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Hulu Brand Guidelines 2024 (Big Green Guide)

Hulu's 99-slide brand guideline deck built on a strict black-and-Hulu-green system, oversized black grotesque headlines, and tiny green utility labels.

99 slides · Guideline

View deck overview
Big Green Guide cover, dark-mode, minimal, vibrant
Big Green Guide cover
Welcome to the Big Green Guide, dark-mode, minimal, dark
Welcome to the Big Green Guide
Brand Creative Guidelines contents, dark-mode, minimal, dark
Brand Creative Guidelines contents
Brand application montage grid, dark-mode, photographic, dark
Brand application montage grid
Adaptive unifying system across devices, light-mode, minimal, light
Adaptive unifying system across devices
The Vessel concept construction, dark-mode, minimal, dark
The Vessel concept construction
Global Design Principles section divider, dark-mode, minimal, vibrant
Global Design Principles section divider
TV for TV people principles diagram, dark-mode, minimal, dark
TV for TV people principles diagram
Logo section divider, dark-mode, minimal, vibrant
Logo section divider
We use our logo with pride statement, dark-mode, minimal, dark
We use our logo with pride statement
Logo attributes, dark-mode, minimal, dark
Logo attributes
Logo safe zone, dark-mode, minimal, dark
Logo safe zone
Logo colorway matrix, dark-mode, minimal, dark
Logo colorway matrix
Primary logo and logo lockups, dark-mode, minimal, dark
Primary logo and logo lockups
Hulu Originals logo lockups, dark-mode, minimal, dark
Hulu Originals logo lockups
Hulu + Live TV logo lockups, dark-mode, minimal, dark
Hulu + Live TV logo lockups
Partnership logo lockups, dark-mode, minimal, dark
Partnership logo lockups
App icons construction and examples, dark-mode, minimal, dark
App icons construction and examples
Hulu COLOR section divider, minimal, swiss, vibrant
Hulu COLOR section divider
Hulu color statement slide, minimal, dark-mode, dark
Hulu color statement slide
Hulu Green hero color slide, minimal, swiss, vibrant
Hulu Green hero color slide
Hulu primary colors card grid, minimal, swiss, light
Hulu primary colors card grid
Hulu color worlds statement slide, minimal, dark-mode, dark
Hulu color worlds statement slide
Hulu color worlds overview, minimal, dark-mode, dark
Hulu color worlds overview
Hulu Show Time color world overview, minimal, swiss, light
Hulu Show Time color world overview
Hulu Show Time content color examples, minimal, swiss, light
Hulu Show Time content color examples
Hulu content color matching example, minimal, swiss, light
Hulu content color matching example
Hulu episodic stills color sourcing, minimal, swiss, light
Hulu episodic stills color sourcing
Hulu Clean Green color world overview, minimal, swiss, light
Hulu Clean Green color world overview
Hulu Business Time color world overview, minimal, swiss, light
Hulu Business Time color world overview
Hulu color usage proportions bar, minimal, swiss, light
Hulu color usage proportions bar
Hulu TYPOGRAPHY section divider, minimal, swiss, vibrant
Hulu TYPOGRAPHY section divider
Hulu typography statement slide, minimal, dark-mode, dark
Hulu typography statement slide
Hulu Graphik typeface slide, minimal, dark-mode, dark
Hulu Graphik typeface slide
Hulu type expression overview, minimal, dark-mode, dark
Hulu type expression overview
Hulu Core type hierarchy scale, minimal, swiss, light
Hulu Core type hierarchy scale
Hulu typography core examples, minimal, dark-mode, light
Hulu typography core examples
Hulu active typography weights, minimal, swiss, light
Hulu active typography weights
Hulu active typography examples, minimal, dark-mode, light
Hulu active typography examples
Hulu narrative type styles in the Vessel, minimal, swiss, light
Hulu narrative type styles in the Vessel
Hulu narrative typography examples, minimal, dark-mode, dark
Hulu narrative typography examples
Hulu cinematic type styles, minimal, swiss, light
Hulu cinematic type styles
Hulu cinematic typography examples, minimal, dark-mode, dark
Hulu cinematic typography examples
Hulu typography don'ts grid, minimal, dark-mode, dark
Hulu typography don'ts grid
Iconography section divider, minimal, swiss, vibrant
Iconography section divider
Hulu iconography statement, minimal, dark-mode, dark
Hulu iconography statement
Hulu icon types, minimal, dark-mode, dark
Hulu icon types
Hulu marketing icons grid, minimal, dark-mode, dark
Hulu marketing icons grid
