Freepik

Official Websites

• https://www.freepik.com

Brand Guidelines

UNKNOWN

Brand Summary

Mission

• Freepik helps anyone create great design faster to express the power of their ideas [^1].

Core Values

• Take action
• Drive change
• Say it straight
• Be curious
• Ideas come from anyone [^2]

Target Audience

• Designers, small business owners, teachers, content creators, and anyone with something to say [^3].

Personality Traits

• Fun
• Creative
• Inspiring
• Helpful
• Accessible
• Joyful rebelliousness [^4]

Visual Identity Overview

• The visual identity is bold, playful, and modern, with a flexible color palette centered on Piki Blue and complemented by Mediterranean and Málaga Red. The logo is a contemporary wordmark with variable width characters and an exclamation point, symbolizing creativity and joy. Visual style emphasizes clarity, contrast, and dynamic compositions, with geometric and organic shapes, accessible typography, and versatile art styles [^5].

Categories

Brand Voice

• Tone of voice Freepik brand guidelines Our personality Joyful rebelliousness The way we face life is by expressing joy through images, words, creativity. We don’t follow all the standards, because we prefer to create them.
• Brand persona Hi! Here is Freepik. I’m a surprising plot twist who defies expectations. I find talent and inspiration everywhere and love to share it with the world. My mind is restless: I see the world through kaleidoscopic eyes, finding the extraordinary in the unanticipated. I like to think outside the box, where unpredictable possibilities bloom like confetti. I believe in the power of good design and love to share it with everyone I meet. At the end of the day, what I enjoy the most is helping others turn their ideas into great designs faster, easier and better.
• Tone of voice Emotional inflection tied to our brand Joyful rebelliousness is fun but it is not goofy Joyful rebelliousness is creative but it is not weird for weird’s sake Joyful rebelliousness is inspiring but it is not maudlin Joyful rebelliousness is helpful but it is not patronizing Joyful rebelliousness accessible but it is not basic
• Our personality Attributes Fun We are crazy about what we do, we have a blast creating it, and we even laugh at ourselves. Creative We like to meet the unexpected and break the mold, and we encourage people to do the same. Inspiring We see through things. Where there’s a challenge, we’ll guide you to a powerful way to meet it. Helpful We believe in the power of community. We share what we know so that everyone can turn their ideas into great designs. Accessible We know that talent is everywhere and we are here to ease the way to it.
• Our tone of voice and visual guidelines are tailored to the user’s journey. We can identify three different stages and moods: When they find us outside of our website or channels When they recognize and engage with the brand When they use the product Awareness We express our personality at the highest volume, we express ourselves with no limits. It’s the place where we can be: Colorful Bold Brand-forward Focus on storytelling Main brand attributes Creative Fun Inspiring Engagement We freely express our identity, but we also need to inform. That is why we are mixing features from our boldest expression with the way we communicate within the product. We are clearer and more emphatic. Main brand attributes Creative Inspiring Accessible Helpful Hybrid of awareness and use Use Here the hero is the product, so our personality has a lower volume and we prioritize our assets and clear visual and assertive information. Clean Brand-recessive Focus on clarity of the information Main brand attributes Helpful Accessible Creative

Brand Imagery

• The image should feature the word ‘FREE’ written prominently in large, bold, uppercase white letters with an exclamation mark, all set against a black background. The font appears thick and blocky, emphasizing the message’s clarity and impact. The overall composition is simple, with no additional elements, textures, or colors besides the white text and black backdrop, creating a stark contrast that draws immediate attention to the word ‘FREE!’. The lighting is uniform, ensuring that the text is evenly illuminated without shadows or gradients, highlighting the message’s directness and boldness.
• The picture should depict a street scene with a young woman engaging in a transaction or exchange with a man. The woman, positioned on the right, has dark brown, curly hair and light skin, and is wearing a red cardigan over a beige top, with a black watch on her left wrist; she is holding a small item in her right hand and extending her left hand with her palm facing outward, as if gesturing or signaling to stop. The man, on the left, has a blurred face, and is wearing a dark cap and a navy blue jacket; he is holding a thin, curved object or possibly money, which he is offering or passing to the woman. The background is bustling with other people and market stalls, suggesting a busy marketplace environment with a mix of colorful items and textiles visible behind them. The scene captures an interaction that seems transactional or conversational, with both individuals involved in a focused exchange. lighting appears natural, typical of outdoor daylight, with soft shadows cast around them, and the overall atmosphere is lively and active.
• The image depicts a highly detailed, close-up view of a human eye, occupying the entire frame. The eye features a vibrant, light blue iris with intricate, radial patterns emanating from the dark, round pupil at the center. The sclera, or white of the eye, surrounds the iris and appears bright and clear. The upper and lower eyelids are partially visible, framing the eye, with fine, light-colored eyelashes extending outward, some overlapping the eyelids. The skin around the eye is smooth, with subtle natural textures and a light skin tone. There’s a faint reflection of light on the cornea, creating a small white highlight that adds realism and depth to the eye. The overall lighting is soft, emphasizing the eye’s vivid coloration and detailed textures, with no background visible beyond the eye region.
• The image should depict a person in mid-air, seemingly jumping or falling, with an energetic and dynamic pose, arms and legs extended outward, over an expansive, open wheat field under a sky with scattered clouds. The scene should convey a sense of movement and freedom, with the horizon line visible in the background and the sky occupying the upper portion of the image. Prominent, bold, white capital letters spelling ‘IDEAS’ should be centrally placed over the scene, partially transparent or with a slight shadow to ensure visibility against the background. The overall tone should be bright and inspiring, emphasizing creativity and innovation.
• The image should feature a central large, circular, scalloped yellow frame resembling a decorative border, with a detailed human eye at the center that is blue with a dark pupil and visible eyelashes. Surrounding the yellow frame are various colorful decorative elements including small cartoon-style bees with yellow and black stripes, blue and yellow flowers, and small star motifs, creating a lively, whimsical atmosphere. The background includes a mix of vivid colors, such as deep blue and bright purple, with abstract shapes and splashes of color extending outward from the central eye motif, contributing to a playful and artistic scene. Some elements like a white textured shape resembling a cloud or foam are visible on the left, and geometric shapes, such as red and white angular structures, are present on the right, adding to the dynamic composition. There are also some partially obscured, brightly colored objects at the edges, contributing to a vibrant, collage-like aesthetic.

