Apple Books Identity Guidelines

Using the Apple-provided assets correctly makes it easy for your audience to get your books. Follow these guidelines and maximize your reach by using Apple-provided marketing assets correctly. Additionally, the Apple Books Toolbox makes it easy to create affiliate links, create embeddable widgets, and download badges and other art assets to lead your audience to books and audiobooks available on Apple Books.

1

The Apple Books Badge

Use the Apple Books badge in your email, digital ads, apps, websites, and whenever else you promote the books that you offer on Apple Books. Your audience will see the badge as a sign of quality.

1.1 Badge Artwork

Use only the Apple-approved badge artwork. Never create your own Apple Books badge or change the artwork in any way.

If you create marketing material for web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the badge artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

Download .zip file (2.4 MB)

1.2 Localized Badges

Apple offers Apple Books badge artwork translated into many languages for “Get it on” and “Pre-order on” message options. “Apple Books” always appears in English. Don’t create your own translated or localized badge. Use the artwork provided by Apple.

Localized badge artwork is available in Arabic, Azerbaijani, Bulgarian, Chinese (Simplified), Chinese (Traditional), Czech, Danish, Dutch, English, Estonian, Filipino, Finnish, French, German, Greek, Hebrew, Hungarian, Indonesian, Italian, Japanese, Korean, Latvian, Lithuanian, Malay, Maltese, Norwegian, Polish, Portuguese, Portuguese (Brazil), Romanian, Russian, Slovak, Slovene, Spanish (Spain), Spanish (Latin America), Swedish, Thai, Turkish, and Vietnamese.

Download localized badges in every language we have available.

1.3 Badge Use

The Apple Books badge must be readable in all marketing communications promoting your books offered on Apple Books. If you use the badge online, you must include a link to Apple Books wherever the badge is used.

You can get the link by going to the Apple Books product page for the book or audiobook you want to promote. On a computer, right-click or Control-click your book‘s image and choose Copy Link. On iPhone or iPad, tap the “…” icon on your product page below the book’s cover image to show the Action menu, tap Share Book, and then tap Copy.

If you can’t find it or if you want to find a lot of book links quickly, use Link Maker.

1.4 Badge Placement

Use only one Apple Books badge in your layout or video. Place the badge below or to the right of the images and copy promoting your books or audiobooks. Keep the badge smaller than your other images and copy. Don’t make it the dominant artwork.

If you include the Apple Books badge along with badges for other bookstores, place the Apple Books badge first in the lineup of badges.

MOBILE

WEBSITE

PRINT AND VIDEOS

1.5 Graphic Standards

1.5.1 Minimum Clear Space and Minimum Size

Follow these guidelines for print and digital material:

Minimum clear space around the badge should be at least one-tenth the height of the badge.
Don’t place photos, typography, or other graphic elements inside the minimum clear space.
Minimum badge size is 8 mm for use in printed materials and 30 pixels for digital use.
Don’t make the badge the dominant graphic.
The small badge should be 12 pixels high or larger.

1.5.2 On Mobile Devices

If you have advertising with very limited layout space, such as banners for mobile devices, use a badge size that’s clearly readable on these devices. Minimum clear space around the badge should be at least one-tenth the height of the badge.

The small Apple Books badge is for use when layout space is extremely limited or to accompany titles in a list.

1.5.3 Backgrounds

Do not alter the Apple-provided badge artwork in any way. The gray border around the badge is part of the badge artwork and must not be left out.

You can place the badge on these backgrounds:

Black or white background
Solid-color background
Background image that doesn’t affect the readability of the badge

1.6 Avoid Mistakes

When you integrate the badge in your layout, use only the Apple Books badge from Apple.

Don’t modify, angle, animate, rotate, or tilt the badge.
Do not apply special effects such as shadows or glows to the badge.
Do not replace the book icon with the Apple logo.
Do not use the Apple logo alone.
Don’t use icons, logos, or graphics from the Apple website or Apple apps to promote your book.

2

Apple Books Lockups

The Apple Books lockup is a combination of the Apple Books icon and type with a call-to-action message — “Get it on Apple Books” or “Pre-order on Apple Books” — set in specially designed type. Use only lockup artwork provided by Apple and do not alter the artwork in any way.

