In addition to expressing your brand in your app icon and throughout your experience, you have several opportunities to highlight it within the App Store. For guidance, see App Store Marketing Guidelines.
Use your brand’s unique voice and tone in all the written communication you display. For example, your brand might convey feelings of encouragement and optimism by using plain words, occasional exclamation marks and emoji, and simple sentence structures.
Apply your app’s accent color judiciously. Using your brand color too broadly can overwhelm your interface and dilute its impact. Minimize its use on controls and instead use it intentionally for primary actions or status indicators, like badges for unread content or an icon for the selected tab in a tab bar. To express your brand through color, consider moving it into the content layer, where it scrolls beneath Liquid Glass controls and gets picked up dynamically. For guidance, see Color.
Consider using a custom font. If your brand is strongly associated with a specific font, be sure that it’s legible at all sizes and supports accessibility features like bold text and Dynamic Type. It can work well to use a custom font for headlines and subheadings while using system fonts for body copy and captions, because the system fonts are designed for optimal legibility at small sizes. For guidance, see Typography.
Express your brand with familiar components. When you use components that people already know, the experience feels immediately reliable and familiar, and people can focus on the unique content and features that make your app stand apart. If you need to customize a component’s appearance to reflect your brand, ensure that details like sizing, placement, and behavior continue to preserve a familiar experience that’s appropriate for the platform.
Ensure branding always defers to content. Using screen space for an element that does nothing but display a brand asset can mean there’s less room for the content people care about. Aim to incorporate branding in refined, unobtrusive ways that don’t distract people from your experience.
Help people feel comfortable by using standard patterns consistently. Even a highly stylized interface can be approachable if it maintains familiar behaviors and patterns. Place UI in expected locations, use standard symbols to represent common actions, and rely on established conventions for navigation and modality.
Resist the temptation to display your logo throughout your app or game unless it’s essential for providing context. People seldom need to be reminded which app they’re using, and it’s usually better to use the space to give people valuable information and controls.
Avoid using a launch screen as a branding opportunity. Some platforms use a launch screen to minimize the startup experience, while simultaneously giving the app or game a little time to load resources (for guidance, see Launch screens). A launch screen disappears too quickly to convey any information, but you might consider displaying a welcome or onboarding screen that incorporates your branding content at the beginning of your experience. For guidance, see Onboarding.
Follow Apple’s trademark guidelines. Apple trademarks must not appear in your app name or images. See Apple Trademark List and Guidelines for Using Apple Trademarks.
No additional considerations for iOS, iPadOS, macOS, tvOS, visionOS, or watchOS.
Marketing resources and identity guidelines
Date | Changes |
|---|---|
September 9, 2026 | Refined guidance for using brand color. |