Color Palette

• Freepik color has always revolved around our core brand Piki Blue. The new Freepik color palette follows suit, but expands into a more ownable direction with tones that are inspired by our seaside home of Málaga. Furthermore, our new palette offers dramatic contrast with colors that are rich and dark while others are bright and poppy. The end result is a joyful and flexible color palette that tells our story in a unique and modern way.
• Our primary color palette is rooted in cool tones that build upon the equity we’ve built with our use of blue. Additional new colors like Mediterranean and Málaga Red provide a punch of brightness and energy.
• Piki Blue Hex 336aea RGB 51 106 234 Pantone 2727c C80 M60 Y0 K0
• Deep Blue Hex 22244e RGB 34 36 78 Pantone 274c C98 M94 Y38 K35
• Mediterranean Hex 17d1c6 RGB 23 209 198 Pantone 3252c C78 M0 Y35 K0
• Málaga Red Hex ff7d6a RGB 255 125 106 Pantone 170c C0 M70 Y55 K0
• Off White Hex faf6e7 RGB 250 246 231 Pantone 9226c C1 M2 Y10 K0
• Our secondary color palette was designed to complement our Primary color palette with additional depth and range. They should be used sparingly in order to maintain a consistent and recognizable color story for the Freepik brand.
• Aubergine Hex 503259 RGB 80 50 89 Pantone 525c C71 M89 Y36 K26
• Minty Hex 52d999 RGB 82 217 153 Pantone 3395c C71 M0 Y63 K0
• Aubergine Tint 1 Hex 765186 RGB 118 81 134 Pantone 668c C59 M80 Y17 K2
• Aubergine Tint 2 Hex b07cc6 RGB 176 124 198 Pantone 528c C31 M59 Y0 K0
• Minty Shade Hex 208063 RGB 32 128 99 Pantone 3288c C94 M24 Y75 K10
• Pastel Minty Hex d4fae8 RGB 212 250 232 Pantone 573c C18 M0 Y14 K0
• Premium Gold Hex feb602 RGB 254 182 2 Pantone 1235c C0 M35 Y100 K0
• In execution, Freepik is a Deep Blue / Off-white brand with all other colors and tones available to complement our primary brand palette. Of course, Piki Blue also plays a major role as the logo will most often be seen in this color. It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and recognition.
• In visual applications, a little bit of Piki Blue goes a long way. Use blue to tie back to our brand, but only by the appropriate amount. Be mindful of the amount of blue in comparison to background colors (most often Off White/ Deep Blue in Marcom and White in product) in any visual application. Use the following proportions when creating brand communication materials. About 5% of any composition should utilize Piki Blue. This small percentage of blue usage includes the logo or app icon. The amount of blue should not exceed this amount.
• A selection of Freepik colors that pair well together and pass universal accessibility testing. Deep Blue Tint 1 + Mediterranean Aubergine + Off White Shadet Deep Blue + Málaga Red Tint 1 Deep Blue + Aubergine Tint 2 Aubergine + Málaga Red Aubergine Tint 1 + Minty Tint Málaga Red Shade 2 + Off White Málaga Red Shade 1 + Málaga Red Tint 2 Piki Blue + Off White Tint Aubergine + Premium Gold
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here is a collection of suggested color pairings. These colors work well on top of each other and provide enough contrast for ideal accessibility concerns Deep Blue + Piki Blue + Pastel Malaga + Malaga Red Deep Blue + Deep Blue Tint 2 + Piki Blue + Pastel Mediterranean Aubergine + Off White Tint + Piki Blue + Aubergine Tint 2 Deep Blue + Aubergine Tint 1 + Off White + Minty Deep Blue + Mediterranean + Off White Tint + Piki Blue Deep Blue + Malaga Red Tint 2 + Off White + Premium Gold
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.

Typography

• Our typefaces need to be well-crafted, hard-working, and infinitely legible. But we also need our type to convey the burst of creativity that is at the heart of our product offering. The end result is two typefaces that work together. One for headlines exclusively, to bring forth our brand personality. The other for denser body copy and info-heavy situations. A perfect balance.
• Our display typeface is Degular. The typeface’s modern-yet-timeless characters and flexible font weights make it ideal for headlines and highlighting paragraphs.
• Degular Regular Degular Semibold
• Our secondary typeface is Inter, and was designed specifically for computer screens. The Inter typeface features a tall x-height to aid in readability of mixed-case and lower-case text, and should be used for all body copy and non-headline communications.
• Inter Regular Inter Bold
• Inter Semibold Inter Black
• Degular has a number of different stylistic sets (found in Glyphs) and alternate characters. By default the stylistic sets should be turned off, but be aware, if you notice any of these characters appearing, they will need to be turned off in the Open Type settings within Adobe lnDesign or the equivalent in Figma.
• The Degular and Inter typeface families combine in order to create the Freepik typographical hierarchy.
• The usage guide shown on the right shows best practices when setting type for most Freepik communications. The only derivation from this would be instances of large, longer copy that can be set in Degular, as opposed to Inter. There are examples of this through-out this book, in the Introduction section as well as section dividers.
• Headlines should always be in sentence case (capitalize only the first letter of the first word in the title, except for proper nouns/terms) and should not use end punctuation, except for specific graphic executions.
• Section headers and subheads need to be in sentence case and do not use end punctuation.
• CTAs need to be in sentence case and do not use end punctuation.
• Always avoid widows and orphans.
• Always set Degular Semibold and Regular (Display and Secondary Header) leading to be the equivalent to the size of type, i.e. 55pt/55pt.
• Headlines should always be in sentence case (capitalize only the first letter of the first word in the title, except for proper nouns/terms) and should not use end punctuation.
• DO NOT set any Freepik typography in all lowercase. It weakens the power of our messaging, and adds a layer of confusion with punctuation.
• DO NOT set Freepik typography with leading that is ei- ther too tight or too open. Degular headlines are always set equally in size and leading, i.e. 72pt/72pt. and Inter body copy should have comfortable spacing for optimal legibility, i.e. 18pt/26pt.
• DO NOT add a stroke to our typefaces to add weight. Both our typeface families have a selection of weights necessary to properly express our messaging in a proprietary and clear manner.
• DO NOT use the Freepik logo within body copy or headlines. Always typeset the company name in these instances.
• DO NOT introduce new typefaces, as it will dilute brand recognition and add unwelcome complexity to our communications.
• Headline: Degular Semibold size 85pt / leading 85pt / tracking 0 / space after 10
• Subhead: Degular size 36pt / leading Auto / tracking o
• Body copy: Inter Regular size 16pt / leading 24pt / tracking -30 / space after 3 CTA: Inter Bold size 16pt / leading 24pt / tracking 0
• Headline: Degular Semibold size 30pt / leading Auto. / tracking 0 / space after 9 Body copy: Degular Semibold size 30pt / leading Auto. / tracking 0 / space after 9
• Headline: Degular Semibold size 24pt / leading Auto / tracking 0 / space after 3
• Body copy: Degular Semibold size 48pt / leading 48pt / tracking o / space after 6
• These are the approved color combinations for typography on color. These have been tested for accessibility.
• We use Piki Blue very sparingly in typography, as it does not have many color pairings that allow it to pass accessibility testing.

