Brand

Guidelines
(For external partners)

Prepared by Global Creative Lab l March 2022

legal disclaimer

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This document is the property of TikTok Inc., and has been prepared by TikTok Inc. solely for informational
purposes. The recipient of this document must hold this document and any information contained herein
in strict confidence, and shall have no right to distribute, exhibit, display, exploit, or otherwise use this
document for any purpose other than to review the information provided by TikTok Inc. herein. The
recipient hereby represents and warrants that it shall not publish, post, or otherwise publicly distribute this
document or any of its elements via any media for any purpose. The recipient acknowledges that the
information contained herein is illustrative only and not licensed for the recipient's public distribution.

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."

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 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

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Core elements
19 Logo
32 Color
41 Typography
54 Data visualization
60 Rounded corners
65 TikTok UI
70 Imagery
74 Videography

Decorative elements
80 Decorative type
84 Decorative stats
88 Stickers
94 Shapes & patterns

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 Tone of
voice
4

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Brand personality

Messaging:

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Brand personality
Brand voice

06 Platform overview
07 Brand personality
Performance language

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Platform overview

To inspire
creativity and

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bring joy.
TikTok 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.

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Brand personality

We are bold, provocative,

and full of creative energy.

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Our conversations are smart and direct,
with a hint of playfulness.
We avoid business jargon at most costs. But when we have to
use business terms, we soften them with something colloquial,
casual, or funny.

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.

At the top-of-funnel awareness level, we have more liberty to

express style, playfulness, and personality. And while we might
need to get more direct as we move down the funnel, we never
lose sight of our voice and personality—as long as it doesn’t
cloud or obscure our message.

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Brand personality

Messaging:

Brand voice

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Brand voice

09 Core & supporting

10 Tips & tricks
11 Do’s and don’ts
Performance language

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Brand voice: core & supporting

Core

Bold & provocative Casual & real

Our platform is built on creativity. Every word we say is We are people centric at our core. Our conversations are
meant to inspire, elevate, and challenge our audience real and relatable, even when we’re discussing results.

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to embrace that creativity.

Smart & direct Humble

We always say what we mean and mean what we say. We We aim to be the best, but we also admit when we’re
communicate clearly and keep our conversations candid. wrong. We’re never arrogant or brag about ourselves.

Supporting

Playful Empathetic Dynamic & open

We channel the creativity and joy of our We understand the needs and challenges of We believe everyone in our community has a voice
platform into every word we say or write. businesses and users alike. We reflect that to create trends and influence culture. Our words
We’re playful and we always have fun. warmth and empathy in every word we say. reflect that diversity and are inclusive to them all.

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Brand voice: tips & tricks

Am I talking in the
TikTok for Business voice?

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Now that you’re ready to talk the talk, here are some extra tips & tricks to master our 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.
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Brand voice: do’s and don’ts

Do’s Don’ts

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Understand your audience Forget we’re a global platform

Be bold and provocative Be mean or derisive

Get to the point Try too hard or speak in metaphors

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

Be confident yet humble Brag or be arrogant

Be playful Forget to have some fun along the way

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Brand personality

Messaging:

Performance

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language
Brand voice

13 Performance language
14 Language examples
15 CTA copy
16 Do’s and don’ts
Performance language

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Performance language

Business jargon,
but with

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less jargon.
When writing performance language copy, we need to
be more direct than usual and use business jargon
marketers find relevant and valuable to the conversation.
However, we never lose sight of our voice and personality.

Remember, we’re not business as usual, but we’re in the

business of making businesses grow. In other words,
keep your messages direct, real, and fun.

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Performance language: language examples

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Too complex Smart & direct Too straight

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
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Performance language: CTA copy

CTAs with
From To

Join now Join the fun

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a bit of joy. Get started

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

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Performance language: do’s and don’ts

Do’s Don’ts

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Keep the headlines simple and direct Add too many messages into one ad

Find smart ways to provide business value and information Let stats be the only message

Make your messaging tangible and real Promise results

Keep it actionable Be vague or write incomplete thoughts

Use strong CTAs infused with a bit of joy Sound desperate for clicks

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 Design
system

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Design system: visual guidelines overview

Logo Colors Typography

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.

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should not be used
3. Use 4-color logo on video prominently on TikTok for 3. Indent headlines should be
intro/end frames. Business materials. used on short headlines.

