Partnership branding: third-party partnerships
At Meta, we believe in the potential of people when they can come together. We also believe in the potential of brands when they can come together. Third-party partnerships happen when Meta collaborates with or supports external partners or public figures.
Our partners are critical to our success. These guidelines outline the main approaches Meta takes in third-party partnerships, and specific guidance to design best-in-class, on-brand communications. These guidelines also feature examples from our portfolio of brands. As a reminder, any asset featuring one of our logos does require approval from the Brands and Marketing Legal team at Meta.
Updated September 2023
What brands can partner
We only present select logos and lock-ups in third-party partnerships— use the full lock-up version. As an exception, use the glyph only for Facebook and where possible for Instagram.
Branded Offers should not be presented externally, use the logo of its parent brand. You may still mention any Meta offering in text or voiceover. If you’re unsure of your Brand’s type, reach out to your Meta partner.
Eligible Meta brand types for partnership branding
Company
Company Sub-brand
Endorsed Brand
Endorsed Brand Sub-brand
Review execution options
Third-party partnerships have five execution options, some more common than others. All are designed to deliver on a specific goal and preserve the integrity of our brands.
Common executions
These executions are the most commonly used across third-party partnerships.
Specialized executions
These executions are only used for special cases.
Using text and voiceover
In addition to the logos or logo lockups you feature in these executions, you may reference additional Meta offerings in an asset’s copy. You should also leverage voiceover when appropriate to help add additional context for audiences without crowding what appears on screen.
Learn the essentials
Protect our brands and convey the partnership clearly by following the three essentials of partnership branding.
1. Establish a clear host and guest.
The host is the partner that owns the communication. The guest is the partner that is featured in the communication.
The host’s brand provides the visual identity and tone of voice, setting the stage for the execution.
This document provides guidance for situations where you as our partner are the host, meaning your brand owns the communication and it follows your brand identity. If your brand is a guest and you are designing a communication on behalf of Meta as the host brand, please stop and reach out to your Meta partner.
Host
Socialize owns the communication, so it guides the visual identity. In this case of partnership co-branding, the host logo is placed to the left of the hairline.
Guest
Socialize is featured in the communication, so Meta guides the visual identity and the guest logo is placed to the right of the hairline.
2. Don’t blend identities.
We protect the integrity of our brands (and our partners’ brands) so that we can build strong brands over time. Mashing up brands dilutes both.
Do not blend visual assets to create a hybrid visual identity. Instead, use the tools outlined in these guidelines to protect our creative assets while telling unique stories.
DO combine brands thoughtfully. Here, NewsNow is the host, so the communication is designed according to its brand guidelines. Meta is included as a guest and its logo appears to the right of the hairline.
DON'T blend visual identities. In this communication, Meta colors and typography are mixed with NewsNow’s visual assets, creating a confusing hierarchy.
3. Use the right execution at the right moment.
Partnerships are dynamic. Your execution may change depending on the activation, the needs of the audience or the moment in time. Below is an example of how one partnership uses different executions depending on context.
Communicate the partnership in writing
Use the following guidance when communicating a partnership or product integration in writing.
Announcing a partnership
Third-party partnerships happen when Meta collaborates with or supports external partners or public figures.
Partner communications, including press releases and announcements, should clearly articulate the partnership and be reflective of the host’s voice and tone.*
DO
DON'T
DO “Cannes Lions International Festival of Creativity is partnering with Meta to showcase the emerging power of the metaverse.”
DON'T “Cannes Lions International Festival of Creativity will showcase the emerging power of the METAverse.”
DO “Mailchimp announces a new product integration with Facebook ads.”
DON'T “Announcing Mailchimp’s new Facebook ads tool.”
DO “CommScope collaborates with Meta Connectivity to accelerate the adoption of Open RAN.”
DON'T “CommScope to adopt Meta Connectivity’s Open RAN initiative.”
