People and belonging
Welcome varied perspectives and help people feel at home. Our reading
The system
Fixed, everywhere
- Conversation Bubble geometry
- OrangeRed as the evergreen brand signal
- Approved logo artwork
- Accessible left-aligned text
- Candid and helpful writing
The one thing that varies
Secondary tonal families for community voices; bubble widths/heights, content density, Snoo expressions, user imagery and context-appropriate humor.
How loud each format gets
SilentSensitive communication
QuietProduct / constrained UICode / data
CalmPresentation / business deckEditorial / broadcast contentCommunity branding / event / merchandise
WarmLanding pageSocial post / storyCampaign / partnership
Loud
Loudest
Our engine's setting, built from their rules.
Every piece passes 3 checks
Logo hidden
Without the logo, the circle-derived bottom-tail bubble, OrangeRed, heavy warm headline, dimensional Snoo or topic object, and candid community content should still identify Reddit.
Speaker check
Is Reddit speaking, or are redditors speaking? Choose primary brand colors for the former and a secondary tonal family for the latter.
Bubble check
Are radii consistent, tails at the bottom, layers connected and padding tied to radius?
Strategy
Where we discover and participate through real conversation Published
Real conversation
Make space for candid discussion and useful exchange. Our reading
Interests and discovery
Turn shared interests into communities and accessible knowledge. Our reading
Come for the content. Stay for the comments.
The real joke is in the comments.
Make your brand the topic of conversation.
Full spec
- For Our reading
- People exploring shared interests, communities, and business audiences engaging with those communities.
- Problem Our reading
- People need a welcoming place to ask questions, explore interests and find common ground.
- Promise Published
- Discover knowledge and participate through real conversation.
- Mission Published
- Help communities flourish and make what they know available to all.
Proof behind each pillar
- People and belonging. Custom Snoos reflect community backgrounds, interests and personal identities.
- People and belonging. Reddit Sans uses disambiguated characters and supports more than 100 languages.
- Real conversation. The strategic foundation centers tools for community building and genuine discussion.
- Interests and discovery. Photography prioritizes actual user contributions and named communities.
- Interests and discovery. The strategic foundation centers tools for community building and genuine discussion.
Values
Inherently eclectic
Welcome different backgrounds, interests and opinions.
PublishedConfidently ourselves
Protect what makes Reddit and its communities distinctive.
PublishedDelightfully absurd
Make room for appropriate weirdness, humor and fun.
PublishedGenuinely candid
Stay relatable through honesty, vulnerability and sincerity.
PublishedCategory. A community platform organized around people, conversations and interests. Published
Why them
- Community interests and genuine discussion anchor the experience. Published
- A broad mix of people and perspectives can feel at home. Published
- Distinctive candor and playful absurdity give the platform its own cultural character. Our reading
Instead of
Other social platforms are the comparison class; the guide does not name competitors.
Boilerplate Published
Reddit helps people build communities around their interests, exchange knowledge and take part in genuine discussion. Its identity reflects the varied people and conversations that make those communities possible.
Taglines
Reddit is the heart of the internet Published
They never claim
- Maintain honesty and useful context rather than opaque explanations. Published
- Do not imply that a personal custom Snoo is an official Reddit account or endorsement. Published
People, conversations and interests are the published strategic center; mission and positioning focus on community knowledge and participation.
Source: redditbrand.lingoapp.com/s/Overview-orqY1E%20%E2%80%94%20Strategic%20foundationredditbrand.lingoapp.com/s/Overview-orqY1E%20%E2%80%94%20Overview
Personality and voice
Inherently eclecticbut not Exclusionary or uniformOur reading
Confidently ourselvesbut not Generic corporate imitationOur reading
Delightfully absurdbut not Random or insensitiveOur reading
Genuinely candidbut not Opaque or affectedOur reading
Here’s how to get started.
Commence utilization of this functionality.
The voice brings the same human warmth and eclectic character as Snoo and the imagery.
Full spec
- Use brief everyday phrasing that helps the reader quickly; avoid formality and technical language that would sound unnatural aloud.
