Summary The Diablo III product awareness campaign aims to raise game interest on non customers, with the goal of increasing product sales by expanding market size. The project will focus on the company’s commitment to high quality, the experiences the product offers and the large amount of involvement by gamer communities. The following guidelines are to be applied for any additional campaign design within the print, interactive and motion graphics mediums.
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index Summary 02 Index 03 Print Component 04 Format and Layout 05 Logo Placement 06 Color Usage 07 Fonts Used 08 Font Characteristics 09 Accepted Images 10 Unaccepted Images 11 Images Used 12 Backgrounds and Textures 13 Treatments 15 Word Usage 16 Additional Information 17
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F o r m at a n d l ay o u t Print ads will be placed in PC gamer magazines and specialized computer games publications. All ads will be full page 8.25” x 10.75” trim size with a 0.25” bleed size. (Red line) Margins from the trim line (Cyan line) : Left 0.5” Top: 0.25” Right 0.5” Bottom 0.75” Body text will not be divided into columns arranged next to each other thus the gutter space will be 0”
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logo placement Logo positioning has two variations according to the imagery used and design layout. We can work with a horizontal centered logo placed above or below an image, or we can place the logo on the lower half of the page to the side of the image used.
Horizontal Centered Logo (above or below the image)
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Lower Half Positioning
(place the logo next to the image)
color usage
Color selection is made based on the logo and the visual style for the campaign, an accented analogous color wheel is used to define complementary colors. Variation on the amount of saturation is accepted, design may also use black and white.
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Fonts used Header, Tagline and Call to action All headers in printed material use the Bebas Neue font, as do the tagline and the call to action. ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*() A COMPUTER GAME SO COMPLETE THAT WILL MAKE YOU SCREAM Recruit your friends
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Body text Body text, if any, uses the Antipasto font. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Anger, fear, frustration, blurred vision, cold sweat, we have it all.
Font characteristics Header
Body
These guidelines must be followed to ensure a consistent use of typography.
These guidelines must be followed to ensure a consistent use of typography.
Size: 24 - 26 pt Leading: Auto Tracking: 25 Kerning: Auto Horizontal scale: 97.40% Vertical scale: 100% Treatments: No treatments are applied to header text.
Size: 24 pt Leading: Auto Tracking: 10 Kerning: Auto Horizontal scale: 97.40% Vertical scale: 100% Treatments: No treatments are applied to body text.
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accepted images The following are accepted images to be used in print ads. • Images of playable character classes. (To depict players as the game characters they can play within the game) • Close ups of men or women 20 to 30 years old, expressing emotions listed in the ad’s body copy.
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unaccepted images The following are unaccepted images not to be used in print ads. • Images of non player character classes, game wallpapers, screen grabs or any other imagery that does not depict the viewer as a playable game character. • Images of men or women outside the desired age range, in groups, expressing emotions not listed in the ad’s body copy or not expressing emotions at all.
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images used The following examples are images used in actual print ads with their respective width and height. Sizes are per image.
Concept 1 Images Width: 3.84” Height: 4.25”
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Concept 2 Images Width: 18.55” Height: 18.70”
Concept 3 Images Width: 16.13” Height: 12.38”
backgrounds and textures Backrounds and textures are an important part in the design of our print ad. With backgrounds and textures we can portray a tone to the piece that fits the goals and style of our project.
Acceptable
Unacceptable
Backgrounds • Fractal images, abstract light swoosh images, rendered colorized clouds are acceptable background images. • Flat color images, simple gradients, game characters, game screenshots, game artwork or any other image not described above are not acceptable background images.
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backgrounds and textures
Acceptable
Unacceptable
Textures • Grunge textures, noise and fractal noise textures, simple patterns are acceptable to use as textures for added depth and complexity of our backgrounds. • Cloud textures, low contrast imagery, game images, characters or people are not acceptable textures.
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T r e at m e n t Image, text and background treatment are important into making visually consistent ads that will share an overall style and message.
Acceptable
Unacceptable
• Image effects, drop shadows, blurs, image distortions are not acceptable treatments for images or text. • Backgrounds and textures may use blending modes to create visual depth. Blending modes accepted are: color burn, soft light, overlay and screen. • Text or images needing differentiation may be duplicated and offset to accomplish this.
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Word Usage Word usage needs to emphasize online interactions, the online play component is a mayor feature this latest installment of Diablo III brings to online players and it’s the basis for the idea and concept behind the campaign. Body text or headlines need to make use of terms such as: online play, co-op mode, multiplayer interaction, or any other terms that clearly refer to online interactions. Languaje must be clear to understand and friendly, the tone of the headlines and body copy should be inviting and familiar.
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a d d i t i o n a l i n f o r m at i o n When considering expanding the print component of the campaign to other formats the following considerations should be made. Transfer to other formats should consider the size, technical specifications, exposure to elements or any other factor that could obstruct the viewer from receiving a clear message. Information on the use of color, imagery, typography and treatments will be taken from this style guide and adjusted accordingly. (e.g. font and image size for a billboard) Recommended additional formats are: billboards, in-store advertisement (posters, banners), vehicles, ephemera and signage.
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