A lockup can be used in all marketing communications promoting content on Apple Books. If badges from other services appear on your communication, do not use a lockup. Instead, use the Apple Books badge.

The lockup is designed for greater graphic versatility and can be used on layouts where the Apple Books badge is either crowded by limited layout space or appears visually heavy in the layout. The lockup is especially suited to banner ads, print ads, and other forms of advertising. Whenever a lockup is used online, you must include a link to Apple Books.

The Apple Books lockup is a promise to your audience of a high-quality entertainment experience. Follow these guidelines to make sure you’re using the lockup correctly. Marketing materials don’t usually require approval by Apple, but there are a few exceptions. Written approval from Apple is required for materials used in:

TV or print media
Any marketing format with high visibility
Custom photography or video in which Apple products appear

Be sure to allow at least seven business days for review and approval. See the Apple Approvals section for details.

2.1 Lockup Artwork

Use only the lockup artwork provided by Apple. Do not change the Apple-provided artwork in any way. Never build your own Apple Books lockup.

If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the lockup artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

Download .zip file (9.3 MB)

Color lockups, preferred:

Color lockup, black type
Use on light backgrounds.

Color lockup, white type
Use on dark backgrounds.

Solid lockups, optional:

All-black lockup
Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on light-color backgrounds. The background shows through the book icon.

All-white lockup
Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on dark-color backgrounds. The background shows through the book icon.

2.2 Localized Lockups

Apple offers the Apple Books lockup artwork with the call-to-action messages translated into many languages. “Apple Books” always appears in English. Never translate “Apple Books.”

Localized lockup artwork is available in Arabic, Azerbaijani, Bulgarian, Chinese (Simplified), Chinese (Traditional), Czech, Danish, Dutch, English, Estonian, Filipino, Finnish, French, German, Greek, Hebrew, Hungarian, Indonesian, Italian, Japanese, Korean, Latvian, Lithuanian, Malay, Maltese, Norwegian, Polish, Portuguese, Portuguese (Brazil), Romanian, Russian, Slovak, Slovene, Spanish (Spain), Spanish (Latin America), Swedish, Thai, Turkish, and Vietnamese.

Download localized badges in every language we have available.

2.3 Using the Lockup

Follow these requirements for using the Apple Books lockup.

Use only one Apple Books lockup in your layout or video.
A lockup cannot be combined with an Apple Books badge. Use either a lockup or a badge, not both.
Do not make the lockup the dominant artwork. Your content should carry the main graphics or message.
Place the lockup below or to the right of your images and copy promoting your content. Keep the lockup smaller than the other images and main message.
Do not use the Apple Books lockup along with badges for other book services. Instead, use the Apple Books badge and place the badge first in the lineup of badges.
The option with a color book icon is preferred; however, you can select the option that best suits your layout.

2.4 Minimum Clear Space

Follow these guidelines for print and digital material: Minimum clear space around the lockup should be at least one-quarter the height of the lockup. Do not place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.

2.5 Minimum Size

Minimum lockup size is 6 mm for printed materials and 25 pixels for digital use. Do not make the lockup the dominant graphic.

On Mobile Devices

If you have advertising with very limited layout space, such as banners for mobile devices, use a lockup size that’s clearly readable on these devices. Minimum clear space around the lockup should be at least one-tenth the height of the lockup.

2.6 Backgrounds

You can place the lockup on these backgrounds:

Black or white background, following the guidelines for each option
Solid-color background
A clean and uncluttered background that does not affect the readability of the type and the clarity of the book icon

2.7 Avoid Mistakes

Avoid mistakes. Use artwork exactly as provided by Apple.

Do not use the lockup on a busy, patterned, or cluttered background. Instead, consider using the Apple Books badge.
Do not eliminate the call-to-action message.
Do not modify, angle, animate, rotate, or tilt the lockup.
Do not change the font.
Do not change the color of the type.
Do not apply special effects such as shadows or glows to a lockup.
Do not replace the book icon with the Apple logo.
Do not use the Apple logo alone.
Do not use icons, logos, or graphics from the Apple website or from Apple apps.

