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BRANDBOOK

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BUT IT’S SO MUCH MOREPeople talk about branding and mostly refer to logos, colors and taglines.

Our brand is a reflection of everything we do and say, theenvironment we create for our buyers, the services we offer our sellers, the way we answer every customer service call, the tone of voice we take on social media, how we solve problems, and the way we react in tough situations.

Our brand is also the emotional connection we build with our community of buyers and sellers, as well as with our team.

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THIS BRAND BOOK WASCREATED WITH THAT IN MIND

This book highlights a few of the key components important to the Shopee brand: our purpose, our positioning and our personality. You’ll also find our values and visual identity guidelines for mobile, web, print and other media.

Help Shopee continue building its brand and championing its values by following the guidelines in this book.

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ContentsOur PurposeOur Positioning

Our ValuesOur Personality

Our Creative Guide

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OUR PURPOSEFor Shopee, the world will be a better place if buyers and sellers could connect in a community that delivered the most fun, seamless and cost-effective shopping experience of them all.

WHAT ISPURPOSE?Our purpose is how we want to change the world for the better. It is our long-term vision, which lasts a decade - not one year, nor forever.

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OUR POSITIONINGFor a connected generation of shoppers who like to buy & sell online, Shopee is a social shopping platform, which delivers a seamless end-to-end experience at the best possible prices.

WHAT ISPOSITIONING?No business can thrive and grow in the atmosphere of its purpose alone. That is why we need positioning. Our positioning is what makes us unique and different relative to what’s out there.

Contrary to purpose, positioning holds true for a shorter time period.

Shopee = Seamless

SocialShopping Platform

Guaranteed Payments/Integrated Logistics

Best Prices

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WHAT ISPERSONALITY?Our personality defines what we are like. How we talk. How we behave. How we react to any situation. It is less about what we say and more about how we say it.

To define our personality, imagine you were to meet Shopee at a party. How would you describe us?

Shopee is an approachable, honest and fun person, youthfully well-dressed with a dash of style but never flashy...

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The type of person who you would see at the party chatting to everyone, introducing different people to each other and carrying a smile all the time...

Always a safe pair of hands and resourceful, this is the person who will always make sure you have entered your home safely when dropping you off at the end of the night.

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WE SERVE

WE ADAPT

Our customers are the sole arbiter of the value of our products and services. We strive to meet unmet needs and serve the underserved.

Rapid change is the only constant in the digital age of ours. We embrace change, celebrate it and always strive to be a thought leader that influences it.

OUR VALUESAs a part of Garena, Shopee subscribes to the same core values as our parent company.

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WE COMMIT

WE STAY HUMBLE

WE RUN

Our work is our commitment. We commit to our values, institution, customers and partners. We commit to each other. Above all, we commit to doing the best we can and being the best we can.

We have traveled a long way from our humble beginning and yet, we never lose our humility in our continual quest for greater heights.

We are in a constant race to success while grappling with rapidly shifting forces. We move faster, better and with more urgency every day.

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WE EMPOWER OTHERS

WE ARE OUR USERS

We strive to unleash the potential of our customers, sellers and team members.

There is no “us” and “them”. We live and experience everything as our users do in order to deliver the most seamless experience.

IN ADDITION TO GARENA’S CORE VALUES, WE ALSO BELIEVE IN THE FOLLOWING

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WE DON’T PLAY GAMES

WE ARE FRUGAL

WE ALWAYS FIND A WAY

We deal with everyone and everything in an honest, direct and transparent way.

We spend money as if it were our own. If we do more with less, we can offer our users the best value.

We are resourceful, help others, tackle hard problems and never give up.

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OUR CREATIVE GUIDEOur creative guide shows the ideal way to use our logo in various circumstances and also suggests the typography and colour that should be used with our brand to ensure maximum consistency throughout our collaterals.

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OUR LOGOOur logo is available in three different versions: vertical, horizontal and logomark. These versions are fixed, so please do not tweak or recreate the logo from its core elements.

Vertical

Horizontal

Logomark

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As with the English logo, the traditional Chinese version of the logo is exclusively for use in the Taiwan market.

The logo is available in four different versions, vertical, horizontal 1, horizontal 2 and logomark. These versions are fixed, so please do not tweak or recreate the logo from its core elements.

All subsequent usage and restrictions for the English logo applies.

Vertical

Horizontal 1

Horizontal 2

Logomark

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OUR LOGOCOLOURAll logo versions exist in 3 colour options.

PANTONE 172C#FF5722R255 G87 B34C0 M79 Y85 K0

A. Full ColourThe primary logo should always be used in full colour whenever possible.

PANTONE 7541C#FFFFFFR255 G255 B255C0 M0 Y0 K0

B. WhiteThe white logo should be used whenever the background is a full colour imagery or is acolour that clashes with the full colour logo.

PANTONE 4260C#000000R0 G0 B0C93 M88 Y89 K80

C. BlackThe black logo should be used in greyscale designs, or alongside other greyscale logos.

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OUR LOGOCLEAR SPACEThe clear space is the minimum distance allowed between the logo and any other graphic, object, logo, physical or digital page edge, copy etc.

With Shopee’s logo, the clear space all around should be the height of the uppercase S and it should be seen as the logo’s comfort zone.

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OUR LOGOUSAGEThe way our logo is used affects our communication messaging and brand image. We are a relatively new brand and it is important to us that the logo is always used correctly. Please be mindful of these common errors when using the different logo versions.

PLEASE DO NOT:

RECOLOUR

USE WITH SHADOW

STRETCH OR SKEW

ROTATE*Unless if logo is used within screenshot

USE LOGOMARK ASPART OF NAME

USE TRANSPARENCYON FULL COLOUR LOGO

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OURTYPOGRAPHYPrimary Typeface

Avenir Next is a versatile sans serif family, with vertical strokes that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These nuances aid in legibility and give Avenir Next a harmonious and sensible appearance for both texts and headlines.

Avenir Next Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 -&*#@?!/+(.,:;)

Avenir Next Ultra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 -&*#@?!/+(.,:;)

Avenir Next Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 -&*#@?!/+(.,:;)

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OUR COLOURS

PANTONE 172C#FF5722R255 G87 B34C0 M79 Y85 K0

PANTONE 7465C#00BFA5R0 G191 B165C73 M0 Y48 K0

PANTONE 487C#FDB098R253 G176 B152C0 M42 Y37 K0

PANTONE 3245C#79D9CCR121 G217 B204C54 M0 Y30 K0

PANTONE 705C#FFEBE6R255 G235 B230C0 M12 Y9 K0

PANTONE 317C#D1F4EFR209 G244 B239C22 M0 Y11 K0

Primary

Secondary 1

Secondary 2

Primary Tints

Secondary Tints

Secondary Tints

PANTONE Black C#212121R33 G33 B33C83 M78 Y77 K60

PANTONE Grey C#BDBDBDR189 G189 B189C30 M23 Y22 K0

Our colour palette is defined by 1 corecolour and 2 supporting colours.

Orange is our primary brand colour. It is used sparingly within the application to allow content to be the focus, and more freely outside of the application for other communications. The tints are also used when the primary colour is overwhelming the communication piece.

Black is used primarily in body copy and Green can be used subtly as a way to enhance visual interest to a visual.

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NOTES

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NOTES