*Does not apply to our reseller partners
Naming and referencing a product integration
Product integrations happen when third-party partners integrate our products with their products or platforms, extending the reach of our solutions to their customers.
When naming a product integration, use the following name constructs to make the relationship clear.
Name Construct
Example
Meta-created integrations:
[Meta technology] for [partner]
Meta XR Plugin for Unreal
Partner-created integrations:
[Partner name] for [Meta technology]
[Partner name] with [Meta technology]
Shopify for Facebook Shops
Kajabi integration with Facebook Pages
Do not add descriptions or any other words to our product names. Do not use the possessive, “our” or “by”. Do not name the product integration using symbols that lack descriptive meaning. Descriptive copy can be used instead of a name to clarify the product integration.
When referencing a product integration in UX/UI, use our approved brand names and brand guidelines or product names.
Execution 1: co-branding
Use co-branding to express an equal partnership.
Co-branding with the Company Brand
Logo version
Always use the Meta logo lockup.
The primary blue lockup is the preferred color treatment.
See logo guidance here.
Clearspace, sizing and placement for horizontal logo lock-up (primary)
The horizontal logo lockup is the preferred format. We use a hairline to associate our logo with a partner logo. If your brand style is to use another connector symbol, please be sure to respect the size and spacing guidance provided for our logos. All executions that feature a Meta lock-up in a partnership relationship require approval from our brand team.
Default clear space:
The default clear space for the logo lockup is defined by doubling the height of the symbol and then applying that measurement equally to all four sides of the logo lockup.
Placement:
Refer to the host’s brand guidelines for direction on logo placement within the design composition.
Logo minimum size:
The minimum size is defined by the height of the Meta symbol and should never be used below 12px/5mm.
Spacing:
Distance between the hairline and logos is 1x the width of the symbol.
Logos are middle aligned. Use the top and bottom as a guide and scale the logos in the same manner. Make minor scaling adjustments if needed to ensure that the two logos are visually balanced.
Hairline:
Use the following proportions for the hairline:
Hairline weight: 1/50 h
Hairline height: 1.5 h
Minimum hairline weight: .5 pt
Note: If the partner is the host, they may guide sizing and spacing. If not, use the guidance above.
Clearspace and sizing for stacked vertical lockup (secondary)
In cases where the horizontal co-branding logo lockup cannot be used, use the stacked vertical lockup instead.
The host logo is always placed above the hairline.
Default clear space:
The default clear space for the logo lockup is defined by doubling the height of the symbol and then applying that measurement equally to all four sides of the logo lockup.
Logo clearspace:
Leave clearspace of at least 1/2× the width of the symbol between both the hairline and the logos.
Logos are center aligned. Make minor scaling adjustments if needed to ensure that the two logos are visually balanced.
Hairline:
Use the following proportions for the hairline:
Hairline weight: 1/50 h
Hairline height: 70% of w
Minimum hairline weight: .5 pt
Note: If the partner is the host, they may guide the co-branding treatment. If not, use the guidance above.
Color when the partner is the host
The partner will generally guide the visual identity for the touchpoint.
The Meta logo lockup should be set in primary blue whenever possible. Provide neutral gradient versions of the Meta lockup as secondary options.
Always ensure legibility. This includes creating enough contrast between logos and the background color.
Co-branding with all other Meta offerings
This guidance is applicable when the partnership includes an Endorsed Brand or a Sub-brand.
Logo version
Clearspace and sizing for horizontal logo lockups (primary)
The horizontal co-branding lockup is the preferred version.
The host brand is always placed to the left of the hairline.
Logo clearspace:
Use “w”, the width of the host brand logo, as the main metric to measure the spacing between the hairline and the logos.
This scale approach works in most cases; however, as each logo design can vary widely, elements should be visually balanced.
Logo minimum size:
Please respect the minimum logo size set by the brand guidelines.
