way Think your audience is one and the same
Keep it casual and relatable Forget you’re talking to marketers who need results
11
Brand personality
Messaging:
Performance
13 Performance language
14 Language examples
15 CTA copy
16 Do’s and don’ts
Performance language
12
Performance language
Business jargon,
but with
13
13
Performance language: language examples
Double your ROAS by tying your ads to Double the fun (and your ROAS). 21% of auction ads with the
a popular trend or effect. 21% of auction highest VTR use a popular
ads with the highest VTR leverage 21% of auction ads with the highest VTR* trend or effect.
popular trends, effects, or music. leverage popular trends, effects, or music.
*Adding footnotes to data points or when needed allows you to keep the message in our Tone of Voice but be granular when needed. 14
14
Performance language: CTA copy
CTAs with
From To
Start creating
Get creative
Start a trend
In the spirit of our Tone of Voice, we always Learn more Discover TikTok
aim to infuse a bit of joy into every component
of our work, including CTAs & buttons. Discover TikTok ads Discover your audience
Here are some recommendations on how to Grow your brand Make your brand pop
take a strong CTA and infuse it with our TOV.
Build your creative Tap our community
15
Performance language: do’s and don’ts
Do’s Don’ts
Find smart ways to provide business value and information Let stats be the only message
Use strong CTAs infused with a bit of joy Sound desperate for clicks
16
Design
system
17
Visual 1. Always use horizontal logo 1. Use core palette on all TikTok 1. Sofia Pro should be used
guidelines
(except 9x16 or 1x1 video for Business materials. across all TikTok for Business
frames). materials.
2. Secondary palette should be
overview
2. Use mono logo on social, used in dividing space, 2. Poppins should be used in
digital, print, presentations. infographics, stickers, etc. They presentations ONLY.
1. When handling hero stats, 1. All images/videos should be 1. When utilizing UI, please use
symbols (%, x, +) should be treated with rounded corners template provided in slide 66.
50% of the type size. (reference slide 61 for spec
chart), with the exceptions on 2. UI should be used when
2. Symbols (%, x, +) should be presentations, bleeding off to featuring only one TikTok.
used in Splash/Razzmatazz the edges and used on phone
when used in black/white screen. 3. Do NOT use UI when it is
background. Stats should be overlapping with text.
in one color when used in
colored backgrounds. 4. In motion, use UI on the first
TikTok video featured.
18
Core element
Core element:
Logo
20 Primary
21 Secondary
22 Architecture
23 Size guide
24 Placement
25 Logo guidance
26 Color usage
28 Partnership lockups
31 Naming
Limit use case
19
Logo: primary
Primary
The horizontal lockup option is our primary 4-color
and preferred option for most applications.
—
Refer to chart on slide 23 for size guides.
Animated
(see pages 102 for details)
20
20
Logo: secondary
Secondary
The stacked lockup is reserved for vertically
oriented, tight spaces, specifically (and
only) 9x16 & 1x1 video intro/end frames.
4-color
Mono
21
21
Logo: architecture
Architecture
The stem of the “T” in TikTok defines “X.”
Stacked
22
22
Logo: size guide
Size Guide
Please follow this chart to ensure
the logo is sized and scaled
proportionally and consistently
throughout all communications.
23
23
Logo: placement
Placement
Please follow this chart to ensure
the logo is positioned consistently
throughout all communications.
24
24
Logo: guidance
Logo guidance
Never modify the TikTok for Business
logo for any reason. Here are a few
examples of what not to do.
Don’t change the logo color. Don’t place the logo on a background Don’t outline or create a key line
that reduces its legibility. around the logo.
25
25
Logo: color usage
Color usage:
primary
4-color on black Mono on black
The TikTok for Business logo exists
in full (4-)color as well as
mono-color (black or white only).
