抖音品牌视觉识别手册方案

DOUYIN

BRANDVISUAL

IDENTITY抖音品牌视觉识别系统DOUYINVISUALIDENTITY2019.10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。DOUYINVISUALIDENTITY2019.10BasicPart基础部分A1标准色彩标识A11英文印刷专用字体A21品牌KV板式规范A2标识网格标准制图A3安全距离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A25toB端视觉应用规范A26toB端视觉应用范例A4安全区域A5安全区域应用A6最小适应范围A7品牌色彩及应用比例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DOUYINVISUALIDENTITY2019.10A1标准色彩标识标识Logo颜色指引

ColourKey笔画过硬\缺少动势和活力R34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFF旧圆角笨重完整度R0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5新R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.图形标志Symbol文字标志Logotype备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A2标识网格标准制图4.5X1X6.5XX颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050h5XPANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.12Xw备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。X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)Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.101/2XA3安全距离颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFXR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F51/2XR255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050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。Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.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。当标识尺寸被缩放使用时,安全区域大小随之等比缩放。ThesafeareaisablankareawheretheLogoisseparatedfromanyotherdesignelements.Nodesignelementscanappearinthisarea.备注

PleaseNote:Inordertoensurethatthebytebeatingbrandidentitycanbeclearlyidentifiedinallapplications,acertainsecurityinviolableareamustbereservedaroundthelogo.Thisareaisequivalenttotheminimumdistancethatthelogoshouldbemaintainedwhenusedinconjunctionwithotherdesignelementsortextualcontent.Toensuretheintegrityandreadabilityofthelogo,thesizeofthiszonemuststrictlycomplywiththespecifications.Whenthemarkersizeisusedforscaling,thesizeofthesecurityareaisscaledaccordingly.■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A4安全区域颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050常规版

搭配常规版试特殊表现版

搭配品牌板式PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。常规版

搭配常规版试特殊表现版

搭配品牌板式Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A5安全区域应用颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.常规版试特殊品牌板式备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A6最小适应范围颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFF5mmR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050无限大PANTONE318cPANTONE2040c0mm5mm10mm15mm20mmR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.W≥70px

20mm备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.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。■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A7品牌色彩在浅色情况的应用比例60%10%25%5%颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.白色OR真实内容黑色夜晚白天品牌色备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A8品牌色彩在深色情况的应用比例60%10%25%5%颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.黑色OR真实内容白色夜晚白天品牌色备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A9品牌色彩在深色情况的应用比例R255G255B255C0M0Y0K0#FFFFFFR34G31B32C0M0Y0K100#221F20R35G30B170C95M90Y0K0#231EAAR255G0B80C0M100Y51K0#FF0050R0G250B240C67M0Y29K0#00FAF0PANTONE2040cPANTONE318c颜色指引

ColourKeyR65G50B240C85M75Y0K0#4132F0R34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A10渐变色在浅色情况下的应用柔和同色系（蓝）颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255柔和同色系（红）C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5碰撞色（紫）R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A11渐变色在深色情况下的应用柔和同色系（蓝）颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255柔和同色系（红）C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050碰撞色（紫）Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A12标志反白及墨稿颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFF标准色彩反白应用R0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.单黑应用单白应用备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A13标识中文标准字规范颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A14中文印刷专用字体中文印刷专用字体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兰亭粗黑简体方正兰亭黑简体方正正纤黑简体颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.造字工房悦黑体备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A15英文印刷专用字体颜色指引

ColourKeyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz066-CAI978R34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzFuturaMediumR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A16中文Slogan专用字体颜色指引

