TikTokFor BusinessBrand GuidelinesTikTok For Business Brand GuidelinesTikTok For Business Brand GuidelinesTable Of ContentsTypography• Brand Typefaces• Sofia Pro Substitutes• Sofia Pro Soft Substitutes• Typography System• Headline Treatment• Localization• Things to AvoidColor• Color Palette• Color Rules• Things to AvoidDesign Toolkit• Tool kit Overview• Bubbles• Rounded Rectangles• Patterns• Pattern Application• Emphasis Marks• Things to AvoidImageryPhotography GuidelinesDiversityPhotography ApplicationThings to AvoidVideo RulesDo’s & Don’tsAdvertising GuidelinesVideosStillsGraphicsBannersDo’s & Don’tsMessagingThe PlatformPersonalityTone of VoiceBrand Treatment in CopyTIKTOK FOR BUSINESS BRAND GUIDELINESTable of Contents010203042Design SystemDesign InspirationDesign System OverviewLogo• Logo Lockups• Social Lockups• Color Variations• Scale• Clearspace• Partnerships• Placement• Rotation• Logo Animation• Application• Things to AvoidTikTok For Business Brand Guidelines3To inspire creativity and bring joy.PLATFORM OVERVIEWTikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy. The platform is a home for creative expression through videos that create a genuine, inspiring, and joyful experience. Platform OverviewTikTok For Business Brand Guidelines4Messaging02MessagingPersonalityTone of VoiceBrand Treatment in CopyTikTok For Business Brand GuidelinesMessaging5We are bold, provocative,and full of creative energy.PERSONALITYProof points in copy should be smart and direct, with a hint of playfulness.Avoid business jargon at most costs. But if and when you have to use business terms, try to soften them with something colloquial, casual, or funny.We are a professional partner here to help brands get results. However, we are not business as usual. We're the creative, fun, and modern side of any brand’s marketing budget.At the top-of-funnel awareness level, we’ll have more liberty to express style, playfulness, and personality. While we might have to get more direct as we move down the funnel, don’t lose sight of tone. Aim to include hints of our personality—as long as it never clouds or obscures our conversion message. PersonalityTikTok For Business Brand GuidelinesMessaging6DoTONE OF VOICEBe confident yet humbleBe playfulGet to the pointKeep it casualWrite the way people talkBe provocativeDon’tBrag or act cockyTry too hardForget to have some fun along the wayForget you’re talking to marketers who need resultsWrite sloppyBe mean or derisiveTone of VoiceTikTok For Business Brand GuidelinesMessaging7DoTONE OF VOICE – LANGUAGE EXAMPLESMake it big on a small biz budget and maximize ROI. Grow your audience. Growyour brand. Make graphs go up. TikTok is the place to unleash your brand’s creative side. Don’tHit the big time without spending a lot of dolla dolla billz, y’all.Increase your audience and brand share ...