Logo Usage

• We are very proud of our new logo, and we require that you follow these guidelines to ensure it always looks its best.
• This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Freepik in e-commerce applications, online, in ads, and at events. It is essential to the success of the brand that the logo is always applied with care and respect in every application according to these guidelines.
• Note: We have created a special version of the wordmark for use in extreme small sizes, shown to the right.
• Need a tiny logo? Use this custom-built Freepik logo!
• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Our logo is the heart and soul of our brand identity, and as such it’s crucial not to distort or misuse it in any way.
• 0 DO NOT add a gradient to our wordmark.
• 0 DO NOT alter the wordmark to make the exclamation point more overt.
• 0 DO NOT alter the wordmark to “correct” the lowercase i.
• 0 DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• 0 DO NOT place the logo over an image that is too busy or too low in contrast.
• 0 DO NOT use the word mark in a sentence.
• 0 DO NOT mask busy textures within the word mark.
• 0 DO NOT alter the letterspacing of the wordmark.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Note: Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Logo with slogan in Deep Blue Logo with slogan in Piki Blue
• Logo with slogan in Mediterranean Logo with slogan in Malaga Red
• Logo with slogan in Off White
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• DO NOT USE Malaga Red Tint 2 + Piki Blue
• DO NOT USE Deep Blue + Piki Blue
• DO NOT USE Aubergine Tint 1 + Premium Gold
• DO NOT USE Malaga Red + Piki Blue
• DO NOT USE Minty Shade + Pastel Mediterranean
• DO NOT USE Malaga Red + Mediterranean
• DO NOT USE Aubergine + Aubergine Tint 1
• Keyline logo only for swag and merch. Do not use the keyline logo in product.
• The keyline Freepik logo was developed exclusively for swag and merchandising.
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Truncated logo only for swag and merch. Do not use the truncated logo in product.
• The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm

Tone And Messaging

• Joyful rebelliousness.
• Joyful rebelliousness is fun but it is not goofy.
• Joyful rebelliousness is creative but it is not weird for weird’s sake.
• Joyful rebelliousness is inspiring but it is not maudlin.
• Joyful rebelliousness is helpful but it is not patronizing.
• Joyful rebelliousness is accessible but it is not basic.
• We are crazy about what we do, we have a blast creating it, and we even laugh at ourselves.
• We like to meet the unexpected and break the mold, and we encourage people to do the same.
• We see through things. Where there’s a challenge, we’ll guide you to a powerful way to meet it.
• We believe in the power of community. We share what we know so that everyone can turn their ideas into great designs.
• We know that talent is everywhere and we are here to ease the way to it.
• We express our personality at the highest volume, we express ourselves with no limits. It’s the place where we can be: Colorful, Bold, Brand-forward, Focus on storytelling, Main brand attributes: Creative, Fun, Inspiring.
• We freely express our identity, but we also need to inform. That is why we are mixing features from our boldest expression with the way we communicate within the product. We are clearer and more emphatic. Main brand attributes: Creative, Inspiring, Accessible, Helpful.
• Here the hero is the product, so our personality has a lower volume and we prioritize our assets and clear visual and assertive information. Main brand attributes: Helpful, Accessible, Creative.

Brand Values

• Corporate values represent shared beliefs about what is most important when conducting business. They guide the choices that employees make within an organization as they strive to achieve the company’s mission.
• Take action
• Drive change
• We have a bias for action – and commit ourselves to learning by doing. Experimentation trumps premeditation. We are excited to make mistakes, because the more we fail, the faster we get to our greatness.
• Say it straight
• Our customers and contributors expect us to be straight with them – that means communicating honestly and clearly. That honest communication starts in the way we communicate with each other. We are all responsible for creating an environment where everyone communicates directly and respectfully, and expects the same from others.
• Be curious
• This company was founded by questioning the status quo. In that same spirit, we all embrace a “beginner’s mindset” that enables us to question existing assumptions, identify new opportunities, and blaze new paths.
• Ideas come from anyone
• We value each other’s differences, experiences, and strengths, but most of all we value ideas. We know that good ideas can, and do, come from anywhere, and we strive to create an environment where everyone’s ideas can hatch and grow and thrive.
• Values Foundation of our culture Take action, drive change, say it straight, be curious, ideas come from anyone.

Visual Style

• We’ve simplifed our logo to become a bold and playful wordmark.
• The Freepik logo’s variable width characters represent the fluidity and freedom of exploration inherent in the creative process. The inverted “i” becomes an exclamation point, signifying the spark of joy that can only come from a great idea.
• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Need a tiny logo? Use this custom-built Freepik logo!
• Logo composition with the following slogan: “Great design, faster”.
• Logo with slogan in Deep Blue Logo with slogan in Piki Blue
• Logo with slogan in Mediterranean Logo with slogan in Malaga Red
• Logo with slogan in Off White
• Our logo is the heart and soul of our brand identity, and as such it’s crucial not to distort or misuse it in any way.
• DO NOT add a gradient to our wordmark.
• DO NOT alter the wordmark to make the exclamation point more overt.
• DO NOT alter the wordmark to “correct” the lowercase i.
• DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• DO NOT place the logo over an image that is too busy or too low in contrast.
• DO NOT use the word mark in a sentence.
• DO NOT mask busy textures within the word mark.
• DO NOT alter the letterspacing of the wordmark.
• DO NOT alter the mark’s form in any way.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• DO NOT USE Malaga Red Tint 2 + Piki Blue
• DO NOT USE Deep Blue + Piki Blue
• DO NOT USE Aubergine Tint 1 + Premium Gold
• DO NOT USE Malaga Red + Piki Blue
• DO NOT USE Minty Shade + Pastel Mediterranean
• DO NOT USE Malaga Red + Mediterranean
• DO NOT USE Aubergine + Aubergine Tint 1
• Keyline logo only for swag and merch Do not use the keyline logo in product. The keyline Freepik logo was developed exclusively for swag and merchandising.
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Truncated logo only for swag and merch Do not use the truncated logo in product. The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm

