# eToro Creative Brand Guidelines
## For AI-Generated Ad Creatives

*Source: brandbook.pdf + design system + live examples*
*Last Updated: February 2026*

---

## 1. Color Palette

### Primary Colors
| Color | Hex | RGB | Usage |
|-------|-----|-----|-------|
| **eToro Green** | `#13C636` | (19, 198, 54) | CTAs, positive indicators, brand accent |
| **Navy Dark** | `#000021` | (0, 0, 33) | Dark backgrounds, text |
| **White** | `#FFFFFF` | (255, 255, 255) | Light backgrounds, text on dark |

### Secondary Colors
| Color | Hex | Usage |
|-------|-----|-------|
| **Light Blue** | `#E8F4FC` | Background accents |
| **LP Grey** | `#FAFAFA` | Light section backgrounds |
| **Body Text** | `#555B70` | Body copy |
| **Body Text Dark** | `#FFFFFF` | Body copy on dark backgrounds |

### Indicator Colors
| Color | Hex | Usage |
|-------|-----|-------|
| **Positive Green** | `#13C636` | Gains, positive %, success |
| **Negative Red** | `#E31937` | Losses, negative %, errors |
| **Warning Yellow** | `#FFD93D` | Warnings, attention |

### Gradient Usage
- **Hero backgrounds:** Subtle gradient from `#000021` to `#0a0a2e`
- **CTA buttons:** Solid `#13C636` (no gradient on buttons)
- **Avoid:** Rainbow gradients, neon colors, non-brand colors

---

## 2. Typography

### Brand Font Family
**Primary:** eToro Variable Font (v0.8)
- File: `eToro-VF-v0.8.ttf` / `.woff2`
- Fallback: Inter, -apple-system, sans-serif

**Numeric Styles:** eToro Variable `Numbers`
- Used for: prices, percentages, tickers, and numeric callouts
- Use compressed or heavier variable settings only when the design-system style explicitly calls for them

### Type Scale

| Element | Size (Desktop) | Size (Mobile) | Weight | Line Height |
|---------|----------------|---------------|--------|-------------|
| Cover / Header Light | 140px | Scale down proportionally | Regular Compressed | 130px |
| Cover / Header Heavy | 140px | Scale down proportionally | Bold Compressed | 130px |
| Cover / Subtitle | 28px | 24-28px | Regular or Bold | 36px |
| H1 | 32px | 28-32px | Regular or Bold | 40px |
| H2 | 24px | 22-24px | Regular, Medium, or Bold | 30px |
| H3 | 38px | 30-38px | Medium | 46px |
| Body | 19px | 16-19px | Regular | 28px |
| Body Bold | 19px | 16-19px | Semibold | 28px |
| Small/Caption | 10-12px | 10-12px | Regular or Bold | 14px |
| Button Text | Follow component style | Follow component style | Use eToro Variable | Follow component style |

### Typography Rules
- **Headlines:** Sentence case by default. Use uppercase only when the Figma text style explicitly does so.
- **Compression:** Use the compressed variants for cover/header styles instead of switching to a second display typeface.
- **Numbers:** Use `eToro Variable Numbers` for numeric UI and proof-point treatments.
- **Never:** Tusker, Madera, DIN OT, Comic Sans, script fonts, or decorative fallback fonts for new work.

---

## 3. Logo Usage

### Logo Variations
1. **Full Logo (Horizontal)** - Primary use
2. **Symbol Only (e)** - When space is limited
3. **White version** - On dark backgrounds
4. **Green version** - On light backgrounds

### Logo Clear Space
- Minimum clear space = height of the "e" symbol
- Never place text or graphics within clear space

### Logo Don'ts
- ❌ Don't rotate the logo
- ❌ Don't change logo colors (only white/green/black)
- ❌ Don't add effects (shadows, gradients, outlines)
- ❌ Don't stretch or distort
- ❌ Don't place on busy backgrounds

---

## 4. Visual Style

### Photography Style
- **People:** Diverse, authentic, relatable (not stock-looking)
- **Trading context:** Modern devices, clean setups
- **Lifestyle:** Aspirational but achievable
- **Avoid:** Overly staged, cheesy stock photos, outdated tech

### Iconography
- **Style:** Line icons (contour), 1.5-2px stroke
- **Color:** eToro Green `#13C636` on white, White on dark
- **Shape:** Rounded corners, consistent weight

### Graphics & Patterns
- **Geometric patterns:** Subtle, low opacity backgrounds
- **Charts/graphs:** Clean, eToro Green for positive, minimal grid lines
- **Avoid:** 3D effects, heavy drop shadows, busy patterns

---

## 5. Ad Creative Guidelines

### Image Ad Composition
```
┌─────────────────────────────────────┐
│  [Logo - top left or top right]    │
│                                     │
│  HEADLINE                           │
│  Supporting text                    │
│                                     │
│  [Visual/Image area]                │
│                                     │
│  [CTA Button]                       │
│                                     │
│  [Disclaimer - small, bottom]       │
└─────────────────────────────────────┘
```

