Statics & Design
Sizing, attribution, subtitles, thumbnails and cover art — everything that isn't a video cut.
00. Start Here
The design-side companion to the editors' playbook. Everything here is drawn from the July 2026 Social Media Playbook.
Foundations Live on the Video Playbook
Colours, typography and logo rules are shared across video and design — they're documented once, on the main site, rather than duplicated here.
Carries Over From the Non-Negotiables
- • Secondary colours and fonts are editorial-only. Never on Watch Now, Official Trailers or Official Teasers.
- • Attribution matches the shipped template exactly. No deviations.
- • Max 2 fonts, max 2 contrasting colours. Readability beats decoration.
- • Be careful with the Prime logo. Never alter, recolour or crowd it.
01. Sizes & Ratios
Statics are built large and scaled down. Work at the build size, deliver at the platform size.
| Surface | Ratio | Build at | Delivered |
|---|---|---|---|
| Instagram static / carousel | 4:5 | 3000 × 3750 @ 300ppi | 1080 × 1350 |
| YT Community · FB 1:1 | 1:1 | 3000 × 3000 | 1080 × 1080 |
| X / Twitter static | 16:9 | 4000 × 2250 | — |
| X / Twitter static | 4:5 | 3000 × 3750 | — |
Instagram and YouTube Community posts are near-identical builds — 3000 × 3750 against 3000 × 3000. Same attribution placement, same subtitle format.
Which Guide to Follow
Facebook and X don't have their own static rules — every format borrows from Instagram or YouTube.
| Format | Follow |
|---|---|
| FB 4:5 static · X 4:5 static | IG 4:5 static guides |
| FB 1:1 static | 1:1 YT Community static guides |
02. Attribution
Three elements, stacked gradient box → text → blue pipe (back to front).
Type
- FontArticulat CF Extra Bold
- Size15pt
- KerningOptical
- Tracking20
- LeadingAuto, for double lines
Single line for concise titles (The Matrix). Double line for long ones (The Lord of the Rings: The Fellowship of the Ring).
Gradient Box & Pipe
- Gradient opacity20–80% — set by what's behind it. Pick the level that keeps the text clearly visible.
- Pipe colourPrime Blue
#0578FF - Pipe size20 × 130px single line · 20 × 200px double
- AlignmentText left-aligned inside the gradient box; pipe aligned to the box's left edge
- SpacingConsistent between text, pipe and the box edges
Placement
Statics sit 100px from the corner. Don't nudge it by eye — the exact corner is driven by the ‘Attri Corner’ layer inside the Attri group of the PSD.
Template: Static Attribution.psd. Video attribution margins (40px reels, 70px long format) are on the video playbook.
03. Subtitles & Panels
Type is Ember Modern Display Standard (Regular), white, centred horizontally.
Settings
| Format | Size | Stroke | Shadow |
|---|---|---|---|
| Static — single panel | 36pt | 3pt black, 50% opacity, Outside | 100%, 8px distance, 0 spread, 0 size, 45° |
| Static — 2 & 3 panel | 28pt | 3pt black, 50% opacity, Outside | 100%, 8px distance, 0 spread, 0 size, 45° |
| 16:9 / X | 40, tracking 20 | 5, 50% opacity | 12 distance @ 30° |
- • Position 100px from the bottom edge, maximum two lines.
- • Use the supplied gradient layer behind the subtitles so they stay readable over white areas.
- • Stroke and shadow colour is
#000000throughout.
Panels
Statics come in one, two or three panels. The title tag sits top-left on the blue pipe; each panel carries its own subtitle line.
- • Single panel — subtitles at 36pt, 200px gap.
- • 2 and 3 panel — subtitles at 28pt, 100px bottom margin.
- • Too long for two lines? Split it across more panels rather than adding a third line.
Casing
Statics run sentence case — the same rule as every other piece of type in the brand. Never all-caps, never all-lowercase.
⚠️ This is the one rule that differs from video. Video subtitles are lowercase by default; statics are not. Don't carry the lowercase habit across.
