QuickBooks’ design for social captures the vibrancy of small business owners. Our design language is friendly, honest, and optimistic. This allows us to speak to our followers in a person-to-person way, and create a genuine connection with our audience.

Writing for social

All the content we create must have the same QuickBooks voice and tone across all of our touchpoints. This continuity provides a sense of cohesion and familiarity to our customers, and it’s also a crucial part of maintaining our brand identity. 

We’re always the same character, defined by our attributes, but our principles help us flex our tone in the right moments, contexts, and audiences. Our social tone can be more playful or casual, depending on the subject matter, audience, or event—but we should always sound like QuickBooks.

Learn about principles
Learn about attributes

Example posts

There are several kinds of social posts designed to connect with followers and encourage engagement. Below, you’ll find rationale and examples of effective social posts that fall into 3 main categories: The hustle, The skills, and The tools, as well as tone priority guidance for each category.


Inspire our audience, motivate them, and make them feel like part of an impactful community.

  • Storytelling - Emotional and unique small business stories.
  • Motivational - Business success stories, motivational quotes.
  • Cultural moments - Roundups and stories spotlighting specific communities.

Tone priorities (ranked in order used)




social writing examples of storytelling, motivational, and cultural moments

Functional notes


Consider how emoji usage impacts our tone. Does it add levity to a post that needs it? Or is it undermining the impact of what we’re trying to say?

We’re comfortable using emojis, but with certain considerations.

  • Try your best to stick to more common emojis.

Never use an emoji to replace or duplicate a word. 

Never use an emoji or series of emojis that can be read as suggestive.

Never use emojis in thought leadership copy.

Never use more than 3 emojis in one post (and even then, use best judgment).

Emoji guidelines

Level of formality

There’s a familiar relationship between the reader and writer. Our social posts should sound casual and conversational, but not as casual as a text. 

social writing voice ant tone level of formality scale

How we handle the details

Customers don’t usually notice editorial style unless we get it wrong. Follow these guidelines to make sure editorial errors don’t distract users from moving forward.

Bookmark the Content at Intuit site for easy access to word lists, formatting and punctuation resources, and much more.

  • Stick to sentence case.
  • Capitalize QuickBooks correctly (capital Q, capital B).
  • Use (and format) hyphens, en dashes, and em dashes correctly.
  • Follow conversational norms over grammar rules. 
  • Use first person plural (we, us, our).
  • Use common contractions. 
  • Use exclamations sparingly. They should be reserved for true celebratory moments only.
  • Write in active voice. 

Never refer to QuickBooks as “QB”. 

Avoid corporate and technical jargon.

Visual design guidelines

The key to successful visual storytelling in social is simplicity. 

In this fast-moving environment, visuals should be clear, captivating, and minimal. The overall message can be more complex and spread across multiple steps (e.g. carousel, story, animation, video), but a singular layout should be simple and easy to comprehend quickly. 


We don’t use all colors from our standard QuickBooks color palette. Finding the right usage of color, based on purpose, is key. 

One of our brand goals is a focus on inclusivity and accessibility in design when we’re designing with color for digital experiences. 

See accessibility guidelines

See color guidelines

Primary palette

This palette is used to build QuickBooks brand equity. It serves a dual purpose in social assets: it provides a clean foundation for important content to stand out, and also enables pops of bold color for added vibrancy when needed. 

social visual design primary color palette

Limited usage colors

These colors have specific usage, which helps us maintain consistency across different assets.

social visual design limited usage colors

Extended social palette

These colors are created to enhance the experience in social environments, enable more robust storytelling, and support cultural events. 

Usage of these colors should be thoughtful, minimal, and always in conjunction with our primary color palette. Accent colors should never dominate.

social visual design extended color palette

Color proportion

Use color in a purposeful way, to help create clarity and visual hierarchy. 

A neutral color set is mostly used for backgrounds. A vibrant color set is used to add visual interest to a story, or to add clarity to our data. 

social visual design color proportion
Color usage examples
Neutral backgrounds

A set of neutral colors are mostly used for backgrounds. They can work in combination with various types of visual elements, including typography, photography, illustration, and more.

Bold backgrounds

Bright colors can also be used for backgrounds, but they have to be from our primary palette. These color backgrounds work well in typographic layouts, promos, and simple graphics.

social visual design examples bold and neutral color backgrounds


Avenir Next for Intuit is the official primary font for QuickBooks. The font weights we use in social are Regular, Medium, Demi, Bold and Heavy.