Iconography

• Iconography is a great help towards making our projects more comfortable and intuitive for the users. And it’s for this reason that we have made a pack aimed towards improving usability and the interface of our products. This is a collection of simple icons in which there is a clear and understandable meaning. One of our goals is to make it so easy to identify the concepts that they don’t need to be accompanied by text.
• To achieve this, we have taken the most standardized icons and we have given it a spin, trying to give them that touch of personality.
• As well as this, without leaving functionality aside, we have creating an icon style of our own. There are a series of established rules to creating these icons, and following them, we will be able to create all of the necessary concepts that are needed in time.
• the buttons mobile The sizes of use are adapted towards improved visualization on different portals and adaptations to our websites.
• Taking on versions as reference for the smaller sizes, and with the search buttons as in the main CTA of the websites, we have defined the rest of the intermediate sizes.
• 12 px
• 16 px
• 20 px
• 26 px
• 30 px
• To achieve homogeneity throughout the pack, the icons are designed based on a square structure.
• Using the buttons of the mobile versions as a reference for the smaller sizes, and the search buttons as the main CTA of the websites, we defined the rest of the intermediate sizes.
• This is a linear pack with rounded ends and 50-point lines, respecting the straight cuts in the intersections between two shapes, depending on the needs of each icon. The pack will also include some solid icons to improve their visualization in small sizes.

Layout And Composition

• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo. This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Do NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• Do NOT place the logo over an image that is too busy or too low in contrast.
• Do NOT mask busy textures within the word mark.
• Do NOT alter the letterspacing of the wordmark.
• Do NOT alter the mark’s form in any way.
• The isotype can be contained in a square or circular shape. The isotype can be used without a container shape only in swag / merch.
• About 5% of any composition should utilize Piki Blue. This small percentage of blue usage includes the logo or app icon. The amount of blue should not exceed this amount.
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.

Brand Architecture

• Freepik Company’s products are the tools related to all the processes of creative work, from learning the software to creating the final product. We want to get closer to our users and be their main support on a day-to-day basis, to take their work to the next level. This design system is designated to create cohesion between all of our brands through a visual language that will improve the user’s experience.
• In this guide, you will find all of the design system directives; these go from the corporative identity of the brands, to the styles and components of our websites. Typography, colors, icons, etc. of the different brands are now unified under this new system.
• Freepik Company. This new brand will house all of the older ones. Freepik, Flaticon and Piktab. With this new idea, we have the need to establish a common language to create integration for all of these. This is why we have created the “Freepik Design System”.

Motion Graphics

• Create videos and motion graphics with templates, royalty free music and sounds.

Accessibility Guidelines

• These colorways successfully pass color contrast testing.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.
• These are the approved color combinations for typography on color. These have been tested for accessibility.
• We use Piki Blue very sparingly in typography, as it does not have many color pairings that allow it to pass accessibility testing.

Digital Guidelines

• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• Do not use the keyline logo in product.
• The keyline Freepik logo was developed exclusively for swag and merchandising.
• Do not use the truncated logo in product.
• The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm
• The Flaticon logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• The marks are designed in “light” and “dark” colorways, to optimize legibility when placed against either light or dark backgrounds.
• Minimum web size 150 x 23 pixels/ Minimum print size 3.1 x 0.48 cm
• Minimum web size 150 x 87 pixels/ Minimum print size 3.1 x 1.8 cm
• Minimum web size 30 x 26.5 pixels/ Minimum print size 1 x 0.88 cm
• The Wepik logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 115 x 20 pixels/ Minimum print size 2.4 x 0.4 cm
• Minimum web size 110 x 87 pixels/ Minimum print size 2.25 x 1.8 cm
• Minimum web size 30 x 26.8 pixels/ Minimum print size 1 x 0.89 cm
• The Videvo logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 116 x 23 pixels/ Minimum print size 2.4 x 0.5 cm
• Minimum web size 115 x 89 pixels/ Minimum print size 2.3 x 1.8 cm
• Minimum web size 26.8 x 30 pixels/ Minimum print size 0.89 x 1 cm
• The Slidesgo logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 150 x 23 pixels/ Minimum print size 3.0 x 0.46cm
• Minimum web size 153 x 90 pixels/ Minimum print size 3.1 x 1.8 cm
• Minimum web size 30.8 x 30 pixels/ Minimum print size 1.03 x 1 cm

Print Guidelines

• Minimum print size 3.1 x .45 cm
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm
• Minimum print size 3.1 x 0.48 cm
• Minimum print size 3.1 x 1.8 cm
• Minimum print size 1 x 0.88 cm
• Minimum print size 2.4 x 0.4 cm
• Minimum print size 2.25 x 1.8 cm
• Minimum print size 0.89 x 1 cm
• Minimum print size 2.4 x 0.5 cm
• Minimum print size 2.3 x 1.8 cm
• Minimum print size 1.03 x 1 cm
• Minimum print size 3.0 x 0.46cm

Naming Conventions

• DO NOT alter the wordmark to make the exclamation point more overt.
• DO NOT alter the wordmark to “correct” the lowercase i.
• DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• DO NOT use the word mark in a sentence.
• DO NOT alter the letterspacing of the wordmark.
• DO NOT alter the mark’s form in any way.
• Do not use the keyline logo in product.
• Do not use the truncated logo in product.

2023

Brand Summary

Mission

• Freepik helps anyone create great design faster to express the power of their ideas [^1].

Core Values

• Take action
• Drive change
• Say it straight
• Be curious
• Ideas come from anyone [^2]

Target Audience

• Designers, small business owners, teachers, content creators, and anyone with something to say [^3].

Personality Traits

• Fun
• Creative
• Inspiring
• Helpful
• Accessible
• Joyful rebelliousness [^4]

Visual Identity Overview

• The visual identity is bold, playful, and modern, with a flexible color palette centered on Piki Blue and complemented by Mediterranean and Málaga Red. The logo is a contemporary wordmark with variable width characters and an exclamation point, symbolizing creativity and joy. Visual style emphasizes clarity, contrast, and dynamic compositions, with geometric and organic shapes, accessible typography, and versatile art styles [^5].