3. Muted colors should be used 4. For long headlines & copy,

in web/h5 executions ONLY. please left align text and keep
paragraphs in columns.

Data visualization Rounded corners UI

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.

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Core element

Core element:

Logo

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Supporting element

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

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Logo: primary

Primary
The horizontal lockup option is our primary 4-color
and preferred option for most applications.

The 4-color version (top) is used for all video

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(intro/end-frames) as well as OOH, and must
always be placed over black backgrounds.

The mono version (bottom) is used in all

other instances, such as: Mono
- social
- digital
- print
- presentations
- over any full-color image
- partnership lockups

—
Refer to chart on slide 23 for size guides.

Animated
(see pages 102 for details)

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Logo: secondary

Secondary
The stacked lockup is reserved for vertically
oriented, tight spaces, specifically (and
only) 9x16 & 1x1 video intro/end frames.
4-color

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The 4-color version must always be placed
over black backgrounds.

The mono version is available in black and

white, however, there is no recommended
use case for it.

Refer to chart on slide 23 for size guides.

Mono

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Logo: architecture

Architecture
The stem of the “T” in TikTok defines “X.”

All spacing and sizing are set by “X.”

Horizontal

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e.g.:
- space between note & type = X
- space between lines = X
- space between logo & subbrand = 2x
- cap height = 4x

Logo type is set in Sofia Pro Regular,

Tracking: -25

Stacked

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Logo: size guide

Size Guide
Please follow this chart to ensure
the logo is sized and scaled
proportionally and consistently
throughout all communications.

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OOH Print Social
— — —
logo = 1/4 ad space logo = 1/3 ad space logo = 2/5 ad space

16x9 9x16 1x1

— — —
logo = 3/5 artboard logo = 2/3 artboard logo = 2/3 artboard

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Logo: placement

Placement
Please follow this chart to ensure
the logo is positioned consistently
throughout all communications.

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Note: Logos are for position only.
Follow size guide on previous slide.

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Logo: guidance

Logo guidance
Never modify the TikTok for Business
logo for any reason. Here are a few
examples of what not to do.

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Don’t recreate the logo in any way. Don’t stretch, distort, or manipulate Don’t add effects like drop
the logo. shadows or gradients.

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.
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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).

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Please refer to the table on the
- Video intro/end frames (TV/social) - Social (non-end frames)
right to assess appropriate use for - OOH - Digital
usage on black and white. - Print
- Presentations
Alternate options for imagery
and color can be found on the
following slide. 4-color on white Mono on white

Color guidance on partnership

lockups can be found on slide 30.

- QuickToks - Social
- One pagers - Digital
- Print
- Presentations

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Logo: color usage

Color usage:
secondary,
mono logo only Mono over image Mono on solid brand colors

For all non-black/white backgrounds, the

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mono version of the TikTok for Business logo
is the only approved option for use. Black logo only

Please refer to the chart on the right for

specific guidance on images/solid colors.
The white mono logo may be used over
Refer to slide 37 for color accessibility images, as long as there is enough
White logo above 18 pt size
usage. contrast to read the logo. Most images
will require a blurry drop shadow or light
gradient overlay to ensure readability.

Black logo below 18 pt size

Limited use only

(see “data visualization”)
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Logo: partnership lockups

Partnership
lockups: horizontal
All co-branded partnerships will 1x cap
use the main TikTok logo. The TikTok for height

Business logo is a stand-alone logo. Please

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follow guides on the right for proper setup.

Vertical lockups:
width may expand left/right;
The TikTok wordmark appears on top with top align & center

margins and a 1pt white rule separating it

from the partner logo.

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)

reading the TikTok logo first – with margins

and a 1pt rule separating it from the partner
logo. width may expand
right: align left edge

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).

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Logo: partnership lockups

Partnership
lockups:
3 logos
All co-branded partnerships will

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use the main TikTok logo. The TikTok
for Business logo is a stand-alone
logo. Please follow guides on the right
for proper setup.

Horizontal lockups only:

The TikTok wordmark appears on the
far left – reading the TikTok logo first –
with margins and a 1pt rule separating
it from the middle partner logo.
Margins and stroke repeat from the
right edge of middle partner logo.

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Logo: partnership lockups

Partnership
lockups:
4-color vs. mono

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Please follow color guidance for
partnership lockups. Use 4-color logos
in large-scale instances such as TV and
OOH. In small-scale, digital spaces
(social/web), use mono logos.

