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WeChat_Visual_Identity_Guidelines_201703

微信视觉形象指引
WeChat Visual Identity
Guidelines

WEDESIGN 2017. 03

前言

本手册旨在规范微信品牌形象的正确应用,保证品牌完整性和一致性。适用对象为:微信
事业群各部门、公司其他事业群、业务合作第三方公司、个人等。

手册分为主品牌规范、微信品牌关系、二级品牌规范。该文件由微信事业群基础产品部
设计中心品牌设计组设计和维护。

Preface

This guide is intended to standardize the use of the WeChat brand and ensure
the brand's integrity and consistency. The guide applies to all departments of
the Weixin Business Group (or "WXG", the group responsible for WeChat), other
Tencent business groups, and third-party companies and partners.

The guide is divided into three parts: specifications for the main brand, brand
relationship between the main brand and sub-brands, and the speci cation for
each of the sub-brands.

WECHAT VISUAL IDENTITY GUIDELINES

初衷

微 信(We C h a t)的 品 牌 形 象 基 于 微 信“谨 慎、优 雅、超 前”的 产 品 理 念,包含 于 客户
端各平台设计、相关网页设计、品牌设计、周边产品设计中。与传统品牌不同,微信是
一 个相 对 抽 象、无 形 但 又 无 处不 在的 互 联 网产品。微 信 的品 牌 设 计,不仅 要告 诉用户
这 是 微 信,还 要 传 达 微 信 的 理 念 和 态 度。我 们 希 望 通 过 系 统 的 设 计 来 满 足 微 信多产
品线的品牌需求,借助传统品牌和平面设计中一些成熟严谨的设计方法,如图形比例、
字 体 版 式、网 格、信息 处 理 等,通 过 清 晰、明 确、简单 的呈 现,为无 形 的产品 打 造 清 晰
的品 牌 轮廓,以 实 现 微信品 牌 线 上 线下的品 牌完 整 和 体 验 的 一 致 性,以 更 好地让使 用
受众更正确更深刻地感受微信。

Motivation

WeChat's brand identit y is derived from the produc t's core design,
values:"Prudence" "Elegance", and "Foresight". These values are demonstrated
in all related products that WeChat offers. Unlike traditional brands, WeChat is
an internet brand that simultaneously possesses both abstraction and ubiquity.
Our brand identity is not just about portraying who we are, but also expresses
what ideas and attitude we wish to communicate. By providing a design system,
we hope to better provide for WeChat cross-product promotion via a traditional
brand and graphical design approach, including providing a drawing scale,
typography, proportions, etc. Combined, these elements can help turn WeChat
from an abstract concept into a concrete brand, and achieve consistent user
experience and brand recognition whether online or o ine.

WECHAT VISUAL IDENTITY GUIDELINES

目录

Contents

主品牌规范 | Speci cations for Primary Brand
品牌主标志 | Primary Brand Identity
文字标志 | Standard Logotype
完整标志 | Full Emblem
标准字体 | Standard Typeface
标准色彩 | Standard Color
客户端标志 | App Icon

微信品牌关系 | Brand Relationship
BCR 品牌并置规则 | Brand Collocation Rule

二级品牌规范 | Sub-Brand Speci cation
微信支付 | WeChat Pay Guidelines
微信卡包 | WeChat Card Pack Guidelines
微信扫一扫 | WeChat Scan Guidelines
微信相框 | WeChat Moment Guidelines
微信红包 | WeChat Lucky Money Guidelines

WECHAT VISUAL IDENTITY GUIDELINES

PBI / 01-09

WECHAT VISUAL IDENTITY GUIDELINES

品牌主标志

Primary Brand Identity

PBI / 01 图形标志 | Symbol
PBI / 02 标志细节 | Symbol Detail
PBI / 04 标志网格 | Symbol Proportions
PBI / 05 标志比例 | Symbol Scale
PBI / 06 单色标志 | Monochromatic Symbol
PBI / 07 标志应用示例 | Symbol Examples
PBI / 08 标志背景色 | Symbol Background Color
PBI / 09 错误使用示例 | Incorrect Examples

WECHAT VISUAL IDENTITY GUIDELINES

图形标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Symbol The following is the standard WeChat symbol. Refrain from departing from the
following established specifications.
图形标志
Symbol