- Assume good intent and frame guidance positively; avoid hostile or transactional language.
- Keep playful language away from sensitive posts, comments and communities.
- Use humor and meta references only when they add useful context rather than confusion.
- Create contextual moments of delight; silly vocabulary or punctuation alone does not achieve it.
- Explain directly and transparently in simple language.
- Plan a structure; write descriptive headings, short paragraphs and scannable lists.
- Keep paragraphs within 6 desktop lines or 100 words; preferably within 5 lines or 70 words.
- Read sentences aloud and rewrite difficult phrasing; use one consistent style.
- Avoid corporate jargon and clichés; bring a distinctive Reddit perspective.
Inviting and helpfulOriginal and authenticClever and playfulHonest and familiar
The writing is candid conversation: welcoming, original, clever and familiar, with humor matched to context.
- Use brief everyday phrasing that helps the reader quickly; avoid formality and technical language that would sound unnatural aloud.
- Assume good intent and frame guidance positively; avoid hostile or transactional language.
- Keep playful language away from sensitive posts, comments and communities.
- Use humor and meta references only when they add useful context rather than confusion.
- Create contextual moments of delight; silly vocabulary or punctuation alone does not achieve it.
- Explain directly and transparently in simple language.
- Plan a structure; write descriptive headings, short paragraphs and scannable lists.
- Keep paragraphs within 6 desktop lines or 100 words; preferably within 5 lines or 70 words.
- Read sentences aloud and rewrite difficult phrasing; use one consistent style.
- Avoid corporate jargon and clichés; bring a distinctive Reddit perspective.
- Consumer communication emphasizes candid conversation; business communication adapts conversation to commercial needs.
- Audience sample messaging is available in native images even where viewport captures show loading failures; short exact examples are recorded in study.headlines.
Their words
redditorscommunities
Never
corporate-speakclichésconfusing meta humorplayful language beside sensitive content
- Don’t Corporate jargon, clichés, unhelpful technical explanations, negative assumptions, confusing meta jokes or insensitive playfulness.
| Paragraph ceiling | 6 desktop lines or 100 words |
|---|---|
| Preferred paragraph length | 5 lines or 70 words |
| Audience split | Consumer: candor; Business: conversation for business |
Source: redditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Brand%20voiceredditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Sample%20messaging%20by%20audienceredditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Balancing%20voice%20&%20toneredditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Compositionredditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Break%20up%20contentredditbrand.lingoapp.com/s/Voice-and-tone-dJ214w%20%E2%80%94%20Pay%20attention%20to%20phrasing
Logo
Portal files are guide previews, not production vector masters. Standard icon construction diagram labels the internal sizing “80% of diameter”; follow the supplied grid rather than interpreting this as 80% whitespace. Tail rounding is 6% of radius. Standard wordmark/lockup clearance is half wordmark x-height. Display-scale wordmark placement is a documented exception based on its vertical stroke.
A friendly face makes Reddit recognizable; a repeatable lockup anchors varied community content.
Full spec
- The primary icon faces forward with a friendly, relaxed expression and appears on external marketing and communication.
- Snoo head sits over OrangeRed, whether in a bubble, another approved frame or a full field.
- Align the top of Snoo’s ears with wordmark x-height; balance upper and lower overhang.
- Use half wordmark x-height as exterior clearance for contained and uncontained lockups.
- Anchor wordmark and logo components on the left; the wordmark should lead recognition.
- Use OrangeRed detached wordmark on white or black, or white on OrangeRed.
- On secondary colors and gradients, use the OrangeRed bubble lockup; on imagery use a container for legibility.
- Off-platform audience architecture uses Snoo, Reddit and for audience; on-platform may reduce to Snoo plus audience.
- For agreed partnerships, match optical x-heights and derive divider thickness from Snoo’s antenna; stacked divider spans the wider logo.