3
The Apple Books Icon

The Apple Books icon can be used alongside other social media icons that are similar in shape or size. The icon can also be used to link to content within apps, where the Apple Books badge or lockup does not fit. Do not create your own icon. Only the versions shown here are approved.

Color icon, preferred Use on backgrounds that provide sufficient contrast

White icon, optional Use on dark backgrounds

Black icon, optional Use on light backgrounds

Color Icon
Use the preferred color icon whenever other icons are also shown in color and whenever the background provides sufficient contrast.

Black Icon

White Icon

Custom Color Icon
You can use a custom icon color when other social media icons also appear in the same custom color.

Avoid Mistakes

Download .zip file (2.7 MB)

4

Messaging and Style

The key to a great marketing campaign is clear and effective messaging. To make sure that your books and audiobooks are the stars of your message, we’ve included some tips to keep in mind when you talk about your book, your audiobook, Apple Books, or Apple products.

4.1 General Communication Tips

Use simple, clear messaging.
Stick to simple calls to action in your marketing communications, such as “Get it on Apple Books.”
Include a link to your book or audiobook on Apple Books so your audience can easily get your book or audiobook.
Don’t just tell your audience that your book is available on Apple Books. Add an image, a quote, or a bit of detail about your book that your viewers will want to share with their friends, especially on social media.
Provide appropriate credit attribution for Apple trademarked terms and use appropriate trademark symbols in your communications, as described in Legal Requirements.
Use your own design. Don’t make it look like Apple marketing style or typography.
Use accurate terminology when talking about Apple products and promoting your book or audiobook.

4.2 Definitions

Apple Books: The app that customers use to preview, download, and read books and listen to audiobooks that are available on iPhone, iPad, and Mac.
Book: Use “book” or “digital book” when referring to the media type or “digital book” when referring to the publishing category.
Audiobook: Use “audiobook” when referring to the audiobook media type. Don’t use “eAudiobook” or “downloadable audiobook.”
iBooks Author: The Mac app for creating and editing Multi-Touch books.
Multi-Touch books: The preferred term for books created in iBooks Author and available on Apple Books.

4.3 Referring to Your Book or Audiobook on Apple Books

When you talk about your book being available on Apple Books, use one of the following phrases:

[Book Title] available on Apple Books
Pre-order [Book Title] on Apple Books

Don't use the phrase “at Apple Books.” You also shouldn’t use “downloadable” when you refer to a book on Apple Books.

4.4 Referring to Apple Books

“Apple Books” is the preferred term for the entire Apple Books ecosystem, including the app where customers buy books and audiobooks, read books, and listen to audiobooks.

Don’t use any other words for “Apple Books.” For example, don’t say “iBooks,” “iTunes Bookstore,” “Apple Books Store,” or “Apple’s Books Store.” “Apple Books” is always in English, even when the rest of the copy isn’t.

4.5 Referring to Apple Products

Put the focus of your marketing message on your book and not on Apple. Here are some ways to do that:

Use Apple product names in a phrase such as “for iPhone and iPad” to indicate that your book is compatible. Don’t make it the focus of your message.
List all Apple products that your book supports and leave out those that aren’t supported.
Always use the correct Apple product names with proper capitalization: iPhone and iPad.
The product names “iPhone” and “iPad” are always typeset with a lowercase i and an uppercase P followed by lowercase letters, even when those names come first in a sentence, paragraph, or title.
Always use the Apple product names iPhone and iPad in singular form. Never say “iPhones” or “iPads.”
Do not translate “iPhone,” “iPad,” or any other Apple trademark. Always set Apple trademarks in English, even when they appear in copy in a language other than English.
Don’t refer to Apple devices using generic terms such as “smartphones” or “tablets.” Use the specific Apple product names.
Don’t imply that your book is sponsored or endorsed by Apple.

4.6 Other Platforms and Devices

Always list Apple products first if your book is also compatible with other mobile or computing devices. Never display Apple product images next to images of other mobile devices or computers.

