2023-Facebook品牌手册介绍

Facebook

BrandAssetsGuide

Version1.3–April2019

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.2

TableofContents

Toadvancethroughthisguideclickonthepageslistedhere.

Welcome3

GeneralGuidelines5

General—Do’sandDon’ts6

TalkingaboutFacebook—

Do’sandDon’ts7

RequestingPermission8

Facebook

BrandAssets9

“f”Logo10

“f”Logo—Do’sandDon’ts11

RepresentingYourSocialChannels12

ThumbIcon13

ThumbIcon—Do’sandDon’ts14

FindUsOnFacebookBadge15

FindusonFacebook—

Do’sandDon’ts16

Reactions17

Reactions—inNewsfeed19

Reactions—

inNewsfeedwithReactionsDock20

Reactions—Do’sandDon’ts21

UserInterface

Templates23

UserInterfaceinContext24

UserInterfaceTemplates—

Do’sandDon’ts25

FAQS27

3

Welcome

Welcome

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.4

Welcome

Foundedin2004,Facebook’smissionistogivepeoplethe

powertobuildcommunityandbringtheworldclosertogether.

PeopleuseFacebooktostayconnectedwithfriendsand

family,todiscoverwhat’sgoingonintheworld,andtoshare

andexpresswhatmatterstothem.

AtFacebookwebuildtoolsthathelppeopletoconnectwith

oneanotherandtoolsthatmakesharingwhattheywantto

share—ideas,stories,videosandphotos—mucheasier.By

doingthis,weareextendingpeople’scapacitytobuildand

maintainrelationships.

Welcome

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.5

GeneralGuidelines

Whyisthisguideimportant?

TheseguidelinesoutlinethegeneralruleswhenusingFacebook’sbrandassetsandshowcasingFacebookcontent.Youmayonlyusetheapprovedbrandassetsthatareprovidedonthe

FacebookBrandResourceCenter

.ConsistentuseoftheseassetshelpspeopleeasilyrecognizereferencestoFacebookandprotectourcompanytrademarks.AnyFacebooklogosorimagesfoundelsewhereonthewebarenotapprovedforuse.

Whoisthisguidefor?

ThisguideisforanyonewhowantstouseFacebook’sbrandassetsin:

ymarketingoradvertising

ybooks,plays,TVshowsandfilmscripts

yprintpackaging

ItwillbrieflycoverguidelinesfortheprimaryassetsapprovedforuseandavailableattheFacebookBrandResourceCenterat

.ToreviewfullguidelinesforallFacebookapprovedbrandassetsvisittheBrandResourceCenterwhereyoucanalsodownloadassetsfilesandmakea

permissionrequest

.

AdvertisersandPartners

WeprovideguidelinesonhowtodrivetoyourpresenceonFacebookandproperlypresentFacebookcontentinmarketingandadvertising.

BeforeusingFacebookbrandlogosandassetsinTVcommercials,digitaladvertisingorprintpackaging,pleaserefertotheseguidelines.SubmityourrequesttotheFacebookteamforreviewpriortolaunch.

AdvertisingappearingonFacebookwillbereviewedbyourAdPolicyteamanddoesnotrequirepermissionhere.Formoredetails,visitFacebook’s

advertisingpolicies

.

Permissionisnotrequiredformarketingandadvertisingthatappearselsewhere(suchasin

printoron),butmustabideby

theguidelinesonthesite.

Here’swhattoincludewithyourrequest:

•Thefinalversionshowinghowthe“f”Logowillbefeatured

•Adetaileddescriptionofthecommercial,filmorprogram

•AscriptofthesegmentthatreferencesFacebook

•Translationsforanynon-Englishrequests

Viewthe

MarketingGuidelines

ontheBrandResourceCenterandsubmita

permissionsrequesthere

.

Entertainment

GiveFacebookproperattributioninbooks,plays,TVshowsandfilmbyadheringtoourbrandstandards.WhenmentioningFacebookaspartofanarrativeorstoryline(script,screenplayormanuscript),youmustsubmitapermissionsrequest

here

.

Pleasereachoutatleastfivebusinessdaysinadvancetoavoidproductiondelays.Viewthe

Entertainment

Guidelines

ontheBrandResourceCenterformoreinformation.

NewsandCommentary

FindallthetoolstohelpyoudisplayandtalkaboutFacebookusercontentandourproductsinnewscasts,editorialsandtalkshows.Viewthe

Newsand

CommentaryGuidelines

anddownloadthePDFontheBrandResourceCenterforpracticaldesignandcreativeguidance.

