Branding Heaven: VALHALLA STYLEGUIDE

Valhalla: GAME ON

Branding of Valhalla: Overview Style Guide Research and analysis on the Norse (Viking) heaven by Skye Sant Last modified April 1, 2011 Design rationale version 4.3

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON

Introduction History Valhalla is the mead-hall of Odin, the supreme Viking god. Odin lives in Valhalla with the Valkyres and a great company of heros and fallen warriors called the Einherjar. While in Valhalla the Valkyres serve mead to the company, and then Odin sends the Valkyres out to the battlefields to collect souls of fallen warriors to add to the assembly there in Valhalla.

While in Valhalla the warriors rise each day, don their armor and practice fighting in mock battles. At night the warriors return to Valhalla where they have a great feast: they eat, drink mead (beer), celebrate and finally sleep off their revelries.

Market Approach Valhalla is not a generally known heaven - this branding will be an introduction into the market and the campaign will be primarily concerned with raising awareness and creating market share.

A strength of Valhalla is that it is the only heaven where there is ongoing sustained competition. Judging by the amount of people who play violent video games, competative sports, or are involved with the military this is very attractive. Valhalla is the only place where a person can play all day and hang out with friends all night. I want to attract people living a vigorous life who are interested in intense camaraderie and companionship.

Branding Heaven Project

Design Studio II - Professor Brian Leister

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Camaraderie

Domination Inspiration

Competition

Superiority

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Valhalla: GAME ON

General useage guidelines The Valhalla wordmark, logo and signifyer is the official print identifier of the Viking heaven. It should be prominent on every project that represents Valhalla or the Viking afterlife and should always be reproduced from authorized art work, which is available in electronic formats from www.valhalla.net/marketing/ graphic-standards.htm. The wordmark, logo and signifyer should always be legible and they must be in an area of isolation that is clear of other elements.

The wordmark may not be manipulated or changed in any way. Do not attempt to re-create the logo or wordmark, change the font, or alter the size, proportions or space between the letters. It should not be screened or used as part of a larger pattern outside of these specific guidelines.

Secondary logos and other program names must appear subordinate to the Valhalla wordmark. No secondary logo or program name may be used as a substitute for the Valhalla wordmark.

The Valhalla wordmark can be used as a textural graphic element to add visual interest and richness on communications materials. It can be tinted or layered on top of imagery. When using the mark as a textural device, it must always be supported by a logo.

Branding Heaven Project

Design Studio II - Professor Brian Leister

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Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON

Tagline

The meaning behind this DSI tagline is twofold: First, ‘Game on!’ meaning “This game is ON!”. People use this phrase to mean that they are willing and able to vigorously engage in combat or competition.

This meaning addresses the PRESENT. This DSI meaning is targeting my core demographic, the person living an active life. It also relates to the qualities in a person that Valhalla is trying to attract and support. As an added benefit, using ‘slang’ language (that’s really quite mainstream, actually) attracts the immediate attention of people who game and play competitive sports.

Second, ‘Game on’ in the sense that you can game now and into the future. This meaning refers to the FUTURE. This DSI meaning refers to the nature of Valhalla itself, the only afterlife where one can engage in intense camaraderie and companionship. Valhalla is the only place where there’s ongoing sustained competition.

GAME ON Branding Heaven Project

Design Studio II - Professor Brian Leister

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Valhalla: GAME ON

Clearspace To ensure its integrity and visibility, the Valhalla logo and wordmark should be kept clear of competing text, images and graphics.

When used separately they must be surrounded on all sides by an adequate clearspace—a space equal in size to the cap height of logo, as shown at left.

The minimum wordmark height is two inches; for measurements under two inches, Lythos Pro font may be used in place of Odinson font down to measurements of .5 inches.

The minimum logo height is one inch.

X

Valhalla

X X

.5 X

.5X

X

For guidelines on when to use logos and wordmarks independently, please see Marketing document 2A, “Logo and Wordmark: Independent Uses” Branding Heaven Project

Design Studio II - Professor Brian Leister

last modified 4-1-11

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON

The Valhalla Signifyer The integrated Valhalla Signifyer is made up of three components: The wordmark, logo, and tagline.

These three components are not always placed in a fixed relationship - please see Marketing document 3, “Variations on the Valhalla Signifyer� for usage guidelines and variations.

.5x

(wordmark, Tagling, and Logo centered)

.5x

3.5x

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.5x

X .5x x

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Valhalla: GAME ON

Wordmark Color usage: Wordmark

The coloration of the Valhalla Wordmark is an essential element in setting a recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity.

The primary colors for the Valhalla wordmark are NFL Red, Sparta Orange, FPS Yellow, Military green and Valkyre Violet as well as white or black. Using color variation reinforces the active nature of the identity.