- Don’t Alterations, replacement parts, arbitrary angles, recoloring, effects, warping, image fills, changed spacing and substitute typefaces.
| Clear space | 0.5 × wordmark x-height |
|---|---|
| Icon grid | Internal sizing annotated as 80% of diameter; eyes top aligns to center; bubble tail radius 6% X |
| Minimum reproduction size | not published |
| Wordmark at graphic scale | Spacing may use the wordmark vertical stroke instead of default margins |
Dimensional Snoo in an OrangeRed bubble with a geometric lowercase wordmark; bubble counterforms connect lettering to the graphic system.
Source: redditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Logoredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Constructionredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Placementredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Misuseredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Color%20applicationredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Secondary%20+%20gradient%20applicationredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Single-line%20lockupredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Reddit%20iconredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Lockupredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Margins%20+%20placementredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Compositionredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Wordmarkredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Stages%20of%20reductionredditbrand.lingoapp.com/s/Logo-d9x3n2%20%E2%80%94%20Brand%20partnerships
Color
Find your community
Find your community
Audience determines palette; tonal separation gives layered content legibility without arbitrary rainbow combinations.
Full spec
- Keep OrangeRed visible in primary brand compositions.
- Represent communities with a secondary family and its highlights/tints.
- Separate adjacent content using tonal contrast; avoid similar secondary colors that vibrate on screens.
- Use only black or white type on colored backgrounds, respecting typography-specific approved examples.
- Use tertiary shades for product, websites and illustration depth; avoid them in high-visibility marketing except illustration.
- Reserve tertiary gradients for seasonal campaigns, events and partnerships, with OrangeRed-team approval.
- Gradient presets: Mango Highlight→Tint #FFDE55 to #F0FFB3; Dragonfruit #FF9FDF to #FFF3C0; Cantaloupe #E4FF45 to #FFF3C0; Honeydew #92FFEA to #F0FFB3.
- Normal→Highlight presets: Mango #FF4500 / #FFBF0B / #FFDE55; Dragonfruit #FF5FC2 / #FF9FDF / #FFDE55; Cantaloupe #AEEF0F / #E4FF45 / #FFDE55; Honeydew #00E2B7 / #92FFEA / #E4FF45.
- Don’t Low contrast, secondary tints on white, drop shadows, or an undifferentiated community tag and caption in one color.
| Numeric color proportions | not published; primary colors prioritized for brand and tonal secondaries for redditors |
|---|---|
| Full palette | See palette.extras for all 28 distinct published hex values; repeated colors are shared across roles |
| Gradients | Use supplied presets; exact stop positions and angles not published |
Primary OrangeRed, black and white distinguish Reddit speaking; bright secondary tonal families distinguish communities.
Source: redditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Primary%20colorsredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Colorredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Tertiary%20gradientsredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Color%20relationshipsredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Achieving%20contrastredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Misuseredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Color%20proportionsredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Secondary%20colorsredditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Tertiary%20colors
Typography
Reddit is the heart of the internet
A place to ask
A p l a c e t o a s k
Large x-height and disambiguated characters support readability, while display geometry makes conversation visible.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| Reddit Sans | SIL Open Font License 1.1 | ||
| Reddit Sans Condensed | SIL Open Font License 1.1 | ||
| Reddit Mono | SIL Open Font License 1.1 | ||
| Reddit Display | Proprietary; not publicly supplied | ||
| Reddit Sans Chocolate | Proprietary; not publicly supplied |
- Use Reddit Sans for approximately 90% of typesetting, especially captions, attribution and long copy.
- Use Reddit Display for headlines and large titles; bubble headline examples use ExtraBold.
- Use Chocolate for subheaders, bylines, marketing and webpages, rather than large headlines.
- Use Condensed only for high character counts in constrained spaces such as UI, business decks or environmental design.
- Use Mono for code, monospaced numerals, case-specific marketing and Business Marketing headlines.
- Left-align headlines and body except single-word bubble containers and staggered bubble layouts.
- Keep Display’s tight default tracking and 1:1 leading. Use Sans default leading, or 1.25 when more is needed.