Weunderstandthecontentyouwishtofeaturemayneedtoairduringliveprogramming,suchasanewscastorliveevent,andallowingtimeforpermissionsisnotfeasible.Intheseinstances,westillrequireyoutofollowthegeneralrulesandguidelinesforusingFacebooklogosandassets,andbroadcasttemplatesprovided.

FacebookInc.-Allrightsreserved.6

Welcome

Do’s

Don’ts

FacebookBrandGuidelines

General—

Do’sandDon’ts

ThesearegeneralguidelinestofollowcloselywhenusingFacebook’sbrandassets.Onlyusethelogosandscreenshotsfoundonour

BrandResourceCenterwebsite,

.

%FollowguidelinesfoundinthisguideandontheFacebookBrand

ResourceCenterandagreetoactinaccordancewith

Facebook’s

Terms

and

CommunityStandards

.

%LeaveenoughspacearoundFacebookbrandassetsforthemtobe

clearandunclutteredanduseassetsatalegiblesize.

%Onlyusethe“f”LogotopromoteyourpresenceonFacebook.Don’t

usetheFacebookwordmark,whichisthecorporateidentitythatrefers

toFacebookInc.

%Toensureaccurateandconsistentuse,neveralter,rotate,embellishor

attempttorecreateFacebookbrandassets.Thedownloadsavailable

ontheBrandResourceCenteraretheonlyapprovedassetsto

representtheFacebookbrand.

-Don’tmodifythedesignorcolorofourassetsbystylizing,warping,ormodifyingtheircolororshape.Ifyouareunabletousethecorrectcolorduetotechnicallimitations,youmayreverttoblackandwhite.

-Don’tuseanyiconsorimagestorepresentFacebookotherthanwhatisfoundontheBrandResourceCenter.

-Don’tmisrepresenttheFacebookbrandandavoidrepresentingtheFacebookbrandinawaythatimpliespartnership,sponsorshiporendorsement;makestheFacebookbrandthemostdistinctiveorprominentfeature;orputsthebrandinanegativecontextaspartofascriptorstoryline.

FacebookInc.-Allrightsreserved.7

Welcome

Don’ts

FacebookBrandGuidelines

TalkingaboutFacebook—

Do’sandDon’ts

SometimesyoumayneedtorefertoFacebooktodiscussit,describeyourpresenceonFacebook,displayyourFacebookwebaddress,indicate

thatyourproductisintegratedwithFacebook,ordescribeyourproductsorservicesastheyrelatetoFacebook.

HerearespecificguidelinestofollowwhenmentioningFacebookinyourcopy:

Do’s

%Capitalizetheword“Facebook,”exceptwhenit’spartofawebaddress.

%Displaytheword“Facebook”inthesamefontsizeandstyleasthe

contentsurroundingit.

-Don’tpluralizetheFacebooktrademark,useitasaverborabbreviateit.

-Don’tuseFacebooklogosandiconsinplaceofwords.

-TheonlyapprovedlockupscanbefoundontheBrandResourceCentersuchas,Finduson“f”Logo.

enjoy

ing

-

lve

-

Welcome

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.8

RequestingPermission

BrandPermissions

WhatNeedsPermission

Submita

requestforpermission

whenyouusetheFacebookbrandin:

•MarketingoradvertisingthatappearsonTVoronline

•Books,plays,TVshowsandfilmscripts

•Printpackaging

•Newsandcommentary(forliveprogramming,permissionisrequiredastimepermits)

Youshouldhearfromuswithinaweek.Planforadditionaltimeifrevisionsare

required.

Here’swhatyouneedtoincludewithyourrequest:

yThefinalversionshowinghowtheUIwillbefeatured

yAdetaileddescriptionofthecommercial,filmorprogram

yAscriptofthesegmentthatreferencesFacebook

yTranslationsforanynon-EnglishrequestsYoumayrequestbysubmittingarequest

here

.

AdvertisingappearingonFacebookwillbereviewedbyourAdPolicyteamanddoesnotrequirepermissionhere.

Formoredetails,visit

Facebook’sadvertisingpolicies

.

9

Facebook

BrandAssets

BrandAssets

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.10

1/4

1/4

ClearSpace

“f”Logo

The“f”Logoisoneofourmostglobally

recognizedassets.It’susedtorepresent

Facebooktheproduct(websiteormobile

app).