### CTA Button Styles
| Type | Background | Text | Border Radius |
|------|------------|------|---------------|
| Primary | `#13C636` | Black or White | 50px (pill) or 4-8px (rounded) |
| Secondary | Transparent | `#13C636` | Same + 1px green border |
| On Dark | `#13C636` | Black | Same |

### Text Hierarchy Examples

**Awareness Ad:**
```
Headline: "Invest in what you believe in"
Subhead: "From stocks to crypto, all in one place"
CTA: "Start Trading"
```

**Conversion Ad:**
```
Headline: "Get $50 free stock"
Subhead: "Pay $4.99, receive $50 instantly"
CTA: "Claim Now"
```

---

## 6. Brand Voice

### Tone Attributes
- **Confident** (not arrogant)
- **Approachable** (not dumbed-down)
- **Modern** (not trendy/slang)
- **Trustworthy** (not corporate/stiff)

### Writing Guidelines
- Use active voice
- Keep sentences short
- Address the reader directly ("you")
- Lead with benefits, not features
- Numbers are powerful (use data points)

### Do's and Don'ts

| ✅ Do | ❌ Don't |
|-------|---------|
| "Join 30M+ investors" | "We have many users" |
| "Trade stocks commission-free" | "No commissions on stock trades" |
| "Your money, your way" | "We give you control" |
| "Start with $50" | "Low minimum deposit required" |

### Localisation Notes
- Adapt messaging to local regulations
- Use British English for UK/EU (colour, favour)
- Use American English for US (color, favor)
- Always include required disclaimers per market

---

## 7. Mandatory Disclaimers

### EU/UK (CySEC/FCA)
```
eToro (Europe) Ltd. is authorised and regulated by the Cyprus Securities Exchange Commission (CySEC). eToro (UK) Ltd. is authorised and regulated by the Financial Conduct Authority (FCA).

CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. [XX]% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work and whether you can afford to take the high risk of losing your money.

Copy Trading does not amount to investment advice. The value of your investments may go up or down. Your capital is at risk.
```

### Crypto Disclaimer
```
Cryptoassets are highly volatile and unregulated in some EU countries. No consumer protection. Tax on profits may apply.
```

### Placement Rules
- Always visible (not hidden in scroll)
- Minimum 10px font size
- Readable contrast (gray on white OK)
- After CTA when possible

---

## 8. Platform-Specific Adaptations

### Meta (Facebook/Instagram)
- Avoid text covering >20% of image (though not strictly enforced)
- Use 4:5 or 1:1 for Feed, 9:16 for Stories/Reels
- Include disclaimer in image or first comment

### Google Display
- Keep file size under 150KB
- Ensure CTA is clearly visible
- All required sizes: 300x250, 728x90, 160x600, 320x50

### TikTok
- Native, authentic feel (not overly polished)
- Vertical 9:16 format
- First 3 seconds must hook
- Subtitles required

### LinkedIn
- More professional tone
- Business benefits focus
- 1200x627 or 1080x1080

---

## 9. Asset Specifications

### For AI Image Generation Prompts

**Brand-Safe Prompt Modifiers:**
```
Style: modern, clean, professional, trustworthy
Colors: eToro green (#13C636), navy dark, white, minimal palette
People: diverse, professional, 25-45 age range, authentic expressions
Setting: modern office, home office, urban lifestyle, clean backgrounds
Devices: latest iPhone/Android, MacBook, modern monitors
Mood: confident, aspirational, approachable
Avoid: cluttered, dark, aggressive, gambling imagery, unrealistic wealth
```

**Example Prompt Template:**
```
"Professional [person description] using smartphone to check investment portfolio, 
modern clean background, natural lighting, confident expression, 
eToro brand colors (green accent), 
photorealistic, high quality, 4K"
```

---

## 10. File Naming Convention

```
etoro_[campaign]_[format]_[size]_[language]_[version].[ext]

Examples:
etoro_q1brand_meta-feed_1080x1080_en_v1.jpg
etoro_club-promo_google-display_300x250_de_v2.png
etoro_crypto-campaign_tiktok_1080x1920_en_v3.mp4
```

---

## Quick Reference Card

| Element | Value |
|---------|-------|
| Primary Green | `#13C636` |
| Navy Dark | `#000021` |
| Body Text | `#555B70` |
| Font | eToro Variable 0.7 |
| Button Radius | 50px (pill) or 4-8px |
| Min Disclaimer Size | 10px |
| Logo Clear Space | Height of "e" |

---

*For full brandbook PDF, see: `brand/etoro/brandbook.pdf`*
*For email system, see: `EMAIL-DESIGN-SYSTEM.md`*
*For Figma: https://www.figma.com/design/VIxgxSDIn777wLoSit6zOZ/LP-Design-System*
