Welcome to Roku’s Brand Guidelines
Your guide to Roku’s identity and how to bring it to life
Here, you’ll find assets and guidance on how to bring Roku to the world. Keep in mind that guidelines are just that — a guide. Use them like building blocks to unleash your creativity rather than hard-and-fast rules that stifle it.
Use your best judgment when creating materials and reference this document as a starting point. Have questions along the way? Drop us a line.
Brand Identity
Better TV for everyone
We believe in one simple principle: everyone should be able to stream what they want to their TV. Since we shipped the first streaming player in 2008, millions of people have chosen Roku to stream what they love, making us the #1 TV streaming platform* in the US and Mexico.
Whether it’s through a streaming player, a Roku TV model, or even our smart home products, we remove friction and put the viewer first by delivering delight and simplicity in every experience. We make streaming effortless with essential entertainment features like comprehensive and unbiased search, voice control, a remote finder, and a huge selection of free TV and fan-first experiences. We make streaming delightful by delivering a platform with personality that welcomes viewers into an immersive TV world.
Our acclaimed operating system features the best access to news, sports, and live TV as well as on-demand entertainment. With 1,000s of streaming options, the best of free TV with the Roku Channel, and innovative advertising opportunities, Roku is the most intuitive way to find and watch what you love. We make TV better for everyone with products at every price point and for all TV lovers.
*By hours streamed (Hypothesis Group: Q4 2023)
Brand pillars
What we stand for:
Simplicity
Our commitment:
Intuitive invention
Our passion to deliver experiences that look simple and are simple to use fuels our invention. Never frivolous or flashy, we distill things down to the most essential, easy-to-understand products with the needs of audiences at the heart of our innovation. We simplify tech to make TV watching effortless.
Proof points:
- Connected TV ecosystem
- Relevant, actionable advertisements
- Expansion into iOT and home automation
- Streaming stick, private listening, etc.
What we stand for:
Delight
Our commitment:
Unexpected smiles
We believe in lean-back entertainment that is surprisingly frictionless. No matter what viewers love, we make moments of delight that create unexpected smiles. Whether it’s finding a lost remote or spotting a hidden movie reference in Roku City, our platform experience and products infuse our distinct personality.
Proof points:
- Fun, differentiated fan-first experiences like Roku City, seasonal wallpapers, etc.
- Lost-remote finder
- Products that magically “just work” every time
Brand personality
The Good Guide
Forward-thinking and relentlessly simple, the Good Guide is your secret weapon and indispensable sidekick. Both clever and creative, we work behind the scenes to invent things that create delight and make complicated tech feel easy. With the Good Guide by your side, you always have the advantage and exactly what you need.
Personality traits:
Playful
Open and warm with a natural tendency to infuse delight; sensitive about when to be playful. Always looks to deliver an unexpected smile.
Clever
Intuitive to see things in unique ways and imaginative to make things simple and clear. Industrious with a knack for solving problems.
Approachable
Considerate and attentive with the ability to bring comfort and anticipate needs. Open-minded and not judgmental. Includes and welcomes everyone.
Voice Identity
Copy style
When crafting messaging, we are:
Simple
Technology can be confusing, so we explain things in simple terms—not tech jargon—and we always keep it short.
Bypass your phone’s Do Not Disturb mode to get an instant notification when an alarm goes off.
Home Monitoring example
Helpful
We explain our message in the most concise and friendly way to show how we make experiences better or easier.
Use headphones with our mobile app to crank up the volume without waking the house.
Roku Ultra example
Real
We use everyday language to build trust.
Upgrade to wireless surround sound with Roku audio products for heart-pounding bass.
Roku Pro Series TV example
Witty
We use a bit of wit and charm to be playful and capture people’s attention.
Our most powerful player launches apps faster than you can say “ta-da.”
Roku Ultra example
Conversational
We write like we’re having a conversation. Avoid long, hard-to-follow sentences.
Enjoy your remote, hands-free—just say “Hey Roku.”
Roku Voice Remote Pro example
Visual
We replace lots of writing with strong visuals wherever we can.
Do’s
Keep it short and simple.
Keep a warm, friendly tone.
Be customer centric. Ask: how does this help them?
Don’ts
Use tech jargon.
Be witty at the expense of clarity.
Over explain.
Key messages
Watch effortlessly.
We remind viewers of the simplicity of our products and emphasize the helpful and intuitive nature of great technology that just works and gets better over time.
No more fumbling in the dark... See what you’re pressing with backlit buttons.
Voice Remote Pro example
Smile unexpectedly.