Usingthe“f”Logo

Theprimaryuseofthe“f”Logoisto

promoteyourorganization’spresenceon

Facebook.Forexample,whenyousay,

“FindusonFacebook”andlinktoyour

FacebookPage,it’sappropriatetouse

the“f”Logo.The“f”Logocanalsorefer

tocontentfromFacebookoryour

product’sintegrationwithFacebook.

NeverusetheFacebookwordmark.

1/4HLogo

1/4HLogo

HLogo

HLogo

“f”Logo

Topreservetheintegrityofthe“f”Logo,alwaysmaintainaminimumclearspacearoundthelogo.Thisclearspaceinsulatesour“f”Logofromdistractingvisualelements,suchasotherlogos,copy,illustrationsorphotography.

MaintainingShapeandProportions

Toensureaccurateandconsistentuse,neveralter,rotate,embellishorattempttorecreatethe“f”Logo.Theproportionsandshapeofthe“f”Logoshouldneverbealteredforanyreason.Toresize,holdthe“Shift”keyinmostsoftwareprogramstomaintaintheproportionswhilescalingupordown.Alwaysmaintaintheminimumclearspace,evenwhenproportionallyscalingthelogo.

Logo

Size

Besurethe“f”Logoisreproducedinalegiblesizeandthattheydonotappearsubordinatetoanyneighboringlogoincludedonthecreativeexecutions.Similarly,donotpresentthe“f”Logoinawaythatmakesitthemostdistinctiveorprominentfeatureofwhatyou’recreating.

or

Color

Donotmodifythelogosinanyway,suchaschangingthedesignorcolor.Thecorrectcolorversionstousearetheblueorreversed-outtowhite.Ifyouareunabletousethecorrectcolorduetotechnicallimitations,youmayreverttoblackandwhite.

FacebookInc.-Allrightsreserved.11

BrandAssets

Do’s

Don’ts

FacebookBrandGuidelines

“f”Logo—

Do’sandDon’ts

%Doincludeaclearcall-to-actionthatcommunicatesyouruseof

Facebook(e.g.“FindusonFacebook”).

%Dousethe“f”Logoaloneoralongsideothersocialicons.Itshouldbe

usedatequalsizetoneighboringicons.

%DolinkdirectlytoyourpresenceonFacebook,whenusingthe“f”Logo

online,suchasyourwebsite,blogoremailcampaigns.

%Dousethe“f”LogotorefertoyourpresenceonFacebook,suchas

yourPage,profile,group,orevent.

%Dousethe“f”LogotointegrateyourproductwithFacebook,suchas

“ForusewithFacebook”contentthatoriginatesfromFacebook.

%

Dousethe“f”Logowhenreferringtoyourpresenceon

Facebook..

%

Doensurethe“f”Logois

equalinsizetoneighboring

icons.

-Don’tmodifythe“f”Logoinanyway,suchasbychangingthedesign,scaleorcolor.Ifyoucan’tusethecorrectcolorduetotechnicallimitations,useblackandwhite.

-Don’tanimateorfabricatephysicalobjectsintheformofour“f”Logo.

-Don’tfeatureFacebookprominentlyinyourmarketingcreative.Yourbrandshouldbetheprimarycommunication.

-Don’tuseFacebookwordmarktorepresentyourpresenceonFacebook.ThewordmarkisreservedforcorporateuseandrepresentsFacebook,thecompany.

-

Don’talterthelogodesignorcolors.

Don’tfabricatephysical

objectsintheformofthe

“f”Logo.

FacebookInc.-Allrightsreserved.12

BrandAssets

Representing

YourSocialChannels

WhenrepresentingyourpresenceonFacebook,weaskthatyouusethe“f”Logo.Thislogoisoneofourmostidentifiablemarksgloballyandisformattedtodisplayatmanysizes.

Inparticular,werequirethatthe”f”LogoisnotdeconstructedandtheapprovedmarkisrepresentedinFacebookblueorwhite.Theapproved“f”LogofilesareprovidedasadownloadontheBrand

ResourceCenter.

GroupingIcons

The“f”Logomaybeusedaloneoralongsideothersocialicons.Itshouldbeusedatequalsizetoneighboringicons.Besuretomaintainitsshapeandproportionsandprovideadequateclearspacebetweenlogos.

Find“f”Logoguidelinesandthedownload

here

.