- Use at most 2–3 type sizes in a composition; small caps are reserved for attribution/disambiguation.
- Favor black body text. Approved type color order is black/white, black/OrangeRed, white/OrangeRed, OrangeRed/white, white/black, then black/secondary.
- Use natural mixed-case Display headlines; misuse panels reject all-uppercase, all-lowercase and Reddit Sans headline treatments. Avoid mixing weights in one headline or setting Display as paragraph text.
- Don’t Justification, colored body text, drop shadows, tracked-out lowercase, excessive sizes, centered text blocks, or colored display copy other than OrangeRed.
| Display leading | font size × 1 |
|---|---|
| Optional Sans leading | font size × 1.25 |
| Slash angle | 67.5° |
| Headline pixel scale | not published |
| Fonts | Open local Sans, Sans Condensed and Mono; Display and Chocolate remain proprietary |
| Display tracking | 0 (published diagram); preserve the font’s default |
Warm humanist Reddit Sans carries everyday content; heavy geometric Reddit Display adds bubble counterforms at headline scale.
Source: redditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Setting%20typeredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Typographyredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Reddit%20Sansredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Color%20applicationredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Typography%20color%20misuseredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Laying%20out%20typeredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Reddit%20Sans%20Chocolateredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Reddit%20Sans%20Condensedredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Reddit%20Monoredditbrand.lingoapp.com/s/Typography-d03Ney%20%E2%80%94%20Reddit%20Display
Graphic elements
Do Circle-derived form with rounded bottom tail. Radius X determines headline padding: 0.75X horizontally and 0.5X vertically. Body padding is 0.75X on every side. Tail rounding is 0.06X. Tail may point left or right but always stays at the bottom. Extend by moving anchor points; keep one radius across a composition. Headlines use Reddit Display ExtraBold with 1:1 leading; body uses Reddit Sans Bold at default leading.. A coherent bubble system per composition; collages have at most five layers and staggered headlines at most eight lines..
Conversation Bubble · Headline containers, community tags, image frames, layered content, wordmark counterforms, display typography and motion
Specimens use sample copy, not Reddit’s.
One recognizable shape can hold any format while keeping community content central.
Full spec
- Choose single-story for brief copy and tags; multi-line for longer headlines and paragraphs.
- Tail may face either side but must remain at the bottom; keep one corner radius across each composition.
- Headline padding is 75% radius on sides, 50% top/bottom. Body padding is 75% radius on every side.
- Single-story vertical margins match headline x-height; establish geometry from the largest bubble first.
- Staggered headlines follow natural speaking cadence; use consistent text size and connect consecutive same-side segments vertically.
- Limit staggered headlines to eight lines; 10–20 words is the suggested use case.
- Construct frames from a headline-sized bubble then move anchors outward; do not distort curves by scaling the whole shape.
- Cut out a purposeful focal subject to overlap the frame; preserve enough contour to recognize the bubble.
- Horizontal layered bubbles alternate image and color content at flush boundaries; distribute width by content quantity.
- Vertical layers segment logo, text, image and community information; maintain equal widths and a connected community tag.
- Collages use a clear focal image, grid alignment, consistent radius and at most five layers.
- Don’t Missing tails, arbitrary rotations, inconsistent padding/radii, tiny text in oversized single-story bubbles, or multi-line copy in a single-story treatment.
- Don’t Staggered segments with multiple tails, gaps, incorrect leading, extra frames or mixed colors.
- Don’t Frame-in-frame treatments, split frames, awkward crops, rotated frames, shadows or doubled bubble shadows.
- Don’t Layered bubbles from opposing directions, nonflush boundaries, exposed tails at internal overlaps, larger overlapping containers, barely offset layers or adjacent competing colors.
- Don’t Vertical stacks with tapered widths, detached community tags, or mixed horizontal/vertical layering.
- Don’t Collages with obscured subjects, similar visual density, mixed secondary hues, excessive details or opacity/overlay effects.
| Circle radius | X |
|---|---|
| Tail rounding | 6% X |
| Headline padding | 75% X horizontal; 50% X vertical |
| Body padding | 75% X all sides |
| Staggered maximum | 8 lines |
| Collage maximum | 5 layers |
The Conversation Bubble is the signature graphic component, a circle with a softly rounded bottom tail extended into containers.