- QuickToks - Social
- One pagers - Digital
- Print
- Presentations
26
Logo: color usage
Color usage:
secondary,
mono logo only Mono over image Mono on solid brand colors
Partnership
lockups: horizontal
All co-branded partnerships will 1x cap
use the main TikTok logo. The TikTok for height
Vertical lockups:
width may expand left/right;
The TikTok wordmark appears on top with top align & center
Horizontal lockups: to add a 3rd partner logo to the right, repeat this spacing
The TikTok wordmark appears on the left – + stroke from the right edge of middle partner logo (see slide 29)
Design note:
Partner logo cap-height is equally balanced
with cap-height of TikTok logo (& does not
have to be contained to the width of the
TikTok logo).
28
28
Logo: partnership lockups
Partnership
lockups:
3 logos
All co-branded partnerships will
29
29
Logo: partnership lockups
Partnership
lockups:
4-color vs. mono
30
30
Logo: naming
Full Name
31
31
Core element
Core element:
Color
33 Core palette
35 Secondary palette
37 AA Safe Accessibility
38 Things to avoid
39 TikTok campaign palette (limited use case)
Limited use case
32
Color: core palette
33
33
Color: core palette
34
34
Color: secondary palette
Secondary
palette
Our secondary colors were chosen
from the TikTok extended color Pacific Tropics Lemon Bubblegum Tint
35
35
Color: secondary palette
36
36
Color: AA safe accessibility
Splash plays an important role in the Primary background Primary text Primary text
#000000 #000000
identity of TikTok but should be used #F4F000
sparingly as a background as it can
easily overpower the content and
thus needs to be applied sensitively. Primary background Primary text Primary text
#000000 #000000
#00FAA2
Text on secondary colors is kept to
a limited use, and must appear in
context with a TikTok logo &/or hero Primary background Primary text Primary text
#FFFFFF #FFFFFF
brand imagery. Instances include: #016BFD
37
37
Color: things to avoid
Things to avoid
Don’t use white as the main Don’t use white over light colors or Don’t apply color filters to imagery Don’t use gradients in typography
background for simple vice versa TikTok’s photo library is colorful and Type should always be in solid color.
compositions Follow the prescribed color bold. Do not use overlays or filters
White should only be used for text combination rules to ensure contrast that obscure the photography.
heavy compositions. and readability (e.g. do not use white
over splash or yellow).
38
38
Core element
Color:
TikTok extended
palette
Limited use cases: Campaigns, infographics, and heavy content decks ONLY
Limited use case
39
Color: TikTok campaign palette
TikTok
campaign Bubblegum Candy Velvet Cobalt Pacific Atlantic
palette
HEX #FF00FC HEX #BA00FD HEX #7100FE HEX #3108FE HEX #016BFD HEX #00B5FA
RGB 255, 0, 252 RGB 186, 0, 253 RGB 113, 0, 254 RGB 49, 8, 254 RGB 1, 107, 253 RGB 0, 181, 250
Tropic tint Jungle tint Lemon tint Sahara tint Popsicle tint Flame tint
HEX #66FCC7 HEX #66FD66 HEX #F8F666 HEX #FFCA66 HEX #FF9B66 HEX #FF6673
RGB 102, 252, 199 RGB 102, 253, 102 RGB 248, 246, 102 RGB 255, 202, 102 RGB 255, 155, 102 RGB 255, 102, 115
40
Core element
Core element:
Typography
42 Primary font
43 Secondary font
44 Regional fonts
45 In-app fonts
46 Capitalization & punctuation
47 Staggered headlines
48 Core principles
49 Design guidelines (type hierarchy, quotations)
51 Layout grids
Limited use case
53 Things to avoid
41
Typography: primary font
Use case:
Headlines
Subheads
Body copy
Captions
42
42
Typography: in-app fonts
43
43
Typography: regional fonts
Regional fonts
The following fonts have been identified to use by each region for TikTok for Business campaign materials & presentation materials.
44
44
Typography: in-app fonts
45
45
Typography: capitalization & punctuation
Capitalization
& punctuation This is a headline.
Sentence case Capitalize the first word and proper nouns. The headlines should be complete sentences and punctuated
All communications, including headlines as such. In the rare occasions where headlines are not complete sentences, punctuation is not required.