Note: Individual logo color guidance can

be found on slide 26.
4-C mono
TV, OOH social, digital, web

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Logo: naming

Full Name

TikTok for Business

When 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

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for all consumer and public-facing instances.

Note: Lowercase ‘f’ to be used at all times (for), as we

should always treat the whole brand as a proper noun.

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Core element

Core element:

Color

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Supporting element

33 Core palette
35 Secondary palette
37 AA Safe Accessibility
38 Things to avoid
39 TikTok campaign palette (limited use case)
Limited use case

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Color: core palette

Core palette Black White

#000000 #FFFFFF
We use the TikTok core color palette Pantone Black Pantone White
as our primary colors. They are
R 0 R 255
distinctly recognizable as part of the G 0 G 255
TikTok brand and should be used in B 0 B 255

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the majority of TikTok for Business
communications, print and digital. C 60 C 0
M 60 M 0
Y 60 Y 0
Black and white are integral to the K 100 K 0
brand equity. The majority of our
content should appear over a black
background. White is reserved for
text and should only be used as a
background color when content is
Splash Razzmatazz
type heavy.
#25F4EE #FE2C55
Pantone 318 C Pantone 2040 C
Splash and Razzmatazz are our
primary accent colors used for R 37 R 254
emphasis (e.g. text, shapes) and G 244 G 44
B 238 B 85
moments of interaction (e.g.
buttons, forms). C 67 C 0
M 0 M 100
Y 29 Y 51
K 0 K 0

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Color: core palette

Core palette in use

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Main pages and hero graphics on website Infographics Video animations/transitions

Subsections in decks/guides Presentation charts Sectioning Information

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Color: secondary palette

Secondary
palette
Our secondary colors were chosen
from the TikTok extended color Pacific Tropics Lemon Bubblegum Tint

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palette to maintain consistency #016BFD #00FAA2 #F4F000 #FF66FD
between TikTok and TikTok for R 1 R 0 R 244 R 255
Business communications. G 107 G 250 G 240 G 102
B 253 B 162 B 0 B 253

Secondary colors should only be

used to accent information and
complement the core colors:
- divider sliders, transition frames,
color blocking
- infographics and illustrations
- accenting text
Secondary colors should always appear in
Secondary colors should not be context with the core colors and not be
used in CTAs/buttons. overpowering. The core color palette (Black ,
Splash, Razzmatazz) should make up roughly
80% or more of the color in use.

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Color: secondary palette

Secondary palette in use

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Subpages on websites Infographics Video animations/transitions

Subsections in decks/guides Presentation charts Sectioning Info

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Color: AA safe accessibility

Normal type Large type

AA Safe (< 18pt) (≥ 14pt bold, or ≥ 18pt)

Accessibility Primary background

#25F4EE
Primary text
#25F4EE
#000000
background Primary text
#000000

Colors should only be combined with

black/white text as outlined on the

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right. While there may be instances Primary background Primary text Primary text
#FE2C55 #000000 #FFFFFF
where multiple colors may be
necessary, the recommendation is
to avoid combining multiple colors
together in a single piece of creative.

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

- Presentation decks/divider slides

- Audience bytes (infographics) Primary background Primary text Primary text
#FF66FD #000000 #000000
- Video animations/transitions

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Color: things to avoid

Things to avoid

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Don’t create additional colors Don’t use color on color Don’t mix colors in typography Don’t mix colors in layout
Only use colors in the approved Do not use colors over color Do not use more than one color to Do not overload layouts with
TikTok for Business palette. backgrounds. Type accents should highlight text. multiple colors.
only be used over black/white.

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).
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Core element

Color:

TikTok extended

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Supporting element

palette
Limited use cases: Campaigns, infographics, and heavy content decks ONLY
Limited use case

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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

For instances where, additional

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colors are necessary (e.g.
campaigns, infographics),
only use colors that exist in the
Tropic Jungle Lemon Sahara Popsicle Flame
TikTok extended color palette. HEX #00FAA2 HEX #00FB00 HEX #F4F000 HEX #FFA700 HEX #FF5800 HEX #FF0015
RGB 0, 250, 162 RGB 0, 251, 0 RGB 244, 240, 0 RGB 255, 167, 0 RGB 255, 88, 0 RGB 255, 0, 21

These colors are only

Bubblegum tint Candy tint Velvet tint Cobalt tint Pacific tint Atlantic tint
HEX #FF66FD
HEX #D666FE HEX #AA66FE HEX #836BFE HEX #67A6FE HEX #66D3FC
for campaign specific RGB 255, 102, 253 RGB 214, 102, 254 RGB 170, 102, 254 RGB 131, 107, 254 RGB 103, 166, 254 RGB 102, 211, 252
activations. For
evergreen TikTok
content, ONLY use the
core color palette.