Hulu icon journey, minimal, dark-mode, dark
Hulu icon journey
Illustration section divider, minimal, swiss, vibrant
Illustration section divider
Hulu illustration style grid, illustrated, 3d-render, light
Hulu illustration style grid
Hulu illustration statement, minimal, dark-mode, dark
Hulu illustration statement
Hulu illustration and the Vessel, minimal, illustrated, dark
Hulu illustration and the Vessel
Hulu illustration style spots and renders, minimal, illustrated, light
Hulu illustration style spots and renders
The Vessel section divider, minimal, swiss, vibrant
The Vessel section divider
The Vessel statement slide, minimal, dark-mode, dark
The Vessel statement slide
The Vessel concept derivation, minimal, dark-mode, dark
The Vessel concept derivation
Vessel behaviors, set one, dark-mode, minimal, dark
Vessel behaviors, set one
Vessel behaviors, set two, dark-mode, minimal, dark
Vessel behaviors, set two
Creating The Vessel, three rules, dark-mode, minimal, dark
Creating The Vessel, three rules
Corner radius, horizontal and portrait, dark-mode, technical, dark
Corner radius, horizontal and portrait
Radius minimum and maximum, dark-mode, technical, dark
Radius minimum and maximum
Web and mobile corner radius scale, dark-mode, technical, dark
Web and mobile corner radius scale
Stroke weight variations, dark-mode, technical, dark
Stroke weight variations
Stroke weight examples, dark-mode, minimal, dark
Stroke weight examples
Type padding inside The Vessel, dark-mode, technical, dark
Type padding inside The Vessel
Vessel glow reveal styles, dark-mode, technical, dark
Vessel glow reveal styles
Vessel and image principles, dark-mode, photographic, dark
Vessel and image principles
Vessel don'ts grid, light-mode, minimal, light
Vessel don'ts grid
Grids section divider, minimal, swiss, vibrant
Grids section divider
Power of the grid statement, minimal, dark-mode, dark
Power of the grid statement
Grid principles, three rules, dark-mode, technical, dark
Grid principles, three rules
Grid construction across formats, minimal, swiss, light
Grid construction across formats
Grid across digital formats, minimal, swiss, light
Grid across digital formats
Grid across print formats, minimal, swiss, light
Grid across print formats
CTAs section divider, minimal, swiss, vibrant
CTAs section divider
Hulu Originals static CTA anatomy, dark-mode, minimal, dark
Hulu Originals static CTA anatomy
Single-title CTA placement on key art, dark-mode, minimal, dark
Single-title CTA placement on key art
Hulu Originals AV CTA options, dark-mode, minimal, dark
Hulu Originals AV CTA options
Secondary streaming CTAs with partners, dark-mode, minimal, dark
Secondary streaming CTAs with partners
Keyable Stream on Hulu badge, dark-mode, minimal, dark
Keyable Stream on Hulu badge
Static Toolkit section divider, minimal, swiss, vibrant
Static Toolkit section divider
Static toolkit purpose statement, dark-mode, minimal, dark
Static toolkit purpose statement
Static toolkit layout styles, minimal, swiss, light
Static toolkit layout styles
Multi-show layouts, minimal, swiss, light
Multi-show layouts
Library layouts, minimal, swiss, light
Library layouts
AV Toolkit section divider, minimal, swiss, vibrant
AV Toolkit section divider
Motion system purpose statement, dark-mode, minimal, dark
Motion system purpose statement
Motion theory principles, dark-mode, minimal, dark
Motion theory principles
Ident system purpose statement, dark-mode, minimal, dark
Ident system purpose statement
Network ID system, Hulu and Hulu Originals, dark-mode, minimal, light
Network ID system, Hulu and Hulu Originals
Network ID Hulu Landscape storyboard, dark-mode, gradient-heavy, dark
Network ID Hulu Landscape storyboard
Network ID Hulu Originals Landscape storyboard, dark-mode, gradient-heavy, dark
Network ID Hulu Originals Landscape storyboard
App Open ident storyboard, dark-mode, gradient-heavy, dark
App Open ident storyboard
Promo Structure, Licensed Single Show, dark-mode, photographic, dark
Promo Structure, Licensed Single Show
Promo Structure, Licensed Multi Show, dark-mode, photographic, dark
Promo Structure, Licensed Multi Show
Promo Structure, Premium Add-On, dark-mode, photographic, dark
Promo Structure, Premium Add-On
Promo Structure, New this Month Sizzle, dark-mode, photographic, dark
Promo Structure, New this Month Sizzle
Closing Hulu logo end card, dark-mode, minimal, dark
Closing Hulu logo end card