WECHAT VISUAL IDENTITY GUIDELINES PBI / 01

标志细节 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Symbol Detail The following is the standard WeChat symbol including layout specifications, drawing
scale, and additional details. Refrain from departing from the following established
标志细节 specifications.
Symbol Detail

30X 4X 3X
25X 25X 2X

X 3X

WECHAT VISUAL IDENTITY GUIDELINES PBI / 02

标志细节 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Symbol Detail The following is the standard WeChat symbol including layout specifications, drawing
scale, and additional details. Refrain from departing from the following established
标志细节 specifications.
Symbol Detail



75° 55°
45°

WECHAT VISUAL IDENTITY GUIDELINES 30°


PBI / 03

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

标志网格 8
24
Symbol Proportions
Proper spacing is critical to ensuring an optimal representation of the WeChat
网格与不可侵入范围 symbol. As a consequence, when using the symbol, clear spacing should be
Proportions and Spacing preserved. Do not edit or alter the symbol in any way. In print, the symbol should
never be smaller than 8mm wide; On-screen, it must be at least 16 pixels wide.

3X 6X 3X

3X

5X

4X
5X

最小应用尺寸
Minimum Size

/ Print: 8 mm PBI / 04
/ Screen: 24 px

WECHAT VISUAL IDENTITY GUIDELINES

标志比例 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Symbol Scale Select an appropriately sized symbol in accordance with your type of media to
ensure proper unity between online and offline presentation of the brand.

可使用屏幕显示尺寸
Sizes for
On-Screen Layout

256 px 128 px

96 px 64 px 32 px 24 px

WECHAT VISUAL IDENTITY GUIDELINES PBI / 05

单色标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Monochromatic 二
Symbol
Use the monochromatic symbol for the following media settings: When the WeChat
单色标志 - 白 symbol accompanies a co-brand's monochromatic symbol; when the full-color
Monochromatic symbol cannot be displayed due to background color or technical limitations.
Symbol-White

● R 255 G 255 B 255 / C 0 M 0 Y 0 K 0 / White

单色标志 - 浅灰
Monochromatic
Symbol-Light Gray

● R 170 G170 B170 / C0 M0 Y0 K45 / PANTONE Cool Gray 5

单色标志 - 深灰
Monochromatic
Symbol-Dark Gray

● R 77 G77 B77 / C0 M0 Y0 K83 / PANTONE Cool Gray 11

WECHAT VISUAL IDENTITY GUIDELINES PBI / 06

Example Applying the Primary Symbol
Example Applying the Monochromatic Symbol

标志背景色 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Background Color This page demonstrates usage of the WeChat full-color and monochromatic symbol.
To protect the integrity and intrinsic value of WeChat's brand identity, it's forbidden
to inappropriately apply or alter the WeChat symbol specification.

标志背景色规则
Background Color Rule

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 10-40
Do not use the WeChat full-color symbol over K 10-40 background.

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 0-20
Do not use the WeChat monochromatic symbol (white) over K 0-20 background.

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

The WeChat monochromatic symbol (light gray) is only to be used in white background.
K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 50-100
Do not use the WeChat monochromatic symbol (dark gray) over K 50-100 background.

WECHAT VISUAL IDENTITY GUIDELINES PBI / 08

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

错误使用示例

Incorrect Examples

This page demonstrates inappropriate usage of the WeChat symbol. WeChat
symbol specifications ensure optimal identification and usage should strictly follow
established guidelines.

标志错误使用示例
Examples of
Inappropriate Use

Don't outline the symbol. Don't stretch the symbol.

Don't attach text of any kind to the Don't compress the symbol.
symbol.

Don't alter the color specifications Don't add effects like shadows,
within the symbol. dimensions, and gradients to the
symbol.

Don't use the symbol in a low quality. Don't change the symbol's details.

WECHAT VISUAL IDENTITY GUIDELINES PBI / 09

SL / 01-04

WECHAT VISUAL IDENTITY GUIDELINES

文字标志

Standard Logotype

SL / 01 中文字标 | Standard Chinese Logotype
SL / 03 英文字标 | Standard English Logotype

WECHAT VISUAL IDENTITY GUIDELINES

中文字标 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Chinese Logotype This page details WeChat's Chinese logotype and layout. WeChat's logotype is an
essential part of the full emblem identity and usage should strictly follow established
guidelines.

