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(Brand guidelines) // Social media

TikTok brand
guidelines

TikTok’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from tiktok.com.

Download the Brand Skill

About TikTok

TikTok is a global short-form video platform and social network where people create, share, and discover video. Its brand centers on helping imaginations thrive and moving with the speed of culture.

Use TikTok’s own standalone marks and wordmarks as identity artwork. The standalone brand marks are appropriate for compact placements; the TikTok wordmark is suited to placements where the name should be explicit.

TikTok colors

  • TikTok Cyan

    Logo accent

    HEX
    RGB

  • TikTok Pink

    Logo and interface accent

    HEX
    RGB

  • Black

    Primary identity and dark backgrounds

    HEX
    RGB

  • White

    Reversed identity and light backgrounds

    HEX
    RGB

TikTok fonts

  • TikTok Sans

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

TikTok’s voice

Write with curiosity, cultural awareness, and an energetic, welcoming directness. Keep language easy to follow and focused on people creating, sharing, and discovering content. Be clear about what a feature does; when discussing safety or policies, use plain, measured language rather than hype.

  • “Lead with curiosity, move at the speed of culture”
  • “We want the platform to be a safe place, where people can be who they are and have fun”

Dos and don’ts

Do

  • Use TikTok’s own standalone marks and wordmarks for brand identity placements.
  • Use the signature palette for brand expression and the dark-interface colors for web UI in their defined roles.
  • Write with curiosity and cultural responsiveness, and speak plainly about the platform and its community.
  • Put creators and varied short-form content at the center of platform storytelling.

Don’t

  • Treat backdrops or social-share imagery as logos.
  • Replace the signature palette with interface colors or use interface colors outside their web-UI context without a clear design need.
  • Use inflated or vague language where a clear description of the feature or message will do.
  • Make every creator or content example look alike; preserve room for varied voices and interests.

TikTok imagery

3 images from tiktok.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

3 images

For brand-level storytelling, center short-form video and creator-led expression. Favor a lively mix of subjects, formats, sounds, and points of view that reflects a platform for creating, sharing, and discovering content. Keep imagery human, current, and culturally responsive; let the creators and their content carry the moment.

TikTok’s brand imagery includes distinct backdrop and social-share assets. Keep those assets in their backdrop or share-image roles; they are not logos.

  • A vibrant digital banner features the TikTok logo and the scripted text "You Belong Here" over a soft rainbow gradient background with fluffy pink clouds.
  • The TikTok logo, a stylized eighth note, stands centered against a solid black background.
  • A neon-style graphic banner featuring the text "Yes, we're hiring" set against a dark background.

Download TikTok’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow TikTok’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 3 images and the logos. The font files belong to TikTok Ltd, so they’re left out.

Download the Brand SkillZIP, 384 KB

tiktok-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ imagery.md

│ ├ logo.md

│ ├ typography.md

│ └ voice.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from tiktok.com on 3 Nov 2026. It isn’t TikTok’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

TikTok and its logos are trademarks of TikTok Ltd. Rainbrand isn’t affiliated with or endorsed by TikTok Ltd.

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