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Xbox Brand Guidelines April 15, 2019 Xbox Brand Guidelines 2

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Xbox brand guidelines April 15, 2019 Xbox brand guidelines 2 Welcome Designing for Xbox? You’ve come to the right place. These guidelines are for Xbox communications. For assets, brand questions and reviews, contact: [email protected] Xbox brand guidelines 3 05 Creative principles 40 Xbox accessories Contents Identity 06 Messaging principles Xbox 41 Xbox Elite placement of elements 07 Xbox signature layouts 42 Overview What’s new 08 Lead with Xbox accessories 43 Logo Updated color palette 44 Clear space and minimum size Xbox Elite Series 2 45 Controller hardware: Primary Responsible gaming 10 Overview product photography Elements 11 Logo 12 Logo options 48 Partnering with Xbox 13 Clear space and minimum size Partnerships 49 Hierarchy 14 Logo sizing 50 Name and logo 15 Color 51 Product lockup 17 Type 52 Proportion 18 Style it right 19 Hardware 54 Nomenclature Appendix 56 Responsible gaming 21 Placement of elements 58 Video and photoshoots Xbox layout 22 Margins and type 59 “Jump in.” tagline 23 Green bar 62 Microsoft logo guidance 64 Asset index 25 Determining the primary brand 66 Guideline reference Xbox and 26 Determining which logo to use 27 Clear space and minimum size Windows 28 Windows color 29 Imagery 30 Xbox app 31 Multiplatform branding bars for game advertising 32 Game advertising 38 Event: Monitor topper Identity Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 5 Creative principles Premium Achieve the highest levels of quality and craftsmanship. Simple Be clear, focused and direct. Iconic Use striking words, engaging imagery and color to stand out. Experience forward Lead with gaming experiences to create desire. Differentiated Look and sound distinct from the competition. Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 6 Messaging principles Sound and behave premium Be confident and iconic. Use language that suggests high-quality, extraordinary experiences. Avoid overselling, boasting, clichés, and words that suggest “cheap.” Keep it simple and intuitive Be straightforward, conversational, and brief. Know your audience and speak their language. Avoid every unnecessary word. Be experience forward Embrace the most compelling moments of the experience. Use an active voice that pulls the reader in. Avoid passive and mechanical language. Be different from the competition Write uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words. Provoke emotion. Desire. Curiosity. Delight. Avoid being generic, soulless, neutral. Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 7 Xbox signature layouts Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 8 Lead with Xbox Sponsorships Events Photo courtesy of Seattle Sounders FC Use the Xbox logo when communicating gaming at events and in sponsorships. For any sponsorships or events, please reach out to the brand team at [email protected] Elements Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 10 Overview Logo Color Type Hardware Segoe SemiLight Regular Pro SemiBold Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 11 Logo Sphere The entire logo should appear in creative. Refer to Brand Central for logo files. Logo Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 12 Logo options Horizontal (preferred) Horizontal Use the preferred logo unless there are production limitations or the logo is being used in joint communications with other Microsoft brands. The logo does not require trademark bugs in most instances, including advertising and marketing. The logo is a complex file, and will only display properly when placed into a layout as a linked graphic file. Do not embed or paste the logo into layout programs as it alters the visual integrity of the file. Please contact [email protected] for further guidance if you are using logos for software, hardware, packaging or books and manuals published by Microsoft. Trademark bugs may still be required, per guidance at https://microsoft.sharepoint.com/sites/lcaweb/ Home/Marketing/Marketing-and-Advertising- Content/Branding-and-Notices Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 13 Clear space and minimum size Scale relationship The Microsoft logotype and symbol should be the same size as the width of the word Xbox. Alignment If both the Microsoft logo and the Xbox logo appear on the same horizontal plane, then the Clear space (preferred) Clear space (minimum) baseline of the “M” in Microsoft and the “X” in Xbox should align. Small layouts When dimensions are less than 5 in or 127 mm (print) and 320 x 250 px (digital), omit the Microsoft logo and follow the Xbox minimum size guidance. For Microsoft logo guidance, see page 62. Minimum size Print .43 in/11 mm Print 1 in/25 mm Screen 30 px Screen 72 px Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 14 Logo sizing Digital Print The x-height of the logo must be 1.5% of the width + height of the layout. 