中文字标
Chinese Logotype

字标细节
Logotype Detail

WECHAT VISUAL IDENTITY GUIDELINES SL / 01

字标细节 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Logotype Detail This page details WeChat's Chinese logotype and layout. WeChat's logotype is an
essential part of the full emblem identity and usage should strictly follow established
guidelines.

字标细节
Logotype Detail

字标网格
Logotype Proportion

8X X SL / 02
WECHAT VISUAL IDENTITY GUIDELINES

英文字标 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

English Logotype This page details WeChat's English logotype and layout. WeChat's logotype is an
essential part of the full emblem identity and usage should strictly follow established
guidelines.

英文字标
English Logotype

字标细节
Logotype Detail

WECHAT VISUAL IDENTITY GUIDELINES SL / 03

字标细节 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Logotype Detail This page details WeChat's English logotype and layout. WeChat's logotype is an
essential part of the full emblem identity and usage should strictly follow established
guidelines.

字标细节
Logotype Detail

字标网格
Logotype Proportion

0X 1.2 X 1.2 X X

WECHAT VISUAL IDENTITY GUIDELINES SL / 04

FE / 01-07

WECHAT VISUAL IDENTITY GUIDELINES

完整标志

Full Emblem

FE / 01 完整标志 | Full Emblem
FE / 02 标志网格 | Emblem Proportions
FE / 04 单色标志 | Monochromatic Emblem
FE / 05 标志应用示例 | Emblem Examples
FE / 07 标志背景色 | Emblem Background Color
FE / 08 错误使用示例 | Incorrect Examples

WECHAT VISUAL IDENTITY GUIDELINES

完整标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Full Emblem This page details the full version of WeChat's Chinese and English emblem. WeChat's
emblem specifications ensure optimal identification and usage should strictly follow
中文标志 established guidelines.
Chinese Emblem

英文标志
English Emblem

WECHAT VISUAL IDENTITY GUIDELINES FE / 01

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

标志网格

Emblem Proportions

When using WeChat's full brand emblem, please follow the establish specifications
on minimum sizing, proportions and spacing, and other guidelines. It's important
to retain overall proportions, contrast and spatial structure to ensure brand integrity
and identification.

网格与不可侵入范围
Proportions and Spacing

1.2X 0.4X X
X 1.3X
X
XX X

最小应用尺寸
Minimum Size

/ Print: 16mm
/ Screen: 40px

WECHAT VISUAL IDENTITY GUIDELINES FE / 02

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

标志网格

Emblem Proportions

When using WeChat's full brand emblem, please follow the establish specifications
on minimum sizing, proportions and spacing, and other guidelines. It's important
to retain overall proportions, contrast and spatial structure to ensure brand integrity
and identification.

网格与不可侵入范围
Proportions and Spacing

1.2X 0.4X X
X 1.3X
X
XX X

最小应用尺寸
Minimum Size

/ Print: 22mm
/ Screen: 60px

WECHAT VISUAL IDENTITY GUIDELINES FE / 03

单色标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Monochromatic Use the monochromatic emblem for the following media settings: When the WeChat
Emblem emblem accompanies a co-brand's monochromatic emblem; when the full-color
emblem cannot be displayed due to background color or technical limitations.
单色标志
Monochromatic
Emblem

● R 255 G 255 B 255 / C 0 M 0 Y 0 K 0 / White

● R 170 G170 B170 / C0 M0 Y0 K45 / PANTONE Cool Gray 5

● R 77 G77 B77 / C0 M0 Y0 K83 / PANTONE Cool Gray 11

WECHAT VISUAL IDENTITY GUIDELINES FE / 04

单色标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Monochromatic Use the monochromatic emblem for the following media settings: When the WeChat
Emblem emblem accompanies a co-brand's monochromatic emblem; when the full-color
emblem cannot be displayed due to background color or technical limitations.
单色标志
Monochromatic
Emblem

● R 255 G 255 B 255 / C 0 M 0 Y 0 K 0 / White

● R 170 G170 B170 / C0 M0 Y0 K45 / PANTONE Cool Gray 5

● R 77 G77 B77 / C0 M0 Y0 K83 / PANTONE Cool Gray 11

WECHAT VISUAL IDENTITY GUIDELINES FE / 05

Example Applying the Primary Emblem
Example Applying the Monochromatic Emblem

标志背景色 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Background Color This page demonstrates usage of the WeChat full-color and monochromatic
emblem. To protect the integrity and intrinsic value of WeChat's brand identity, it's
forbidden to inappropriately apply or alter the WeChat emblem specification.

