Xbox brand guidelinesApril 15, 20192Xbox brand guidelinesWelcomeDesigning for Xbox?You’ve come to the right place.These guidelines are for Xbox communications.For assets, brand questions and reviews, contact: xboxbrand@microsoft.com3Xbox brand guidelinesContentsWhat’s newUpdated color paletteXbox Elite Series 2Responsible gamingIdentityAppendix0506070854565859626466Creative principlesMessaging principles Xbox signature layoutsLead with XboxXbox accessories404142434445Xbox accessoriesXbox Elite placement of elementsOverviewLogoClear space and minimum sizeController hardware: Primary product photographyNomenclatureResponsible gamingVideo and photoshoots“Jump in.” taglineMicrosoft logo guidanceAsset indexGuideline referencePartnerships4849505152Partnering with XboxHierarchyName and logoProduct lockupProportionOverviewLogoLogo optionsClear space and minimum sizeLogo sizingColorTypeStyle it rightHardwareElements101112131415171819Xbox layout212223Placement of elementsMargins and typeGreen barXbox and Windows252627282930313238Determining the primary brandDetermining which logo to useClear space and minimum sizeWindows colorImageryXbox appMultiplatform branding bars for game advertisingGame advertisingEvent: Monitor topperIdentity5Xbox brand guidelinesIdentityElementsXbox layoutXbox and WindowsXbox accessoriesAppendixPartnershipsCreative principlesPremiumAchieve the highest levels of quality and craftsmanship.SimpleBe clear, focused and direct.IconicUse striking words, engaging imagery and color to stand out.Experience forwardLead with gaming experiences to create desire.DifferentiatedLook and sound distinct from the competition.6Xbox brand guidelinesIdentityElementsXbox layoutXbox and WindowsXbox accessoriesAppendixPartnershipsMessaging principlesSound and behave premiumBe confident and iconic. Use language that suggests high-quality, extraordinary experiences. Avoid overselling, boasting, clichés, and words that suggest “cheap.” Keep it simple and intuitiveBe straightforward, conversational, and brief. Know your audience and speak their language. Avoid every unnecessary word. Be experience forwardEmbrace the most compelling moments of the experience. Use an active voice that pulls the reader in. Avoid passive and mechanical language.Be different from the competitionWrite uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words. Provoke emotion. Desire. Curiosity. Delight. Avoid being generic, soulless, neutral. 7Xbox brand guidelinesIdentityElementsXbox layoutXbox and WindowsXbox accessoriesAppendixPartnershipsXbox signature layouts8Xbox brand guidelinesIdentityElementsXbox layoutXbox and WindowsXbox accessoriesAppendixPartnershipsLead with XboxUse the Xbox logo when communicating gaming at events and in sponsorships.For any sponsorships or events, please reach out to the brand team at xboxbrand@microsoft.comPhoto courtesy of Seattle Sounders FCSponsorshipsEventsElementsXbox brand guidelinesIdentityElementsXbox layoutXbox and WindowsXbox accessoriesA...