728 x 90 540 x 200 300 x 250 160 x 600 Digital example: 728 x 90 px layout Print example: 22 x 28 in layout Logo height 4% x (728 + 90) = 32.72 (round to 33 px) Logo x-height 1.5% x (22 + 28) = 0.75 in Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 15 Color Xbox green R16 G124 B16 Use white type when using green, rich black, mid gray, HEX #107C10 dark gray or light green backgrounds. C75 M0 Y100 K0 PMS 362 Use mid gray type when using white or light gray backgrounds. Do not use the automated color-conversion tools in your software. Each color has been optimized for print reproduction (PMS/CMYK) and on-screen (RGB/HEX). Rich black Rich black should be applied when a black background is needed on print deliverables. Do not use in typography. Broadcast colors White Black (digital) Light gray Xbox light green For all broadcast TV, UI and dash applications, white R255 G255 B255 R0 G0 B0 R230 G230 B230 R155 G240 B11 and black should use these alternate broadcast colors. HEX #FFFFFF HEX #000000 HEX #E6E6E6 HEX #9bf00b C0 M0 Y0 K0 C0 M0 Y0 K10 *CMYK Broadcast black Broadcast white Rich Black (print) PMS Cool Gray 1C PMS 375C R0 G0 B0 R235 G235 B235 C60 M40 Y40 K100 HEX #101010 HEX #EBEBEB Xbox Light green Mid gray Dark gray Xbox dark green R115 G115 B115 R80 G80 B80 R5 G75 B22 *C44 M0 Y100 K0 HEX #737373 HEX #505050 HEX #054b16 Print should always use PMS values for Xbox Light C0 M0 Y0 K65 C0 M0 Y0 K80 C95 M25 Y85 K65 Green. Do not use when PMS is not available. Contact PMS Cool Gray 9 PMS Cool Gray 11 PMS 3435C [email protected] for Xbox light green CMYK usage in small areas. The colors, CMYK, RGB, and hexadecimal breakdowns shown here have not been evaluated by PANTONE for accuracy and may not match the PANTONE Color Standard. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone LLC. Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 16 Apparel Colors Apparel green Apparel dark green Apparel light green Use these colors when creating any Xbox apparel. Cotton 16-6340 TCX Cotton 18-6024 TCX Cotton 15-0545 TCX Plastics PQ-362C Plastics PQ-357C Plastics PQ-2285C For all apparel, refer to the Xbox Official Gear Polyester 16-6264 TSX Polyester 18-6032 TSX Polyester 14-0255 TSX guidelines. Please contact Xbox Consumer Polyester (alt standalone) 16-0163 TSX Products team for approval on promotional merchandise. Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 17 Type Segoe UI SemiLight is recommended for digital headline type, set in 24 pt or larger. Segoe UI Regular is used for all supporting type, set in 23 pt type or smaller. Segoe Segoe UI SemiBold may be used for sub-heads, call-outs, and titles. ABCDEFGHIJKLMNOPQRSTUVWXYZ Sentence case is preferred for all communications. All caps may be used sparingly for subheads. abcdefghijklmnopqrstuvwxyz Leading refers to the space between lines of type. All type sizes should use 120% leading. Type should be set flush left, rag right whenever 0123456789 possible, but may be set centered when the layout calls for it. Type should never be set flush right or fully justified. Digital Usage Print Usage Segoe Pro All print communications should use Segoe Pro. Segoe UI SemiLight Segoe Pro SemiLight The Segoe Pro typeface has been specifically Segoe UI Regular Segoe Pro Regular designed for print communications and should never be used in place of Segoe UI. Segoe UI SemiBold Segoe Pro SemiBold Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 18 Style it right After the first word, Flush left text is Headline Lorem ipsum dolor sit amet, eum libris oblique all other words are reprimique ad, sed hinc liber fuisset id. Adhuc aligned along the timeam dolores ei usu. Meis affert neglegentur lowercase, except pro ex, elit nostro perpetua qui at. Ex eos labores Subhead commune, habeo quando fuisset et hi. Body copy proper nouns. left margin. Size and weight Case Alignment Spacing Limit type to no more than three sizes or weights. Sentence case is our standard for all For languages that read left-to-right set type Segoe is designed so that letter spacing and word communications. flush left, ragged right. spacing are set to 0 by default.
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