标志背景色规则
Background Color Rule

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 10-40
Do not use the WeChat full-color emblem over K 10-40 background.

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 0-20
Do not use the WeChat monochromatic emblem (white) over K 0-20 background.

K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

The WeChat monochromatic emblem (light gray) is only to be used in white background.
K0 K10 K20 K30 K40 K50 K60 K70 K80 K90 K100

K 50-100
Do not use the WeChat monochromatic emblem (dark gray) over K 50-100 background.

WECHAT VISUAL IDENTITY GUIDELINES FE / 07

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

错误使用示例

Incorrect Examples

This page demonstrates inappropriate usage of the WeChat emblem. WeChat
emblem specifications ensure optimal identification and usage should strictly follow
established guidelines.

标志错误使用示例
Examples of
Inappropriate Use

Don't change the relationship of the Don't stretch the emblem.
symbol to logotype.

Don't attach text of any kind to the Don't compress the emblem.
emblem.

Don't alter the color specifications Don't add effects like shadows,
within the symbol or the logotype. dimensions, and gradients to the
emblem.

Don't use the emblem in a low quality. Don't change the emblem's details.

WECHAT VISUAL IDENTITY GUIDELINES FE / 08

ST / 01-04

WECHAT VISUAL IDENTITY GUIDELINES

标准字体

Standard Typefaces

ST / 01 中文字体 | Chinese Typeface
ST / 02 英文字体 | English Typeface
ST / 03 中文应用 | Chinese Sample
ST / 04 英文应用 | Chinese Sample

WECHAT VISUAL IDENTITY GUIDELINES

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

中文字体 X1-55W X1-45W

Chinese Typeface Type is an important element of WeChat's visual identity. It articulates our brand message,
expressing both what we say and how we say it. Our standard Chinese fonts are closely
中文字体家族 aligned with WeChat's brand personality and is modern and easy-to-read. We use it in all
Chinese Font Family of WeChat's promotional communications as well as within the product.

WECHAT VISUAL IDENTITY GUIDELINES ST / 01

英文字体 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

English Typeface : Myriad Pro Regular Myriad Pro Light

英文字体家族 WeChat's standard English fonts are Myriad Pro Regular, and Myriad Pro Light. This
English Font Family typeface is closely aligned with WeChat's brand personality and is modern and easy-
to-read. We use it in all of WeChat's promotional communications as well as within
the product.

Myriad Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+

Myriad Pro Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+

WECHAT VISUAL IDENTITY GUIDELINES ST / 02

中文应用 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Chinese Sample 1.5
WeChat's standard Chinese fonts and a line height of 1.5 ensure elegance and
provide optimal readability.

汉仪旗黑 X1-55W

汉仪旗黑 X1-45W

WECHAT VISUAL IDENTITY GUIDELINES ST / 03

英文应用 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

English Sample 1.5
WeChat's standard English fonts and a line height of 1.5 ensure elegance and provide
optimal readability.

Myriad Pro Regular The new way to connect
connect with friends
across platform

The new way to connect
connect with friends
across platform

Myriad Pro Light The new way to connect
connect with friends
across platform

The new way to connect
connect with friends
across platform

WECHAT VISUAL IDENTITY GUIDELINES ST / 04

SC / 01-03

WECHAT VISUAL IDENTITY GUIDELINES

标准色彩

Standard Color

SC / 01 色环 | Color Wheel
SC / 02 核心色板 | Core Color Palette
SC / 03 辅助色板 | Supporting Color Palette

WECHAT VISUAL IDENTITY GUIDELINES

色环 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Color Wheel Color contributes another core element of WeChat's brand identity and the colors
are chosen deliberately to be simultaneously vivid and humanistic. In practical terms,
色环 the color system helps deliver a coherent message and meaning.
Color Wheel
Color Palette
辅助色板 Supporting

WECHAT VISUAL IDENTITY GUIDELINES SC / 01

CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

核心色板 RGB

Core Color Palette PANTONE CMYK

核心色板 Below are the core color palette. Black, white and gray are used for background colors
Core Color Palette when displayed in a large area; "WeChat green" is used as a color in smaller designs. Use
the RGB or hexadecimal color values when producing an on-screen design. Use the
CMYK or PANTONE colors for print designs. Refrain from using any color conversion tools.