We highlight what’s unique to the Roku experience by focusing on delight–those unexpected moments of fun that only our features and products deliver.
The best seat in the house? Your couch. Touchdown, Roku
Roku Sports example
Expect more than you imagined.
We deliver products that last and high-quality TV experiences that offer the best in free entertainment.
Stay comfy and keep an eye on things. See who is at your door right on your Roku TV with Roku Camera and Video Doorbell feeds.
Roku Select Series TV example
Logos
Approved use cases of the Roku logo optimize contrast and anchor our brand to our primary color. The Roku logo should only appear over a solid Primary Purple or White background. Do not alter, stretch, or recreate logos.
Primary Purple logo on white background
White logo on Primary Purple background
Clear space
Clear space is the minimum amount of space our logo must have on all sides, regardless of where it is used.
Clear space must be kept free from any other design element, including text, images, or other graphics.
Logo misuse
Do not use unapproved colors.
Do not place logo over a gradient. It must be a solid color.
Do not stretch, skew or distort the logo in anyway.
Do not add drop shadows, outline, or other effects.
Do not use rotate the logo.
Do not place logo over images that are busy or lack contrast.
Do not lock up text or other elements to the logo.
Do not mask images within the logo.
Colors
Brand palette
Primary Purple should be used across all creative and always be the most visually prominent impression to create consistency and build equity for Roku. Accent colors can only be used as highlights and to create contrast. Do not use accents as background colors, fills or for text. Copy can appear in Primary Purple or tints of black and gray found below.
Core palette
Digital:
Print:
Accent palette
Digital:
Print:
Gradients
Gradients can be used sparingly in layouts to create depth around Primary Purple. Allow accent colors to take up no more than one-third of gradient surface area.
Digital:
Print:
Gradient direction
Vertical, horizontal, and diagonal gradients are allowed, however, copy and crucial brand elements such as a Roku logo must be placed over the darkest color portion of the gradient to achieve the highest contrast and legibility.
Diagonals
Horizontals
Verticals
Fonts
Roku Sans
Roku Sans is a proprietary font inspired by our brand personality. It is an expression of simplicity and delight, designed with slight nods to the Roku logo with subtle characteristics that convey a friendly tone.
Roku Sans is made up of three families: Text, Display, and UI. Each family has different weights and styles and has been designed specifically to enhance ease and functionality across all touchpoints.
Roku Text
Used for body text in articles, blog posts, product descriptions and detailed, long-form content.
Roku Display
Used for prominent headlines and section titles within marketing and promotional materials.
Roku UI
Built to best fit our platform user interface.
Illustration & icons
Everyday Illustration
The Everyday Illustration style plays a supporting role in creative executions that elevate Roku or a partner brand as the hero. Scalable and versatile, this style is easily replicated as needed. The Everyday Illustration style should be used for spot illustrations and vignettes, content campaigns referring to real locations, concepts, or literal representations of products or brands.
When using or creating illustrations in this style, we do not:
- Clutter a scene with too many assets.
- Use alternative colors outside the Roku palette.
- Mix other styles of imagery unless inside a TV or frame.
- Place Everyday Illustration assets in Roku City.
- Use these assets to replace an icon.
Icons
Roku’s icon style reflects the playful and approachable nature of our brand personality. Icons are available in four colors: duotone (primary use), Electric Purple, white, and black.
When using or creating icons in this style, we do not:
- Pair primary icons with filled icons.
- Create icons with only sharp corners.
- Make purple more prominent than black in the 2-color versions.
- Overlap shapes without building in a gap.
- Allow the purple line to overlap with the black lines.
- Combine icons.
Roku City
Roku City isn’t just a screensaver…it’s a canvas that allows us to connect with entertainment fans through references and easter eggs that viewers love. We think of Roku City as the place that's always connected to what’s happening in pop culture, the biggest movies, shows, events, and moments of the year.
Roku City can only be designed by Roku.
Photography
Roku lifestyle imagery
Roku lifestyle imagery captures unscripted moments of everyday life. We position people at the center of the action and show them in environments that feel like real homes. We use a diversity of skin tones, body types, genders, and abilities to represent all consumers.
Product renders
Roku product imagery and renders bring in high-contrast lighting to make products stand out. We position shots straight on for simplicity and use consistent angles when creating perspective shots to show products in place. When on a colored background, always use high-contrast edge lighting for optimal visibility of all hardware.
Trademarks
Refer to our Trademark Guidelines for correct use of ® and ™ marks depending on use case and line of business. For additional questions, email trademarks@roku.com.