LIVE Services and Gaming - Branding and Naming

Decision Summary and Guidance on Execution

Rev 1-3-2007 The Brand Architecture

• Consumer Brands & Brand Modifiers: • Consumer Brands: Windows, Office, , and • Brand Modifiers (ingredient brands): Live, Marketplace, Arcade, and Messenger • With some context behind each brand’s DNA or Identity, they can then be modified or amplified by the “ingredient brands” -- Live, Marketplace, Arcade and Messenger. Regardless of the brand, these modifiers mean the same things. Thus, they should be used consistently across all brands, and there is no need for additional description • Live is a long-term proposition for Microsoft • a strategy that will revolutionize how we and the industry approach software development, business models, and customer experiences. • The Live brand stands to be a powerful asset to Microsoft and it is imperative to the success of our strategy that “Live” mean something specific, consistent, and compelling to customers across all consumer brands.

2 Microsoft Confidential LIVE Service Name and Branding in Gaming Contexts

The Objective: To focus on building and managing unique consumer brands. (For this discussion, the focus will be on Xbox, Zune, Windows and Office.) Once defined, these brands can then be associated with both emotionally, and rationally, and with and without modifiers like Live, Marketplace, Arcade and Messenger.

The Decision: • “Live” is a modifier that signals “connected experience” when attached to one of the Microsoft parent brands • “Live” always signals the same thing: seamless access to data, communications, and applications. But the specific features that deliver on this promise can vary by point of entry. • Windows Live and Office Live = connected productivity experiences for home and business PC users • LIVE on Xbox or Games for Windows is a set of connected gaming experiences • The names of our gaming and entertainment services are: • “Xbox LIVE” and • “Games for Windows – LIVE”

3 Microsoft Confidential Implementation Guidance

IMPLEMENTATION UI Visuals Title Packaging LIVE SKU packaging Standalone Service Messaging (text) Marketing (POP, PPT, Web) Games for Windows LIVE logo + LIVE LIVE logo in Games for LIVE logo prominent, Official name (to be gaming visuals Windows branding anchored by LIVE logo used used on first bar and Games for prominently with mention): Windows logos Rationale: Brand engorsement of Games for Windows - context provided by Rationale: Branding Games for Windows LIVE title and PC bar establishes Rationale: LIVE is the logo experience context service being sold. Shorthand (secondary Platforms for which use): the service is intended need to be LIVE services for communicated, but as gaming on Windows a secondary message. LIVE Xbox Now: Xbox Live logo + Now: Xbox LIVE logo Official name (to be Xbox Live visuals in Xbox 360 branding LIVE logo used used on first bar prominently with mention): Future (long term engorsement of Xbox Xbox LIVE® change): LIVE logo + Future (near term logo LIVE gaming visuals change): LIVE logo in Shorthand: Xbox 360 branding bar Xbox LIVE® Rationale: Xbox brand LIVE context provided by console experience Rationale: Xbox itself branding bar establishes context

4 Microsoft Confidential Styleguide

• Logo • LIVE • When using the LIVE gaming service logo, the Xbox and/or Games for Windows logos must provide brand context/endorsement somewhere in the composition

Brand context LIVE logo

• The LIVE logo is not trademarked • Xbox LIVE • The Xbox LIVE logo lockup can continue to be used as an indicator of the LIVE service on Xbox

• Xbox LIVE is trademarked, and the logo lockup includes the ® bug • Games for Windows - LIVE • No logo lockup will be created. Use the LIVE logo and include the Games for Windows logo elsewhere in the composition for brand context and endorsement

5 Microsoft Confidential Styleguide (cont.)

• Text References • When introducing Xbox LIVE and Games for Windows – LIVE in text, the complete and official names must be used on first mention: • Xbox LIVE® • Games for Windows - LIVE • LIVE should always be set in all-caps when referring to the gaming and entertainment network • Secondary references (after initial use of the official names) can use any of the following: • LIVE • Xbox LIVE® • Games for Windows – LIVE • LIVE services for gaming on Windows

• Example PR messaging: • “So with gaming we have implemented our Live strategy in Xbox LIVE and with Games for Windows - LIVE. These Li ve services provide PC and console gamers with all the benefits of our software + services approach by…”

6 Microsoft Confidential Styleguide (cont.)

• Support visuals for LIVE gaming • DO use: • Orange color • Silver, gray and white colors • Gamertag art and other LIVE patterns (dot-mesh, etc.)

• DON’T use: • Xbox visuals when referring to LIVE gaming on Windows • Ring of Light • -patterns

7 Microsoft Confidential Styleguide (cont.)

• Font • Convection should be used as the font for Xbox LIVE. • Segoe is the font used for Games for Windows - LIVE. • When developing marketing materials for both services, Convection font should be used.

8 Microsoft Confidential Example Implementation – Games for Windows – LIVE UI

ROUGH MOCKUP ONLY

9 Microsoft Confidential Example Implementation – Retail Packaging for Xbox LIVE and Games for Windows - LIVE

ROUGH MOCKUP ONLY

10 Microsoft Confidential Example Implementation – Games for Windows Title Packaging

ROUGH MOCKUP ONLY

11 Microsoft Confidential Appendix

12 Microsoft Confidential Live Services Microsoft Confidential

Using Live across Microsoft sub-brands demands that we establish a consistent definition and promise.

Definition • Anything Live is an online service (ad supported or paid) from Microsoft • Implies ongoing, personalized relationship with Microsoft, not simply content or anonymous interaction

Promise: what does Live signify when it is part of a service name? Benefit - Enables customers to use a common ID and associated elements (contacts, etc) Live services deliver enhanced - Provides a standard, high level of security productivity and enjoyment - Offers immediate access / connection to what the user wants (real time or asynchronous) because they are simple to - Gives users the ability to roam to any Windows XP PC with an connection manage and use, and integrate - Evolves to better serve customer needs (human, personalized) easily with other Live services. Promise is driven by customer expectations of the name as well as strategy.

Live serves both customers and Microsoft Microsoft Live Services • Differentiates our services from the competition Integration with other Live services enhances each ala-carte offer’s value prop • Helps customers differentiate between products and Customers expectations demand all MS services work together seamlessly services with the same brand Windows Live Office Live Xbox Live (Other Live) • Enables customers to avoid multiple, one off relationships with brands • Extends our established brands into services space with Live extends our brands and represents Microsoft’s online services experience minimal dilution • Facilitates cross-selling and sets the stage for the development of annuity relationship Microsoft & Windows Office Xbox • Promotes development of high quality services by MBS establishing a clear bar

Usage Brand Architecture / Microsoft Live ID - Live should always be used as a modifier, not a new brand - Services should be introduced under the single strongest - Can modify existing product, service or brand strategic sub-brand that aligns with the promise the offer makes - Non-proprietary; legally clear for use in most cases - Microsoft Live branding should be used on elements spanning - New service names should be highly descriptive branded silos – such a standard ID and associated components 13 Microsoft Confidential