Use the following proportions for the hairline:
Hairline weight: 1/50 h
Hairline height: 1.5 h
Note: If the partner is the host, they may have guidance in place to direct the size and spacing. If not, you can use the guidance above.
Clearspace and sizing for vertical logo lockups (secondary)
In cases where the horizontal co-branding logo lockup cannot be used, use the stacked vertical lockup instead.
The host logo is always placed above the hairline.
In this case, maintain minimum clearspace of ½ the width (w) between the host brand’s logo, the hairline and the guest brand’s logo.
Logos should be center aligned.
Use the following proportions for the hairline:
Hairline weight: 1/50 h
Hairline height: 70% of logo width
Color when the partner is the host
The partner will generally guide the visual identity for the touchpoint. As a guest, provide your partner with two logo versions: full-color (preferred) and monochromatic white.
Always ensure legibility. This includes creating enough contrast between logos and the background color.
Applying the guidance
Usage guidance
DO scale the logos equally.
DON'T scale logos in a way that makes one logo appear smaller or larger than the other logo.
DO only keep two partners in co-branding.
DON'T Introduce more than two partners in co-branding. Only one Meta technology or program and one partner brand can show up in a co-branding execution.
DO use symbols only for space-constrained layouts and when partnership context has already been set. When using a symbol only to represent both brands, you may use the Meta symbol, presented with equal balance. This is rare so please work closely with your Meta contact for detailed guidelines and approvals. If you do not have a Meta contact, submit your request here.
DON'T mix logo treatments, such as using a full lockup for one brand and only the symbol for the other, as that will create an unbalanced visual.
Execution 2: credit line with logo
Use this execution when the goal is to show how one partner supports another.
How to use the credit line with logo
When a third-party partner is the host, there are two scenarios:
When the partner leaves it to Meta to define the credit line treatment, the Meta team creates a lockup following the rules below and provides it to the partner.
When the third-party partner determines the credit line treatment, Meta is responsible for providing its partner with the correct logo and clearspace guidance.
For information on logo treatment, refer to the design guidelines of your Meta offering.
Logo version
Sizing, spacing and alignment
Use “h” for the height of the credit line as a measurement reference. Watch for font minimum size in each communication to guarantee legibility.
The minimum size for credit line type is 6pt.
There are 2 options for credit line placement:
Credit line on top (primary)
Center the credit line with the logo.
The distance between the logo and credit line is 3 h.
The height of the logo is 3 h.
Credit line in line (secondary)
Place the credit line to the left of the logo.
Use the top and bottom of the logo to align the credit line.
The distance between the logo and credit line is 3 h.
The height of the logo is 2 h.
Respect the minimum clearspace for the guest logo.
Note: If the partner is the host, they may have guidance in place to direct the size and spacing. If not, use the guidance above.
Credit line typography
Type respects the host’s brand guidelines.
For example, if the Company Brand is the host (scenario 1), use:
Optimistic Text Regular
Sentence case
If an Endorsed Brand (ex: Messenger) is the host, use:
Calibre Medium
Sentence case
Note: If the partner is the host (scenario 2), they may have guidance in place to direct the credit line type. If not, use the above type guidance.
Logo and credit line color when the partner is the host
The third-party partner will generally guide the visual identity for the touchpoint.
If the third-party partner brand allows the full credit line lockup, we will provide the asset in full color and monochromatic white.
If the third-party partner brand provides the credit line, we will provide just the logo in both versions.
Always ensure legibility. This includes creating enough contrast between logos and the background color.
Approved credit line articulations
Credit lines may be localized and should be written in sentence case. If your brand’s guidelines dictate preferred credit lines, please check with your Meta counterpart to ensure the language may be used. For example, we do not say “Powered by” for any of our brands.
If you are unable to use one of our preferred credit lines below, please work with your Meta counterpart for approvals.
*When using these credit lines use the Company Brand or Endorsed Brand that is leading the partnership or communication. Please use approved logos only.
