PAGE 1 DESIGN STYLE GUIDE -...

DESIGN STYLE GUIDE

Index

DESIGN STYLE GUIDE PAGE 2

THE LOGO 3Reasons Behind the CreationXbox Live™ in TextMisuse of Xbox Live

ONLINE ENABLED 4Usage of the Online Enabled Version

THE LOGO COMPONENTS 5The Xbox Live LogoUse of the NexusThe Trademark SymbolThe Trademark Notice

LOGO VERSIONS 6Settings for the LogoPrimary ApplicationsOther Applications

SPACING/SIZE 7Clear SpaceMinimum Size Relationship to Other Logos

LOGO ANIMATION 8How to Animate the Logo

PACKAGING 9TemplatesUsageSize

PRINT, COLLATERAL & POS 10PositioningUse of the Branding BarUse of the NexusColor, Placement and Size

PRINT ADVERTISING 11PlacementUsage

TV ADVERTISING 12Animation

ONLINE 13The Logo OnlineAuthorizationPixel Size

MERCHANDISING 14Apparel ExamplesSecondary Applications

LOGO ASSETS CHART 15Current Available Assets

The Logo

PAGE 3

The Logo

DESIGN STYLE GUIDE

communicate the conceptual power of XboxLive. Following the Xbox Live guidelines willensure true Xbox Live logo longevity andversatility over Web, TV ads, games, printand other usage.

The Xbox guidelines apply to all Xbox Livecommunication and these Xbox Liveguidelines should not be used in contraryto the Xbox guidelines.

SUB BRANDThe Xbox Live logo does not replace theXbox logo. It is to be used in conjunctionwith the master brand (Nexus + Xbox lock-up).Therefore, the Live logo is more prominentthen the Xbox logo because it is anchoredby the master brand in all communication.

THE LOGOBuilding equity in the Xbox™ brand is thehighest priority overall. It is the overarchingbrand umbrella covering all our products.

Keeping this in mind, the Xbox Live logo isour single most important sub-brand icon.Xbox Live is a strong feature and a naturalextension of the Xbox brand that capitalizeson existing Xbox brand identity elementsand values without competing with theparent brand.

On all printed, online and other materialsand applications, the Xbox Live logo mustalways be featured prominently. Theseguidelines have been developed to protectthe Xbox Live logo’s legal status, as well as to

XBOX LIVE IN TEXTThe ™ is only used with the first occurrenceof Xbox Live™ in the piece of communication.Live is always in italics.

MISUSE OF XBOX LIVEDo not represent or refer to Live in wordplayor visuals. Do not use the graphic logo in awritten text. Also, the Live logo should neverappear in a game title.

• Don’t use “Live" followed by a generic term(for example, Play Tennis Live).

• Don’t use "Live" as a suffix or versionidentifier (for example, Motocross Madness®Live or Moto Live).

• Don’t create a coined term for an Xboxgame title that begins with the word “Live”(for example, Halo Live). Exceptions:Established game titles that are beingadapted for the Xbox video game system orexisting brands in other areas of use.

• Don’t create taglines, sell lines, or marketingcopy that emphasize “Live” (for example,“GoLive with Xbox Live”).

This logo is used inreference to the

Xbox Live™ service

Online Enabled

Online Enabled


ONLINE ENABLEDThe descriptor “online enabled” refers to agame’s ability to be played online, andshould only be used in association with aspecific game -- not in reference to the XboxLive™ service itself. In order to convey theonline component of a particular game, youmay include “online enabled” with the XboxLive logo.

FONT USAGE AND COLORIn accordance with the Xbox™ Style Guide,only the Xbox Font should be used for the“online enabled” tagline and never in typesizes smaller than 5 points. The font colorshould only be white, gray or black.

ONLINE ENABLED

ONLINE ENABLED IN TEXTWhen referring to a game in text,“onlineenabled” is only used to describe a game’sability to be played online. Here are twoexamples of how to correctly use thedescriptor:

“Whacked is an online enabled Xbox title.”