FacebookBrandGuidelines

The“f”LogoinPractice

The“f”Logomaybeusedaloneoralongsideothersocialiconstorepresentyourpresenceon

Facebook.

MaintainingShapeandProportions

Whendisplayingthe“f”Logoinyourapparrayitshouldbeequalinsizetoneighboringlogos.Besuretomaintainitscircularshapeandproportionswhileprovidingadequateclear-spacebetweenotherlogos.

Style

Donotcreateanyvariationsofthe“f”Logo,onlyusewhat’savailablethroughtheBrandResource

Center.

Color

Usethe“f”Logointhecolorsprovidedintheassetdownload:blue,grey,whiteorblack.

BrandAssets

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.13

ThumbIcon

TheThumbIconisoneofFacebook’sidentifiablemarks.Thisiconismeanttorepresenttheconceptof“liking”somethingonFacebook.

UsingtheThumbIcon

OnlyusetheThumbIconwithaclearwrittencalltoaction(forexample:“LikeusonFacebook”,“InstallourapponFacebook”,“ForusewithFacebook”)toreferenceyourFacebookpresence.Noothericonsshouldbeusedwiththe

ThumbIcon.

ThismarkdoesnotreplaceLikethumbsfoundintheFacebookproduct.ThisistheprimaryandapprovedThumbtouseinyourmarketing.

1/4HLogo

1/4HLogo

1/4

1/4

HLogo

HLogo

ClearSpace

TopreservetheintegrityoftheThumbIcon,alwaysmaintainaminimumclearspacearoundthelogo.ThisclearspaceinsulatesourThumbIconfromdistractingvisualelements,suchasotherlogos,copy,illustrationsorphotography.

ThumbIcon

MaintainingShapeandProportions

Toensureaccurateandconsistentuse,neveralter,rotate,embellishorattempttorecreatetheThumbIcon.TheproportionsandshapeoftheThumbIconshouldneverbealteredforanyreason.Toresize,holdthe“Shift”keyinmostsoftwareprogramstomaintaintheproportionswhilescalingupordown.Alwaysmaintaintheminimumclearspace,evenwhenproportionallyscalingthelogo.

Size

DonotpresenttheThumbIconinawaythatmakesitthemostdistinctiveorprominentfeatureofwhatyou’recreating.Similarly,besuretheThumbIconisreproducedinalegiblesize.

Color

DonotmodifytheThumbIconinanyway,suchaschangingthedesignorcolor.

FacebookInc.-Allrightsreserved.14

BrandAssets

Do’s

FacebookBrandGuidelines

ThumbIcon—

Do’sandDon’ts

%DoonlyusetheThumbIconwithaclear,writtencalltoaction(for

example:“LikeusonFacebook”).

%WhenusingtheThumbIcononline,itshouldlinkdirectlytoyourPage

onFacebook.

Don’ts

-Don’tmodifytheThumbIconinanyway,suchasbychangingthedesign,scaleorcolor.Ifyoucan’tusethecorrectcolorduetotechnicallimitations,useblackandwhite.

-Don’tusetheThumbIconinFacebookAds.

-Don’tsubstitutetheThumbIconfortheword“like”intext.

-Don’tanimateorfabricatephysicalobjectsintheformofourThumbIcon.

-Don’tusetheThumbIconalongsideotherFacebooksymbolsoricons.

-

Don’tuseanoutlinedthumbwiththecuffdetached.

-

Don’tredraworrecreatethethumbasanillustratedicon.

-

Don’tuseasolidthumbwiththecuffattached.

come

us!

-

Don’tsubstitutetheThumb

Iconfortheword“like”in

text.

-

Don’tchangetheReaction

brightbluefromtheproduct

colortoFacebookBlue70.

-

Besuretofillthehandofthe

primarythumbwithwhitewhen

placingonanycolor,

photographicorillustrative

backgrounds.

FacebookInc.-Allrightsreserved.15

BrandAssets

FindUsOnFacebookBadge

Thisisoneofourmostusedandmosteffectiveassets.Becauseithasaclearcalltoactionbuiltin,youraudienceknowsexactlywhatyouaredirectingthemtodo.

UsingtheFindUsOnFacebook

Badge

TheFindUsOnFacebookBadgeandthe

“f”LogoaretheprimaryassetstousewhenpromotingyourpresenceonFacebook.TheycanalsorefertocontentfromFacebookoryourproduct’sintegrationwithFacebook.NeverusetheFacebookwordmark.WhenusingtheFindUsOnFacebookBadgeonlineitshouldlinkdirectlytoyourpresenceonFacebook,suchasyourprofile,grouporeventpage.

