淘宝
Brand identity system
Explore logo, color and typography guidelines, and use published brand assets.
A1
Logo construction grid
Use the construction grid to preserve the logo’s proportions, visual weight and spacing when reproducing, enlarging or reducing it.
A1-H
Clear space and minimum size · Horizontal
Keep the horizontal logo at or above the minimum sizes shown here for print and digital use. This prevents details from merging or becoming unclear.
A1-V
Clear space and minimum size · Vertical
Keep the vertical logo at or above the minimum sizes shown here for print and digital use. This prevents details from merging or becoming unclear.
A1-BG
Logo use on different backgrounds
Maintain strong contrast and clear edges on every background. Use the white logo on dark or brand-color backgrounds and the standard version on light backgrounds.
A1-APP
Logo use in app icons
Use the brand symbol for small formats such as app and mini-program icons. Choose the standard or white version to suit the background.
A1-MISUSE
Incorrect logo usage
Do not recolor, distort, rearrange, obscure or place the logo on a low-contrast background. These examples apply to both external suppliers and internal production.
A2
Logo assets
The symbol, wordmark and tagline are maintained separately so they can be combined into versions for different uses.
A3
Brand colors
Use only the specified brand colors to preserve the logo’s identity and consistency. Whatever the reproduction method, match the color samples on this page as closely as possible.
品牌主色
品牌次要色
品牌强调色
品牌中性色
A3-UI
Interface colors
Interface colors are grouped by purpose to keep status, surfaces and text consistent.
Interface accents
Status colors
Surfaces & borders
Text & links
A3-N
Neutral brand colors
Use neutral colors for body text, dividers, backgrounds and information hierarchy so the primary brand color remains a clear, consistent accent.
A3-RATIO
Color usage proportions
Keep the primary brand color prominent and recognizable. Adjust the proportion of secondary colors to suit the design while supporting the primary color. Use the diagram as a guide.
A4
Brand typography
Use Source Han Sans CN for printed Chinese text and Helvetica Neue for English. Websites, apps and system interfaces should use the platform’s system fonts. If a specified font is unavailable, use a visually similar, readable alternative. Avoid decorative, calligraphic or stylistically inconsistent substitutions.
