iTunes Store Identity Guidelines
The iTunes Store badge is recognized by audiences around the world. Using the iTunes Store assets correctly makes it easy for your audience to get your content.
Use the iTunes Store badge in your email, digital ads, apps, websites, and whenever else you promote music that you offer on the iTunes Store. Your audience will see the iTunes Store badge as a sign of quality..
Follow these guidelines to make sure you’re using the iTunes Store badge correctly.
1.1 Badge Artwork
Use only Apple-approved badge artwork. Never create your own iTunes Store 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.
1.2 Localized Badges
Apple offers the iTunes Store badge artwork translated into many languages for “Buy on,” “Pre-order on,” and “Get it on.” The “Buy on” and “Pre-order on” badges are for use with accompanying Apple Music offers.
The trademark “iTunes” always appears in English. Never translate “iTunes” or “iTunes Store.” Don’t create your own translated or localized badge. Use the artwork provided by Apple.
1.3 Badge Use
The iTunes Store badge must be readable in all marketing communications promoting your content offered on the iTunes Store. If you use the badge online, you must include a link to the iTunes Store wherever the badge is used.
You can get the link by going to the iTunes Store product page for the content you want to promote. On a computer, right-click or Control-click your content’s image and choose Copy Link. On iPhone or iPad, tap the Share icon in the upper right of your product page and tap Copy Link.
1.4 Badge Placement
Use only one iTunes Store badge in your layout or video. Place the badge below, or to the right of, the images and copy promoting your content. Keep the badge smaller than your other images and copy. Don’t make it the dominant artwork.
If you include the iTunes Store badge along with badges for other online content services, place the iTunes Store badge first in the lineup of badges.
1.5 Minimum Size
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.
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 iTunes Store 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 Approved Badge Artwork
When you integrate the badge in your layout, use only the iTunes Store artwork from Apple.
- Don’t modify, angle, animate, rotate, or tilt the iTunes Store badge.
- Don’t use the Apple logo alone.
- Don’t use the iTunes signature ( iTunes) unless this has been approved by Apple.
- Don’t use icons, logos, or graphics from the Apple website or from Apple apps.
The iTunes Store lockup is a combination of the iTunes Store icon and type with a call-to-action message — “Get it on,” “Buy on,” or “Pre-order on” iTunes Store — 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 iTunes. If badges from other services appear on your communication, do not use a lockup. Instead, use the iTunes Store badge.
The lockup is designed for greater graphic versatility and can be used on layouts where the iTunes Store 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 the iTunes Store.
The iTunes Store lockup is a promise to your audience of a high-quality entertainment experience. Follow these guidelines to make sure you’re using the iTunes 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 iTunes Store 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.
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 star 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 star icon.
2.2 Localized Lockups
Apple offers the iTunes Store lockup artwork with the call-to-action messages translated into many languages. The trademark “iTunes” always appears in English. Never translate “iTunes” or “iTunes Store.” Do not create your own translated or localized badge.
2.3 Using the Lockup
Follow these requirements for using the iTunes Store lockup:
- Use only one iTunes Store lockup in your layout or video.
- A lockup cannot be combined with an iTunes Store 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 iTunes Store lockup along with badges for other music services. Instead, use the iTunes Store badge and place the badge first in the lineup of badges.
- The option with a color star 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 star 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 iTunes Store 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 star 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.
The iTunes Store 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 iTunes Store 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
The key to a great marketing campaign is clear and effective messaging. To make sure that your content is the focus of your message, we’ve included some tips to keep in mind when you talk about your content, the iTunes Store, or Apple products.
4.1 General Communication Tips
- Use simple, clear messaging.
- Stick to simple calls to action in your marketing communications, such as “Buy on the iTunes Store” or “Get it on the iTunes Store.”
- Include a link to your music on the iTunes Store so your audience can easily get to your content.
- Don’t just tell your audience that your content is available on the iTunes Store. Add an image, a quote, or a bit of detail about your song or album 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 content.
4.2 Definitions
iTunes Store: The app that customers use to preview, buy, and download music and more on Mac or PC. Also refers to the iTunes Store app customers use on iPhone, iPad, and iPod touch. “iTunes” is always plural and “Store” is always singular. Don’t refer to the songs or albums themselves as “iTunes.”
iMusic: Don’t use this term in any context. Use “music” when referring to the media type.
4.3 Referring to Your Music on iTunes Store
Here are a few recommended phrases when you talk about your music on the iTunes Store:
- Buy or Get [Song or Album Title] on the iTunes Store
- Pre-order songs by [Artist Name] on the iTunes Store
- [Song or Album Title] available on the iTunes Store
Don’t use “at iTunes Store.” Don’t use “downloadable” when you talk about your music on the iTunes Store.
4.4 Referring to iTunes
The word “iTunes” is always typeset with a lowercase i and an uppercase T followed by lowercase letters, even when it’s the first word in a sentence, paragraph, or title.