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

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Core element

Core element:

Typography

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Supporting element

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

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Typography: primary font

Sofia Pro (Adobe font)

Sofia Pro is our primary typeface. Its
modern geometric sans
characteristics and curves create a
bold and energetic feel. Perfect for

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communicating and capturing the
energy of our brand and our users.

Use case:
Headlines
Subheads
Body copy
Captions

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Typography: in-app fonts

Proxima Nova (Adobe font)

In-app use ONLY
Proxima Nova is the main font used

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in our app. When designing features
and pages on the app, be sure to
stick with Proxima Nova.

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Typography: regional fonts

Regional fonts

The following fonts have been identified to use by each region for TikTok for Business campaign materials & presentation materials.

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English • French
• German • Italian
Arabic Chinese Japan Thai Vietnamese
Portuguese • Russian
• Spanish

Campaign Source Han

Material 29LT Burka Sans Simplified Sofia Pro Noto Sans JP Sukhumvit Sofia Pro VH
External Chinese

Presentation Source Han

Hiragino
Material Noto Kufi Arabic Sans Simplified Poppins Sukhumvit Sofia Pro VH
Kaku Gothic
Internal Chinese

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Typography: in-app fonts

TikTok app fonts

In-app use ONLY
Proxima Nova Source Code Pro
Besides Proxima Nova, there
Semibold Bold 700
are numerous fonts offered

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in the TikTok app. However, those fonts
(Adobe Fonts) (Adobe Fonts)
are ONLY licensed for in-app use. Fonts
should not be used in creative that
live outside of our app.

Kaufmann Rift Std Soft

Georgia
Medium
Bold

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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.

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and subheads, should be set in Sentence
case. See below for extremely limited use,
*decorative copy* exception for ALL CAPS.
This is a subhead.
Initial caps
Capitalize the first word and proper nouns. The subheads should be complete thoughts and punctuated.
Initial caps should ONLY be used for proper
nouns, products & program names.

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

1. Text stickers (see slide 91)

2. Decorative type (see slides 80-83) Capitalize the first word and proper nouns in CTAs and buttons. Do not use punctuation.

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Typography: staggered headlines

Staggered
headlines
Indents
Indents are a great way of remixing

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our compositions to keep things
interesting and reflect/interact with
the content.

Centered type
When using a staggered headline,
we should follow the existing
system from TikTok’s user side
guidelines and center the type.

Rules Staggered headline with multiple images.

Indent text should feel balanced.

Keep the treatment to 3 lines max.
Anything that is beyond 3 lines
should be left justified.

Staggered headline with an image. Staggered headline in copy layout. 47

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Typography: core principles

Core principles

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Max 2 colors Tight tracking on headlines Close leading
Two colors per headline. Optically kern the typography to make it feel Leading is lowercase ‘x’ height or less. This will
considered. A good rule of thumb is to start ensure that we are creating tight compositions.
with tracking around -25. We want the type to feel compact, without it
touching letters from other lines.

Ex. If the type is 72pt, the leading should be 72pt.

Left justified headline & copy Centered & staggered headline

When working with heavy copy, it should When working with presentation/video that
always be left justified. only has a single word or short phrases
frame, type should be centered.
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Typography: hierarchy
Headline
Typeface: Sofia Pro bold
Case: sentence case
Type hierarchy: Alignment: left
Size ratio: ≥300% body copy size

sizes & weights Leading: 100%

Kerning: -25

When treating copy, always keep

the weight and scale in mind if the

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size of the document permits it.
Subhead
Typeface: Sofia Pro bold
Case: sentence case
Alignment: left
Size ratio: 200% body copy size
Leading: 100%
Kerning: -25

Body copy
Typeface: Sofia Pro regular
Highlight: Sofia Pro bold
Case: sentence case
Alignment: left
Size ratio: 100%
Leading: 120%
Kerning: -5

Legal or disclaimer copy

Typeface: Sofia Pro regular
Case: sentence case
Alignment: left
Size ratio: ≤80% body copy size
Leading: 100%
Kerning: -5
Minimum size: print 8pt, web 14px 49
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Typography: quotations

Quotations
All quotations should be typeset consistently
across communications.