Categories

Brand Voice

• Tone of voice Freepik brand guidelines Our personality Joyful rebelliousness The way we face life is by expressing joy through images, words, creativity. We don’t follow all the standards, because we prefer to create them.
• Brand persona Hi! Here is Freepik. I’m a surprising plot twist who defies expectations. I find talent and inspiration everywhere and love to share it with the world. My mind is restless: I see the world through kaleidoscopic eyes, finding the extraordinary in the unanticipated. I like to think outside the box, where unpredictable possibilities bloom like confetti. I believe in the power of good design and love to share it with everyone I meet. At the end of the day, what I enjoy the most is helping others turn their ideas into great designs faster, easier and better.
• Tone of voice Emotional inflection tied to our brand Joyful rebelliousness is fun but it is not goofy Joyful rebelliousness is creative but it is not weird for weird’s sake Joyful rebelliousness is inspiring but it is not maudlin Joyful rebelliousness is helpful but it is not patronizing Joyful rebelliousness accessible but it is not basic
• Our personality Attributes Fun We are crazy about what we do, we have a blast creating it, and we even laugh at ourselves. Creative We like to meet the unexpected and break the mold, and we encourage people to do the same. Inspiring We see through things. Where there’s a challenge, we’ll guide you to a powerful way to meet it. Helpful We believe in the power of community. We share what we know so that everyone can turn their ideas into great designs. Accessible We know that talent is everywhere and we are here to ease the way to it.
• Our tone of voice and visual guidelines are tailored to the user’s journey. We can identify three different stages and moods: When they find us outside of our website or channels When they recognize and engage with the brand When they use the product Awareness We express our personality at the highest volume, we express ourselves with no limits. It’s the place where we can be: Colorful Bold Brand-forward Focus on storytelling Main brand attributes Creative Fun Inspiring Engagement We freely express our identity, but we also need to inform. That is why we are mixing features from our boldest expression with the way we communicate within the product. We are clearer and more emphatic. Main brand attributes Creative Inspiring Accessible Helpful Hybrid of awareness and use Use Here the hero is the product, so our personality has a lower volume and we prioritize our assets and clear visual and assertive information. Clean Brand-recessive Focus on clarity of the information Main brand attributes Helpful Accessible Creative

Brand Imagery

• The image should feature the word ‘FREE’ written prominently in large, bold, uppercase white letters with an exclamation mark, all set against a black background. The font appears thick and blocky, emphasizing the message’s clarity and impact. The overall composition is simple, with no additional elements, textures, or colors besides the white text and black backdrop, creating a stark contrast that draws immediate attention to the word ‘FREE!’. The lighting is uniform, ensuring that the text is evenly illuminated without shadows or gradients, highlighting the message’s directness and boldness.
• The picture should depict a street scene with a young woman engaging in a transaction or exchange with a man. The woman, positioned on the right, has dark brown, curly hair and light skin, and is wearing a red cardigan over a beige top, with a black watch on her left wrist; she is holding a small item in her right hand and extending her left hand with her palm facing outward, as if gesturing or signaling to stop. The man, on the left, has a blurred face, and is wearing a dark cap and a navy blue jacket; he is holding a thin, curved object or possibly money, which he is offering or passing to the woman. The background is bustling with other people and market stalls, suggesting a busy marketplace environment with a mix of colorful items and textiles visible behind them. The scene captures an interaction that seems transactional or conversational, with both individuals involved in a focused exchange. lighting appears natural, typical of outdoor daylight, with soft shadows cast around them, and the overall atmosphere is lively and active.
• The image depicts a highly detailed, close-up view of a human eye, occupying the entire frame. The eye features a vibrant, light blue iris with intricate, radial patterns emanating from the dark, round pupil at the center. The sclera, or white of the eye, surrounds the iris and appears bright and clear. The upper and lower eyelids are partially visible, framing the eye, with fine, light-colored eyelashes extending outward, some overlapping the eyelids. The skin around the eye is smooth, with subtle natural textures and a light skin tone. There’s a faint reflection of light on the cornea, creating a small white highlight that adds realism and depth to the eye. The overall lighting is soft, emphasizing the eye’s vivid coloration and detailed textures, with no background visible beyond the eye region.
• The image should depict a person in mid-air, seemingly jumping or falling, with an energetic and dynamic pose, arms and legs extended outward, over an expansive, open wheat field under a sky with scattered clouds. The scene should convey a sense of movement and freedom, with the horizon line visible in the background and the sky occupying the upper portion of the image. Prominent, bold, white capital letters spelling ‘IDEAS’ should be centrally placed over the scene, partially transparent or with a slight shadow to ensure visibility against the background. The overall tone should be bright and inspiring, emphasizing creativity and innovation.
• The image should feature a central large, circular, scalloped yellow frame resembling a decorative border, with a detailed human eye at the center that is blue with a dark pupil and visible eyelashes. Surrounding the yellow frame are various colorful decorative elements including small cartoon-style bees with yellow and black stripes, blue and yellow flowers, and small star motifs, creating a lively, whimsical atmosphere. The background includes a mix of vivid colors, such as deep blue and bright purple, with abstract shapes and splashes of color extending outward from the central eye motif, contributing to a playful and artistic scene. Some elements like a white textured shape resembling a cloud or foam are visible on the left, and geometric shapes, such as red and white angular structures, are present on the right, adding to the dynamic composition. There are also some partially obscured, brightly colored objects at the edges, contributing to a vibrant, collage-like aesthetic.