“Play with your friend on Xbox Live withWhacked, an online enabled game fromMicrosoft Game Studios.”

Logo Components

Logo Components


THE XBOX LIVE LOGOThe Xbox Live™ logo is a symbol of youthful,energetic and vibrant online personality,mirroring those who will take full advantageof the feature and identify with its philosophy.

USE OF THE NEXUSWhen the Xbox Live logo is placed lessthan three Live word lengths away fromthe Nexus in the Xbox™ logo, the Nexuswithin the Live logo is removed. At anylength greater than three Live word lengths,the Xbox Live logo with Nexus should beused (see page 10 for details).

THE TRADEMARK SYMBOLThe Xbox and Live logos have been trade-marked and the ™ must appear with thelogos at all times.

TRADEMARK NOTICEThe following trademark notice should beused whenever possible when the XboxLive logo is displayed.“Microsoft, Xbox, XboxLive, the Live logo, and the Xbox logos areeither registered trademarks or trademarks ofMicrosoft Corporation in the United Statesand/or other countries and are used underlicense from Microsoft.”

Regarding use of the ™ symbol, you shouldstart including the ™ symbol behind the “Live”logo in all lockups. Regarding use of the ™symbol with Xbox Live, for the Xbox Live logoyou should still use the ™ symbol with bothXbox and Live; however, when using “XboxLive”in text you should only use the ™ symbolafter the entire name, i.e.,“Xbox Live™.”

THEXBOX LOGO

THE LIVE

LOGO

THE LIVE LOGOWITHOUT THE NEXUS

THE TRADEMARK SYMBOL





DO NOT

Use the Live logo byitself. It will only existin combination with

the Xbox logo.

Alter the logo inany way.

DO NOT

DO NOT

Logo Versions

Logo Versions


Screen one-colorLive logo.

Outline or shadethe logo.

DO NOT

DO NOT

Use the grayscalelogo as a

line-screen ormezzotint.

PRIMARYAPPLICATIONS

WITH PREFERRED

BACKGROUND

SECONDARYAPPLICATIONS

WITHALTERNATE

BACKGROUND

OTHER APPLICATIONSThe alternate color logo is on the whitebackground, for use when the black background is not appropriate. Use theXbox Live grayscale logo only when you areunable to use a full-color version. Keep inmind that keylines are acceptable, butshould never be larger than 1pt. or smallerthan .5pt.

PRIMARY APPLICATION Use the Xbox Live color logo with a blackbackground in all primary applications. Thebackground color should be solid or withouthigh-contrast texture. If the logo is placedon a high-contrast background, use theblack box version or use a black keylinearound the white version of the logo.

SETTINGS FOR THE LOGO The Xbox Live™ logo must always standprominently in its representation. In orderto avoid distorting the size or shape of thelogo, please follow these guidelines for itsapplication and settings.

Spacing / Size


CLEAR SPACEA crucial part of maintaining the integrityof the Xbox Live™ logo is proper clear space.It is the area surrounding the logo that mustbe kept clear of text, other graphic elementsor page crops. Maintain a minimum clearanceequal to the “x-height”, or the height of theXbox™ word mark, as illustrated above,between the logo and other elements. TheXbox Live logo should appear only in a verticalposition, never horizontally or skewed.

MINIMUM SIZEThe Xbox Live logo has no standard size; itcan be reproduced in larger or smaller sizes,depending on its use. However, the logomust always be readable. To ensure this, theXbox Live logo should appear at least 3/4”(2 cm) in length or 12-point cap heightwhen printed. Online, the logo should alwaysappear 80 pixels wide or larger.

RELATIONSHIP TO OTHER LOGOSThe Xbox Live logo must not be incorporatedor used in any manner as part of, or in closeproximity to, another company’s name,domain name, product or service name,logo, trade dress, design, slogan or othertrademarks. The logo must never appearwith any other symbol or icon (except thetrademarks or when using ONLINEENABLED). Always follow the clear spaceguidelines while placing the Xbox Live logonear other logos.