The rest of the writing rules — accuracy, brevity, line breaks, widows, speaker IDs, symbols — are shared with video. See the Subtitling Bible → (casing aside, as above).
04. Thumbnails
Covers for video, built as statics.
Logo Rules — All Thumbnails
- • All 16:9 thumbnails — Prime Video logo in Prime Blue, top-right. Editorial and asset alike.
- • 9:16 Shorts thumbnails — no logo at all. Imagery only, chosen from the video itself.
Instagram — Asset
- FontEmber Modern Display Bold
- SizesTitle 32pt (lengthy) / 25pt (short); CTA and season number 19pt. Two font sizes max.
- ColourPrime Blue and White
- Margin100px from the corners — align the type to those margins
- ImageryHigh quality, with a bottom black gradient at 50–70%
- LogoPrime Video logo unit in Prime Blue, every scenario
Instagram crops the feed view to 4:5 — keep all copy inside the IG Feed visibility and Safe margin for text guides in the PSD.
Open Asset Thumbnail PSDInstagram — Editorial
- • Pull the frame from the reel itself wherever possible — it keeps the thumbnail and the cut consistent.
- • Avoid promotional images unless you're explicitly authorised to use them.
- • Prioritise high-resolution images and keep faces prominent.
- • Showing several characters? Use a split layout.
- • Add a subtle 50–60% black gradient at the bottom — never over faces or key elements.
YouTube — Asset (16:9)
- Delivery1280 × 720 px, under 2MB
- Mock / working5333 × 3000 px @ 300ppi
- FontEmber Modern Display Bold
- SizesTitle 120pt (lengthy) / 110pt (short) · CTA 76pt · Season number 72pt
- ColourTitle and season number in white; main CTA in Prime Blue
- ExportResize after export, or export at 25%
Font sizes are quoted for the 5333 × 3000 file. For trailers and teasers, pick images that establish the world of the title and show all key talent.
Open Asset Thumbnail PSBYouTube — Editorial (16:9)
- • Fonts and colours are flexible, provided they stay true to the brand's aesthetics and design language.
- • Draw on the secondary palette and fonts — and don't overuse the same colour or font until it looks cluttered.
- • Explore images and elements from the video's own context.
- • Playful, led by a social-first face, never overcrowded — and matched to the vibe of the video title.
- • Avoid red. The only exception is a title whose own design is genuinely red — rare these days, so treat red as off the table unless the key art forces it.
Same sizes as asset thumbnails — 1280 × 720 delivered, 5333 × 3000 mock, under 2MB.
Open Editorial Thumbnail PSD05. Highlights & Community
Instagram Story Highlights
- • Title highlights — the show or film's own logo on a contrasting background in the same look and feel.
- • Editorial highlights — Fresh on Prime, Wallpapers and Watch Next. Post the asset to stories, then add it to the matching highlight.
YouTube Community Posts (1:1)
- SizeBuilt at 3000 × 3000px, delivered 1080 × 1080
- Bottom margin100px for 2- and 3-panel layouts; a 200px gap for single panel
- Attribution & subsIdentical to IG statics — 02 and 03
Facebook's 1:1 statics follow this same guide.
Open 1:1 Assets06. Cover Photos
Every cover crops differently per device. Keep the title logo and anything that matters inside the safe zone, and watch the file-size ceilings — they're small. JPG and PNG only.
| Channel | Full size | Safe zone | Max file | Template |
|---|---|---|---|---|
| 851 × 360 | Mobile view — desktop crops wider | 100 KB | Facebook_cover.psd | |
| X / Twitter | 1500 × 500 | Keep clear of the profile-picture zone, bottom-left | 5 MB | Twitter_cover.psd |
| YouTube | 2560 × 1440 | 1546 × 423 mobile · 1855 × 423 tablet · 2560 × 423 desktop | 6 MB | Youtube_cover.psd |
All Assets
Quick access to everything on the design side.
📖 Guidelines
The Social Media Playbook is the source of truth. When this page and the playbook disagree, the playbook wins.
Open Social Media Playbook (July 2026) →📁 Asset Folders
Direct links to Google Drive.