# Design guidelines — IQOS > Status and scope Derived from the supplied SOCIAL MEDIA CRO 2026 boards (`May.pdf`, `June-July.pdf`, `August-September.pdf`, `October.pdf`) and the Figma page `DISCL + TEMPLATE`. This is not an official PMI brand book. Exact proprietary font family, logo clear-space rules, and master asset files were not supplied and must not be invented. Intended for social media channels including Facebook feed, Instagram feed and carousel, Facebook/Instagram Stories, Reels, and YouTube Shorts. ## Board preparation Monthly production boards are divided into three sections: `FB FEED`, `IG FEED`, and `STORY-isti`. Each scheduled row includes: - Publication date in `D.M` format (e.g., `3.10`, `15.5`) - Local-language content copy on the left - Circular `STATIC` or `REELS` marker - English topic card with one emoji, uppercase short title, and one-line subtitle - Optional production notes such as `FB ISTO KAO I IG`, `NEMA`, `[REELS]`, or `[REELS/YT SHORTS]` - Design frames to the right Internal board colours used for organisation (not consumer-facing): - Section/topic purple: `#7863BE` - STATIC marker magenta: `#FF00FE` - REELS marker bright cyan (approx. `#00D4FF`, confirm before official use) - Board workspace near-black: `#1E1E1E` ## Visual system ### Palette - Primary graphic background: teal/turquoise radial or soft linear gradient - Working range: dark teal `#0A8391` to bright cyan-teal `#13B7C7` - Gradient darker at edges, brighter behind main logo, product, or text - Text and logos on teal backgrounds are white - Product photography uses warm wood, beige, charcoal, silver, and muted architectural backgrounds - White cards with dark charcoal text for feature explanations ### Typography - Clean geometric sans-serif throughout - Headlines: bold or semibold, short (1-2 lines) - Supporting copy: regular or light, smaller than headlines - Legal copy: regular, small but legible, centered - Topic labels on internal board: uppercase title plus sentence-case subtitle - Avoid decorative, condensed display fonts, and multiple type families - Exact typeface unknown; use Figma template fonts or Inter as fallback ### Composition - Premium, minimal, product-led - Generous negative space - One clear focal point per frame - Product renders centered or in lower two-thirds - Feature cards may have product overlapping bottom edge of white text card - Keep text away from busy photo areas; use subtle darkening for contrast only - No stickers, meme treatments, decorative clutter, or unapproved promotional badges ### Photography direction - High-quality product or adult lifestyle photography - Soft natural or premium studio lighting; shallow depth of field common - Recurring environments: modern desk, laptop, café/table, modern retail interior, neutral architecture - Product color echoed by small environmental accents - Close-ups focus on texture, engraving, accessories, or device controls - Adults only; no youth-coded casting, school/college context, toys, candy-like styling, health/wellness cues, or social-success claims - Do not use generative AI to recreate IQOS devices or logos; use approved renders and assets ## Frame patterns - V1 — Lifestyle/product hero: full-bleed product or lifestyle photo, headline/subline near top, white text on dark photo or dark text on light photo, mandatory short health warning at bottom separated by thin divider. Use for campaign hooks, service/support intros, accessories, seasonal openings, device feature covers. - V2 — Product feature explainer: teal/cyan tech background, white rounded rectangle near top for headline and explanation, product render lower portion optionally overlapping text card, subtle concentric/glowing circles for depth, one feature per frame. Use for Pause Mode, FlexPuff, AutoStart, touch screen, induction system, firmware/app instructions. - V3 — Informational/service frame: teal background with white icons/text or approved photo with readable overlay, short heading plus concise list, use approved UI mock-ups/screenshots for maps/app screens. Use for support channels, locations, app steps, warranty, FAQs. - V4 — IQOS ILUMA i end card: teal radial gradient, short CTA near top with `iqos.com` emphasized, IQOS + ILUMA i wordmarks centered, mandatory short warning at bottom. - V5 — Customer support end card: teal radial gradient, approved IQOS symbol/wordmark, `Korisnička podrška` and/or `Više na iqos.com`, large negative space. - V6 — Full risk end card: teal radial gradient, centered white outlined rectangle with rounded corners, full approved risk/adult/nicotine statement centered, no competing imagery or CTA. ## Sequence recipes - Feed static: one V1 hero frame; if educational with multiple cards, use carousel instead of dense copy. - Feed carousel: V1 hook/cover, 2-4 V2/V3 info frames (one idea per card), V4 ILUMA end card if relevant, V5 support card if relevant, V6 risk end card. - Stories: V1 hook/product/lifestyle frame, 2-4 V2/V3 explanation frames, V4 ILUMA end card, V5 support card, V6 risk end card. Typical sequences have 4-8 screens; each screen independently understandable; avoid caption repetition. - Reels/YouTube Shorts: hook first scene, demonstrate one action/feature per scene, short on-screen copy readable without pausing, include end card and mandatory warning, default under 30 seconds unless otherwise specified. ## Text hierarchy and density - Cover headline: up to 7 words ideal - Subline: one short sentence - Explanation frame: one heading plus 2-4 short lines - Story: one idea per screen - Do not paste full social caption onto visuals - Preserve approved product names and trademark notation - Content text in Croatian for HR and Slovenian for SI - Internal topic card in English: one emoji, 2-5 word uppercase title, one short subtitle ## Compliance treatment - Every photo/creative frame requiring it includes approved short warning at bottom, visually separated by thin divider - Story and carousel sequences end with approved full warning card when required - Wording from active `brand_info`; this guide does not override legal copy - Keep warning text readable and unobstructed - Never crop, paraphrase, or decorate approved warnings without legal review ## Format rules - Feed/card preferred aspect ratio: 4:5 (1080×1350); 1:1 (1080×1080) only if approved brief/template requires - Story/Reels: 9:16 (1080×1920) - Carousel cards must share one aspect ratio - Respect platform-safe areas and current active `meta_formats`; those override this guide ## Do / do not ### Do - Start from topic and approved channel copy - Select smallest sequence communicating the idea - Use approved product images, logos, UI screens - Keep established teal system and end cards - Reuse structure, not old wording or identical scenes - Call out uncertainties in `designer_notes` ### Do not - Invent product variants, colours, features, availability, UI, or locations - Generate/reconstruct logos or exact devices with image models - Introduce unrelated colour palettes because they are trending - Use youth-oriented illustration, nightlife glamour, or health imagery - Overload frames with caption-length text - Treat sampled hex values or Inter fallback as official brand standards ## Evidence reviewed and known gaps Evidence reviewed: - `May.pdf` - `June-July.pdf` - `August-September.pdf` - `October.pdf` - Figma `SOCIAL MEDIA CRO 2026`, page `DISCL + TEMPLATE` Known gaps: - Exact font family/files and permitted weights - Master IQOS, ILUMA i and symbol assets - Official colour tokens and gradient definitions - Logo clear-space/minimum-size rules - Approved product-render library - Definitive safe zones and warning sizes - Confirmation of REELS marker colour (internal board token) Until supplied, Figma templates are the visual source of truth for these details.