Color Palette

• Freepik color has always revolved around our core brand Piki Blue. The new Freepik color palette follows suit, but expands into a more ownable direction with tones that are inspired by our seaside home of Málaga. Furthermore, our new palette offers dramatic contrast with colors that are rich and dark while others are bright and poppy. The end result is a joyful and flexible color palette that tells our story in a unique and modern way.
• Our primary color palette is rooted in cool tones that build upon the equity we’ve built with our use of blue. Additional new colors like Mediterranean and Málaga Red provide a punch of brightness and energy.
• Piki Blue Hex 336aea RGB 51 106 234 Pantone 2727c C80 M60 Y0 K0
• Deep Blue Hex 22244e RGB 34 36 78 Pantone 274c C98 M94 Y38 K35
• Mediterranean Hex 17d1c6 RGB 23 209 198 Pantone 3252c C78 M0 Y35 K0
• Málaga Red Hex ff7d6a RGB 255 125 106 Pantone 170c C0 M70 Y55 K0
• Off White Hex faf6e7 RGB 250 246 231 Pantone 9226c C1 M2 Y10 K0
• Our secondary color palette was designed to complement our Primary color palette with additional depth and range. They should be used sparingly in order to maintain a consistent and recognizable color story for the Freepik brand.
• Aubergine Hex 503259 RGB 80 50 89 Pantone 525c C71 M89 Y36 K26
• Minty Hex 52d999 RGB 82 217 153 Pantone 3395c C71 M0 Y63 K0
• Aubergine Tint 1 Hex 765186 RGB 118 81 134 Pantone 668c C59 M80 Y17 K2
• Aubergine Tint 2 Hex b07cc6 RGB 176 124 198 Pantone 528c C31 M59 Y0 K0
• Minty Shade Hex 208063 RGB 32 128 99 Pantone 3288c C94 M24 Y75 K10
• Pastel Minty Hex d4fae8 RGB 212 250 232 Pantone 573c C18 M0 Y14 K0
• Premium Gold Hex feb602 RGB 254 182 2 Pantone 1235c C0 M35 Y100 K0
• In execution, Freepik is a Deep Blue / Off-white brand with all other colors and tones available to complement our primary brand palette. Of course, Piki Blue also plays a major role as the logo will most often be seen in this color. It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and recognition.
• In visual applications, a little bit of Piki Blue goes a long way. Use blue to tie back to our brand, but only by the appropriate amount. Be mindful of the amount of blue in comparison to background colors (most often Off White/ Deep Blue in Marcom and White in product) in any visual application. Use the following proportions when creating brand communication materials. About 5% of any composition should utilize Piki Blue. This small percentage of blue usage includes the logo or app icon. The amount of blue should not exceed this amount.
• A selection of Freepik colors that pair well together and pass universal accessibility testing. Deep Blue Tint 1 + Mediterranean Aubergine + Off White Shadet Deep Blue + Málaga Red Tint 1 Deep Blue + Aubergine Tint 2 Aubergine + Málaga Red Aubergine Tint 1 + Minty Tint Málaga Red Shade 2 + Off White Málaga Red Shade 1 + Málaga Red Tint 2 Piki Blue + Off White Tint Aubergine + Premium Gold
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here is a collection of suggested color pairings. These colors work well on top of each other and provide enough contrast for ideal accessibility concerns Deep Blue + Piki Blue + Pastel Malaga + Malaga Red Deep Blue + Deep Blue Tint 2 + Piki Blue + Pastel Mediterranean Aubergine + Off White Tint + Piki Blue + Aubergine Tint 2 Deep Blue + Aubergine Tint 1 + Off White + Minty Deep Blue + Mediterranean + Off White Tint + Piki Blue Deep Blue + Malaga Red Tint 2 + Off White + Premium Gold
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.

Typography

• Our typefaces need to be well-crafted, hard-working, and infinitely legible. But we also need our type to convey the burst of creativity that is at the heart of our product offering. The end result is two typefaces that work together. One for headlines exclusively, to bring forth our brand personality. The other for denser body copy and info-heavy situations. A perfect balance.
• Our display typeface is Degular. The typeface’s modern-yet-timeless characters and flexible font weights make it ideal for headlines and highlighting paragraphs.
• Degular Regular Degular Semibold
• Our secondary typeface is Inter, and was designed specifically for computer screens. The Inter typeface features a tall x-height to aid in readability of mixed-case and lower-case text, and should be used for all body copy and non-headline communications.
• Inter Regular Inter Bold
• Inter Semibold Inter Black
• Degular has a number of different stylistic sets (found in Glyphs) and alternate characters. By default the stylistic sets should be turned off, but be aware, if you notice any of these characters appearing, they will need to be turned off in the Open Type settings within Adobe lnDesign or the equivalent in Figma.
• The Degular and Inter typeface families combine in order to create the Freepik typographical hierarchy.
• The usage guide shown on the right shows best practices when setting type for most Freepik communications. The only derivation from this would be instances of large, longer copy that can be set in Degular, as opposed to Inter. There are examples of this through-out this book, in the Introduction section as well as section dividers.
• Headlines should always be in sentence case (capitalize only the first letter of the first word in the title, except for proper nouns/terms) and should not use end punctuation, except for specific graphic executions.
• Section headers and subheads need to be in sentence case and do not use end punctuation.
• CTAs need to be in sentence case and do not use end punctuation.
• Always avoid widows and orphans.
• Always set Degular Semibold and Regular (Display and Secondary Header) leading to be the equivalent to the size of type, i.e. 55pt/55pt.
• Headlines should always be in sentence case (capitalize only the first letter of the first word in the title, except for proper nouns/terms) and should not use end punctuation.
• DO NOT set any Freepik typography in all lowercase. It weakens the power of our messaging, and adds a layer of confusion with punctuation.
• DO NOT set Freepik typography with leading that is ei- ther too tight or too open. Degular headlines are always set equally in size and leading, i.e. 72pt/72pt. and Inter body copy should have comfortable spacing for optimal legibility, i.e. 18pt/26pt.
• DO NOT add a stroke to our typefaces to add weight. Both our typeface families have a selection of weights necessary to properly express our messaging in a proprietary and clear manner.
• DO NOT use the Freepik logo within body copy or headlines. Always typeset the company name in these instances.
• DO NOT introduce new typefaces, as it will dilute brand recognition and add unwelcome complexity to our communications.
• Headline: Degular Semibold size 85pt / leading 85pt / tracking 0 / space after 10
• Subhead: Degular size 36pt / leading Auto / tracking o
• Body copy: Inter Regular size 16pt / leading 24pt / tracking -30 / space after 3 CTA: Inter Bold size 16pt / leading 24pt / tracking 0
• Headline: Degular Semibold size 30pt / leading Auto. / tracking 0 / space after 9 Body copy: Degular Semibold size 30pt / leading Auto. / tracking 0 / space after 9
• Headline: Degular Semibold size 24pt / leading Auto / tracking 0 / space after 3
• Body copy: Degular Semibold size 48pt / leading 48pt / tracking o / space after 6
• These are the approved color combinations for typography on color. These have been tested for accessibility.
• We use Piki Blue very sparingly in typography, as it does not have many color pairings that allow it to pass accessibility testing.