Punctuation
Punctuate all headlines and subheads
This is body copy.
unless they are not complete sentences.
Capitalize the first word and proper nouns in each sentence. Limit the use of colon, semi-colon, en dash
CTAs and buttons are not punctuated. and em dash. Instead finish the sentence and start a new one.
ALL CAPS
The ONLY two exceptions to using
sentence case are: CTA and buttons Learn more
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46
Typography: staggered headlines
Staggered
headlines
Indents
Indents are a great way of remixing
Centered type
When using a staggered headline,
we should follow the existing
system from TikTok’s user side
guidelines and center the type.
Core principles
Body copy
Typeface: Sofia Pro regular
Highlight: Sofia Pro bold
Case: sentence case
Alignment: left
Size ratio: 100%
Leading: 120%
Kerning: -5
Quotations
All quotations should be typeset consistently
across communications.
50
50
Images/videos with headline and body
Typography: layout grids
51
51
Typography: layout grids
9x16 Layout
grids
When designing for social, you can
use the grid templates as a way to
52
Typography: things to avoid
Things to avoid
Avoid odd spacing when indenting Don’t stagger type over 3 lines Avoid designing a headline with Don’t use outline text over
headline 3 lines should be the limit when widow photos/videos
When indenting headline copy, staggering type. Anything more Scale up or down the copy to Only solid text and make sure text is
make sure there isn’t a weird space should be left-justified. avoid widows in headlines. always legible.
in the indent.
53
53
Core element
Core element:
Data visualization
54
Data visualization: hero stats
Hero statistics
Numbers
Numbers featured as a hero (or in
headlines) should be in Sofia Pro bold.
Tracking should be adjusted (between
~50 to ~70) based on numeral spacing.
Symbols
Decimals
Apart from currency, numbers should be
rounded to the nearest tenth (1 decimal
place 0.X).
Abbreviated numbers
Do not add a space between numeral and
abbreviation. Similar to above, abbreviation
should be ~3% smaller than numeral.
Numbers w/text
Supporting lowercase text can be set
in the same size as the numeral.
55
55
Data visualization: hero stats
Hero statistics
Imagery Color usage
Photography used with stats should always support the statistic Color can be used in symbols when over a black/white background. When over a
featured. Hero numbers can overlap an image but should not color background, follow the color rules prescribed in the color section and use only
obscure any important parts of the image. Please ensure there is one color.
enough contrast between image and number for readability.
Supporting copy
56
56
Data visualization: single data
Single data
Color usage
Visualizations and symbols can
use the core/secondary colors.
#333333
#E5E5E5
Do not use if data is out of 2 (e.g. 1 in 2, 1 out of 2) *This example is an exception to the color usage rules
Limit icons to 5 max. For stats over 5, divide icons in half. as it represents both the number and the visualization.
57
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Data visualization: comparative data
Comparative data
Color usage
Depending on the number of statistics and
the specific use case, colors from the
TikTok extended palette can be added to
represent additional data points.
58
58
Data visualization: things to avoid
Things to avoid
Don’t use hero stats treatment when Don’t scale headline and numbers Don’t mix colors in a single layout
the stats are nested in long copy to the same size Use a consistent color throughout a
When treating stats in long copy, Number should be the main focus in single layout. Multiple colors should
make sure they are treated as body. hero stats. only be used in comparative stats or
to differentiate related stats.
