2021

Brand Guidelines

Introduction

We developed theseguidelines to help everyone
use the Bitmoji brand.

When we say “brand assets,” we mean the Bitmoji wordmark,Bitmoji app icon, Bitmoji logo, Bitmoji avatars, Bitmoji artwork, andour other features and product names.  

If you’d like to use our brand assets in a way not covered by theseguidelines, please fill out this request form.

Request Form

We update these guidelines periodically, so please check in often
to see what’s new!

The Basics

Bitmoji Do’s & Don’ts1Logos

Logos

MisuseWordmark Usage

Clear Space and Minimum Size

2345

DesignColor Palette

Typeface

79Language

Talking About Bitmoji

Talking About Friendmoji

Talking About Actionmoji

Talking About Bitmoji Stories & Bitmoji TV

Talking About Bitmoji Avatar Styles

Designing Your Apps & Products

10111213

1415

Terminology

How To Speak Bitmoji

17

Press

Press Inquiries

18

Contents

Bitmoji Dos & Don’ts

Here are a few things tokeep in mind when usingBitmoji.

Do Don’t •  Use your Bitmoji avatar for personal and•Monetize Bitmoji’s brand assets or artwork• 

Use Bitmoji’s brand assets or artwork as part of yournon-commercial use•  Use your Bitmoji avatar for non-monetized
media, such as a personal profile picture•   Download and use visual assets provided in ourPress Kit•    Follow all of Bitmoji and Snap Inc.’s Terms ofmarketing materials•

Sell Bitmoji merchandise•

Copy the Bitmoji look and feel•  

Use Bitmoji’s brand assets or artwork in a way thatsuggests or implies partnership, sponsorship, orService, Community Guidelines, and Privacy
Policy• Make your grandma a Bitmoji

endorsement by Bitmoji or Snap Inc.

•  

Incorporate Bitmoji’s brand assets, artwork, or anything
confusingly similar, into any other trademarks, names,
domain names, usernames, or logos• 

Use visual Bitmoji brand assets taken from third-party
sources•  Use trademarks, names, domain names, usernames, logos,
or other content that imitate or could be confused withany of the Bitmoji brand assets•Feature Bitmoji’s brand assets in connection with
pornography, illegal activities/marketplaces, or othermaterials that violate Bitmoji and Snap Inc.’s Terms ofService, Community Guidelines, or Privacy Policy1

LogosBitmoji is represented by anapp icon and a wordmark.   
The Bitmoji logos symbolize a  
fun and personal experience. Use
the full-color Bitmoji app icon
when displayed alongside otherapp icons.
App IconWordmark2

Logos: Misuse

We usually love it whenpeople don’t take usseriously!   

Don’t apply outlines

Don’t transform or distort  in any way — e.g. skew,
rotate, stretchDon’t alter any elements —e.g. the face in the app icon

Don’t add or subtractelements — e.g. removing therainbow bar from thewordmark or adding facial
features to the app icon

Don’t add drop shadows orother special effects

Don’t modify transparency

Don’t type the word Bitmoji
and connect it to the logo

Don’t contain in a shape —e.g. putting the logo in acircle or box

A couple exceptions though.

3

Wordmark usage

The Bitmoji wordmark either
has dark or light text as
found in the Press Kit.  

On a dark background, use the wordmark in light text

Never show the Bitmoji wordmark
in any color other than what is inthe Press Kit.

On a midtone color background, use the wordmark in light text

On a white background, use the wordmark in dark text4Clear Space andMinimum Size

100%

Everyone needs somepersonal space, including
the Bitmoji logo.   
When you’re using the Bitmoji
logo with other graphic elements,
make sure you give it some room
to breathe. The empty spacearound the logo should be at least
50% of the width of the logo. Toensure the logo maintains its
visual impact, do not make thelogo any smaller than a quarterinch or 18 pixels wide. 

200%.25in or 18px
Clear space

Minimum Size

5

Clear Space andMinimum Size

Only display the Bitmoji
logo alongside the Snapchat
app icon and Spectacles
logo as shown here.  
You may display the Bitmoji logoside-by-side with other logos. If
you include the Bitmoji logo next
to other logos, please display it in
the same size as other logos. Don’t
display the Bitmoji logo larger
than your own marks or branding.

100%50%50%50%

6Color palettePrimary Color — App Icon  
Bitmoji Green is our brand color. Itappears in our app icon, as well as
many of our visual assets.

App IconBitmoji green Hex #39CA8E

CMYK 18, 21, 0, 12

Pantone: 2412 C

7

Color palette

Secondary Colors —Wordmark  
This color palette is used in theBitmoji wordmark.

HEX #2E3945 is used in the darkversion of the wordmark.  
HEX #FFFFFF is used in the lightversion of the wordmark.  
The other four colors are used inthe bar beneath the text “Bitmoji.

Text Colors
Dark text 

White text 

Hex #2E3945

Hex #FFFFFFCMYK 33, 17, 0, 73

CMYK 0, 0, 0, 0

Pantone: 432C

Pantone: n/a

Bar colors
Hex #2E3945

Hex #2ECC71

CMYK 33, 17, 0, 73

CMYK 77, 0, 45, 20

Pantone: 432C

Pantone: 7479C

Hex #F1C40F

Hex #E74C3C

CMYK 0,19, 94, 5

CMYK 0, 67, 74, 9

Pantone: 109C

Pantone: 172C

8

Typeface

For titles, headlines, andbody copy, use Avenir Next.  
It’s a friendly, casual, andstraightforward typeface thatcomplements the Bitmoji brand.