™

DO NOT

Violate theclear space.

Rotate or distortthe logo.

DO NOT

Spacing / Size

X-HEIGHT

X

X

X

X3/4 INCH

Animation

Animation


A 1.5 second animation and a 5 secondanimation are available in various formats.

To request the pre-approved broadcastXbox Live logo animations, please e-mail:• [email protected] for North America• [email protected] for Europe• [email protected] for Japan

This logo reflects the values and brandstrength of the Xbox master brand as wellas the hot energy of the Xbox Live brand.Because of its dynamic nature, and in ordernot to dilute its power as an iconic animatedlogo, nothing may rest against any part ofthe logo, hover around it, or pass behind it.Animations must end on the unaltered XboxLive logo on a black or white background.

LOGO ANIMATIONSThe animated Xbox Live™ logo conveys thecompany’s vision of the excitement, vibrancy,and pulsating energy of live online gaming.This is symbolized by a bright white blast ofarc-light fading into the emerging Xbox™master logo and sub-brand text logo “Live”in orange for differentiation. The whitearc-light eventually becomes the orangeblazing tip of the letter “I” in “Live”.

Packaging


SIZEThe Xbox Live logo should never appearsmaller than 3/4” (2 cm) in length or 12pt.cap height when printed.

The Xbox Live download bug should neverappear smaller than 1” (2.25 cm) in length or36pt. cap height when printed.

• The Xbox Live logo is never to be used onspines.

• For disc labels printed in one color (other than black or white), use a knockoutof the logo.

• See the packaging template in the XboxGuide (https://xds.xbox.com) for details.

• The Live bar and the Live Download Bugare not to be used together. Please referencethe Xbox Guide on https://xds.xbox.comfor detailed instructions and templates.

ing bar. In this case, consider the Xbox brand-ing bar and the Live bar one graphic ele-ment. Neither should be altered or changed.Live should appear centered beneath theNexus as shown in the graphic above.

Follow these rules for other placementareas:

• On packaging spines, ONLINE ENABLEDshould be placed below the Xbox logo soit reads horizontally when the package isplaced upright. (see above example)

TEMPLATESThere are two templates that should be usedfor Xbox Live™ games. The first is for gamesthat can be played online. The second is forgames that only support the Xbox Live ContentDownload feature. Detailed instructions andtemplates can be downloaded from:https://xds.xbox.com

USAGEFor a consistent look of Xbox Live, logoplacement on an Xbox Live game packagecover is directly beneath the Xbox™ brand-

DO NOT

Alter the logo inthe horizontal

color bar

XBOX LIVE DOWNLOAD BUGXBOX LIVE SPINE

XBOX LIVE™ BRANDING BAR

Packaging

™

™

DO NOT

Alter the verticallock-up of the logo.

Show the logo withany other symbol

or icon (exceptthe trademark

symbol).

DO NOT

Print, Collateral & POS

Print, Collateral & POS


DO NOT USETHE NEXUS

BRANDING BARUSE THENEXUS

AT LEAST THREE LIVE WORD LENGTHS AWAY FROM XBOX NEXUS

WITH OPTIONAL ONLINE ENABLED VERBIAGE1/8” BLACK CLEAR SPACE

BELOW BAR

ONLINE ENABLED

PMS 1505

POSITIONINGThe Xbox Live™ logo must be clearly posi-tioned in all marketing and promotionsefforts. Two possibilities for logo configura-tion are listed below:

1. BRANDING BARThe Xbox™ branding bar and Live Bar canbe used according to the guidelines laid outon page 9. The two must always be adjacentand locked up vertically.

Additionally, there must be 1/8” clear blackspace below the Live Bar to ensure it is notnested against the trim of the page.