Logo Usage

• We are very proud of our new logo, and we require that you follow these guidelines to ensure it always looks its best.
• This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Freepik in e-commerce applications, online, in ads, and at events. It is essential to the success of the brand that the logo is always applied with care and respect in every application according to these guidelines.
• Note: We have created a special version of the wordmark for use in extreme small sizes, shown to the right.
• Need a tiny logo? Use this custom-built Freepik logo!
• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Our logo is the heart and soul of our brand identity, and as such it’s crucial not to distort or misuse it in any way.
• 0 DO NOT add a gradient to our wordmark.
• 0 DO NOT alter the wordmark to make the exclamation point more overt.
• 0 DO NOT alter the wordmark to “correct” the lowercase i.
• 0 DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• 0 DO NOT place the logo over an image that is too busy or too low in contrast.
• 0 DO NOT use the word mark in a sentence.
• 0 DO NOT mask busy textures within the word mark.
• 0 DO NOT alter the letterspacing of the wordmark.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Note: Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Logo with slogan in Deep Blue Logo with slogan in Piki Blue
• Logo with slogan in Mediterranean Logo with slogan in Malaga Red
• Logo with slogan in Off White
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• DO NOT USE Malaga Red Tint 2 + Piki Blue
• DO NOT USE Deep Blue + Piki Blue
• DO NOT USE Aubergine Tint 1 + Premium Gold
• DO NOT USE Malaga Red + Piki Blue
• DO NOT USE Minty Shade + Pastel Mediterranean
• DO NOT USE Malaga Red + Mediterranean
• DO NOT USE Aubergine + Aubergine Tint 1
• Keyline logo only for swag and merch. Do not use the keyline logo in product.
• The keyline Freepik logo was developed exclusively for swag and merchandising.
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Truncated logo only for swag and merch. Do not use the truncated logo in product.
• The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm

Tone And Messaging

• Joyful rebelliousness.
• Joyful rebelliousness is fun but it is not goofy.
• Joyful rebelliousness is creative but it is not weird for weird’s sake.
• Joyful rebelliousness is inspiring but it is not maudlin.
• Joyful rebelliousness is helpful but it is not patronizing.
• Joyful rebelliousness is accessible but it is not basic.
• We are crazy about what we do, we have a blast creating it, and we even laugh at ourselves.
• We like to meet the unexpected and break the mold, and we encourage people to do the same.
• We see through things. Where there’s a challenge, we’ll guide you to a powerful way to meet it.
• We believe in the power of community. We share what we know so that everyone can turn their ideas into great designs.
• We know that talent is everywhere and we are here to ease the way to it.
• We express our personality at the highest volume, we express ourselves with no limits. It’s the place where we can be: Colorful, Bold, Brand-forward, Focus on storytelling, Main brand attributes: Creative, Fun, Inspiring.
• We freely express our identity, but we also need to inform. That is why we are mixing features from our boldest expression with the way we communicate within the product. We are clearer and more emphatic. Main brand attributes: Creative, Inspiring, Accessible, Helpful.
• Here the hero is the product, so our personality has a lower volume and we prioritize our assets and clear visual and assertive information. Main brand attributes: Helpful, Accessible, Creative.

Brand Values

• Corporate values represent shared beliefs about what is most important when conducting business. They guide the choices that employees make within an organization as they strive to achieve the company’s mission.
• Take action
• Drive change
• We have a bias for action – and commit ourselves to learning by doing. Experimentation trumps premeditation. We are excited to make mistakes, because the more we fail, the faster we get to our greatness.
• Say it straight
• Our customers and contributors expect us to be straight with them – that means communicating honestly and clearly. That honest communication starts in the way we communicate with each other. We are all responsible for creating an environment where everyone communicates directly and respectfully, and expects the same from others.
• Be curious
• This company was founded by questioning the status quo. In that same spirit, we all embrace a “beginner’s mindset” that enables us to question existing assumptions, identify new opportunities, and blaze new paths.
• Ideas come from anyone
• We value each other’s differences, experiences, and strengths, but most of all we value ideas. We know that good ideas can, and do, come from anywhere, and we strive to create an environment where everyone’s ideas can hatch and grow and thrive.
• Values Foundation of our culture Take action, drive change, say it straight, be curious, ideas come from anyone.

Visual Style

• We’ve simplifed our logo to become a bold and playful wordmark.
• The Freepik logo’s variable width characters represent the fluidity and freedom of exploration inherent in the creative process. The inverted “i” becomes an exclamation point, signifying the spark of joy that can only come from a great idea.
• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Need a tiny logo? Use this custom-built Freepik logo!
• Logo composition with the following slogan: “Great design, faster”.
• Logo with slogan in Deep Blue Logo with slogan in Piki Blue
• Logo with slogan in Mediterranean Logo with slogan in Malaga Red
• Logo with slogan in Off White
• Our logo is the heart and soul of our brand identity, and as such it’s crucial not to distort or misuse it in any way.
• DO NOT add a gradient to our wordmark.
• DO NOT alter the wordmark to make the exclamation point more overt.
• DO NOT alter the wordmark to “correct” the lowercase i.
• DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• DO NOT place the logo over an image that is too busy or too low in contrast.
• DO NOT use the word mark in a sentence.
• DO NOT mask busy textures within the word mark.
• DO NOT alter the letterspacing of the wordmark.
• DO NOT alter the mark’s form in any way.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• DO NOT USE Malaga Red Tint 2 + Piki Blue
• DO NOT USE Deep Blue + Piki Blue
• DO NOT USE Aubergine Tint 1 + Premium Gold
• DO NOT USE Malaga Red + Piki Blue
• DO NOT USE Minty Shade + Pastel Mediterranean
• DO NOT USE Malaga Red + Mediterranean
• DO NOT USE Aubergine + Aubergine Tint 1
• Keyline logo only for swag and merch Do not use the keyline logo in product. The keyline Freepik logo was developed exclusively for swag and merchandising.
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Truncated logo only for swag and merch Do not use the truncated logo in product. The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm

Iconography

• Iconography is a great help towards making our projects more comfortable and intuitive for the users. And it’s for this reason that we have made a pack aimed towards improving usability and the interface of our products. This is a collection of simple icons in which there is a clear and understandable meaning. One of our goals is to make it so easy to identify the concepts that they don’t need to be accompanied by text.
• To achieve this, we have taken the most standardized icons and we have given it a spin, trying to give them that touch of personality.
• As well as this, without leaving functionality aside, we have creating an icon style of our own. There are a series of established rules to creating these icons, and following them, we will be able to create all of the necessary concepts that are needed in time.
• the buttons mobile The sizes of use are adapted towards improved visualization on different portals and adaptations to our websites.
• Taking on versions as reference for the smaller sizes, and with the search buttons as in the main CTA of the websites, we have defined the rest of the intermediate sizes.
• 12 px
• 16 px
• 20 px
• 26 px
• 30 px
• To achieve homogeneity throughout the pack, the icons are designed based on a square structure.
• Using the buttons of the mobile versions as a reference for the smaller sizes, and the search buttons as the main CTA of the websites, we defined the rest of the intermediate sizes.
• This is a linear pack with rounded ends and 50-point lines, respecting the straight cuts in the intersections between two shapes, depending on the needs of each icon. The pack will also include some solid icons to improve their visualization in small sizes.

