LIVE Gaming Style Guide

8/3/2019 LIVE Gaming Style Guide

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LIVE Services and Gaming - Brandingand Naming

Decision Summary and Guidance onExecution

Rev 1-3-2007


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Microsoft Confidential2

The Microsoft Brand Architecture

Consumer Brands & Brand Modifiers: Consumer Brands: Windows, Office, Xbox, Zune and Games for Windows

Brand Modifiers (ingredient brands): Live, Marketplace, Arcade, and Messenger With some context behind each brands 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.


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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


4/13Microsoft Confidential4

Implementation Guidance

IMPLEMENTATIONUI Visuals Title Packaging LIVE SKU packaging Standalone ServiceMarketing (POP, PPT,Web)

Messaging (text)

Games for Windows LIVE logo + LIVEgaming visuals

Rationale: Brandcontext provided bytitle and PCexperience

LIVE logo in Games forWindows brandingbar

Rationale: Brandingbar establishescontext

LIVE logo usedprominently withengorsement ofGames for Windowslogo

Official name (to beused on firstmention):Games for Windows -LIVE

Shorthand (secondaryuse):LIVE services forgaming on Windows

LIVE

Xbox Now: Xbox Live logo +Xbox Live visuals

Future (long termchange): LIVE logo +

LIVE gaming visuals

Rationale: Xbox brandcontext provided byconsole experienceitself

Now: Xbox LIVE logoin Xbox 360 brandingbar

Future (near term

change): LIVE logo inXbox 360 brandingbar

Rationale: Xboxbranding barestablishes context

LIVE logo prominent,anchored by Xbox 360and Games for

Windows logos

Rationale: LIVE is theservice being sold.Platforms for whichthe service isintended need to becommunicated, but as

a secondary message.

LIVE logo usedprominently withengorsement of Xboxlogo

Official name (to beused on firstmention):Xbox LIVE

Shorthand:Xbox LIVE

LIVE



Styleguide

Logo

LIVE

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

The LIVE logo is not trademarked

Xbox LIVE

The Xbox LIVE logo lockup can continue to be used as an indicator of the LIVEservice 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 forWindows logo elsewhere in the composition for brand context and endorsement

LIVE logoBrand context



Styleguide (cont.)

Text References

When introducing Xbox LIVE and Games for Windows LIVE in text, thecomplete 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 ofthe 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 andwith Games for Windows - LIVE. These Live services provide PC and consolegamers with all the benefits of our software + services approach by



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.)

DONT use:

Xbox visuals when referring to LIVE gaming on Windows

Ring of Light X-patterns


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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.


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Example Implementation Games for

Windows LIVE UI

ROUGH MOCKUP ONLY


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Example Implementation Retail

Packaging for Xbox LIVE and Games forWindows - LIVE

ROUGH MOCKUP ONLY


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Example Implementation Games for

Windows Title Packaging

ROUGH MOCKUP ONLY


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Appendix

Microsoft Confidential


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Microsoft Live ServicesIntegration with other Live services enhances each ala-carte offers value prop

Customers expectations demand all MS services work together seamlessly

Windows XboxOffice

Windows Live Xbox LiveOffice Live

Microsoft Confidential

Microsoft &MBS

(Other Live)

Live Services

Live serves both customers and Microsoft Differentiates our services from the competition Helps customers differentiate between products andservices with the same brand Enables customers to avoid multiple, one offrelationships with brands Extends our established brands into services space withminimal dilution

Facilitates cross-selling and sets the stage for thedevelopment of annuity relationship Promotes development of high quality services byestablishing a clear bar

Promise: what does Live signify when it is part of a service name?- Enables customers to use a common ID and associated elements (contacts, etc)

- Provides a standard, high level of security- Offers immediate access / connection to what the user wants (real time or asynchronous)- Gives users the ability to roam to any Windows XP PC with an internet connection- Evolves to better serve customer needs (human, personalized)

Promise is driven by customer expectationsof the name as well as strategy.

Usage

- Live should always be used as a modifier, not a new brand- Can modify existing product, service or brand- Non-proprietary; legally clear for use in most cases- New service names should be highly descriptive

Benefit

Live services deliver enhanced

productivity and enjoymentbecause they are simple tomanage and use, and integrateeasily with other Live services.

Using Liveacross 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

Live extends our brands and represents Microsofts online services experience

Brand Architecture / Microsoft Live ID

- Services should be introduced under the single strongeststrategic sub-brand that aligns with the promise the offer makes- Microsoft Live branding should be used on elements spanningbranded silos such a standard ID and associated components

LIVE Gaming Style Guide

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