Digital Brandbook

Profile structure & set-up

Creating consistent social media profiles

consistency is key

The Rubio Monocoat brand should be easily recognizable no matter which social media network people are looking at, so keep profile names, profile photos, header images and About Us content the same across platforms. Your audience will immediately be able to recognize that the social profile belongs to the Rubio Monocoat brand and helps you influence their perception of our brand.

naming conventions

The first step in creating a consistent social media presence is making sure that your account names are the same across all your social platforms, so people know what to look for regardless of the platform. There are 2 kinds of social media names: display names and usernames or handles.

  • The display name is the most visible name for users. It shows up in more prominent text at the top of your profile, or in a user’s news feed accompanying your posts, but it’s not necessarily unique to you.

    Every display name should contain the brand name followed by the country or market group. We prefer using the whole country name in local language unless it makes more sense to use an abbreviation or official country code. E.g., when the official name is very long or the use of the abbreviation or country code is common in the market. Whatever you choose, the use of a display name should be consistent through all platforms.

    Correct Incorrect
    Facebook Rubio Monocoat Norge Rubio Monocoat Norsk
    Instagram Rubio Monocoat Norge Rubio Monocoat Nordic
    Twitter Rubio Monocoat Norge Rubio Monocoat
    LinkedIn Rubio Monocoat Norge Rubio Monocoat Norway
    TikTok Rubio Monocoat Norge Rubio Monocoat NO
    YouTube Rubio Monocoat Norge Rubio Monocoat Norway

    Don’t hesitate to contact socials@rubiomonocoat.com to discuss this dilemma and help you decide.

  • This is your one-of-a-kind handle. It appears after an @ sign in your profile and in the associated URL. *

    The rules for making a username differ per social media platform:

    • Facebook
      • Minimum 5 characters, maximum 50 characters long.
      • May only contain letters, numbers, periods and underscores.
      • Periods don't differentiate usernames (e.g., @rubiomonocoatbelgium is the same as @rubio.monocoat.belgium).
    • Instagram
      • Maximum length of 30 characters.
      • May only contain letters, numbers and periods.
      • Periods and underscores do differentiate usernames (e.g., @rubiomonocoatbelgium is NOT the same as @rubio.monocoat.belgium).
    • Twitter
      • Maximum length of 15 characters.
      • May only contain letters, numbers and underscores.
      • Underscores do differentiate usernames (e.g., @rubiomonocoatbe is NOT the same as @rubio_monocoat_be).
    • Pinterest
      • Minimum 3 characters, maximum 30 characters long
      • May only contain letters, numbers, periods and underscores.
      • Underscores do differentiate usernames (e.g., @rubiomonocoatbe is NOT the same as @rubio_monocoat_be).
    • TikTok
      • Minimum 2 characters, maximum 24 characters long
      • May only contain letters, numbers and underscores.
      • Underscores do differentiate usernames (e.g., @rubiomonocoatbe is NOT the same as @rubio_monocoat_be).

    * Except for YouTube and LinkedIn, who don’t work with usernames or handles.

    To maintain a consistent use of naming convention between the different social media platforms we prefer the following guidelines for choosing a username or handle:

    • Use a username or handle without underscores or periods e.g., @rubiomonocoatfrance or @rubiomonocoatfr
    • Same as with the display name we prefer using the brand name + whole country name in local language unless it makes more sense to use an abbreviation or official country code.
    • Due to the max length of a Twitter username the only option here is to use our brand name together with the country code or other abbreviation, e.g., @rubiomonocoatfr, @rubionmonocoatnl, @rubiomonocoatuk,..
    • If the preferred username isn’t available anymore, contact socials@rubiomonocoat.com. Together we’ll search for the best solution.

  • For most social media platforms, the handle or username will be used in the URL of the profile. LinkedIn and YouTube do not use usernames but offer the option to create a vanity URL. For this URL we suggest using the same guidelines as for the username.

    The rules for making a vanity URL differ per social media platform:

    • YouTube
      • Be at least 30 days old
      • Have at least 100 subscribers.
      • Have a profile image and channel art uploaded.
    • LinkedIn
      • Minimum 3 characters, maximum 100 characters long
      • May only contain letters and numbers.

use of logo as profile images

Having the same profile picture across all of your social media channels makes it easier for fans and customers to identify which account they're looking for.

You can choose between 3 color versions of the logo but we suggest sticking to that choice for all profiles.

Profile image guidelines:

    • Must be at least 180 x 180 pixels.
    • Photo will appear on page as 170 x 170 pixels on desktop, 128 x 128 on smartphones, and 36 x 36 on most feature phones.
    • Photo thumbnail will appear throughout Facebook at 32 x 32 pixels.
    • Business Page images will be cropped to fit a square.
    • Appear on your profile at 110 x 110 pixels.
    • Square photo: make sure to maintain an aspect ratio of 1:1.
    • Square Image recommended 400 x 400 pixels.
    • Maximum file size 5 MB.
    • Image types include: JPG, GIF or PNG.
    • Recommended 300 x 300 pixels.
    • Minimum 300 x 300 pixels.
    • Maximum 4MB (Square layout).
    • Image types include: PNG, JPG or GIF.
    • Recommended size: 800 x 800 pixels.
    • Image types: JPG, GIF, BMP or PNG.
    • Recommended size: 165 x 165 pixels
    • Maximum 10 MB.
    • Image types include: JPG and PNG for profile pictures.
    • Recommended size: 200 x 200 pixels.
    • Image types: JPG, GIF, BMP or PNG.

Right and wrong by example:

Correct

Incorrect

Incorrect

use of header images

The header image (also called cover image or cover photo) is the picture that appears at the top of your social media profile. It provides a chance to showcase your products, your team, or any other aspect of your business that will make people want to explore your profile.

Same as for your account name, profile picture and bio, the header image should be consistent across all your social platforms, taking into account the different dimensions and technical specifications per profile.

Header images specifications & dimensions

    • Appear on page at 820 x 312 pixels. Anything less will be stretched.
    • Minimum size of 400 x 150 pixels.
    • Displays at 820 x 312 pixels on desktop and 640 x 360 pixels on smartphones.
    • Images with a logo or text may be best as a PNG file.
    • Recommended 1,500 x 500 pixels.
    • Maximum file size of 5 MB.
    • Image types include: JPG, GIF or PNG.
    • Recommended size 1128 x 191.
    • Maximum file size of 4MB.
    • Maximum 4MB (Square layout).
    • Image types include: PNG, JPG or GIF.
    • Recommended 2560 x 1440 pixels
    • Safe area for mobile and web (without text and logo cropping) 1546 x 423 pixels.
    • Maximum file size: 4MB.
    • Image types: JPG, GIF, BMP or PNG.

Header images best practices

Some general best practices to keep in mind when creating your social media header image:

  • Use a high resolution image.
  • Use an image that is relevant and represents the Rubio Monocoat brand.
  • Minimize text.
  • Keep important elements of your design within the safety zone (YouTube) and optimize for mobile (Facebook)

Next: Profile access and roles »