1AAD19
R =26 G=173 B=25 / C=76 M=7 Y=100 K=0 / PANTONE=354

2BA245
R =43 G=162 B=69 / C=76 M=16 Y=93 K=0 / PANTONE=348

4D4D4D
R =77 G=77 B=77 / C=0 M=0 Y=0 K=83 / PANTONE=Cool Gray 11

888888
R =136 G=136 B=136 / C=0 M=0 Y=0 K=60 / PANTONE=Cool Gray 6

AAAAAA
R =170 G=170 B=170 / C=0 M=0 Y=0 K=50 / PANTONE=Cool Gray 5

F1F1F1
R =241 G=241 B=241 / C=0 M=0 Y=0 K=10 / PANTONE=Cool Gray 1

WECHAT VISUAL IDENTITY GUIDELINES SC / 02

辅助色板 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Supporting WeChat's core color system can be paired with colors from the supporting color
Color Palette palette to provide an even wider range of design possibilities. The palette includes:
green, yellow, red, blue.
辅助色板
Supporting 91ED61
Color Palette R =145 G=237 B=97 / C=47 M=0 Y=74 K=0 / PANTONE=7488 C

FFBE00
R =255 G=190 B=0 / C=3 M=33 Y=90 K=0 / PANTONE=7548C

EA6853
R =234 G=104 B=83 / C=9 M=73 Y=63 K=0 / PANTONE=7416 C

F76260
R =247 G=98 B=96 / C=1 M=75 Y=53 K=0 / PANTONE=178 C

D84E43
R =216 G=78 B=67 / C=18 M=82 Y=72 K=0 / PANTONE=7425 C

2782D7
R =39 G=130 B=215 / C=79 M=44 Y=0 K=0 / PANTONE=2174 C

10AEFF
R =16 G=174 B=255 / C=70 M=20 Y=0 K=0 / PANTONE=2995 C

WECHAT VISUAL IDENTITY GUIDELINES SC / 03

AI / 01-03

WECHAT VISUAL IDENTITY GUIDELINES

客户端标志

App Icon

AI / 01 客户端标志 | App Icon
AI / 02 标志应用 | Icon Samples
AI / 03 客户端标志示例 | App Icon Example

WECHAT VISUAL IDENTITY GUIDELINES

客户端标志 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

App Icon The WeChat app icon, layout specifications, and icon details are provided below. The
icon is only to be used in a client device environment or for relevant promotions and
客户端标志 it's forbidden to inappropriately apply or alter the WeChat app icon specification.
App Icon

标志网格
Icon Layout

WECHAT VISUAL IDENTITY GUIDELINES AI / 01

标志应用 CHAPTER 01 SPECIFICATIONS FOR PRIMARY BRAND

Icon Samples Select an appropriately sized icon for your media setting to ensure consistency
between the online and offline brand identity.

可使用屏幕显示尺寸
Available Sizes for
Screen Designs

256 px* 256 px

128 px* 128 px AI / 02

96 px* 96 px
64 px* 64 px
48 px* 48 px
32 px* 32 px

WECHAT VISUAL IDENTITY GUIDELINES



BCR / 01-06

WECHAT VISUAL IDENTITY GUIDELINES

品牌并置规则

Brand Collocation Rule

BCR / 01 微信二级品牌 | Sub- Brands
BCR / 02 二级品牌示例 | Sub- Brand Samples
BCR / 04 品牌并置规则 | Co-Branding Guidelines
BCR / 06 品牌并置示例 | Collocation Examples

WECHAT VISUAL IDENTITY GUIDELINES

微信二级品牌

微信二级品牌包括:微信公众平台、微信开放平台、微信支付、微信扫一扫、微信摇一摇、
微信卡包、微信运动、微信安全、微信品牌维权、微信相框、微信招聘、微信商学院、微信
互联、微信城市服务、微信团队、微信游戏等。

WeChat Sub-Brands

In addition to the primary WeChat brand, sub-brands include: WeChat Official
Accounts Platform, SDK Platform, WeChat Pay, WeChat Scan, WeChat Shake,
WeChat Card Pack, WeFit, WeChat Security, WeChat Trademark Protection, WeChat
Moment, WeChat Recruitment, WeChat Business School, WeChat Connection,
WeChat Public Services, Shake Nearby, WeChat Team, WeChat Games, etc.

WECHAT VISUAL IDENTITY GUIDELINES

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