Alignment: left-justify all text

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(quote, name, title)

Quotation mark: size should be 1.5x the size of

the quote text (x = cap height), positioned
x-distance above or beside the copy block in
primary or secondary brand color
16x9

- 16x9: quotation marks on outer left edge

- 9x16 or 1x1: quotation marks above copy
9x16
1.5x x
1x1
Attribution: name should be in the same color
as quotation mark; title should be same color
as the quote. Height of attribution (name + title)
= 1.5x

Spacing: distance between quote and

attribution = 1.5x (= size of quotation mark)

50
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 Images/videos with headline and body
Typography: layout grids

16x9 layout grids

When designing for editorial and
layouts, you can use the grid templates
as a way to guide your designs.

CONFIDENTIAL & PROPRIETARY

Layout can be modified based on the
length of headlines and body copy.

Images/videos with headline and body (in-situ)

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Typography: layout grids

9x16 Layout
grids
When designing for social, you can
use the grid templates as a way to

CONFIDENTIAL & PROPRIETARY

guide your designs.

Layout can be modified based on the

length of headlines and body copy.

52
Typography: things to avoid

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t mix multiple colors in a single Avoid long width copy Type legibility is always the key Don’t mix outlined text with solid
headline Long width copy can be hard to read. When applying type treatment, text in the headline
Keep headlines to 1 color max. Be sure to break them in columns. make sure text is always legible. Only use solid text in headlines.

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.
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Core element

Core element:

Data visualization

CONFIDENTIAL & PROPRIETARY

Supporting element

55 Hero statistics sizes & weights

56 Hero statistics usage
57 Single data
58 Comparative data
59 Things to avoid
Limited use case

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

CONFIDENTIAL & PROPRIETARY

Symbols should be half the height of hero
numbers. In body copy, symbols should be
unaltered (e.g. 10%, 2+).

Decimals
Apart from currency, numbers should be
rounded to the nearest tenth (1 decimal
place 0.X).

Spelled out numbers

For visual balance, text should be sized
~3% smaller than numerals so that the cap
height is the same as the numeral height.

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.

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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

CONFIDENTIAL & PROPRIETARY

Text accompanying hero numbers should be left aligned depending on layout.

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Data visualization: single data

Single data
Color usage
Visualizations and symbols can
use the core/secondary colors.

Key words may be bolded in

supporting copy.

CONFIDENTIAL & PROPRIETARY

The hero numeral should always
appear in white.*

The following grays are used to

complete visualizations:

Dark Gray on black background

#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.

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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.

CONFIDENTIAL & PROPRIETARY

Always feature splash and razzmatazz
first and then the secondary colors. Be
judicious with additional colors (e.g. similar
tones or complementary) to avoid clashing
colors and overload.

Highlight impactful stats in splash and

razzmatazz when appropriate.

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58
Data visualization: things to avoid

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t use multiple colors for stats Don’t use symbols in full scale in Don’t use additional web colors to Don’t highlight numbers with colors
over a color background hero stats highlight stats Number should always stay in black
Keep stats in one color when used Symbols should be half the height Keep stats and infographics in or white.
on a color background. of the hero numbers. core and secondary colors.

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.
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Core element

Core element:

Rounded corners

CONFIDENTIAL & PROPRIETARY

Supporting element

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

CONFIDENTIAL & PROPRIETARY

corner radius at various dimensions.

500 px 750 px 1000 px 1250 px 1500 px 1920 px

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

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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

CONFIDENTIAL & PROPRIETARY

*see examples on following page 62
62
Corners: when to use rounded vs sharp corners

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

CONFIDENTIAL & PROPRIETARY

using the curved phone as much as possible. weird curved edges around the frame.

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63
Corners: things to avoid

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t round videos/images that are bleeding Don’t round the corners of the content Don’t round the corners too much
to the edges of the layout on phone screen Reference the chart on slide 70 for the proper
Keep videos in linear edges when they are Use the template provided in slide 77 for corner radius sizes.
bleeding to the sides. accurate representation of the phone screen.

