Guidelines. June 10, 2013

(1)

(2)

Xbox 360 Guidelines

These guidelines are for Xbox 360 and Kinect for Xbox 360 communications.

For brand help and reviews, contact:

For asset help, contact:

Welcome!

(3)

04 Creative principles

Showcase

23

25 27

Platform marketing

Standalone sensor and game marketing Xbox Live Gold

Elements

06 07 11 12 13 15 16 Overview Logo Type Color palette Console and sensor TV console and sensor Pattern

Layout

18 19 20 21 Placement of elements Pattern size Logo sizing Placement of type

(4)

Xbox 360 Guidelines

Creative principles

Strategy

Achieve the highest levels of quality and craftsmanship.

Be focused, with clean layouts and tight copy.

Use striking imagery and memorable language.

Lead with games and entertainment experiences that create desire.

Look and sound uniquely Xbox.

Premium

Simple

Iconic

Experience forward

Differentiated

4

(5)

(6)

Xbox 360 Guidelines

Overview

Elements

for

Light

Regular

Standalone Kinect Sensor and game communications.

(7)

Logo

Sphere Logotype

Logo

for

(8)

Xbox 360 Guidelines

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 [email protected] 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 http://lcaweb/marketing/Pages/Branding.aspx

8

Logo options

The provided one-color version may be used as a single color or as a knockout for joint communications with other Microsoft brands. Preferred

Elements

(9)

Kinect logo options

The logo does not require trademark bugs in most instances, including advertising and marketing.

Please contact [email protected] 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 http://lcaweb/marketing/Pages/Branding.aspx

Four-Color Four-Color Knockout One-Color

The provided one-color version may be used as a single color or as a knockout for joint communications with other Microsoft brands. Preferred

for

(10)

Xbox 360 Guidelines

Clear space and size

Minimum clear space

Height of primary logotype for all logos.

for

Minimum size Print .43 inch Screen 30 pixels Print .43 inch Screen 30 pixels Elements 10

(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

(12)

Xbox 360 Guidelines

Color palette

Elements

Standalone Kinect Sensor and game communications.

White and black should use the alternate broadcast colors for all broadcast TV, UI and dash.

Broadcast Black RGB 16/16/16 HEX# 101010 Broadcast White RGB 235/235/235 HEX# EBEBEB RGB 241/241/241 HEX# F1F1F1 RGB 16/124/16

HEX# 107C10 RGB 0/0/0HEX# 000000 RGB 107/107/107HEX# 6B6B6B RGB 77/44/141HEX# 532E8E

White

Xbox Green Black Mid Gray Kinect Purple

CMYK 0/0/0/0

CMYK 75/0/100/0 CMYK 0/0/0/0 CMYK 0/0/0/50 CMYK 86/100/0/3

(13)

Console and sensor

Minimum size

Xbox 360 with Kinect Sensor

Preferred Xbox 360 Xbox 360 Kinect SensorStandalone

Print 2 inches Screen 150 pixels 10% layout Print 2 inches Screen 150 pixels 10% layout 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.

(14)

Xbox 360 Guidelines

Console and sensor

Minimum size

Xbox 360 with Kinect Sensor Xbox 360 Xbox 360 Kinect Sensor

Standalone Print 2 inches Screen 150 pixels 10% layout Print 2 inches Screen 150 pixels 10% layout Elements

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.

(15)

TV and console

with sensor

For additional guidance on using screens, please see the Xbox entertainment service device guidelines.

(16)

Xbox 360 Guidelines

Patterns

Xbox 360 Standalone Kinect Sensor and

game communications Elements

Patterns must always be used on white backgrounds.

Do not place any elements on top of the patterns.

(17)

(18)

Xbox 360 Guidelines

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.

Layout Example shown with bleed 18

(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.

The best value in games and entertainment.

The best value in games

and entertainment.

Pattern width

30%-40%

shortest canvas edge

Pattern width

30%-40%

Pattern width

50%-60%

Pattern width

50%-60%

(20)

Xbox 360 Guidelines

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.

20% of layout minimum Layout

The best value in games

and entertainment.

Minimum size Print .7 inch Screen 44 pixels Print .43 inch Screen 30 pixels

Minimum scale and shared plane alignment

(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.

(22)

Xbox 360 Guidelines

(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.

(24)

Xbox 360 Guidelines Showcase

Legendary games. The

most titles. Great value.

Enjoy the largest library of games, with blockbuster titles.

The best value in games

and entertainment.

(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.

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.

(26)

Xbox 360 Guidelines Showcase

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

(27)

Xbox Live Gold

FPO

Get the most from

Xbox 360.

Unrivaled multiplayer gaming and premier entertainment.

Get the most from Xbox 360.

(28)

Xbox 360 Guidelines Nomenclature

Nomenclature

Xbox 360

KINECT IN GAME NAMES:

Xbox 360 Kinect Sensor

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 “360.”

- 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.

“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.

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.

(29)