Brand Guidelines. October 4, 2013
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1 Brand Guidelines October 4, 2013
2 2 Welcome! These guidelines are for Xbox Live. For asset assistance, please see the contacts below. Brand help and reviews: Brand asset help:
3 3 Identity Elements Layout 1 2 Principles Signature layouts FPO Pattern size Overview Logo Type Color palette Console and sensor TV console and sensor Pattern Placement of elements Logo sizing Placement of type Showcase Platform marketing Standalone sensor and game marketing Xbox Live Gold
4 Identity
5 Identity 5 Principles Premium Achieve the highest levels of quality and craftsmanship. Iconic Use striking imagery and memorable language. Simple Be focused, with clean layouts and tight copy. Experience forward Lead with games and entertainment experiences that create desire. Differentiated Look and sound uniquely Xbox.
6 6 Signature layouts Xbox Xbox One Xbox 360 Xbox Live P
7 7 Elements
8 P *See back for details Xbox Live Brand Guidelines Elements 8 Overview Logo Type Light Regular Color Layouts Flood 50% green with green bar Hardware Retail Card 12 MONTH XBOX LIVE GOLD MEMBERSHIP
9 Elements 9 Logo When to use Xbox Live: In communications featuring Xbox Live Gold. The Xbox Live logo should be used instead of Xbox One or Xbox 360 logos. In communications that are promoting programs being featured on the service (Games with Gold, Deal of the week, Summer of Arcade etc.). Sphere Logotype Logo
10 Elements 10 Logo options 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. Please contact 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 Four-color knockout Four-color knockout One color Preferred The provided one-color version may be used as a single color or as a knockout for joint communications with other Microsoft brands.
11 Elements 11 Clear space and size Minimum clear space Minimum size Print.43 inch / 11 mm Screen 30 pixels
12 Elements 12 Type Headlines and sub-headlines Light is recommended for type 24pt. and larger. SemiLight or Regular should be used for web or where legibility is an issue. Body copy Regular is recommended. Light Regular
13 Elements 13 Color palette Fill colors Slate Gray is the primary color for Xbox Live. It should be the primary color in Xbox Live communications. Set all type in white. White and black should use the alternate broadcast colors for all broadcast TV, UI and dash. Broadcast Black RGB 16/16/16 HEX# Broadcast White RGB 235/235/235 HEX# EBEBEB Slate Gray (or PANTONE Cool Gray 11) CMYK 0/0/0/80 RGB 58/58/58 HEX# 3A3A3A Xbox Green (or PANTONE 362 C) CMYK 75/0/100/0 RGB 16/124/16 HEX# 107C10 Black CMYK 0/0/0/100 RGB 0/0/0 HEX# 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.
14 *See back for details *See back for details *See back for details MONTH Xbox Live Brand Guidelines Layout 14 Layout Xbox One and Xbox 360 Xbox One Xbox 360 Keep the Xbox Live logo on Slate Gray whenever possible. When Xbox Live is being messaged or merchandised outside of an Xbox branded area, and for communications promoting programs on Xbox Live (Games with Gold, Deal of the week, Summer of Arcade etc.), Xbox Green should be at least 50% of a given layout. Follow guidance for the 50% green with green bar layouts in the Xbox One Brand guidelines. Don t combine the Xbox Live logo with Xbox One or Xbox 360 logos. If the communication s purpose is to sell Gold, use the Xbox Live logo. If it is a platform communication featuring the benefits of Xbox Live, the platform branding should lead. Get the most from your Xbox. Unrivaled multiplayer gaming and premier entertainment. 12 XBOX LIVE GOLD MONTH MEMBERSHIP Get the most from Xbox One. FPO Unrivaled multiplayer gaming and premier entertainment. 12 XBOX LIVE GOLD MONTH MEMBERSHIP 12 XBOX LIVE GOLD MEMBERSHIP Get the most from Xbox 360. Unrivaled multiplayer gaming and premier entertainment.