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

CONFIDENTIAL & PROPRIETARY

Supporting element

66 TikTok UI
67 Usage guidelines
68 Phone screen guidelines
69 Things to avoid
Limited use case

65
TikTok UI: templates

TikTok UI UI Lite (recommended treatment) UI Full UI

The TikTok UI is an important asset

for brand recognition. We strongly
encourage using the TikTok UI in
external materials to establish a

CONFIDENTIAL & PROPRIETARY

strong brand presence.

66
TikTok UI: usage guidelines UI in motion UI in OOH

Usage
guidelines
UI in motion
The UI should always be featured

CONFIDENTIAL & PROPRIETARY

in the first TikTok video.

UI in OOH & social

When featuring one TikTok static, UI in social
use with the TikTok UI to enhance
brand recognition.

Keep copy or headline to the left

side of the layout or in places where
it will not interfere with the UI.

To ensure all type is legible, include

a subtle gradient overlay on the
image or a diffused drop shadow
behind the copy.

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.

CONFIDENTIAL & PROPRIETARY

In this treatment, the
bottom menu should 20px 20px
be included the phone
screen so the scale
looks portional to a
phone screen.

Rules
Phone screen stroke should be 1pt. Leave
20px between the phone stroke and content.

Content inside the phone should be linear

edges. Do not round the corners.

Use phone without UI when displaying

videos that have existing UI embedded.

68
TikTok UI: things to avoid

Things to avoid

Don’t alter the UI

Don’t use UI when Don’t use UI when it besides the profile pic
featuring multiple interferes with type and stats
videos/statics If the UI doesn’t work with UI should stay true to how

CONFIDENTIAL & PROPRIETARY

Using UI in multiple videos the layout, eliminate the UI it shows up in the app.
on a single layout can be completely. Content should Don’t change the opacity,
very distracting. always be the main focus. colors (besides the
heart) of the UI.

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

CONFIDENTIAL & PROPRIETARY

Supporting element

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,

CONFIDENTIAL & PROPRIETARY

lighthearted, and optimistic. Every
scenario should be action-oriented to
engage the viewer, and invite them into
each moment. They should never be
passive or stagnant.
Express joy and delight. Open with negative space.
It should never feel staged, cheesy,
overly posed, or overproduced.
Casting Lighting and Color
Style and Properties
Colorful
Active

Content
TikTok subcultures
Trending activities on TikTok

People are diverse and relatable. Appears natural.

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71
Imagery: diversity Ethnicity/Race/Culture

Diversity
Photography should reflect the
diverse communities that use TikTok,
and reflect the world. Always be
inclusive by showing and casting

CONFIDENTIAL & PROPRIETARY

diversity among race, culture,
gender, age, size, abilities,
socioeconomic status, and region. Use imagery that reflects our global audience by casting diverse models that feel authentic within your region.

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.
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Imagery: TikTok global image library

TikTok global
image library
Visuals, whether they are stills or video,
are a huge part of the TikTok brand.

CONFIDENTIAL & PROPRIETARY

Our global image library contains
hundreds of assets that are uniquely
TikTok and reflect our mission inspire
creativity and bring joy.

The assets have been licensed for

general use for 3 years (excluding
TV/broadcast), can be downloaded
through Brand Spot, our Digital Asset
Management System (DAM) and will
expire September 28, 2024.

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73
Core element

Core element:

Videography

CONFIDENTIAL & PROPRIETARY

Supporting element

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

CONFIDENTIAL & PROPRIETARY

transitions, effects, and dancing are a few
examples of how to keep videos
entertaining and uniquely TikTok. There’s
always opportunity to add a TikTok “twist.”
No two videos should feel too similar.

Content should feel real and authentic to

each featured brand or business. The
goal is not to make something that
resembles an ad a brand would make on
another platform, but to behave natively
as a creator on TikTok. That authenticity is
what gets brands noticed.

Orientation
Videos should always be shot in a vertical
9x16 format to stay true to the platform.

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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

CONFIDENTIAL & PROPRIETARY

inspire others to remix your content. Videos
should feature songs (or SFX) that feel like
they came straight from TikTok. When in
doubt, spend 10 minutes scrolling through
TikTok for genre inspiration.

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.

Effects and filters

Effects should be used to help elevate the
video and give it more of a personality.
Whatever effect is used should feel unique
to the platform and either be taken straight
from the effects library or influenced by an
existing effect there.

