TikTok Icon Library + guidelines
Usage Guidelines
Construction guidelines
Designed and created in partnership with Oddfellows
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CONTEXT
As a rapidly expanding start-up with over 6,000 employees, TikTok’s Global Brand Studio faces intense demand for custom assets. Building from scratch, we must guarantee functionality across all business sectors. We require systems to globalize, distribute, manage usage, create new assets, and maintain visual consistency.
CHALLENGES
TikTok needs a large volume of unique custom assets that are authentic to the platform, globally inclusive, scalable, and user-friendly. The range & diversity of the teams using the content spans company-wide, across: marketing, sales, product, comms, partnerships, PR, operations (etc.), so the assets need to flex across a wide tonal spectrum and all users require detailed education for proper usage.
OBJECTIVE
Develop a vast functional icon system & thorough set of guidelines that can flex across all business marketing topics in an extremely ownable & replicable way, and educate the organization on how and when to use an icon.
APPROACH
Partner with Oddfellows to shape the construction of icon library and create internal usage guidelines to educate and ensure consistency within the org.
RESULTS
100+ new icons
16K+ total downloads (in 6 months post launch)
Used in 14 presentation templates + 4 visual identity systems
Distributed to 3000+ team members across org