Featuring artists
The primary way we collaborate with artists is when we hire them to bring our brand to life (for example, leveraging our company illustration system). In these instances, it is unnecessary to include the artist’s name in our communication.
In less common scenarios, a Meta offering might feature an artist in content about them. Always credit artists and content creators in these situations, wherever their work is shown. This helps elevate our partners and clarifies why the visual style differs from our brand’s.
Meta Open Arts clearly states artists’ names when featuring their work on their Facebook Page.
Applying the guidance
Usage guidance
DO use an approved credit line.
DON'T use an unapproved credit line. “Powered by” is not an approved credit line.
DO follow the correct guidance on sizing, spacing and alignment.
DON'T break the credit line to logo size ratio. Here, the Company Brand logo is disproportionately large compared to the credit line’s height.
Execution 3: brand inclusion
Use this execution when the goal is to show how multiple partners play a supportive role.
How to use brand inclusion
Brand inclusion occurs when one of our logos is included in a larger set, or when we present a set of partners. The host logo should be set apart from the larger set of supportive offerings.
Logo version
Size and spacing
Logos can be arranged in horizontal or vertical positions, depending on the available space on the communication. Use the height of the first partner logo, and “1.5 h”, as a guide for the spacing between the two logos. Scale other logos in the same manner.
This scaling approach works in most cases; however, because logo design can vary, ensure logo spacing is visually balanced.
When a Meta technology or program is a guest, respect the minimum clearspace established by its brand.
Logo Color
The host visual identity will guide the communication.
Logos take one of two color variations:
On white backgrounds use the primary, full-color logo.
On dark, bright or photo backgrounds, use monochromatic white or the Meta neutral gradient version.
As an option, you can create a white banner to insert partner logos in full color.
Always ensure legibility. This includes creating enough contrast between logos and the background color.
Applying the guidance
Usage guidance
DO space the partner logos correctly.
DON'T use the hairline treatment for brand inclusion.
DO present only one Meta technology or program in a partnership host environment.
DON'T present more than one Meta technology or program when a partner is the host. Here, we should not have Facebook and Meta Quest represented together, but rather should choose one of the two, or use Meta to represent both.
How to use neutral branding
On rare occasions when no partner is the host, create a neutral identity and use the brand inclusion execution. Examples include neutral industry events and spaces.
One partner should be responsible for developing and maintaining the brand assets.
All associated websites, marketing materials, email addresses and social handles should take the name of the neutral brand, and position each of the participating partners equally.
For guidance on clear space and color treatment, follow the above “How to use brand inclusion” guidance.
If you have a partnership that requires neutral branding, Please work closely with your Meta contact for detailed guidelines and approvals. If you do not have a Meta contact, submit your request here.
Applying the guidance
Meta is one of several partners in the Anti Cyber Bullying Initiative. A neutrally branded microsite explains how the program works and positions all partners as equal contributors.
Usage guidance
DO use the full-color logos on a white background or monochromatic white logos on the host’s brand color background.
DON'T create a visual identity that is derivative (in color, typography, etc.) of any participating brand.
Execution 4: ingredient badge
Use this execution to highlight the presence of a Meta technology inside a third-party experience (or vice versa). Ingredient branding is not a separate brand type. All brand types are eligible to be and treated as an ingredient. This execution is done through text and badging.
How to use an ingredient badge
Only use approved badges (both inside a container and without a container)
Use an approved ingredient articulation
Do not create a badge to communicate a third-party product integration
Only use approved badges provided by Meta. If you need to make a slight modification to the badge to be consistent within a wider set, please work with your Meta counterpart to approve all changes.
As a reminder, we rarely create or use ingredient badges. If there is a space constraints, please defer to text only and use one of our approved credit lines to give context to the ingredient.
Size and spacing
Use the top and bottom of the host logo as a guide.
Use “h” the height of the host brand, as a measurement reference.