59
59
Core element
Core element:
Rounded corners
61 Corner radius
62 Rounded corners usage
63 Sharp corners usage
64 Things to avoid
Limited use case
60
Corners: corner radius
Corner radius
Phone representation (9x16 ratio)
The rounded rectangle is a visual vCorrect v Too
representation of the mobile device. rounded
Please follow the guidelines of the
200 px
Radius: 10 px
500 px
Radius: 19.5 px
750 px
Radius: 29 px
1000 px
Radius: 39 px
1250 px
Radius: 49 px 1500 px
Radius: 59 px
1920 px
Radius: 75 px
61
61
Corners: when to use rounded vs sharp corners
Rounded corners:
use in ALL marketing materials EXCEPT: presentations, videos INSIDE phone frames,
and any full-bleed content*
Web, H5 & editorial Videos Social & banners OOH & promotional pieces
Sharp corners [specific use cases]: videos INSIDE phone screens (only), videos/images in
ALL presentation decks, videos/images in ANY full-bleed frame
TikTok in phone screen Presentations (Google slides & Powerpoint) TikTok videos that bleed to the frame edge
When featuring TikTok static, gif or video in In effort to maintain consistency across all When treating layouts where the
phone screen, corners should always be sharp. presentations, use sharp corners on static image/video bleeds to the edge of the
images/gifs. For single videos, we recommend layout, keep the corners sharp to avoid
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63
Corners: things to avoid
Things to avoid
Don’t add strokes to the gifs/images Don’t layer phone strokes on top or beneath Don’t layer multiple phone frames at various angles
Besides phone screens, all gifs and images the content All the layerings are creating unnecessary visual noise
should be used without strokes. Always keep the content as clean as possible. to the content. Keep layout clean by displaying one
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64
phone screen.
Core element
Core element:
TikTok UI
66 TikTok UI
67 Usage guidelines
68 Phone screen guidelines
69 Things to avoid
Limited use case
65
TikTok UI: templates
66
TikTok UI: usage guidelines UI in motion UI in OOH
Usage
guidelines
UI in motion
The UI should always be featured
67
TikTok UI: phone screen
Phone screen
UI lite 20px UI Full UI
When designing content with a phone
device, we can simply add a 1px border with
a curved edge. The corner radius should
match with the corner radius guidelines.
Rules
Phone screen stroke should be 1pt. Leave
20px between the phone stroke and content.
68
TikTok UI: things to avoid
Things to avoid
In motion, use UI on the first TikTok video. Don’t layer UI on videos with existing UI or
Don’t use UI when featuring multiple videos TikTok watermark
Adding UI to all TikTok videos can be cumbersome, When working with videos with existing UI, do not
you can choose to limit the UI to first TikTok video. add layers of UI on top. If putting on phone screen,
make sure to use the version with no UI on top.
69
Core element
Core element:
Imagery
71 Photography guidelines
72 Diversity
73 TikTok global image library
Limited use case
70
Imagery: photography guidelines
Activity/interaction Composition
Photography
guidelines
Photography should always feature
subject matter that is real, fun, bold,
Content
TikTok subcultures
Trending activities on TikTok
Diversity
Photography should reflect the
diverse communities that use TikTok,
and reflect the world. Always be
inclusive by showing and casting
Age Gender
Our audience is 16 – 34 year olds that love to create Use imagery that reflects the creative expression of
content and interact with a global community. Use audience by being inclusive of all gender identities.
imagery of people on both ends of the spectrum and
include seniors when it feels natural.
72
72
Imagery: TikTok global image library
TikTok global
image library
Visuals, whether they are stills or video,
are a huge part of the TikTok brand.
73
73
Core element
Core element:
Videography
74 Video guidelines
75 Video rules
76 Shooting video/in-feed video
77 TikTok global video library
Limited use case
74
Videography: video guidelines
Video guidelines
Content
Video content should always exude a high
level of energy and fun from the get-go.
Creative editing, trick cuts, interesting
Orientation
Videos should always be shot in a vertical
9x16 format to stay true to the platform.
75
75
Videography: video rules
Video rules
Music
Sound is key on TikTok. Unlike other
platforms, most content you see is inspired
by the music or sounds featured, and might
SFX
In lieu of or in addition to music, unexpected
sound effects can also be breakthrough.
Things like mismatched sounds to actions,
lip syncing, etc.
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76
Videography: shooting video/in-feed video
Shooting
video/In-feed
video
Safe zone
77
77
Videography: TikTok global video library
TikTok global
video library
Visuals, whether they are stills or video, are
a huge part of the TikTok brand. Our global
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78
Core element
Decorative
80 Decorative type
84 Decorative stats
88 Stickers
94 Shapes & Patterns
Limited use case
79
Core element
Decorative type
Decorative type is an intentionally disruptive type-style used in motion to emphasize key information,
setting it apart from the rest of the communication piece. This treatment must be used very sparingly:
transition frames in motion & statistics only.