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Videography: shooting video/in-feed video

Shooting
video/In-feed
video
Safe zone

CONFIDENTIAL & PROPRIETARY

When shooting a video, keep
all important information in
the safe zone of the screen.

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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

CONFIDENTIAL & PROPRIETARY

video library contains mp4s and gifs that
are uniquely TikTok and reflect our mission
inspire creativity and bring joy.

The assets have been licensed for general

use for 3 years (excluding TV/broadcast),
can be downloaded through Brand Spot,
our Digital Asset Management System
(DAM) and will expire September 28, 2024.

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Core element

Limited use case:

Decorative

CONFIDENTIAL & PROPRIETARY

elements
Supporting element

80 Decorative type
84 Decorative stats
88 Stickers
94 Shapes & Patterns
Limited use case

79
Core element

Limited use case:

Decorative type

CONFIDENTIAL & PROPRIETARY

Supporting element

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.

Use case: Motion ONLY

Limited use case

Do not use when featuring multiple words.

80
Decorative type: echoing type effect

Echo type effect Center echo

Please adhere to the following guidelines for design
& usage of decorative echo type effect. Note: main word
must always be clear & legible. If this treatment makes the
text illegible, please do not use.

CONFIDENTIAL & PROPRIETARY

16x9 Character count:
12 characters (max); 5 characters (min)
9x16 Character count:
5 characters (max); 3 characters (min)

All CAPS type: No exceptions

Echo orientation: Vertical only

Top echo Bottom echo

Display: Main word is solid-fill over image

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)

Design note: Treatment is not designed to be used in

conjunction with other copy (headlines/body copy/etc).

81
Decorative type: echoing type effect

Animation references

CONFIDENTIAL & PROPRIETARY

Solid & outline decorative type Solid & outline decorative type
(secondary color background) (black background)

82
 Decorative type: things to avoid

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t use lowercase or sentence case Don’t make stroke weight thick Don’t use multiple supers at once Don’t use gradients
Lowercase creates awkward spacing on Keep echo effect as a light texture, Echo effect should be used very Use solid core-brand colors for main
the top & bottom, with overlaps on the otherwise it will compete with the sparingly. Only one word per frame, word and echo effects (only).
ascenders/descenders. content and main text. Stroke weight and frames should not appear
Use treatment in all caps only. should be 1px - 2px. back-to-back in video.

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

CONFIDENTIAL & PROPRIETARY

Limited use case:

Decorative stats
Supporting element

Decorative stats should be used sparingly.

Use case: featuring one stat ONLY
Do not use when featuring multiple stats.
Limited use case

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.

CONFIDENTIAL & PROPRIETARY

Only numerals should be fanned (no
symbols), and only fan vertically or
horizontally.

This effect should only be used over

black with numerals in white and
symbols with or without color.

Only one image can be featured when

echoing effect is in use.

Use case:
- Hero stat (ideally in animation)
- Social post featuring one stat

85
Decorative stats: echoing effect

Stats animation

CONFIDENTIAL & PROPRIETARY

86
Decorative stats: things to avoid

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t use decorative treatment on Don’t treat decorative stats in other Don’t echo stats in random directions
multiple stats colors (both the type & echo) Stats should only echo vertically or
Decorative treatment is only to be Only use black background, white type, horizontally.
used when featuring one hero stat. and white outline echo. Symbol can be
in color.

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

CONFIDENTIAL & PROPRIETARY

Limited use case:

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

CONFIDENTIAL & PROPRIETARY

be used sparingly.

Note: Stickers are available in flat

and animated gifs.

Website (hero) example Social example with photo sticker

Please refer to the next page for the
usage difference between photo,
graphic, and type stickers.

Use case:
- Emphasis on headlines
- Text frames without images
- Hover state on website
- Videos

Presentation example with photo stickers Social example with text sticker
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Photo stickers

Photo sticker guidelines

Use case: Only use photo stickers
on headline copy, photos/videos

CONFIDENTIAL & PROPRIETARY

90
90
Text stickers

Text sticker guidelines

Use case: Text stickers are used
only on photos/videos or big
numbers/stats

CONFIDENTIAL & PROPRIETARY

In Arabic: "Yallah", the
slang equivalent to
"let's go yo".