15 Elements 15 Hardware Showcase the benefits of Xbox Live through experiences that feature Xbox Live Gold, whenever possible. These should be shown on a TV screen with consoles, to represent the living room. Apps, promotional programs graphics and UI can be used if in-experience art is not available. Communications featuring both Xbox One and Xbox 360 should not use UI experiences as they vary from Xbox One to Xbox 360. Refer to the Xbox Brand Guidelines for detailed information on screen content. For screen content assets and approvals: Xbox Music and Xbox Video: XboxVideoMusicAssets@microsoft.com Xbox SmartGlass: smartglassmarketing@microsoft.com
16 Elements 16 Retail card Xbox Live retail card should be used in marketing as this is the primary way consumers buy membership to Xbox Live. 12 MONTH *See back for details XBOX LIVE GOLD MEMBERSHIP *See back for details 12 MONTH XBOX LIVE GOLD MEMBERSHIP
17 Showcase
18 *See back for details *See back for details Xbox Live Brand Guidelines Showcase 18 Xbox 360 marketing FPO FPO Get the most from Xbox 360. Unrivaled multiplayer gaming and premier entertainment. 12 MONTH XBOX LIVE GOLD MEMBERSHIP 12 XBOX LIVE GOLD MONTH MEMBERSHIP Get the most from Xbox 360. Unrivaled multiplayer gaming and premier entertainment.
19 *See back for details Xbox Live Brand Guidelines Showcase 19 Xbox One marketing FPO Get the most from Xbox One. Unrivaled multiplayer gaming and premier entertainment. 12 MONTH XBOX LIVE GOLD MEMBERSHIP Get the most from Xbox One. Unrivaled multiplayer gaming and premier entertainment. *See back for details 12 XBOX LIVE GOLD MONTH MEMBERSHIP
20 *See back for details Xbox Live Brand Guidelines Showcase 20 Multi-platform marketing Get the most from your Xbox. Unrivaled multiplayer gaming and premier entertainment. 12 XBOX LIVE GOLD MONTH MEMBERSHIP Get the most from your Xbox. Unrivaled multiplayer gaming and premier entertainment. *See back for details 12 XBOX LIVE GOLD MONTH MEMBERSHIP
21 Nomenclature 21 Nomenclature Xbox Live Name in text Xbox Live delivers an unrivaled multiplayer gaming experience Do - Add the descriptor of service to Xbox when talking about Xbox Live branded services. They need to be distinguished from the Xbox consoles. - Use the word on when referring to content or experiences on the Xbox Live services (e.g., Conquer the Universe with your crew on Xbox Live ). - Use on in conjunction with Xbox Live, Xbox One, Xbox 360 and other platforms, like Windows 8 (e.g., Gaming is more amazing on Xbox Live, With Xbox Music on Windows Phone). - Use with in conjunction with the Xbox Live brand (e.g., Entertainment is more amazing with Xbox Live ). Do not - Refer to Xbox Live as Live. - Refer to Xbox Live as Xbox. - Use Xbox Live in a possessive or plural form. It will be confused with My Xbox on the ios and Android platforms. - Write out Live lowercase. - Make the smaller than 4 pt. (the should appear as superscript). - Translate Xbox Live. Xbox Live Gold Xbox Games Xbox Music Xbox Video All branded experiences follow similar guidance. Name in text Xbox Live Get the most from Xbox with Xbox Live Gold. Xbox Games Xbox Games has the widest range of games available across all of your devices Xbox Music Xbox Music brings you all the music you love... Xbox Video Xbox Video has the best video Do - Always typeset in a font from the Segoe Pro family. - Always use title case in marketing materials. Do not - Shorten to Xbox or the experience name (e.g., Music ). - Translate Xbox Live Gold, Xbox Games, Xbox Music or Xbox Video, because they are trademarks. - Add a space between X and box. - Capitalize the b in Xbox. - Use X by itself to represent Xbox. - Create new X names to indicate association with Xbox.
22
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