Freepik Brand Guidelines 2023
Brand guidelines for Freepik intended for product, marketing, and design partners. The 89-slide guide defines logo systems (including FRPK and isotype rules), the Piki Blue-led color palette, typefaces Degular and Inter, iconography specs, photography and illustration voice, accessibility-tested color pairings, and merchandise rules for consistent application across web, app, and physical touchpoints
- Slide 1: Freepik: Brand Guidelines
- Slide 2: Sequential index of the guide's sections and page anchors, including
- Slide 3: Frames the guide's purpose and positions Freepik's mission: to help
- Slide 4: Explains that the guidelines exist to help Freepik teams shape
- Slide 5: Argues that visual content is a universal language that crosses
- Slide 6: Describes Freepik as a source of up-to-date images, videos, icons
- Slide 7: Freepik helps anyone create great design faster
- Slide 8: How we help people make great design faster
- Slide 9: Our portfolio and house of brands
- Slide 10: Lists corporate values:Take action, Drive change, Say it straight, Be
- Slide 11: Freepik: the brand
- Slide 12: The Freepik brand strategy
- Slide 13: Defines why Freepik exists, the user problems it solves
- Slide 14: Sets four core messaging pillars: accessible to everyone, highest-quality
- Slide 15: We all speak visual
- Slide 16: End state: user outcome
- Slide 17: Section header introducing Freepik's tone-of-voice guidelines, which define the brand's
- Slide 18: Defines Freepik's personality as 'joyful rebelliousness': expressing joy
- Slide 19: A first-person persona describing Freepik as a surprising, restless curator
- Slide 20: Tone of voice: attributes
- Slide 21: Our personality: Attributes
- Slide 22: Positions the brand as playful and joyful, encouraging lighthearted experimentation
- Slide 23: Emphasizes clarity and guidance: the brand helps users see
- Slide 24: Frames Freepik as experimental and unexpected, celebrating ideas that break
- Slide 25: Positions the brand as community-minded knowledge sharing that equips users
- Slide 26: Commits to accessibility by making assets, tools, and learning approachable
- Slide 27: Three stages and moods
- Slide 28: Maps sample messaging and primary brand attributes across Awareness, Engagement
- Slide 29: Section opener that signals a shift from tone-of-voice rules
- Slide 30: This guide is your starting point
- Slide 31: Introduces the Logo section of the Freepik brand guidelines
- Slide 32: Explains why Freepik updated its wordmark: a considered evolution
- Slide 33: Describes the simplified Freepik wordmark, where variable-width characters communicate creative
- Slide 34: Defines the primary Freepik wordmark for core brand applications
- Slide 35: Specifies the required clear space around the Freepik logo
- Slide 36: Shows approved logo + slogan lockups using the tagline 'Great
- Slide 37: Lists prohibited treatments: gradients, correcting the inverted 'i', stacked
- Slide 38: Logo color in product
- Slide 39: Logo color in marketing
- Slide 40: Identifies color pairings that must not be used: examples
- Slide 41: Keyline logo reserved for swag and merch
- Slide 42: Truncated logo reserved for swag and merch
- Slide 43: Flaticon’s mark is shown in horizontal, vertical, and standalone icon
- Slide 44: Wepik’s logo and icon are presented in horizontal and vertical
- Slide 45: Videvo’s mark is available in both lockup and icon-only versions
- Slide 46: Slidesgo’s logo system is shown in horizontal, vertical, and icon
- Slide 47: Section divider introducing the isotype guidelines for Freepik, signalling
- Slide 48: The isotype is described as a distilled extension
- Slide 49: Isotype applied to social profile
- Slide 50: Favicon and browser tab usage
- Slide 51: Introduces the color system and palettes used across the Freepik
- Slide 52: Explains that Freepik's palette centers on Piki Blue and expands
- Slide 53: Defines the primary palette: Piki Blue, Deep Blue, Mediterranean
- Slide 54: Primary color shades and tints
- Slide 55: Presents the secondary palette (Aubergine, Minty, Premium Gold) designed
- Slide 56: Specifies visual proportions for the brand: Deep Blue
- Slide 57: Presence of Piki Blue
- Slide 58: Shows a selection of tested Freepik color pairings that pair
- Slide 59: Color pairings to avoid
- Slide 60: Presents layered color schemes that work together to provide clear
- Slide 61: Color schemes to avoid
- Slide 62: Section divider introducing the chapter and signaling the start
- Slide 63: Explains why Freepik is adopting two complementary typefaces
- Slide 64: Specifies Degular as the display typeface whose modern, flexible weights
- Slide 65: Designates Inter as the secondary typeface optimized for screens
- Slide 66: Notes Degular's alternate glyph sets and instructs designers to keep
- Slide 67: Defines the Freepik type hierarchy with recommended fonts, optical kerning
- Slide 68: Lists prohibited treatments: avoid all‑lowercase headlines, overly tight
- Slide 69: Provides system examples combining Degular and Inter across headlines, subheads
- Slide 70: Preferred accessible text pairings
- Slide 71: Accessible text with Deep Blue
- Slide 72: Accessible text with Grey Madrid
- Slide 73: Accessible text with Off White and Piki Blue
- Slide 74: Accessible text with White
- Slide 75: Section cover introducing the iconography chapter of the brand guidelines
- Slide 76: Iconography essentials and uses
- Slide 77: Iconography sizes of use
- Slide 78: Iconography creation and construction
- Slide 79: Section cover introducing the photography chapter of the brand guidelines
- Slide 80: Photography that showcases our personality
- Slide 81: Section header introducing the illustration guidelines that define Freepik’s visual
- Slide 82: Illustration that showcases our personality
- Slide 83: Section header that introduces the Expressions guidelines, covering tone, visual
- Slide 84: App icon in context
- Slide 85: Brand posters and outdoor mockups
- Slide 86: A transit billboard mockup showing the Freepik mark
- Slide 87: Merchandise applications: bag and pins
- Slide 88: Stickers, apparel, and notebook treatments
- Slide 89: Closing slide with an oversized Freepik wordmark that signals
From the marketplace
Related decks
Fresh decks, weekly
A roundup of what's new in the gallery