Guidelines. June 10, 2013

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1 Guidelines June 10, 2013

2 2 Welcome! These guidelines are for Xbox 360 and Kinect for Xbox 360 communications. For brand help and reviews, contact: For asset help, contact:

3 Contents 3 04 Creative principles Elements Layout Showcase Overview Logo Type Color palette Console and sensor TV console and sensor Pattern Placement of elements Pattern size Logo sizing Placement of type Platform marketing Standalone sensor and game marketing Xbox Live Gold

4 Strategy 4 Creative 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.

5 Elements

6 Elements 6 Overview Light Regular Standalone Kinect Sensor and game communications. for

7 Elements 7 Logo Sphere Logotype Logo for Standalone Kinect Sensor and game communications.

8 Elements 8 Logo options Use the preferred logo unless there are production limitations, or it s 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 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.

9 Elements 9 Kinect logo options The logo does not require trademark bugs in most instances, including advertising and marketing. for for 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 for for Four-Color 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.

10 Elements 10 Clear space and size Minimum clear space Height of primary logotype for all logos. for Minimum size Print.43 inch Screen 30 pixels for Print.43 inch Screen 30 pixels

11 Elements 11 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

12 Elements 12 Color palette 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 White CMYK 0/0/0/0 RGB 241/241/241 HEX# F1F1F1 Standalone Kinect Sensor and game communications. Xbox Green Black Mid Gray Kinect Purple CMYK 75/0/100/0 CMYK 0/0/0/0 CMYK 0/0/0/50 CMYK 86/100/0/3 RGB 16/124/16 HEX# 107C10 RGB 0/0/0 HEX# RGB 107/107/107 HEX# 6B6B6B RGB 77/44/141 HEX# 532E8E

13 Elements 13 Console and sensor This is the sleek new design for the Xbox 360 console. It is the preferred imagery and should be used for all communications unless specifically promoting the current console. Do not change images from how they are provided. Xbox 360 with Kinect Sensor Preferred Xbox 360 Xbox 360 Kinect Sensor Standalone Minimum size Print 2 inches Screen 150 pixels 10% layout Print 2 inches Screen 150 pixels 10% layout

14 Elements 14 Console and sensor This is the current version of Xbox 360. Use this image only for promotions specifically around this console. Do not change images from how they are provided. Xbox 360 with Kinect Sensor Xbox 360 Xbox 360 Kinect Sensor Standalone Minimum size Print 2 inches Screen 150 pixels 10% layout Print 2 inches Screen 150 pixels 10% layout

15 Elements 15 TV and console with sensor For additional guidance on using screens, please see the Xbox entertainment service device guidelines.

16 Elements 16 Patterns Patterns must always be used on white backgrounds. Do not place any elements on top of the patterns. Xbox 360 Standalone Kinect Sensor and game communications

17 17 Layout

18 Layout 18 Placement of elements Pattern Should always be placed in the bottom right corner, and should bleed off the bottom and right side of the canvas. Bleeds are supplied in all CMYK files for print; patterns should not be cropped in addition to the bleed. Xbox 360 logo Can be positioned in the center of the canvas, or may fall in the corner opposite the pattern. Microsoft logotype Should be in the top right or bottom left corner of the canvas. Copy Should fall on the left side of the layout or be centered above or below the hardware when creating a centered layout. The best value in games and entertainment. The best value in games and entertainment. Example shown with bleed

19 Layout 19 Pattern size Pattern width should be set at 30%-40% of the shortest edge of the canvas for vertical applications. Pattern width should be set to 50%-60% of the shortest edge of the canvas for horizontal layouts. The best value in games and entertainment. Pattern width 30%-40% shortest canvas edge The best value in games and entertainment. The best value in games and entertainment. Pattern width 30%-40% shortest canvas edge The best value in games and entertainment. Pattern width 50%-60% shortest canvas edge Pattern width 50%-60% shortest canvas edge

20 Layout 20 Logo sizing Xbox 360 logo Logo must be at least 20% of the layout. Microsoft logotype The Microsoft logotype should follow minimum size guidance and should not exceed 50% of the X height of the Xbox 360 logo. If both the Microsoft logo and the Xbox 360 logo appear on the same horizontal plane, then the baseline of the M in Microsoft and the X in Xbox should align. Not all creative requires the Microsoft logotype. Please see the Microsoft logo guidelines for Xbox for additional usage guidance. The best value in games and entertainment. The best value in games and entertainment. Minimum size Print.43 inch Screen 30 pixels Print.7 inch Screen 44 pixels Minimum scale and shared plane alignment 20% of layout minimum

21 Layout 21 Placement of type Case Sentence case is preferred for all communications. All caps may be used sparingly for sub-headlines. Leading Set at the font size plus 6pt. for all type above 30pt., and set to auto for any sizes smaller then 30. Justification Type should be set flush left, rag right whenever possible, but may be set centered when the layout calls for it. Type should never be set flush right or fully justified. The best value in games and entertainment. The best value in games and entertainment. Enjoy the largest library of games, with blockbuster titles.

22 Showcase

23 Showcase 23 Platform marketing The best value in games and entertainment. Enjoy the largest library of games, with blockbuster titles. The best value in games and entertainment. Enjoy the largest library of games, with blockbuster titles.

24 Showcase 24 Legendary games. The most titles. Great value. Enjoy the largest library of games, with blockbuster titles. The best value in games and entertainment.

25 Showcase 25 Standalone sensor and game marketing for You are the controller. Get your whole body in the game on Xbox 360 with the Kinect Sensor. Play sports, get fit, dance, and enjoy amazing entertainment, all without a controller. You are the controller. Get your whole body in the game on Xbox 360 with the Kinect Sensor. Play sports, get fit, dance, and enjoy amazing entertainment, all without a controller. for

26 Showcase 26 for You are the controller. Get your whole body in the game on Xbox 360 with the Kinect Sensor. Play sports, get fit, dance, and enjoy amazing entertainment, all without a controller.

27 Showcase 27 Xbox Live Gold FPO FPO Get the most from Xbox 360. Unrivaled multiplayer gaming and premier entertainment. Get the most from Xbox 360. Unrivaled multiplayer gaming and premier entertainment.

28 Nomenclature 28 Nomenclature Xbox 360 First use Xbox 360, Xbox 360 console or Xbox 360 with Kinect Additional use: Console Do Not - use Xbox alone to represent the platform or the console. - refer to Xbox 360 as use Xbox or Xbox 360 in a possessive or plural form. - 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. Xbox 360 Kinect Sensor First use Xbox 360 Kinect Sensor Additional use: Kinect Sensor or sensor Do Not - use as a verb. - use to mean connect. - use Kinect or for Kinect in product name. - make into a word or similar words: Kinecting, Kinection, Kintastic, Kinspiracy. - use Kinect or for Kinect in any game title or game logo. - use Kinect or for Kinect in a possessive or plural form. KINECT IN GAME NAMES: Better With Kinect A Better With Kinect or Requires Kinect game may use the term...for Kinect to describe the game in text and marketing materials; however neither the official name of the game nor the game logo can use Kinect or for Kinect. Requires Kinect A Requires Kinect game may use the term...for Kinect in the name of the game as well as in use to describe the game in text and marketing materials.

29

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