Source: redditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Conversation%20Bubbleredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Single-story%20Bubblesredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Orientationredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Multi-line%20Bubblesredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Constructionredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Staggered%20Bubblesredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Bubble%20framesredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Masking%20and%20layeringredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubbles%20(horizontal)redditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubbles%20(vertical)redditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubble%20collagesredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Single-story%20Bubble%20misuseredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Staggered%20Bubble%20misuseredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Bubble%20frame%20misuseredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubble%20(horizontal)%20misuseredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubble%20(vertical)%20misuseredditbrand.lingoapp.com/s/Conversation-Bubble-orE96r%20%E2%80%94%20Layered%20Bubble%20collage%20misuse
Iconography
Consistent sharing assets retain recognition outside the platform.
Full spec
- Prioritize the primary full-color icon; reduced-color assets only when necessary.
- Use supplied Ask, Discuss, Find, Post, Read, Share and Upvote badges to link viewers to Reddit content.
- Keep the icon within a badge and provide contrast and breathing room.
- Community and user prefixes remain lowercase r/ and u/.
- Default community lockup uses the Reddit pill; if name length including r/ exceeds 15 characters, use the icon. Also use the icon variant on OrangeRed.
- Customizable badge templates reference Chocolate ExtraBold; community lockups reference Display ExtraBold.
- Don’t Recoloring, arbitrary angles, removing icons/tails, altered radius/length, added effects, distortion, different typefaces or low contrast.
| Community name threshold | More than 15 characters including r/ switches to icon |
|---|---|
| Badge minimum size / padding | not published |
| Other UI icon grid / stroke scale | not published |
The Reddit share icon uses the supplied full-color dimensional Snoo; action badges pair the icon with short prompts.
Source: redditbrand.lingoapp.com/s/Social-PXzmWE%20%E2%80%94%20Share%20iconsredditbrand.lingoapp.com/s/Social-PXzmWE%20%E2%80%94%20Share%20badgesredditbrand.lingoapp.com/s/Social-PXzmWE%20%E2%80%94%20Misuseredditbrand.lingoapp.com/s/Social-PXzmWE%20%E2%80%94%20Reddit%20+%20community%20name%20lockupsredditbrand.lingoapp.com/s/Social-PXzmWE%20%E2%80%94%20Communities%20and%20usernames
Illustration
Dimensional, approachable objects make a broad world of interests feel like one brand.
Full spec
- Use the approved illustration library for Snoo and spot assets.
- Secondary head angles can direct attention to surrounding content but never replace the evergreen lockup pose.
- Express emotion through eyes, ears, mouth and antenna within the character construction.
- Request OrangeRed-team approval for seasonal and campaign Snoo customizations.
- Brand illustrations use OrangeRed tonal washes; community objects use one secondary tonal family.
- Put the family base color on prominent object features and use accents/tints for smaller details.
- Any illustration color may sit on black or white; on colored grounds keep the object in the same tonal range.
- Don’t Unrelated illustration styles, replacing the evergreen logo pose with an expressive variant, or colorful objects competing with a colored ground.
| Dimensional treatment | Unified 3D style |
|---|---|
| Lighting/material/render parameters | not published |
Snoo and singular topic objects use a unified dimensional 3D style with soft rounded forms and tonal shading.
Source: redditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Spot%20illustrationsredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Snoo%20illustrationsredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Secondary%20anglesredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Expressionsredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Color%20logicredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Color%20pairingsredditbrand.lingoapp.com/s/Illustration-R9r6q8%20%E2%80%94%20Campaign-based%20customization
Photography
Actual contributions convey Reddit’s communities and their lived interests.
Full spec
- Choose natural lighting, a clear subject, high quality, rich tone and neutral contrast.
- Show people with distinctive passions, objects that invite curiosity and places that transport the viewer.