In Chinese: ”cute"

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91
Stickers: guidelines

Photo & text stickers: guidelines

CONFIDENTIAL & PROPRIETARY

Photo stickers with Photo Sticker can be used as Photo Sticker can be Photo Sticker can be used on videos Photo sticker animation
headlines in social: main image with keywords or used as main image in or images: 2 stickers max per layout.
Maximum 1 sticker per CTAs in video/deck : 1 Stickers social: 1 Stickers should
line. should be used prominently. be used prominently.

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.
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92
Stickers: don’ts

Things to avoid

CONFIDENTIAL & PROPRIETARY

Don’t combine multiple stickers with pattern Don’t use more than 2 stickers per images/videos Don’t use text stickers on copy
and illustration Stickers should be relevant to the contents. Use 2 Text stickers should not compete with copy. The text
Stickers should be used sparingly. Combining with stickers max. stickers only need to be used on images/videos.
pattern, and illustration makes visual noise to the
content. Keep the layout simple, and clean. 1 sticker
max on pattern.

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.
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Core element

CONFIDENTIAL & PROPRIETARY

Limited use case:

Shapes & patterns

Supporting element

Shapes & patterns should be used sparingly. Please refer to the slides 97 - 103 for specific rules.

Use case: social, presentation, motion, web, and editorial.

Do not use when featuring illustrations.
Limited use case

94
Shapes & patterns: TikTok post button

TikTok post button

overview
Shapes from the TikTok post button
Using the [ + ] from the TikTok post button
as an holding shape for an animated
reveal of photos/videos.

CONFIDENTIAL & PROPRIETARY

The bracket can be used for static images
as a framing device and/or mortise.

TikTok post button animation 95

Shapes & patterns: TikTok post button

Usage guidelines
TikTok post button should be used as
flourishes for images/videos ONLY.

Brackets should always be in proportion,

CONFIDENTIAL & PROPRIETARY

do not separate out the brackets in
different directions or sizes.

The cut-out image in brackets can break

through the top, or overlay on left/right,
but never below the brackets.

The image should be placed in center

horizontally, and size of the cut-out
image can be 3% bigger than the height
of brackets.

Video or image should be contained in

the brackets.

Use case:
presentations, social, prints, videos

96
Shapes & patterns

Patterns
Use cases:
Presentations
Social
Print

CONFIDENTIAL & PROPRIETARY

Elements patterns Emphasis marks patterns TikTok note patterns

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 Presentation/web
Shapes & patterns: elements pattern

Elements
pattern
Use the elements pattern as
texture or background when

CONFIDENTIAL & PROPRIETARY

there is no imagery to use.

Don’t use the patterns with

decorative elements(ex.
Stickers, decorative type, etc)
to avoid visual clutter.

The pattern should not

overlap on content to ensure
legibility.

Social
Blog/lark banners

98
Shapes & patterns: Emphasis marks pattern

Emphasis
Presentation/web Social
marks
pattern
Use the emphasis marks

CONFIDENTIAL & PROPRIETARY

pattern as texture or
background when there is no
imagery to use. It also can be
used with stickers sparingly.

Avoid to use the pattern on

heavy content.

The pattern should not

overlap on content to ensure
legibility.

99
Shapes & patterns: TikTok note pattern

TikTok note
Presentation/web Social
pattern
When utilizing the TikTok note
pattern for heavy content,

CONFIDENTIAL & PROPRIETARY

make sure it is used as a
border device instead.

Crop the pattern or only show

parts of it behind black to
ensure content is always
legible.

100
Templates:

Motion toolkit

CONFIDENTIAL & PROPRIETARY

102 Overview
103 16x9 layout grid

101
Motion toolkit: overview

Motion toolkit overview

*Templates are designed with TikTok safe zone in mind.

Masking video with logo animation Transitions Main type animation

CONFIDENTIAL & PROPRIETARY

Lower-thirds

NOTE: The names of the

individuals depicted herein
are fictitious and do not
represent and/or otherwise
depict or reference actual
TikTok employees

102
 Images/videos with headline
Motion toolkit: layout grid

16x9 layout grid

When designing for motion, you can
use the grid templates as a way to
guide your designs.

CONFIDENTIAL & PROPRIETARY

Images or video sizes can be modified
based on the length of headlines.

Images/videos with headline (in-situ)

103
ਤੁਹਾਡਾ ਧੰ ਨਵਾਦ Dánke 謝謝
cảm ơn bạn Merci

CONFIDENTIAL & PROPRIETARY

Thank you
Gracias Спасибо Grazie
ありがとうございました

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