Hello Kitty

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods Entertainment

Region

Japan

Guideline Year

2010

Language

English

Tags

Entertainment

Official Websites

Brand Guidelines

2010

Brand Summary

Mission
  • To secure brand awareness, maintain high standards on all products, and ensure a faster and smoother approval process for Hello Kitty branded items [^1].
Core Values
  • friendship
  • consistency
  • quality
  • authenticity
  • approval compliance
Target Audience
  • Children, families, and fans of cute, friendly, and approachable characters, with a focus on school-age children and those who appreciate playful, wholesome imagery [^2].
Personality Traits
  • friendly
  • cheerful
  • approachable
  • cute
  • wholesome
Visual Identity Overview
  • The Hello Kitty brand features a consistent cartoon-style depiction of Hello Kitty, always with a red bow on her left ear, a white face, black eyes, yellow nose, and no visible mouth. The brand uses bold outlines, simple shapes, and a limited color palette (red, blue, yellow, black, white). Visuals must use original Sanrio artwork, maintain character proportions, and avoid mixing style guides or unauthorized art [^3].

Categories

Brand Imagery
  • Each product shall contain 1 Hello Kitty logo and 1 main Hello Kitty pose
  • Please do not place the next to the logo, it is the copyright only for the USA
  • Please always use our orig. artwork, do not change anything by yourself and do not mix styleguides.
  • Always provide indications (short for the product, non-removable and full for packaging & use org. font).
  • Hello Kitty is not a cat, she is a girl. Please do not make/use animal references.
  • Please never re-draw Sanrio’s art. Use only art provided by Sanrio and do not combine it with your personal art.
  • Hello Kitty CANNOT be flipped. Her hair accessory is always on her left ear.
  • Please never remove Hello Kitty’s hair accessory.
  • Do not use a yellow bow (which is worn by Mimmy only)
  • Mimmy always has to appear with Hello Kitty, never by herself.
  • Use pop-up poses only with foreground art. The pop-up poses cannot appear as floating.
  • The line weight should always be consistent. Not thick and thin on the same design.
  • Do not mix outline art with unoutlined art, unless specified by Sanrio.
  • Do not convert unoutlined art to outlined art or viceversa.
  • Do not use the Hello Kitty’s friends without Hello Kitty.
  • Do not duplicate Hello Kitty’s friends, except on patterns.
  • Do not use multiple Hello Kitty’s poses on one design except on patterns or graphics provided by Sanrio.
  • Always keep the character’s size in proportion.
  • Do not mix art from different style guides.
Color Palette
  • Use the colors provided on Sanrio’s style guides. Please do not change any colors unless authorized by Sanrio.
  • Please use Pantone colour below after the mold has been supplied by the sculptor.
  • Ribbon Nose Body* • • • • PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE 1850 123c 340c 285c 137c 185c
  • *the colours may vary depending on the type of Hello Kitty costume used.
  • Ribbon must be colored until the edge where it adjusts to the face/ear.
Logo Usage
  • Each product shall contain 1 Hello Kitty logo and 1 main Hello Kitty pose
  • Please do not place the next to the logo, it is the copyright only for the USA
  • Please always use our orig. artwork, do not change anything by yourself and do not mix styleguides.
  • Always provide indications (short for the product, non-removable and full for packaging & use org. font).
  • Please never re-draw Sanrio’s art. Use only art provided by Sanrio and do not combine it with your personal art.
  • Hello Kitty CANNOT be flipped. Her hair accessory is always on her left ear.
  • Please never remove Hello Kitty’s hair accessory.
  • Do not use a yellow bow (which is worn by Mimmy only)
  • Do not mix art from different style guides.
  • Do not create your own Hello Kitty logo. Use only logos provided by Sanrio.
  • Do not separate Hello Kitty’s logo. Example: Having a graphic between “Hello” and “Kitty” or one part on the front of the product and the other on the back.
  • Do not add an outline or backdrop to the logo, unless provided or authorized by Sanrio.
  • For North America and Latin America products. Please O include a registered trademark symbol (®) in the same color of the outermost color of the logo. (Not necessary on patterns). Not Applicable for Europe.
Visual Style
  • Each product shall contain 1 Hello Kitty logo and 1 main Hello Kitty pose
  • Please do not place the next to the logo, it is the copyright only for the USA
  • Please always use our orig. artwork, do not change anything by yourself and do not mix styleguides.
  • Always provide indications (short for the product, non-removable and full for packaging & use org. font).
  • Hello Kitty is not a cat, she is a girl. Please do not make/use animal references.
  • Please never re-draw Sanrio’s art. Use only art provided by Sanrio and do not combine it with your personal art.
  • Hello Kitty CANNOT be flipped. Her hair accessory is always on her left ear.
  • Please never remove Hello Kitty’s hair accessory.
  • Do not use a yellow bow (which is worn by Mimmy only)
  • Mimmy always has to appear with Hello Kitty, never by herself.
  • Use pop-up poses only with foreground art. The pop-up poses cannot appear as floating.
  • The line weight should always be consistent. Not thick and thin on the same design.
  • Do not mix outline art with unoutlined art, unless specified by Sanrio.
  • Do not convert unoutlined art to outlined art or viceversa.
  • Do not use the Hello Kitty’s friends without Hello Kitty.
  • Do not duplicate Hello Kitty’s friends, except on patterns.
  • Do not use multiple Hello Kitty’s poses on one design except on patterns or graphics provided by Sanrio.
  • Always keep the character’s size in proportion.
  • Do not mix art from different style guides.
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