Xgamesbrandguidelinesbookrev by Max Burger

NOT JUST ANOTHER BORING GRAPHIC STANDARDS MANUAL

HEY DUDES!

This is your fearless leader here. I am writing to tell you the reason for doing this rebrand. Over the years we have had a lot of fun working with our amazing athletes putting on the games and being able to share these extreme sports with so many people. Our brand has changed over the years from the original “X” as a man. This logo was expressive and we liked it. However, we wanted to extend our reach around the globe so we changed our brand to what it is today. This brand has worked well for us in recent years and many people see our “X“ with the globe in the center showing that we span the world and welcome anyone to come compete in our games. But as we try to attract more people to our amazing event we have realized that a rebrand that truly evokes the extreme nature of the games and sits very much at home among the other awesome brands that sponsor and make extreme sports possible is necessary. We also want it to be something that our existing fans can come to truly love and feel that it represents them in their amazing endeavors. That is why we have employed the glorious talents of graphic designer Max Burger to help us obtain this goal. We believe that we have to come to an excellent decision that will these lofty goals. We think we have done it with this wordmark. Thus, I present to you our new brand/identity. Sincerely,

SCOTT GUGLIELMINO Senior Vice President of the Xgames

TABLE OF CONTENTS GRAPHIC IDENTIFIER

1.0

BRAND IDENTIFIERS

1.1

CLEAR SPACE

1.2

MINIMUM SIZE BRAND AUDIT

1.3

1.4

UNACCEPTABLE USAGE

1.5

TYPOGRAPHY

2.0

PRIMARY TYPEFACE

2.1

SECONDARY TYPEFACE

2.2

STATIONERY SYSTEM BUSINESS CARD

3.0

LETTER HEAD

ENVELOPE

3.1

3.2

3.3

APPLICATION SYSTEM MENS APPAREL

4.0

4.1

WOMEN’S APPAREL

4.2

MENS HOODIE

4.3

WOMEN’S HOODIE

4.4

APPAREL CAP

HELMET

SKATEBOARD

SKATEBOARD WHEEL

EVENT ID BADGE LANYARD

WRIST BAND TICKET WEBSITE

4.5 4.8

4.6

4.7

4.9

4.10

4.11 4.12

GRAPHIC IDENTIFIERS BRAND IDENTIFIER CLEAR SPACE

1.1 1.2

MINIMUM SIZE BRAND AUDIT

1.3 1.4

UNACCEPTABLE USAGE COLOR CHOICES SECONDARY GRAPHICS

1.0

1.5 1.6 1.7

1.1 BRAND IDENTIFIER

BRAND IDENTIFIER The Logo is a wordmark that has been designed to evoke the visceral feeling of action sports. This mark is done by hand to give it that attitude that we where looking for. The wordmark is done with a graffiti maker this achieved the graffiti look that we where going for this mark is easily drawn by anyone that sees

it. This graffiti look is what gives this some of its attitude and what also helps it sit right along other logos in the same realm of action sports.

Positive Brand Identifier

Reversed Out Brand Identifier

1.2 CLEAR SPACE & MIN. SIZE 7.25 x

½x

½x 7.25 x This clearspace shows the minimum space around the logo that will give it the most visibility and set it apart from other accompanying graphics or body copy.

½x

MINIMUM SIZE

.75”

The minimum size of the logo is 3/4 of an inch. Any smaller, the logo starts to plug up and lose the original intent.

1.3 BRAND AUDIT

BRAND AUDIT These are previous logos used for the Xgames. As you can see, they do not really express the extreme nature of the games that makes them so interesting. The old brand goes from an “X” in the

shape of a man to a literal “X” which is the current brand. Our new brand aims to make the brand represent the lifestyle it promotes.

1.5 UNACCEPTABLE USAGE

Never stretch it.

Never squash it.

Never do an abrupt gradient.

Never cut a big piece off.

Never cut it up.

Never modify the mark

1.6 COLOR CHOICES

Black

Solid Colors

Reverse

Color Reverse

COLOR CHOICES The logo works best in black and white. Consider using vivid imagery for the background instead of color. This will pop the logo and further the integration of the life style into the brand.