While Facebook’s 20% rule is no longer enforced, we still recommend limiting text on images and adhering to a 20% text-to-image ratio for optimal results. This applies to both single images and carousels run on Facebook and Instagram. To adhere to this recommendation, we optimize ads by animating text and/or limiting text on static assets. This pertains specifically to paid ads; however, the best practice extends to organic content. 

See typography guidelines

Type setting

Line height: 100%

Letter spacing: 0

Text align: left

If you’re mixing fonts, compose your content so that the emphasized benefit text is at the end of the sentence.

If your descenders and ascenders are touching, then the leading should be increased.

social visual design typography and type setting

Graphic elements

We have various graphic elements which help us achieve a cohesive look across various social assets.

We use labels to categorize topics. They look like buttons or tags, but people can’t select them. Labels have several color variations.

Use generic labels for any category.

Limited usage labels are exclusive and should not be used for any other category. Only choose categories from the approved list. 

Additional limited usage labels require special approval. 

Colors, typography treatment, and categories are fixed.

social visual design graphic elements labels

Basic layouts

We have standardized layouts, meant to be flexible and reflect different categories. The use of templates is not mandatory. They are meant to help expedite creative executions. 

  • Copy, background color, and images are flexible.
  • Layouts are fixed.
  • Labels or sub copy can be removed.

If you’re working on a series of posts, make sure that you’re consistent in your copy treatment across all posts (for example, business owner name first in Heavy, then business name Regular, etc.)

social visual design basic layouts headline only
social visual design basic layouts with subtext

Native elements

When adding text natively on TikTok, Instagram Reels, and Stories, we primarily use white and/or black text and backgrounds to ensure that the text is accessible. 

We use the same native font style for consistency.

social visual design native elements

YouTube thumbnails and end cards 

Thumbnails are the first impression we make on YouTube, and are designed to encourage the audience to watch our content. We’ve developed templates (available to download at the bottom of this page) to simplify building thumbnails for various types of content, including:

  • Brand marketing & product explainer videos 
  • Panels, roundtables, Q&As
  • Product webinars and tutorials 

Template layouts are fixed and only some elements have a certain level of flexibility.

Brand marketing and product explainer videos
  • Use bold, full bleed images.
  • Add text overlay only as needed.
  • Copy should be in sentence case and up to 5 words in length.

Don’t change text size and position.

Don’t use labels.

Don’t add any other visual elements.

social visual design youtube thumbnails for video category 1 brand marketing and product explainer videos


When a legal disclaimer is required, this should be included within the asset, not the post copy. 

Disclaimers should:

  • Be displayed in at least 10-pt font.
  • Be clearly legible.
  • Appear for a sufficient length of time to be read and understood.
  • For products that involve Green Dot Bank, the “not a bank” disclosure should be bolded.

Work with your LCPO contact to condense the length of disclaimers for social where possible.


The heroes in photographs should be actual business owners. They should be shot in a way that conveys a sense of honesty, optimism, and passion for what they do. 

Brand photography guidelines and assets


We strive to feature a broad range of people with varying ages and ethnicities, and a wide variety of businesses. Show the people in action, engaged with their work, and looking at the camera, inviting the viewer in. Show various business settings and geographical environments.

social visual design photography with people


Objects can be shown both wide and close up. They should look appropriate to a particular setting. They should not appear particularly new or overly art-directed and staged.

social visual design photography with objects

Product UI

Our product can be shown in the context of the small business owner’s world or standalone. Incorporating hands holding the phones adds a human element to images.

Showing product on a simple color background, with or without a stylized device, is OK. 

Product expression guidelines

social visual design photography with product UI

Don’t use over-processed or blurry images.

Don’t show business owners in a setting that doesn’t reflect their business.

Don’t use images that look too casual or unprofessional.

Don’t show environments that look sloppy or messy.

Don’t use stock images of people pointing at computers.

Don’t use stock images of people acting happy.


Our videos should focus on people. The people should either interact with the audience, be engaged with their craft/product, or run their business. They don’t always have to be looking into the lens, but it should feel like viewers are having a natural conversation with them. Videos should convey the feeling that they’re capturing “just another day” in the subject’s work space. 

Natural workspace sound is welcome, but should be intentional. 

Video guidelines

Available assets

social visual design layout templates and graphic elements for download
Layout templates and graphic elements for social

Download assets

Have work that’s ready for review?

Come to design and content office hours to make sure it’s brand-approved. Agencies and external partners welcome.