Layout And Composition

• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo. This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Do NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• Do NOT place the logo over an image that is too busy or too low in contrast.
• Do NOT mask busy textures within the word mark.
• Do NOT alter the letterspacing of the wordmark.
• Do NOT alter the mark’s form in any way.
• The isotype can be contained in a square or circular shape. The isotype can be used without a container shape only in swag / merch.
• About 5% of any composition should utilize Piki Blue. This small percentage of blue usage includes the logo or app icon. The amount of blue should not exceed this amount.
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.

Brand Architecture

• Freepik Company’s products are the tools related to all the processes of creative work, from learning the software to creating the final product. We want to get closer to our users and be their main support on a day-to-day basis, to take their work to the next level. This design system is designated to create cohesion between all of our brands through a visual language that will improve the user’s experience.
• In this guide, you will find all of the design system directives; these go from the corporative identity of the brands, to the styles and components of our websites. Typography, colors, icons, etc. of the different brands are now unified under this new system.
• Freepik Company. This new brand will house all of the older ones. Freepik, Flaticon and Piktab. With this new idea, we have the need to establish a common language to create integration for all of these. This is why we have created the “Freepik Design System”.

Motion Graphics

• Create videos and motion graphics with templates, royalty free music and sounds.

Accessibility Guidelines

• These colorways successfully pass color contrast testing.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• Here are color pairings to avoid when creating layouts. Some pairings lack sufficient contrast, others vibrate.
• Here are color schemes to avoid when creating layouts. They are simply too close in value, and lack contrast. Ideal color schemes comprise a mix of dark, mid-tone and brighter tones to ensure proper contrast and legibility.
• These are the approved color combinations for typography on color. These have been tested for accessibility.
• We use Piki Blue very sparingly in typography, as it does not have many color pairings that allow it to pass accessibility testing.

Digital Guidelines

• Minimum web size 150 x 22 pixels
• Minimum print size 3.1 x .45 cm
• To ensure optimal readability, there should always be a minimum amount of clear space around the Freepik logo.
• This space isolates the mark from any competing graphic elements, such as other logos or body copy, that may conflict with, crowd, or diminish the overall impact of our mark.
• Piki Blue is our main brand color, and should act as the default choice when using the Freepik logo in product.
• Additionally, we’ve developed alternate colorways to allow for more flexibility when Piki Blue isn’t an ideal choice (i.e., a website footer).
• These colorways successfully pass color contrast testing.
• For marketing purposes, our logo can appear in a variety of colors, as shown here.
• Offering options in this regard makes Freepik more engaging and relatable to designers, and opens up more pleasing color harmonies when paired with illustration or photography.
• Brand colors Piki Blue, Mediterranean and Málaga Red may be used in combination with Off White in print-based mediums, where RGB color contrast accessibility is not a relevant concern.
• Do not use these colorways. They either lack sufficient contrast for accessibility, vibrate or simply add too many color. variables to the system -diluting its power and brand recognition
• Do not use the keyline logo in product.
• The keyline Freepik logo was developed exclusively for swag and merchandising.
• Do not use the truncated logo in product.
• The truncated Freepik logo was developed exclusively for swag. The Truncated Freepik logo was developed exclusively for swag and merchandising, and is available in solid and keyline formats.
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm
• The Flaticon logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• The marks are designed in “light” and “dark” colorways, to optimize legibility when placed against either light or dark backgrounds.
• Minimum web size 150 x 23 pixels/ Minimum print size 3.1 x 0.48 cm
• Minimum web size 150 x 87 pixels/ Minimum print size 3.1 x 1.8 cm
• Minimum web size 30 x 26.5 pixels/ Minimum print size 1 x 0.88 cm
• The Wepik logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 115 x 20 pixels/ Minimum print size 2.4 x 0.4 cm
• Minimum web size 110 x 87 pixels/ Minimum print size 2.25 x 1.8 cm
• Minimum web size 30 x 26.8 pixels/ Minimum print size 1 x 0.89 cm
• The Videvo logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 116 x 23 pixels/ Minimum print size 2.4 x 0.5 cm
• Minimum web size 115 x 89 pixels/ Minimum print size 2.3 x 1.8 cm
• Minimum web size 26.8 x 30 pixels/ Minimum print size 0.89 x 1 cm
• The Slidesgo logo is available in both horizontal and vertical configurations, as well as a standalone icon.
• Minimum web size 150 x 23 pixels/ Minimum print size 3.0 x 0.46cm
• Minimum web size 153 x 90 pixels/ Minimum print size 3.1 x 1.8 cm
• Minimum web size 30.8 x 30 pixels/ Minimum print size 1.03 x 1 cm

Print Guidelines

• Minimum print size 3.1 x .45 cm
• Minimum print size 3.6cm x 0.55 cm
• Minimum embroidery size 5.5cm x 0.85 cm
• Minimum print / embroidery size for the solid Truncated Logo is 1.6cm x 1.3 cm
• Minimum print / embroidery size for the keyline Truncated Logo is 2.5cm x 2.1 cm
• Minimum print size 3.1 x 0.48 cm
• Minimum print size 3.1 x 1.8 cm
• Minimum print size 1 x 0.88 cm
• Minimum print size 2.4 x 0.4 cm
• Minimum print size 2.25 x 1.8 cm
• Minimum print size 0.89 x 1 cm
• Minimum print size 2.4 x 0.5 cm
• Minimum print size 2.3 x 1.8 cm
• Minimum print size 1.03 x 1 cm
• Minimum print size 3.0 x 0.46cm

Naming Conventions

• DO NOT alter the wordmark to make the exclamation point more overt.
• DO NOT alter the wordmark to “correct” the lowercase i.
• DO NOT create a stacked version of the word mark, as it puts too much emphasis on “free”.
• DO NOT use the word mark in a sentence.
• DO NOT alter the letterspacing of the wordmark.
• DO NOT alter the mark’s form in any way.
• Do not use the keyline logo in product.
• Do not use the truncated logo in product.

Additional Properties