80
Decorative type: echoing type effect
Echo:
- Type goes behind image(s) / video(s)
- Layers get progressively “thinner” as they spread farther
from the “epicenter” (thinness of layers is defined by their
height, not the stroke width or opacity, which stays
consistent)
- Effect from center: 3 layers max
- If word is at top or bottom of frame, echo only in one
direction (above/below)
81
Decorative type: echoing type effect
Animation references
82
Decorative type: things to avoid
Things to avoid
Don’t use horizontally Don’t make big spacing between Don’t cover any contents Don’t use over white background
Treatment is designed for vertical use echoes Echo effects should be used behind Echo effects should be used on color
only. Horizontal echo doesn’t When using echoes, make sure to 9x16 video/photo. Make sure the echo background.
emphasize the text enough. keep tight spacing between each doesn’t disturb the legibility of the
line. content. 83
Core element
Decorative stats
Supporting element
84
w/image w/o image
Decorative stats: echoing effect
Echoing effect
The echoing effect can be used to bring
more emphasis to a statistic. DO NOT
overuse this effect as if can be become
repetitive.
Use case:
- Hero stat (ideally in animation)
- Social post featuring one stat
85
Decorative stats: echoing effect
Stats animation
Things to avoid
Don’t use random spacing in the Don’t use fill in the echo effect Don’t echo symbols
echo effect Echo effect should only be in outline. Echo should only be applied to the
There should be consistent spacing numeral, never the symbol.
between the echos.
87
Core element
Stickers
Supporting element
Stickers should be used sparingly where it needs to be emphasized and joyful. Please refer to the slides 87 - 91 for
specific rules.
Use case: emphasis on headlines, text frames without image, website, and videos.
Do not use when featuring illustrations, over TikTok patterns.
Limited use case
88
Stickers: overview
Stickers
overview
Stickers are used to add visual
interest to the layout, and should
Use case:
- Emphasis on headlines
- Text frames without images
- Hover state on website
- Videos
Presentation example with photo stickers Social example with text sticker
89
89
Photo stickers
In Chinese: ”cute"
91
91
Stickers: guidelines
Text stickers in video: Text stickers should Text stickers in social: Text stickers on big stats/number: Maximum 1 Text sticker animation
be used with photos/videos. Stickers should When used in social, limit 1 sticker per stat. Use stickers to emphasize key
be used sparingly. Keep treatment in frames sticker per photos/videos. stats only.
that need emphasis.
92
92
Stickers: don’ts
Things to avoid
Don’t add stroke to photo sticker Don’t use multiple stickers per copy line Don’t use stickers on videos/images for websites
Keep the photo sticker in clean silhouette. Use 1 sticker per line to keep it simple. Stickers are only used on hover state.
93
93
Core element
Shapes & patterns should be used sparingly. Please refer to the slides 97 - 103 for specific rules.
94
Shapes & patterns: TikTok post button
Usage guidelines
TikTok post button should be used as
flourishes for images/videos ONLY.
Use case:
presentations, social, prints, videos
96
Shapes & patterns
Patterns
Use cases:
Presentations
Social
Print
97
97
Presentation/web
Shapes & patterns: elements pattern
Elements
pattern
Use the elements pattern as
texture or background when
Social
Blog/lark banners
98
Shapes & patterns: Emphasis marks pattern
Emphasis
Presentation/web Social
marks
pattern
Use the emphasis marks
99
Shapes & patterns: TikTok note pattern
TikTok note
Presentation/web Social
pattern
When utilizing the TikTok note
pattern for heavy content,
100
Templates:
Motion toolkit
101
Motion toolkit: overview
102
Images/videos with headline
Motion toolkit: layout grid
103
ਤੁਹਾਡਾ ਧੰ ਨਵਾਦ Dánke 謝謝
cảm ơn bạn Merci
104