X Brand Book

Brand Quick Guide For External Partners August 2023 v1.0 1

Welcome This document is the beginning of our brand journey as X. We know many partners use our logos in a variety of places to help signpost where your audience can find you. We also appreciate the importance of keeping this information up-to-date and accurate. With that in mind, this document provides details on how to use our new branding including logo use, primary colors, typography, terminology, posts and asset download. Please note that as we continue to build out X, we will continue to update and evolve our guidance. This guide isn't exhaustive, please reach out to your X brand partner if you are looking for something that isn't specifically covered here. 2

Logo The X logo is black or white. It must be legible and maintain the integrity of its form. Our logo should be large and clear in external communications. Color Treatment Logo should be white on black background or black on white background. Clearspace The empty space around the logo should be at minimum equal width left, right, top, bottom. Exception: For non-digital or non-monochrome environments, the logo should be white on darker backgrounds and black on lighter backgrounds. 3

Logo Lockup We use the logo pairing lockups to clearly show an account in on X. When pairing a username with the X logo, make sure the logo is white or black, and we recommend pairing it with the username in black. Observe our clear space rules, and scale the text to 100% of the height of the logo. Feel free to use a typeface that’s from your brand’s design system. Aligning partnership logos should also follow clear space rules. 4

Primary Colors Our primary colors are black and white. Black plays a very important role in all brand assets and should provide balance with white. Together, they ensure neutrality, communicate powerfully and provide consistency across brand communications. Note: We are currently developing the secondary colors and will include them in an updated version of the brand guidelines. X Black X White HEX #000000 HEX #FFFFFF RGB 0 0 0 RGB 255 255 255 CMYK 0 0 0 100 CMYK 0 0 0 0 Pantone Black 6 C Pantone White 5

Typography Use these type styles for consistency. Please reference the type style and size parameters. HEADLINES | HELVETICA NEUE BOLD, 60 - 75 PT BODY COPY | HELVETICA NEUE NORMAL, 18 - 24PT We partnered with media agency 1 and media agency 2 to understand what factors inüuence a Hello, consumer’s purchase decision. ¼ of a consumer’s purchase decision is driven by how culturally relevant X the brand is -- that is not insigniûcant. DATA NUMBERS | HELVETICA NEUE BOLD, 75 - 100PT SUB-HEADLINES | HELVETICA NEUE BOLD, 24 - 40 PT + 18% This is a beautiful sub-headline DATA SUPPORTING | HELVETICA NEUE NORMAL, 20 - 22PT CONTENT HEADLINE | HELVETICA NEUE BOLD, 28 PT MESSAGE ASSOCIATION This is a beautiful content headline SOURCE | HELVETICA NEUE NORMAL, 16 PT Source: X Internal Data (Semantic Core). US Only. Graph: 7-day rolling average post volume, 4/1/23 – 7/17/23. Growth Metric: Daily average post growth month over month, 6/1/23 – 7/17/23. Data retrieved 7/17/23. If you are already using Chirp font, you may continue to use it until a revised version of the brand guidelines is released with a custom toolkit. 6

Terminology Introducing our glossary of key terms! This reference tool is designed to define and help you use X brand terminology. Note: An extensive glossary of terms will feature in a future version of the brand guidelines. Example usage Before After Twitter X

Posts We use posts to highlight conversations and tell stories. They should always retain their basic structure. We increase the size of the post content to better fit formats, to amplify the post and its message, and to make sure the post can work as a tagline or statement. Dark mode posts are preferred. White can be used as an alternative to dark mode when the color scheme or context feels appropriate. Include our logo in the top right so that when used, our brand is recognized. 8

Brand Assets Click HERE to download the following brand toolkit assets: ● X White Logo.png ● X Black Logo.png ● X Alpha Logo .svg (transparent) ● X @handle Lockup.ai ● X Partnership Lockup.ai ● Post Layout.ai By using the X brands in these guidelines (the

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