1、DOUYIN BRAND VISUAL IDENTITY抖音品牌视觉识别系统DOUYIN VISUAL IDENTITY 2019.10抖音标识使用规范说明抖音品牌标识使用规范的内容本规范内容包括：品牌标识释义、品牌标识组合、品牌标识的使用场景规范及正确和错误的使用示例。以及品牌视觉规范：延展图形、核心视觉体系及应用部分的规范等。DOUYIN VISUAL IDENTITY 2019.10DOUYIN VISUAL IDENTITY 2019.10Basic Part 基础部分A1 标准色彩标识A2 标识网格标准制图A3 安全距离A4 安全区域A5 安全区域应用A6 最小适应范围A7 品牌色彩
2、及应用比例A8 标识墨稿及反白A9 标识中文标准字规范A10 中文印刷专用字体A11 英文印刷专用字体A12 中文Slogan专用字体A13 标识在不同背景色上应用A14 辅助图形及标准制图A15 辅助图形的组合标准A16 辅助图形的变化模式A17 品牌标识错误应用A18 子品牌标识应用规则A19 联合logo使用规范A20 其他形式联合logo使用规范A21 品牌KV板式规范A22 品牌KV不同图片样式A23 品牌辅助KV轻量板式A24 品牌辅助KV轻量板式-多样式A25 toB端视觉应用规范A26 toB端视觉应用范例备注Please Note: 这个电脑档案只适用于制作印刷四色。This
3、 file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and
4、 Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.DOUYIN VISUAL IDENTITY 2019.10文字标志 Logotype 图形标志 Symbol标识 Logo新旧完整度圆角笨重笔画过硬缺少动势和活力A1颜色指引Colour KeyR0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2
5、040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20标准色彩标识R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050备注Please Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions o
6、nly. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to pr
7、event unnecessary elements being accidentally reproduced.DOUYIN VISUAL IDENTITY 2019.10A2颜色指引Colour KeyR0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20标识网格标准制图R59 G80 B155C90 M80 Y0 K0#3B509BR170
8、G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050X 为一个计量单位 | w 为标志宽度 | h 为标志高度标志规范比例为 w : h = 19 : 5 ( 3.8 : 1 )X5X12Xwh4.5X6.5X1X备注Please Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印
9、刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements be
10、ing accidentally reproduced.DOUYIN VISUAL IDENTITY 2019.10A3颜色指引Colour KeyR0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20安全距离R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255
11、 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050The safe area is a blank area where the Logo is separated from any other design elements. No design elements can appear in this area.In order to ensure that the byte beating brand identity can be clearly identified in all applications, a c
12、ertain security inviolable area must be reserved around the logo. This area is equivalent to the minimum distance that the logo should be maintained when used in conjunction with other design elements or textual content. To ensure the integrity and readability of the logo, the size of this zone must
13、 strictly comply with the specifications. When the marker size is used for scaling, the size of the security area is scaled accordingly.安全区域是 Logo 与任何其他设计元素区隔开的空白区域， 此区域内不得出现任何设计元素。为确保字节跳动的品牌标识可以在所有应用中被清晰识别 , 标识周围须预留一定的安全不可侵犯区域。 此区域相当于标识在运用时 , 与其他设计元素或文本内容所应保持的最小距离。 为确保标识的完整性与可读性 , 此区域大小必须严格遵守规范。 当标
14、识尺寸被缩放使用时 , 安全区域大小随之等比缩放。X1/2X1/2X常规版搭配常规版试常规版搭配常规版试搭配品牌板式特殊表现版搭配品牌板式特殊表现版A4备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try
15、 to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0
16、 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10安全区域R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050常规版试特殊品牌板式A5备注颜色指引Colour KeyPlease Note:
17、 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into t
18、wo layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VI
19、SUAL IDENTITY 2019.10安全区域应用R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050标识不设定固定尺寸，具体大小和比例关系需要设计师根据空间、美感、功能需求以及识别度来决定。抖音标识不限制最大尺寸，但是为了确保识别，会限制最小尺寸，其中印刷环境下最小尺寸不得小于20mm，显示器环境下最小尺寸不得小于70px。无限大5mm5mm10mm15mm20mm0mmW70px
20、 20mmA6备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and ap
21、proved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G
22、31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10最小适应范围R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050A7备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproducti
23、ons only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file
24、to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10品牌色彩在浅色情况的应用比例R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245
25、B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050白色 OR 真实内容黑色夜晚白天品牌色60%10%25%5%A8备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to al
26、ter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240
27、C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10品牌色彩在深色情况的应用比例R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M10
28、0 Y51 K0#FF0050黑色 OR 真实内容白色夜晚白天品牌色60%10%25%5%A9备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the
29、 logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 20
30、40cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10品牌色彩在深色情况的应用比例R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050R65 G50 B240C85 M75 Y0 K0#4132F0R35 G30 B170C95 M90 Y0 K0#2
31、31EAAR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G255 B255C0 M0 Y0 K0#FFFFFFR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR34 G31 B32C0 M0 Y0 K100#221F20A10备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used fo
32、r four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork
33、 portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10渐变色在浅色情况下的应用R59 G80 B155
34、C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050柔和同色系（蓝）柔和同色系（红）碰撞色（紫）A11备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所
35、需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally
36、reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10渐变色在深色情况下的应用R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FF
37、DCFFR255 G0 B80C0 M100 Y51 K0#FF0050柔和同色系（蓝）柔和同色系（红）碰撞色（紫）深色情况下，可以对渐变色条加入深背景色色用作视觉过渡，禁止粉白色直接渐变到深背景色，中间需加入红或蓝或紫用作过渡。标准色彩反白应用单黑应用单白应用A12备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do
38、not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced
39、.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10标志反白及墨稿R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80
40、C0 M100 Y51 K0#FF0050A13备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has bee
41、n Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0
42、Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10标识中文标准字规范R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050A14备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colo
43、ur process reproductions only. 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion yo
44、u need for your file to prevent unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10中文印刷专用字体R59 G80 B155C90 M80 Y0 K0#3
45、B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050中文印刷专用字体中文印刷专用字体中文印刷专用字体方正正纤黑简体方正兰亭黑简体方正兰亭粗黑简体造字工房悦黑体中文印刷专用字体A15备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only. 这个电脑档案包括两个部分：原稿和备
46、注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to prevent unnecessary elem
47、ents being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10英文印刷专用字体R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0 Y13 K0#AAF5F5R255 G220
48、 B255C5 M20 Y0 K0#FFDCFFR255 G0 B80C0 M100 Y51 K0#FF0050Futura Medium066-CAI978ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzA16备注颜色指引Colour KeyPlease Note: 这个电脑档案只适用于制作印刷四色。This file should be used for four colour process reproductions only.
49、 这个电脑档案包括两个部分：原稿和备注。为了避免印刷不需要的资料，请先复印电脑档案所需的原稿部分。Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been Supplied and approved.This file is arranged into two layers: Artwork and Notes.Copy the artwork portion you need for your file to preven
50、t unnecessary elements being accidentally reproduced.R0 G250 B240C67 M0 Y29 K0#00FAF0PANTONE 318cR255 G0 B80C0 M100 Y51 K0#FF0050PANTONE 2040cR255 G255 B255C0 M0 Y0 K0#FFFFFFR34 G31 B32C0 M0 Y0 K100#221F20DOUYIN VISUAL IDENTITY 2019.10中文Slogan专用字体R59 G80 B155C90 M80 Y0 K0#3B509BR170 G245 B245C35 M0