Avenir Next

— Created by Adrian Frutiger, 1988

9LANGUAGE: 
TALKING ABOUT BITMOJI

Do Don’t • 
 Use the full name “Bitmoji” without any•   

modification“Bitmoji” can refer to theproduct, the app, personalizedstickers, or your avatar.  

•  Capitalize the word “Bitmoji,” except whenSometimes you may need to refer  to Bitmoji and our other products
and features. To discuss them, 
you may explain how your product 
is integrated with Bitmoji, or  
describe your product as it relates  to Bitmoji.

• Display the word “Bitmoji” in the same font size  by capitalizing the “M”, adding extra characters,or separating it into two words (i.e. BitMoji,Bitemoji, Bit Moji)

you’re referring to Bitmoji’s web address
bitmoji.com

Modify the word “Bitmoji” in any way, such as  •Translate “Bitmoji”•
 Refer to stickers as Bitmoji stickers•
 Refer to your avatar as a Bitmoji avatarand style as the content surrounding it — e.g.
within an article, title, or report10

LANGUAGE: 
TALKING ABOUTFriendmoji

Friendmoji is special because
friendship is special!

Do Don’t • 
 Use the full name “Friendmoji” without any•  modificationby capitalizing the “M” or separating it into twowords (i.e. FriendMoji, Friend Moji, Friend mojo)• Capitalize the word “Friendmoji”•  Refer to Friendmoji as a product of Bitmoji or

Modify the word “Friendmoji” in any way, such as•

Translate “Friendmoji”

Snap Inc.

11

LANGUAGE: 
TALKING ABOUT
Actionmoji

Driving to a party? Flying
out? Actionmoji knows
where all the action is at.

Do Don’t • 
 Use the full name “Actionmoji” without any•  modification

by capitalizing the “M” or separating it into twowords (i.e., ActionMoji, Action Moji, Action moji)• Capitalize the word “Actionmoji”•  Refer to Actionmoji as a product of Bitmoji or Modify the word “Actionmoji” in any way, such as•

Translate “Actionmoji”

Snap Inc. 

12

LANGUAGE: 
TALKING ABOUT BITMOJI
STORIES & BITMOJI TV

See what your Bitmoji is up
to — they star in Snapchat’s
Bitmoji Stories and Bitmoji
TV!

Do Don’t • 
 Use the full name “Bitmoji Stories” or “Bitmoji•  Translate “Bitmoji Stories” and “Bitmoji TV” TV” without any modification• 
 Capitalize the words “Bitmoji Stories” and“Bitmoji TV” as shown•  Refer to Bitmoji Stories and Bitmoji TV as products of Bitmoji or Snap Inc. 

13

LANGUAGE: 
TALKING ABOUT BITMOJI
Avatar Styles

There are three different art
styles for Bitmoji avatars. 
There are 2D and 3D Bitmoji
avatars.

Do Don’t •   Capitalize the avatar style names: Bitmoji•  Translate the Avatar Style names

Deluxe, Bitmoji Classic, and Bitstrips 2D BitmojiBitmoji Deluxe

Bitmoji Classic

Bitstrips

Standard Shaded

Low Res Model

3D Bitmoji

PBR Shaded

14

LANGUAGE: 
Designing your apps
and products

Here are some tips on  
how to describe yourproduct’s uniqueness while
being mindful of Bitmoji's
trademarks.

If you are using Bitmoji Kit, your app must comply with the Bitmoji Kit Partnership
Integration Checklist. If you are looking for examples, see Tips for Bitmoji Kit App Review.

Bitmoji kit Checklist

App Review Tips

Do Don’t • 
 Name your app, website, or product something• that is unique and original to you•   Design an original logo or app icon that

Use “Bitmoji” or “Bitmo” in your app name, website name,domain name, or product name•   

represents your brandUse any of Bitmoji’s trademarks or logos or othersource-identifiers (Bitmoji avatar and/or Bitmoji stickers) as
part of your brand identity, which includes your app icon,logo, and product design •  

Describe your app as “for Bitmoji” when it is not integrated
with the Bitmoji platform or specifically designed tocomplement the Bitmoji app• 

Use any of Bitmoji’s artwork as your own or as part of yourproduct and its services•  

Suggest that Bitmoji sponsors or endorses your app, website,or product15

LANGUAGE: 
Designing your apps
and products

Examples of misuse

Do not incorporate any Bitmoji
artwork or brand elements into
your apps or products, including
promotional materials such as app
store screenshots.

16Terminology

How to speak Bitmoji

Bitmoji  Bitmoji can refer to the product, the app, personalized stickers, or your avatar.

Friendmoji  Friendmoji includes you and a friend in a single Bitmoji. 

Bitmoji Stories  Bitmoji Stories is your very own comic strip, starring you and your friends on Snapchat.

Bitmoji TV  Bitmoji TV stars your Bitmoji on their own TV show on Snapchat.

Actionmoji  

Actionmoji shows what your Bitmoji is doing on the Snap Map. Actionmoji can change based on your location,  the time of day, and how fast you’re traveling. 

Avatar Style  

The art style of your avatar - Bitmoji Deluxe, Bitmoji Classic, and Bitstrips.

Avatar Designer  

The section in the Bitmoji app for creating and modifying your avatar and changing outfits.

17Press Inquiries

For press inquiries, please contact 
media@bitstrips.com