The height of the badge should be at least 1.5 h (the height of the host logo).
This scale approach works in most cases; however, because logo design can vary, ensure elements are visually balanced and legible.
Badge visual identity and framing
The stacked badge is the preferred format. In cases where the stacked format cannot be used, use the horizontal format instead.
Ingredient badges always retain their background color, type and frame.
When the background of the execution is the same color as the badge, make sure to add a thin stroke around the badge in order to retain the badge shape.
Placement
Place the badge in the last third of the composition, on the opposite margin of the host logo.
Endorsed, Branded Offer, badge placeholder
There is not a unique brand type for ingredient branding, all brands can be an ingredient, therefore, please see an example of what a badge could look like for each brand type.
Please work closely with your Meta contact if you need to create a badge. Teams should not create their own badges at this time. If you do not have a Meta contact, submit your request here.
Approved ingredient badge articulations
Use one of these approved ingredient badge articulations:
Works with [Ingredient]
With [Ingredient]
Play instantly on [Ingredient]
If you require an alternative ingredient badge articulation, please work closely with your Meta contact. If you do not have a Meta contact, submit your request here. Teams should not create their own badge articulations or copy lines.
Applying the guidance
Usage guidance
DO use ingredient badges for an Endorsed Brand, Sub-brand or Branded Offer. In this case, the ingredient is a Branded Offer of Facebook.
DON'T use Meta as an ingredient offering (it is not a technology).
DO place the ingredient badge in the last third of the composition, on the opposite margin of the host logo.
DON'T use hairline treatment to introduce an ingredient badge.
DO use an approved ingredient badge design.
DON'T alter the badge in any way without working closely with your Meta contact for guidelines and approvals.
DO use an approved ingredient badge (in this case the secondary, horizontal lockup).
DON'T use any unapproved ingredient badge articulation. Here, “Powered by” is not an approved ingredient articulation.
DO use the approved Meta Business Partner badge.
DON'T create a badge to communicate a third-party product integration.
DO use an approved ingredient badge on partner packaging.
DON'T use a badge in the place of a logo. A badge should always be used in context.
Execution 5: certification badge
Use this execution to signal that a third-party business or individual has been certified by Meta or one of its offerings.
How to use a certification badge
Use only an approved badge.
As a reminder, this execution type is rare. If you need to create a certification badge, please work closely with your Meta contact for detailed guidelines and approvals. If you do not have a Meta contact, submit your request here.
Size and spacing
Use the top and bottom of the host logo as a guide.
Use “h” the height of the host brand, as a measurement reference.
The height of the badge should be at least 1.5 h (the height of the host logo).
This scale approach works in most cases; however, because logo design can vary, ensure elements are visually balanced and legible.
Minimum Meta lockup size on badge: Respect minimum size set by the company guidelines for the Meta lockup on the badge. The minimum required size is 20mm / 55 px in height based on the full badge.
Badge visual identity and framing
Certification badges always retain their gray and white colors on any background.
Badges always come in a frame that cannot be altered.
Placement
Place the badge in the last third of the composition, on the opposite side of the host logo.
Applying the guidance
Usage guidance
DO use an approved certification badge.
DON'T create your own badge. Certification badges are assets created in partnership with the brand team.
DO place the badge in the last third of the composition, on the opposite side of the host logo.
DON'T lock up the badge to the partner logo or place the two assets in close side-by-side proximity.
DO use an approved certification badge.
DON'T allow a partner to edit or alter the Meta-approved badge.
DO place the badge in the last third of the composition, on the opposite side of the host logo.
DON'T use the hairline co-branding treatment between the partner logo and the certification badge.
Submit for review
If you are planning to build a certification badge or an ingredient badge, please have your Meta counterpart work with the Company Brand team.
If you have any other questions please reach out to your Meta counterpart. We ask that all content be submitted for review by your Meta counterpart. If you do not have a Meta contact, submit your request here.