- Translate traits into inviting/friendly, provocative/clever, playful/energized and honest/familiar imagery.
- Apply rule-of-thirds intersections to place focal subjects in any aspect ratio.
- Mask full-bleed imagery in bubble frames; focal cutouts may overlap one or two frame edges.
- Prefer high-definition stock imagery for cutout collages and user-generated imagery for bubble masking.
- Obtain the original poster’s permission before using UGC; partners are responsible for obtaining it.
- Don’t Weak focal points, poor-quality cutouts, accidental-looking tiny overlaps, or so much extrusion that the frame becomes unrecognizable.
| Mask extrusion | Overlaps 1–2 frame edges |
|---|---|
| Focal placement | Rule of thirds |
| Required resolution / image ratios | not published |
User images foreground eclectic people, objects and places; sourced photography supplements when higher definition is needed.
Source: redditbrand.lingoapp.com/s/Photography-dpwXzv%20%E2%80%94%20Establishing%20principlesredditbrand.lingoapp.com/s/Photography-dpwXzv%20%E2%80%94%20Subject%20matterredditbrand.lingoapp.com/s/Photography-dpwXzv%20%E2%80%94%20Tonal%20consistencyredditbrand.lingoapp.com/s/Photography-dpwXzv%20%E2%80%94%20Image%20maskingredditbrand.lingoapp.com/s/Photography-dpwXzv%20%E2%80%94%20Sourced%20vs%20UGC%20imagery
Motion
Movement extends the modular, conversational identity instead of becoming a separate visual language.
Full spec
- Expand or contract the bubble to accommodate content.
- Activate typography, shapes and imagery with restricted directional motion or scaling and a spring-like arrival.
- Keep velocity and acceleration coherent with spring momentum.
- Sequence the same behaviors across open/end cards, CTAs, lower thirds, transitions and social stories.
- Don’t Mechanical motion without spring-like momentum or movement unrelated to the bubble’s modular expansion.
| Timing / curves | Numeric durations, cubic-bezier values and spring constants not published |
|---|---|
| Motion evidence limit | Saved screenshots are static; GIFs can show some movement, but embedded video examples are not supplied as playable source files |
The bubble pops, expands and changes dimensions; elements enter with controlled spring-like momentum.
Source: redditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Elementsredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Expansionredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Activationredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Sequencing%20with%20combined%20elementsredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Bumper%20messagingredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Velocityredditbrand.lingoapp.com/s/Motion-principles-P049qM%20%E2%80%94%20Motion%20application%20examples
Interface & layout
The page, band by band
Navigation
Hero
How does Reddit work?
Post
Comment
Vote
Reddit by the numbers
Reddit news
Buttons
Full spec
A grid uses the bubble as a scale unit; content and negative space align to shared subdivisions.
Measured from redditinc.com's headless Chromium at1440px and390px; computed styles plus supplied screenshots.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 234px | 20px |
| Section padding | 100px | 48px |
| Hero text width | max 474px, centered | full width |
| Card gap | 32px | 32px |
| Navigation | px | px |
Type, at size
Hero H1
Reddit Sans Condensed · 70px (phone 48) · line 1 · weight 800
Explainer and feature H2
Reddit Sans Condensed · 40px (phone 28) · line 1.25 · weight 800
Stats and news H2
Reddit Sans Condensed · 48px (phone 32) · line 1.041667 · weight 800
Statistic
Reddit Sans Condensed · 48px (phone 32) · line 1.041667 · weight 800
Body
Reddit Sans Condensed · 20px (phone 16) · line 1.44 · weight 400
News card title
Reddit Sans Condensed · 20px (phone 16) · line 1.44 · weight 700
Navigation
Reddit Sans Condensed · 16px · line 1.44 · weight 600
Footer heading
Reddit Sans Condensed · 24px · line 1.44 · weight 700
Footer link
Reddit Sans Condensed · 16px · line 1.44 · weight 400
Copyright
Reddit Sans Condensed · 12px · line 1.44 · weight 400
- Motion
- Restricted spring-like pops, bubble expansion, and combined sequences
- Buttons
- pill
Page anatomy
How Reddit’s own landing pages are built, observed on redditinc.com, 2026-10-31. The full measurements are in spec.md.