1.7 SECONDARY GRAPHICS

SECONDARY GRAPHICS For secondary graphics, skulls are used in various ways to give the viewer a visceral feeling of how dangerous these extreme sports can be. Also, conveys it the antiestablishment attitude that most of these extreme sports share. The brush script “X” was done with a graffiti paint marker, once again

resonating with the counter culture. When you are not supposed to do something it is commonly crossed out and thus the “X” resembles being crossed out as many of these people may feel like they have been crossed out by society.

TYPOGRAPHY

PRIMARY TYPEFACE 2.1 SECONDARY TYPEFACE

2.0

2.2

2.1 PRIMARY TYPEFACE UNIVERS 65 BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 !@#$%^&*()_+=|\/?<>,.~` UNIVERS 55 ROMAN

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 !@#$%^&*()_+=|\/?<>,.~` PRIMARY TYPEFACE The typeface chosen for this brand is Univers as it is clean and highly legible keeping the attention on the logo and secondary graphics. For this brand the mark is already very visually interesting so its supporting type should compliment this fact by being

very simple and clean. This will sit very well with the extreme graphics that are to be used with this brand. If you use a different face be sure that it not similar in visual interest as the brand.

2.2 SECONDARY TYPEFACE CASLON BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+=|\/?<>,.~` CASLON REGULAR

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+=|\/?<>,.~` SECONDARY TYPEFACE The secondary typeface is Caslon as it sits well with Univers and Is simple and clean just like Univers. If you must use a serif face this is the best option for this brand.

STATIONERY SYSTEM BUSINESS CARD LETTERHEAD ENVELOPE

3.0

3.1 3.2 3.3

3.1 BUSINESS CARD

John Doe

The boss man jhon@xgames.com P: 1-234-567-8910 F: 1-234-567-9811

XGames 9201 Circuit of the Americas Blvd Austin, TX 78617

BUSINESS CARD This business card was designed with action sports in mind. The card is long just like a skate board, snowboard or surfboard. The big logo commands the front of the card just as action sports commands the

attention of everyone who watches it. This card will truly represent action sports as a whole and not just a piece of information.

.27

1.25

3.0

0 .25

John Doe

The boss man jhon@xgames.com P: 1-234-567-8910 F: 1-234-567-9811

.75

XGames 9201 Circuit of the Americas Blvd Austin, TX 78617

.20

0 .15

SPECIFICATIONS Typography: This business card is set in Univers 55 roman 6/7.5 point. With the card holders name being set in 65 bold 10pt. Color: Black

NOTE: ALL UNITS IN INCHES Dimension are datum dimensions and are measured from zero to mark.

3.2 LETTERHEAD

This letter is designed to give a clean professional look that will help convey your message simply and efficiently while still representing the brand and its image.

Typography: This letter is set in Univers 55 roman 8/10 point. Color: Black

0 0

.75

2.00 2.40

3.6 4.0

9.50

10.38

.85 .78

3.2 ENVELOPE

ENVELOPE This envelope was designed to be clean and professional with a toned down Identifying mark in the right hand corner.

Typography: The envelope is set in Univers 55 roman 8/10pt. Color: Black

0 0.3

1.4

0 .37 .96

3.81

NOTE: ALL UNITS IN INCHES Dimension are datum dimensions and are measured from zero to mark.

5.60

APPLICATIONS APPAREL MEN’S APPAREL WOMEN’S

4.1 4.2

MEN’S HOODIE WOMEN’S HOODIE

4.4

BASEBALL CAP

4.5

SKATEBOARD WHEEL

4.6

SKATEBOARD

4.7

HELMET

EVENT ID BADGE LANYARD

4.8 4.9

4.10

WRIST BAND TICKET

4.11

WEBSITE

4.12

4.0

4.1 MEN’S APPAREL

4.2 WOMEN’S APPAREL

4.3 MEN’S HOODIE

4.4 WOMEN’S HOODIE

4.5 APPAREL CAP

4.6 HELMET

4.7 SKATEBOARD

4.8 SKATEBOARD WHEEL

4.9 EVENT ID BADGE

4.10 LANYARD

4.11 WRIST BAND TICKET

4.12 WEBSITE

AUSTIN

ASPEN

ATHLETES PHOTOS