ColourKey设计字体翩翩体-简根据品牌logo字体设定的slogan字体适用于偏官方的宣传物料R34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040c记录美好生活适用于重要特殊性品牌画面R59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.记录美好生活造字工房悦黑适用于普通品牌画面备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A17标识在不同背景色上应用颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5注：为了保证品牌logo的识别度，在有背景色的情况下使用，基本上按照深色底反白使用，浅色底正色使用，logo只能在清晰的背景上使用。R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.错误使用示例DOUYINVISUALIDENTITY2019.10A18品牌图形：主图形使用规范颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255平面视觉主音符图形使用范例C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050作为抖音最具识别性的符号，将抖音反白标识作为品牌延展中心，可对符号进行质感，排列，形变，材质，三维等等设计动作。Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.三维视觉主音符图形使用范例音符图形作为装饰图形时尽量使用单音符图形，颜色不做细节限制，但需要符合品牌色域。备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A19品牌图形：主图形使用规范*产品市场类不参考此类规范颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.相较于市场向的品牌延展，文创，服装，艺术展等方向可对logo进行稍加艺术感效果的变形，需要保持logo一定识别度备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A20品牌图形：辅助图形使用规范1212颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF00503PANTONE318cPANTONE2040c34R59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F54R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.对反白logo进行拆解，提取如下四种基本图形：圆角矩形、圆形、矩形、1\4圆环注：出现颜色仅供区分形状备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A21品牌图形：辅助图形使用规范颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.我们可以基于四种图形延展很多图形，再结合抖音故障感，可以推演出更多图形。注：出现颜色仅供区分形状备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A22品牌图形：1组合样式颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF00503PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5故障叠色R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.基于品牌色彩提炼结果，我们可对图形进行组合，叠加，故障等形式备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A23品牌图形：组合样式浅色情况示例*渐变色图形使用占比参考A23，减少渐变色作为背景使用（运营活动类另作考虑）颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF00503PANTONE318cPANTONE2040c辅助图形R59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5我的快乐R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050ID：387161910浅色背景&真实内容Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.基于品牌色彩提炼结果，我们可对图形进行组合，叠加，故障等形式如图所示画面占比，辅助图形:整幅画面=0.4:1备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A24品牌图形：组合样式深色情况示例颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050辅助图形PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050深色背景&真实内容Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.参照A11深色情况下的品牌图形露出如图所示画面占比，辅助图形:整幅画面=0.4:1备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A25品牌标识错误应用颜色指引

ColourKey使用未经允许的颜色任意挤压LOGO使用未经允许的组合距离底色反差较弱标准字与LOGO的比例更改任意添加外框R34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFFR0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.不符合规定的颜色组合使用未经允许的组合形式使用未经允许的组合形式■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A26子品牌标识应用规则抖音子品牌的设计中，统一规范了设计组合形式，logo

图形部分可以根据不同的垂类重新设计。抖音二字保持母品牌的字体设计，后面子品牌的名称可以根据相对应的垂类重新设计字体。颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFF可设计部分可设计部分R0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF0050可设计部分可设计部分Do

nottryto

alteranyaspectofthelogotypeand

do

nottryto

recreateit.Useonlythelogotypewhichhas

beenSuppliedandapproved.备注

PleaseNote:■这个电脑档案只适用于制作印刷四色。Thisfile

shouldbe

usedforfourcolourprocessreproductionsonly.已存在子品牌范例（现有子品牌logo的抖音文字部分还是之前版本），后续是否要同步调整可根据业务需要，不做强制要求。■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。Thisfile

is

arrangedintotwolayers:ArtworkandNotes.Copytheartworkportionyouneedforyourfile

to

preventunnecessaryelementsbeingaccidentallyreproduced.DOUYINVISUALIDENTITY2019.10A27联合logo使用规范logo与分割符号之间的距离等同于“音”字一半的距离颜色指引

ColourKeyR34G31B32C0M0Y0K100#221F20R255G255B255C0M0Y0K0#FFFFFF1.

品牌深度合作R0G250B240C67M0Y29K0#00FAF0R255G0B80C0M100Y51K0#FF0050PANTONE318cPANTONE2040cR59G80B155C90M80Y0K0#3B509BR170G245B245C35M0Y13K0#AAF5F5R255G220B255C5M20Y0K0#FFDCFFR255G0B80C0M100Y51K0#FF00502.

联合发起Do

nottryto

alteranyaspectofthelogotypeand