- Navigation
- White corporate header; OrangeRed horizontal logo left, four text navigation groups and one capsule CTA right.
- Hero
- Full-width solid OrangeRed band; black two-line headline and body left, waving dimensional Snoo right.
- How does Reddit work?
- White two-column explainer: subreddit pill collage and circular play control on left, title/body/CTA on right.
- Post
- White explanatory row with one phone composite; text left, image right on desktop.
- Comment
- White explanatory row with one phone composite; image left, text right on desktop.
- Vote
- White explanatory row with one phone composite; text left, image right on desktop.
- Reddit by the numbers
- Full-width black statistics band with white introduction, dated source, four white rounded stat cards and a centered OrangeRed CTA.
- Reddit news
- White latest-news section with heading, four linked image/title/date cards in reading order and centered CTA.
- Footer
- Black footer with OrangeRed lockup, three link columns, white social icons, privacy utility and muted legal line.
Source: redditbrand.lingoapp.com/s/Composition-d2z06e%20%E2%80%94%20Building%20the%20compositionredditbrand.lingoapp.com/s/Composition-d2z06e%20%E2%80%94%20Establishing%20the%20gridredditbrand.lingoapp.com/s/Composition-d2z06e%20%E2%80%94%20Consistent%20scalingredditbrand.lingoapp.com/s/Composition-d2z06e%20%E2%80%94%20Space
In use
Seasonal campaign gradients
New tonal combinations offer campaign variety without replacing the underlying identity. Our reading
Full spec
Format levels are an extraction interpretation using the handoff’s 0–5 loudness scale; no official Reddit tiers are published. Requirements paraphrase the cited chapters. Website anatomy is deferred.
- Seasonal campaign gradients. Seasonal palette extensions, rather than a documented individual campaign. redditbrand.lingoapp.com/s/Color-R7y72J%20%E2%80%94%20Tertiary%20gradients
| Format | What they did | Source |
|---|---|---|
| Public brand overview page | OrangeRed hero and Snoo; alternating white and OrangeRed sections, a LimeGreen type showcase and bubble-shaped resource cards. | redditinc.com/brand |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Approved logo, visible OrangeRed for brand speech, clear hierarchy, readable type, bubble geometry and contextual imagery. | Primary brand or secondary community emphasis; cutouts, Snoo and motion when useful. | |
| Social post / story | Approved share assets, consistent bubble radii, legible contrast and attribution for reused content. | Staggered headlines, layered imagery, community tonal palette and spring entrances. | |
| Campaign / partnership | Agreed partner lockup and optical balance; OrangeRed approval for gradients or customized Snoo. | Approved seasonal gradients, licensed character customizations and expressive framing. | |
| Presentation / business deck | Clear left-aligned copy, limited type sizes and grid alignment. | Condensed only when high character count and limited space justify it; Mono business headlines. | |
| Editorial / broadcast content | Poster permission, official templates, community credit; comments need username and parent context. | Broadcast votes, comment counts and post date are optional. | |
| Community branding / event / merchandise | Pill community lockup by default; icon for more than 15 characters or OrangeRed ground. | Community color family and approved community/person-specific assets. | |
| Product / constrained UI | Accessible Sans, functional contrast, approved in-product color roles; consult Design Systems. | Condensed for constrained high character count; tertiary status tints and neutral modes. | |
| Code / data | Reddit Mono for code and monospaced numerals. | Case-specific creative or Business Marketing applications. | |
| Sensitive communication | Simple honest help with clear context and respectful language. | Remove playful tone when the surrounding topic is sensitive. |
Ads
Rules
Do
- Obtain explicit original-poster permission for content reuse.
- Use official content templates for posts and comments.
- Always credit a post’s community and preserve its display case; poster credit is optional but encouraged.