PLACEMENTThe Xbox Live logo only appears in a verticallock-up. The logo must stand alone and maynot be combined with any other objectexcept the Xbox logo, including, but notlimited to, other logos, words, graphics,photos, slogans, numbers, design featuresor symbols. For page folds (e.g. magazines),text and graphic elements, the minimumrequired clear space should be the Live logoheight. The logo must never appear with anyother symbol or icon (except the trademarksymbol or online enabled). Keep the logothe same height relative to other logosexcept the Xbox logo.

The Xbox logo should be in the "anchor"position in the piece of communication,

preferably the lower right corner. The XboxLive logo should be placed in a secondaryposition of prominence to the Xbox logo.

SIZEThere is no standard or preferred size of theXbox Live logo. However, the logo mustalways be readable. To ensure this, the XboxLive logo should never appear smaller than3/4” (2 cm) in length or 12pt. cap height. Inaddition the Xbox word mark in the Xboxlogo must always be at least 50% larger thanthe Xbox word mark in the Xbox Live logo.

CMYK: C=0 M=65 Y=100 K=0

2. NO BRANDING BAR - Nexus logoWhen the Xbox Live logo is placed withinthree Live word lengths away from theNexus in the Xbox logo, the Nexus is thenremoved. At any length greater than threeLive word lengths, the Nexus Xbox Live logoversion should be used.

COLORWhenever possible, the logo should bepresented on a black background. If theapplication setting is busy or distracting tothe logo, it should always be presented in arich black background box. (C=63 M=52Y=51 K=100) In order to match the orangein Live, PMS 1505 or C=0 M=65 Y=100 K=0should be used. Please see above swatch forsample.

™

™

Print Advertising

Print Advertising


XBOX LIVE VERTICAL LOGO

3RD PARTY AD LOGO LOCK-UP1ST PARTY AD LOGO LOCK-UP

These are the options for Print Advertising Only.

There are no variations.

1ST PARTY AD LOGO LOCK-UPFor 1st party advertisements, a horizontalXbox Live™ branding bar is used in conjunc-tion with the Xbox™ logo. The Xbox wordmark (without the Nexus) is used with theLive logo and then followed by “onlineenabled.”

HORIZONTAL XBOX LIVE BAR

3RD PARTY AD LOGO LOCK-UPFor 3rd party advertisements, a vertical lock-upof the Xbox logo and the Live logo is used.The Live logo is always centered beneaththe Xbox word mark. Please see the exampleabove.

TV Advertising

TV Advertising


CLOSING BUMPERFor TV advertisements of Xbox Live™titles, this animation should appear atthe close of the spot.

This 1.5 second animation is available invarious formats.

To request the pre-approved broadcastXbox Live logo animations, please e-mail:• [email protected] for North America• [email protected] for Europe• [email protected] for Japan

Online

Online


THE LOGO ONLINEAn online presence for the Xbox Live™ logoreinforces its strong multi-dimensionalonline personality. Whenever possible,reproduce the logo using standards equalto those used in print and packaging.

Also, when users click the Xbox Live™ logo,they should be directed to www.xbox.com<http://www.xbox.com/>

AUTHORIZATIONIf you do not have a licensing agreement,written approval must first be obtainedbefore displaying the Xbox Live logo online.

To request assets for pre-approved onlineXbox Live logo applications, please e-mail:• [email protected] for North America• [email protected] for Europe • [email protected] for Japan

PIXEL SIZEOnline, the logo should never appear smallerthan 80 pixels wide. All other standards forthe color, size and other representation ofthe logo online are to remain consistentwith those used in print and packaging.

Merchandising

Merchandising


MERCHANDISINGApproved apparel colors are black and white.

Only when used on merchandise, the XboxLive™ logo can be used in varying size to theXbox™ logo. Both logos need to be includedon the product.

SECONDARY APPLICATIONSIf neither black nor white backgrounds arepossible, the Xbox Live logo in the black boxmust be used. For Live logo backgroundrules, please refer to the logo backgroundsection (See page 7 for details).

Asset Chart


ONLINE ENABLED

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