BIG GREEN GUIDEWelcome to the Big Green Guide. This is your roadmap (and tour guide) to everything you need to know about the Hulu brand.You’ll find plenty of info in here to help you bring our brand to life. To access downloadable assets, you can go to to our toolkit site, This Is Hulu.Stream on!27 Global Design Principles 9 Logo11 Attributes12 Safe Zone13 Colorway Matrix14 Logo & Lockups18 App Icons19 Color21 Hulu Green22 Primary Colors24 Color Worlds32 Typography34 Typeface35 Type Expressions44 Don’ts45 Iconography47 Icon Types48 Marketing Icons50 Illustration51 Overview53 Style 55 The Vessel57 Concept58 Behaviors60 Creating The Vessel61 Corner Radius64 Stroke Weight66 Type Padding67 Vessel Glow68 Vessel and Image69 Don’ts70 Grids72 Grid Principles73 Grid Construction76 CTAs77 Hulu Originals Static CTAs79 Hulu Originals AV CTAs80 Secondary Streaming CTAs82 Static Toolkit84 Layout Styles85 Multi Show Layouts86 Library Layouts87 AV Toolkit89 Motion Theory Principles91 Network ID92 Network IDs94 App Open95 Promo StructuresBRAND CREATIVE GUIDELINES3Orwell fan?Dystopian futures?S E A S O N 3Night Off?4We’ve created a fully adaptive unifying system that unites Marketing and Product Design. 5At the heart of the design system is The Vessel. Born from our name and logo.6GLOBAL DESIGN PRINCIPLES71.0Do itdifferent.Simply essential.Delightfully human.Always a story.TV for TV people.Empowering everyone to discover, share and celebrate the stories that connect us.There’s always been a littlerebelliousness in our DNA, and wecan’t help but let it out. We entice,provoke and instigate people withbold ideas and behaviors – but allwith good fun.We are all about the true TV Lover.We get them, like a good friend. Weknow how passionate they are for TV,so everything we do is approachable,warm and delightful.Stories connect us. With eachother and with the world. We trulyunderstand the power of a great story, and always put it first.We are the ‘skinny jeans’ of TV. Your great value staple that makes yourlife easier. Utterly essential – stylish,comfortable and infinitely adaptive.13248X.X81.0Global Design PrinciplesLOGO92.0We use our logo with pride and fill it with meaning.10X.X102.0LogoAttributesThe Hulu logo is the primary visual icon of our identity. The stylized, mono-weight lower-case letter forms should never be altered or compromised.This and other toolkit assets can be downloaded here.11X.X112.0LogoLogo Safe ZoneThe logo’s safe zone is equivalent to the height of the ‘u’ on all sides.122.0LogoFor use as a bug in AV. Typically set at 70% opacity.Logo Colorway MatrixOver ImageryOver GradientOver GreenOver BlackGreen LogoBadge LogoWhite LogoThis is the preferred colorway. Use this colorway wherever possible, unless the logo conflicts with the background.For use on backgrounds where the green logo would not be legible without the black vessel.XXXXXX132.0LogoHulu LogoHu...
