Brand assets
Adding us to a partner page, a deck or a write-up? Everything reusable is here: the wordmark in both treatments, the palette with hexes, the typefaces. One thing is missing on purpose: the official Xiaohongshu logo. The second section explains where that lives.
The wordmark
The mark is a pure-type lockup: Xiaohongshu in vermilion, Agency in ink, set in Bricolage Grotesque ExtraBold. No tile, no icon, no glyph. That restraint is deliberate: an icon next to that name drifts toward the platform's own mark, and we stay clearly on our side of the line.
Letterforms are outlined inside the files, so they render the same whether or not our fonts are installed. Both PNGs are transparent and 2400 pixels wide; the SVGs scale to anything.
Usage notes
Leave at least the height of the capital X free on every side of the lockup.
Light grounds take vermilion #C42A1A with ink #1C1310. Dark grounds take the reverse file, coral #FF7A59 with paper #FAF3EA. No other combinations.
No icons, tiles or symbols next to the type, and never the official Xiaohongshu app icon.
No stretching, no condensing, no tilt. Type sits straight in this identity.
Palette
Thirteen swatches cover the palette. If you take only two, take vermilion and ink: they are the identity, the rest is support.
One accessibility rule travels with the accents: yellow and mint fail contrast as text on paper, so they appear only as backgrounds under ink text. Blue passes at 5.3:1 and may carry text and links.
Type
Bricolage Grotesque
Display: headlines and the wordmark, weights 700 to 800.
Instrument Sans
Body: running text, 17px base.
Noto Sans SC
The sprinkled Chinese platform terms, like zhongcao and baobei.
All three are open-source families and self-hosted on this site, so naming or showing them needs no license from us.
Xiaohongshu's own brand assets
Xiaohongshu Agency is an independent agency. We run campaigns on Xiaohongshu (小红书); we do not speak for the platform, and its marks are not ours to hand out. The official app icon, the platform's own wordmark and the RedNote lockup appear nowhere in the downloads above, and we host none of them on this site.
For a press piece or a comparison slide, source the platform's marks from Xiaohongshu directly and use them under the platform's own terms. Start at the official site: whatever the platform provides comes with its rules attached, and those rules, not ours, govern the use.
Official Xiaohongshu websiteNo official Xiaohongshu logo is shown or hosted here. Agency sites that scatter the platform's icon across their pages are borrowing an identity that is not theirs. We would rather be exact about whose is whose.
Xiaohongshu Agency is an independent agency brand. Xiaohongshu and RedNote are trademarks of their owner; official platform assets appear only as third-party reference. The full notes are on the legal page.