4.7 Contests and Sweepstakes

Apple doesn’t approve the use of Apple devices such as iPhone or iPad as prizes or rewards in contests and sweepstakes. Don’t indicate that your contest or sweepstakes is sponsored or endorsed by Apple.

4.8 Legal Notifications

Provide appropriate credit attribution for Apple trademarked terms and use appropriate trademark symbols in your communications, as described in Legal Requirements.

5

Advertising with Apple Books

When you’re creating advertising campaigns, keep the following points in mind.

Larger media campaigns with print or broadcast media placements typically require approval from Apple. We’ve added more details to the Apple Approvals section.

5.1 Online Advertising

Speak in your brand’s voice. Don’t imitate or copy any Apple Books, iTunes, or Apple advertising, marketing, or messaging.
Place the badge below or to the right of your book and company identity. Don’t make the Apple Books badge the dominant graphic.
Don’t use graphics or terms that refer to physical packaging like hardcover or paperback when you refer to books on Apple Books.

5.2 Broadcast Advertising

For your broadcast end cards, you can use the Apple Books badge, the Apple Books lockup, or an Apple Books vanity URL. If you have a voiceover, focus on your book. Do not mention Apple Books and other retailers in the same ad. Also, remember that all broadcast ad placements must be approved by Apple.

5.3 Pre-Roll Advertising

Pre-roll video can also include the Apple Books badge or Apple Books vanity URL at the end of your footage to remind your viewers that they can find your book or audiobook on Apple Books.

6

Apple Approvals

As mentioned earlier, most marketing materials don’t require approval by Apple. However, we do require written approval for material that’s:

For TV or print media
For any other high-visibility marketing format
Custom photography or video in which Apple products appear

6.1 Submission Requirements

Send your materials to our support desk. Give us at least seven working days to review your material. Make sure you include:

Contact details with a phone number
Apple Books URL for your book
Publisher
Book title
Author

6.2 Submission Requirements

If your material is less than 20 MB in size, attach it to the support request. Anything larger than that should be provided by FTP server or another web-delivery service. Don’t forget to include the link or the user name and password for the FTP server in your support request.
All support requests should be in English.
Include an English translation of your materials, if necessary.
Give us at least seven business days for a response.
If we don’t respond within seven days, it doesn't mean that the content has been approved.
We can review materials that are in progress. However, all final materials must be approved before publication.
Send your content in a standard format, such as PDF or JPG for images and MP4 for videos.
Make sure to submit only high-quality copy and images for review.

7

Legal Requirements

7.1 Credit Lines

Use the appropriate credit lines in all communications worldwide, listing all the Apple trademarks used in your communication. List only the trademarks actually used in your materials.

For example:

When you use the Apple Books badge and mention iPhone and iPad in copy: The Apple logo, iPad, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. Apple Books is a service mark of Apple Inc.
When you use the Apple Books badge, display an iPad product image, and mention iPhone in copy: The Apple logo, iPad, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. Apple Books is a service mark of Apple Inc.
When you use only the Apple Books badge: The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries. Apple Books is a service mark of Apple Inc.

Place the credit lines wherever you provide legal notification. Follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links. Include the credit lines only once in your communication or website.

For more information on using Apple trademarks, visit Guidelines for Using Apple Trademarks and Copyrights.

7.2 Trademark Symbols

In communications distributed only in the United States, the appropriate symbol (^TM, ^SM, or ®) must follow each Apple trademark the first time it is mentioned in body copy.

For example: iPhone®, iPad®, and Apple Books℠

Don't add a symbol to the Apple Books badge artwork provided by Apple and don't add symbols to headline copy.

For communications developed for mobile devices, follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links to legal copy.

For the correct trademark symbols, refer to the Apple Trademark List.

7.3 Association with Apple

Your images including your content within iPhone and iPad, or photographs thereof cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish, or damage the goodwill, value, or reputation associated with Apple Books, iTunes, iPhone, iPad, or Apple itself.

7.4 Translations

With Apple’s approval, a translation of the legal notice and credit lines (but not the trademarks) can be used in materials distributed outside the U.S. Never translate an Apple trademark.

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