FacebookBrandGuidelines

1/3HLogo

1/3HLogo

1/3H

1/3H

Logo

Finduson

Logo

ClearSpace

TopreservetheintegrityoftheFindUsOnFacebookBadge,alwaysmaintainaminimumclearspacearoundthelogo.ThisclearspaceinsulatesourFindUsOnFacebookBadgefromdistractingvisualelements,suchasotherlogos,copy,illustrationsorphotography.

FindUsOnFacebookBadge

Finduson

Finduson

MaintainingShapeandProportions

Toensureaccurateandconsistentuse,neveralter,rotate,embellishorattempttorecreatetheFindusonFacebookBadge.TheproportionsandshapeoftheFindUsOnFacebookBadgeshouldneverbealteredforanyreason.Toresize,holdthe“Shift”keyinmostsoftwareprogramstomaintaintheproportionswhilescalingupordown.Alwaysmaintaintheminimumclearspace,evenwhenproportionallyscalingthelogo.

Finduson

Size

DonotpresenttheFindUsOnBadgeinawaythatmakesitthemostdistinctiveorprominentfeatureofwhatyou’recreating.Similarly,besuretheFindUsOnBadgeisreproducedinalegiblesize.

Finduson

Color

Donotmodifythelockupinanyway,suchaschangingthedesignorcolor.Ifyouareunabletousethecorrectcolorduetotechnicallimitations,youmayreverttoblackandwhite.

FacebookInc.-Allrightsreserved.16

BrandAssets

Do’s

Don’ts

FacebookBrandGuidelines

FindUsOnFacebook—

Do’sandDon’ts

%DoonlyusetheFindUsOnFacebookBadgetorefertoyourpresence

onFacebook,suchasyourpage,profile,orevent.

%WhenusingtheFindUsOnFacebookBadgeonline,itshouldlink

directlytoyourpresenceonFacebook.

Finduson

%

Dousethebadgetodirect

traffictoyourFacebook

presence.

-Don’tmodifytheFindUsOnFacebookBadgeinanyway,suchasby

changingthedesign,scaleorcolor.Ifyoucan’tusethecorrectcolor

duetotechnicallimitations,useblackandwhite.

induson

-

Don’talterthelogocolors

orscale.

BrandAssets

FacebookBrandGuidelines

FacebookInc.-Allrightsreserved.17

Reactions

Love

Like

Wow

Sad

Haha

Like

ReactionsareanextensionoftheLikeButtontogivepeoplemorewaystosharetheirreactiontoapostinaquickandeasyway.ThecollectionofReactionsincludesLike,Love,Haha,Wow,SadandAngry.

Toensureaccurateandconsistentuse,neveralter,rotate,embellishorattempttorecreatetheReactions.NeveraltertheproportionsandshapeoftheReactions(andsurroundingUI)foranyreason.

Reactionsarenotemojisorindividualicons,andtheycannotbeusedinthisway.It’simportanttoshowReactionsinthewaytheyareintendedtobeusedonFacebook—asaquickandeasywaytoexpresshowyoufeel.

VideoorFacebookLiveBroadcast

Wedon’tprovideanimationsofReactions.ToincludeReactionsinyourvideo,showtheReactionswithintheFacebookUIastheyappearandfunctionintheproduct.

FacebookLive:The“floating”ReactionsareonlyintendedforuseduringaFacebookLivebroadcastandotherinstanceswithinFacebookproducts.Don’tusethe“floating”ReactionsoutsidethecontextofFacebookproducts,whetheranimatedorstatic,inyourmarketing.

Angry

UsingReactions

UseReactionsonlyastheyappearandexactlyhowtheyfunctionwithinthecontextofFacebookUI.Reactionscannotbeusedforcreativepurposes.OnlyuseReactionsasacollection—donotusethemasindividualiconsorasthemostprominentfeatureofyourmarketing.

FacebookInc.-Allrightsreserved.18

BrandAssets

Reactions

FacebookBrandGuidelines

Use—WithintheFacebookUI

Wehaveprovidedhigh-resolution

Newsfeedscreentemplates

builtfor

useonline,onprint/packaging,orfor

promotionalactivitiesinTVandfilm.The

useofthescreentemplatesmustadher