For more extensive guidelines on when to use wordmarks and colorblock wordmarks, please see Marketing document 2B, “Using the Wordmark�.

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Valhalla Valhalla Valhalla Valhalla Valhalla Valhalla

Design Studio II - Professor Brian Leister

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Valhalla: GAME ON

Wordmark: Color block The coloration of the Valhalla Wordmark is an essential element in setting a recognizable tone and look for the identity.

Consistent use of color enhances the strength of the identity.

The primary colors for the Valhalla wordmark are NFL Red, Sparta Orange, FPS Yellow, Military green and Valkyre Violet. All color block variations are to be used interchangeably under white or black text.

Using color variation reinforces the active nature of the identity.

The height and width of the colorblock measures an additional .25x on every side of the wordmark.

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Valhalla Valhalla Valhalla Valhalla Valhalla Valhalla Design Studio II - Professor Brian Leister

Valhalla Valhalla Valhalla Valhalla

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Valhalla: GAME ON

Wordmark on Photography On a busy photographic background, The Valhalla wordmark can be used in color, black or white versions.

The demonstrations at right show some colors which look good on dark and light backgrounds. Because every image is different, be sure to choose a color with a strong contrast to the background. Place the logo in an area of the image that is not busy in order to enhance legibility.

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Valhalla Valhalla Valhalla Valhalla

Design Studio II - Professor Brian Leister

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Valhalla: GAME ON

Wordmark don’ts The Valhalla wordmark should always be seen clearly and dramatically.

When using the logo on imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.

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Not enough contrast

Valhalla

Not enough contrast

Valhalla

Design Studio II - Professor Brian Leister

last modified 4-1-11

Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON

Color Palette Valhalla’s colors are inspired by some earthly avenues of competition and camaraderie: sports, video games, and the military to name a few. Consistent use of color enhances the strength of the identity.

The primary colors for the Valhalla logo are NFL Red, Sparta Orange, FPS Yellow, and Valkyrie Violet.

Military Green is also used in communications and with the wordmark.

NFL Red

C=25 R=154 M=100 G=16 Y=100 B=13 K=24

Sparta Orange C=26 M=77 Y=100 K=19

R=161 G=76 B=19

FPS Yellow C=19 M=35 Y=73 K=1

R=206 G=163 B=94

Valkyrie Violet

Military Green C=48 M=44 Y=62 K=14

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C=47 M=66 Y=63 K=37

R=104 G=71 B=66

R=29 G=121 B=98

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Valhalla: GAME ON

Typography The Valhalla typography consists of three typefaces: Odinson (wordmark), Lythos Pro and Skia.

All typefaces come in a variety of weights and offer flexibility of use.

Commitment to these typefaces will create a consistent and strong identity.

Odinson abcdefghijklmnopqrstuvwxyz 1234567890 Lythos Pro Black

abcdefghijklmnopqrstuvwxyz 1234567890

Lythos Pro Regular abcdefghijklmnopqrstuvwxyz 1234567890

Skia Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Examples of use in this document:

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Valhalla Title

Large Title

Medium title

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Text block

Grey subtitles last modified 4-1-11

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Valhalla: GAME ON

Photography Image style plays a critical role in develop-ing a vivid and meaningful identity for Valhalla. All imagery should support Valhalla’s DSI, tagline, 5 key words and brand promise.

Method: The method of postprocessing used is called “crushing”. For guidelines and instructions on use and application, please refer to Marketing document 6A, “Applying The Crush to Photographic Elements”

Texture: Texture, especially urban grunge texture, is an important part of the feel of Valhalla and should be included wherever appropriate.

For a download of the Valhalla Texture Pack, contact the Marketing Department.

Branding Heaven Project

Design Studio II - Professor Brian Leister

last modified 4-1-11

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON

Stationary Package The Valhalla visual identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media. Correct and consistent use of the visual system will be the determining factor for a successful identity. This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct Valhallan identity.

vAlhAllA Skye Sant

Director of Marketing Odin’s Mead-Hall, Valkyrie Wing Valhalla, Norse Afterlife 00777

Application To get the in-your-face feeling of Valhall, stationary items utilize a bleed and opacity. Stationary, like the wordmark and logo, also is available in a variety of colors. For more information please see Marketing document 7C, “Stationary: Variations”.

Branding Heaven Project

vAlhAllA Skye Sant

Director of Marketing

Odin’s Mead-Hall, Valkyrie Wing Valhalla, Norse Afterlife 00777 cell: 777-100-7770 Work: 101-100-0777

Design Studio II - Professor Brian Leister

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Creative Commons copyright 2011 by Skye Sant

vAlhAllA: GaME on Valhalla Mead-Hall, Valkyrie wing (101) 100-0777

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Valhalla: GAME ON Creative Commons copyright 2011 by Skye Sant