“iTunes” is always in English. Never translate the word “iTunes,” even when the other copy isn’t in English.
4.5 Minimum Clear Space
The word “iTunes” is always typeset with a lowercase i and an uppercase T followed by lowercase letters, and “Store” is always typeset with an uppercase S followed by lowercase letters.
Include only the article “the” before “iTunes Store.” Don’t use any other words before “iTunes Store,” such as “Apple iTunes Store” or “Apple’s iTunes Store.”
“iTunes Store” is always in English, even when the surrounding text isn’t.
4.6 Referring to Apple Products
Put the focus of your marketing message on your content and not on Apple. Here are some ways to do that:
- Use Apple product names in a phrase such as “for iPhone, iPad, iPod touch, Mac, and PC” to indicate that your content is compatible with these. Don’t make it the focus of your message.
- List all Apple products that your content supports and leave out those that aren’t supported.
- Always use the correct Apple product names with proper capitalization: iPhone, iPad, and iPod touch. Don’t use variations such as “touch” or “iTouch.”
- The product names “iPhone,” “iPad,” and “iPod” 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. The word “touch” in “iPod touch” is always typeset with a lowercase t.
- Always use the Apple product names “iPhone,” “iPad,” and “iPod touch” in singular form. Never say “iPhones,” “iPads,” or “iPod touches.”
- Do not translate “iPhone,” “iPad,” “iPod touch,” 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 music is sponsored or endorsed by Apple.
4.7 Other Platforms and Devices
Always list Apple products first if your content is also compatible with other mobile or computing devices. Never display Apple product images next to images of other mobile devices or computers.
4.8 Contests and Sweepstakes
Always list Apple products first if your content is also compatible with other mobile or computing devices. Never display Apple product images next to images of other mobile devices or computers.
4.9 Legal Notifications
Provide appropriate credit attribution for Apple trademarked terms and use appropriate trademark symbols in your communications, as described in Legal Requirements.
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 iTunes Store advertising, marketing, or messaging.
- Place the badge below or to the right of your content and company identity. Don’t make the iTunes Store badge the dominant graphic.
- Don’t use the iTunes signature ( iTunes) unless this has been approved by Apple.
- Don’t use graphics or terms that refer to physical packaging when you refer to content on iTunes.
5.2 Pre-Roll Advertising
For pre-roll ads, you can use an iTunes Store vanity URL or iTunes Store badge at the end of your footage to remind your viewers that they can get your content on iTunes.
5.3 Broadcast Advertising
For broadcast end cards on U.S. broadcasts, use an iTunes Store vanity URL. For broadcast end cards in other markets, you can use an iTunes vanity URL or iTunes text lockup; do not use the iTunes Store badge. If you have a voiceover, focus on your content. Do not mention iTunes and other retailers in the same ad.
Remember that all broadcast ad placements must be approved by Apple.
5.4 Social Media Advertising
We suggest you use the iTunes Store badge or text lockup on its own in social media ads.
If the ad unit requires it, it’s OK to mention iTunes Store along with the names of other media stores and services. Just make sure that the iTunes Store is listed first.
Most marketing materials don’t require approval by Apple. However, we do require written approval for material that’s:
- TV or print media
- Any high-visibility marketing format
- Custom photography or video in which Apple products appear
6.1 Submission Requirements
Send your materials to our
Make sure you include:
- Contact details with a phone number
- Apple ID or iTunes Store URL for music
- Where you want to show it, such as TV or print
- How much you want to spend or the media value
- How many impressions you expect
- Label
- Artist
- Album or song title
6.2 Submission Instructions
- 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.
7.1 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. When the iTunes Store badge or lockup is used, credit iTunes Store.
For example:
- When you use the iTunes Store badge and mention iPhone and iPod touch in copy: the Apple logo, iPhone, iPod touch, and iTunes Store are trademarks of Apple Inc., registered in the U.S. and other countries.
- When you use the iTunes Store badge or lockup, display an iPad product image, and mention iPhone in copy: iPad, iPhone, and iTunes Store are trademarks of Apple Inc., registered in the U.S. and other countries.
- 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
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®, iPod touch®, and iTunes Store®
- Don’t add a symbol to the iTunes Store artwork provided by Apple.
- 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
7.3 Association with Apple
Your images, including your content within iPhone, iPad, and iPod touch product images, 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 iTunes, iPhone, iPad, iPod touch, 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.
- © 2023 Apple Inc. All rights reserved. Apple, the Apple logo, iPad, iPhone, iPod, iPod touch, iTunes, and Mac are trademarks of Apple Inc., registered in the U.S. and other countries. iTunes Store is a service mark of Apple Inc., registered in the U.S. and other countries. IOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. Other product and company names mentioned herein may be trademarks of their respective companies.