Apple Books Identity Guidelines

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

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.

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.

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.”

Download localized badges in every language we have available

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.

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.

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

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.

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

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.

• 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.

• 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.

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.

“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.

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.

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.

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.

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.

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

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

• 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.

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.

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.

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.

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.