- For comments include community and parent-post title above the comment, using ellipses for a truncated title.
- Comment usernames are required; usernames and community names may be partly obscured using bullet characters.
- For broadcast posts, votes, comment counts and date are optional.
- Commercial brand assets are for Reddit and licensed partners, and are subject to Reddit review and revocable approval.
- Do not associate assets with policy violations, controlled substances, weapons, offensive material or defamatory uses.
- Personal custom Snoos must identify the individual/community relationship and cannot imply Reddit sponsorship. Never detach a custom Snoo head from its body.
Don’t
- Uncredited communities, missing comment usernames/context, implied official status, or unauthorized commercial asset use.
Source: redditbrand.lingoapp.com/s/Displaying-content-oEzE97%20%E2%80%94%20Reddit%20postsredditbrand.lingoapp.com/s/Reddit-rules-RM7NAw%20%E2%80%94%20Default%20rulesredditbrand.lingoapp.com/s/Reddit-rules-RM7NAw%20%E2%80%94%20Partner%20rulesredditbrand.lingoapp.com/s/Snoo-dGekEY%20%E2%80%94%20Custom%20Snoosredditinc.com/brand%20%E2%80%94%20Licensing%20the%20Reddit%20brandredditbrand.lingoapp.com/s/Displaying-content-oEzE97%20%E2%80%94%20Displaying%20contentredditbrand.lingoapp.com/s/Displaying-content-oEzE97%20%E2%80%94%20Reddit%20comments
Steal this kit
Your name and logo, Reddit’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What Reddit doesn’t publish
- Numeric color area proportions: not published. The guide only prioritizes primary colors for Reddit speech and tonal secondaries for community speech.
- Semantic surface, muted-text and secondary-accent token assignments: not published; kit palette aliases are provisional extraction mappings.
- Logo minimum screen and print reproduction sizes: not published. SVG export dimensions listed on the portal are asset sizes, not minimum sizes.
- Pixel layout margins, gutters, spacing scale and responsive breakpoints: not published; only the 12×12 foundation and subdivisions are specified.
- Absolute bubble radii, frame pixel dimensions and general aspect ratios: not published. Radius-relative construction is published.
- Type pixel-size hierarchy: not published; 2–3 sizes per composition, Display 1:1 leading and optional Sans 1.25 leading are specified.
- Reddit Display and Reddit Sans Chocolate public font files and open licences: not supplied. Both are real proprietary faces; Reddit Sans substitutes here are provisional and await anatomy calibration.
- Button height, padding, radius, border and interaction states: not published; rounded CTAs are visible on redditinc.com/brand.
- UI icon grid, sizes and stroke specification: not published. Sharing icons and 3D spot objects are documented.
- Motion durations, easing curves, spring constants, delays and reduced-motion guidance: not published.
- Embedded motion video demonstrations are not available as playable files in the supplied capture. Static screenshots cannot establish their exact timing or sequencing.
- Gradient stop percentages, interpolation and numerical angles: not published; named endpoint/intermediate hex values are printed in the source image.
- Illustration rendering material, lighting and camera parameters: not published.
- Photography minimum resolution, licensing scope for each pictured contribution and individual UGC permissions: not published in the supplied sections.
- Named messaging pillars, quantitative audience/performance proof, competitive ranking and formal long boilerplate: not published. Pillars and boilerplate are explicitly paraphrased synthesis.
- Detailed Language kit, avatar guidelines, illustration/UGC libraries and production template contents: linked but not included in the supplied section corpus.
- The vertical-layer usage list calls portrait formats extra wide; this is an internal wording inconsistency. The examples and chapter title indicate vertical stacking.
- Public brand page and portal use some older asset/description wording; this extraction prioritizes Brand System v5.1 construction and records redditinc.com/brand as corroborating public presentation.
- Several viewport examples show loading failures. Native source images recover voice audience samples and content templates; embedded motion-video demonstrations remain incompletely represented. Native GIF frames were reviewed without deriving unpublished timing values.
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-31. Not affiliated with Reddit.