Brand Design Tool Shopee UI Download Learning Team
Corporate Branding
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Colour
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23 Jan 2021 Updated PIC: Carol Tseng
Typography
Colour
Overview Overview Download ASE
Core Brand Colour
Palette - Level 1
The Shopee Colour Guideline provides colour palette guidelines for Corporate Branding and Marketing Branding. These guidelines help designers
create designs efficiently and make communicating with customers much more accessible.
Mega Campaigns Colour
Palette - Level 2
Before learning more about Shopee Colour, designers must synchronise their Adobe Colour Setting to ensure that colours are consistent across all
Specialty Colours - Level 3
teams. Click Download ASE to start syncing.
Illustration
*The Colour Guideline on this page is not the same as the UI Colour Guideline, as they serve different scenarios.
How to set up ASE
Principles
Legible Consistent Empathetic
Texts and essential elements, like key Designs contain Shopee-related Improved designs through the use of
selling points and stickers, meet legibility elements and the colour orange. proper primary colours based on
standards. different scenarios.
Core Brand Colour Palette - Level 1
Usage Scenario
Applies for all marketing assets that communicate Shopee's Corporate Branding.
Primary Colours Download Shopee Color Level 1 ASE
Shopee Orange Shopee Navy Blue
#EE4D2D
#113366
C0 M 8 1 Y83 K0
C100 M84 Y33 K20
Pantone 179C Pantone 648C
Applications
Mega Campaigns Colour Palette - Level 2
Usage Scenario
Mega campaigns that involve Shopee's brand image and regional-level promotions, such as 9.9, 11.11, and 12.12.
Colour Proportions
We recommend using 70% primary colour + 30% secondary colour for all designs to enhance Shopee's brand identity.
70% Primary colour 30% Secondary colour
Primary Colour
The primary colour for mega campaigns is Shopee Orange.
Shopee Orange
#EE4D2D
C0 M 8 1 Y83 K0
Pantone 179C
Secondary Colours Download Shopee Color Level 2 ASE
The secondary colours for mega campaigns are Shopee Red, Shopee Navy Blue, Bright Blue, Light Blue, Cyan, and Yellow. These colours aim to match
the colours of Shopee's variant products and add vitality to the design.
Shopee Red Shopee Navy Blue Bright Blue Light Blue Cyan Yellow
#D0011B
#113366
#0053DE
#2673DD
#26AA99
#FFBB00
C10 M100 Y194 K3
C100 M84 Y33 K20
C89 M67Y0 K0
C82 M54 Y0 K0
C75 M5 Y47 K0
C0 M30 Y93 K0
Pantone 485C Pantone 648C Pantone 2728C Pantone 2727C Pantone 7473C Pantone 1235C
Applications Download Campaign KV
9.9.2020 KV 11.11.2020 KV
Specialty Colours - Level 3
Usage Scenario Learn More About Color in Illustration
To be used in advertisements on Shopee’s social media platforms.
Special colours are designated only for online marketing categories that require tone-on-tone pairings and product designs requiring variations of
tone and opacity.
Recommended Usage
The Special Colour spectrum is an extension of Shopee's brand colours, which features different transparencies. To easily distinguish between product
categories, each category is assigned two colour groups, as shown below.
Designers should only use these recommended colour groups as the ad background colour and include Shopee Orange in texts, logos, stickers, etc.
Primary Specialty
Shopee Primary Download Shopee Color Level 3 ASE
#D3422A Shopee Orange #EE4D2D #F27961 #F69D8C #F9C1B6
#B50220 Shopee Red
#D0011B #DC4054 #E57382 #EFA6AF
#0D274C Shopee Navy Blue #113366 #4C668C #7C8FAB #ACB8C9
#004AB5 Bright Blue #0053D1 #407EE6 #73A0ED #A6C3F3
#1665c4 Light Blue #2673DD #5C96E5 #88B2EC #B3CEF3
#218E7E Cyan
#26AA99 #5CBFB2 #88D0C7 #B3E1DB
#E5A300 Yellow #FFBB00 #FFCC40 #FFDA73 #FFE7A6
#BF9B65 Gold #D2AA6E #DDBF92 #E6D0AF #EFE1CC
#A1A8B4 Gray #B3B9C2 #C5CAD0 #D7DADF #E9EBED
Recommended Colours for Product Categories
Men s ’ Women s & Beauty
’ Electronics Baby Home & Living Food & Groceries Health & Fitness Premium
Tickets & Promotion
Primary Colours for Men s ’
#0D274C #004AB5
Shopee Navy Blue #113366 Bright Blue #0053D1
#4C668C #407EE6
#7C8FAB #73A0ED
#ACB8C9 #A6C3F3
Applications
Copyright © Shopee Limited. Trademarks belong to their respective owners. All rights reserved. Terms of Service | Privacy Policy
Primary Colours for Women’s & Beauty
#D3422A #B50220
Shopee Orange #EE4D2D Shopee Red #D0011B
#F27961 #DC4054
#F69D8C #E57382
#F9C1B6 #EFA6AF
Examples
Primary Colours for Electronics
#D3422A #0D274C
Shopee Orange #EE4D2D Shopee Navy Blue #113366
#F27961 #4C668C
#F69D8C #7C8FAB
#F9C1B6 #ACB8C9
Examples
Primary Colours for Baby
#218E7E #E5A300
Cyon #26AA99 Yellow #FFBB00
#5CBFB2 #FFCC40
#88D0C7 #FFDA73
#B3E1DB #FFE7A6
Examples
Primary Colours for Home & Living
#1665c4 #218E7E
Light Blue #2673DD Cyon #26AA99
#5C96E5 #5CBFB2
#88B2EC #88D0C7
#B3CEF3 #B3E1DB
Examples
Primary Colours for Food & Groceries
#B50220 #E5A300
Shopee Red #D0011B Yellow #FFBB00
#DC4054 #FFCC40
#E57382 #FFDA73
#EFA6AF #FFE7A6
Examples
Primary Colours for Premiums
#BF9B65 #A1A8B4
Gold #D2AA6E Grey #B3B9C2
#DDBF92 #C5CAD0
#E6D0AF #D7DADF
#EFE1CC #E9EBED
Examples
Primary Colours for Tickets & Promotions
#D3422A #B50220
Shopee Orange #EE4D2D Shopee Red #D0011B
#F27961 #DC4054
#F69D8C #E57382
#F9C1B6 #EFA6AF
Examples
Health & Fitness
#218E7E #E5A300
Cyon #26AA99 Yellow #FFBB00
#5CBFB2 #FFCC40
#88D0C7 #FFDA73
#B3E1DB #FFE7A6
Examples
