TikTok

Built from the energy of self-expression

To unify TikTok’s brand across programs, platforms, and sub-brands, we were tasked with creating a distinct, ownable set of icons and illustrations that could capture the relentless energy and creativity of TikTok’s global community. Our challenge was to design a visual language that would act as the singular creative perspective for the brand while supporting a wide range of marketing and design needs.

Visual consistency for a global brand

→ Systems

Guided by the kinetic energy and diversity of TikTok’s community, we created the ‘BigBang’ illustration system to act as the visual heartbeat of TikTok’s brand. Drawing inspiration from the limitless potential of TikTok’s content, we strategically developed a design that’s as expansive, dynamic, and ever-evolving as the platform itself. The system balances boldness and fun with sophistication, crafted from key principles that reflect the brand’s essence: relentless energy, remixable layers, and an unmistakable color palette rooted in Razz and Splash. Icons inspired by TikTok’s logo, alongside illustrations designed to surprise and delight, bring playful twists to familiar forms. This flexible, layered approach not only amplifies the joy and spontaneity of TikTok’s content but also offers TikTok the tools to connect meaningfully with users worldwide, providing guidelines to keep the brand fresh, relevant, and instantly recognizable across cultures and trends.