1 Xbox 360 Kinect Guidelines
Xbox 360 Kinect Guidelines 06.2010
1.2 Xbox 360 Kinect Guidelines 1.3
Name Description
1.4
Color Palette
1.5
Visual Representation
1.6
Lock-up
1.10
Type Treatment
1.13
Patterns
1.14
Photography
1.20
Copy Library
1.22
Nomenclature
Xbox 360 Kinect Guidelines 06.2010
1.3 Kinect Name Description Kinect Name Description Kinect When featuring the origin and meaning of the name Kinect, the name description copy should be used. Direction on use of the specific words the name connotes: Connect – OK to use • Although the word “connect” is not in the blurb, the core idea is all about connecting, with people and entertainment. It is OK to use the word “connect” in talking about the name and why/how we created it. Kinetic – NOT OK to use • Kinetic energy and action is an implied connection in the name. However, it’s a techy and “sciency” word that sounds very Microsoft. If some consumers make the leap and connection to kinetic energy, then great, it will mean something to them. We do not want to use it ourselves when talking about this experience. This product and experience is not about science. It’s about simple fun, and we must avoid making it seem complicated. Kin – NOT OK to use • This name is not about your family or the people who are really close to you. While our entertainment experiences are family oriented and enjoyed with your close friends and family, the name itself is not about your kin. We should not use this word in any way with this product, so as to avoid confusion with the Kin mobile product and service. The PR team is crafting messaging about our name in relation to Kin.
When technology becomes invisible and intuitive, something special happens—you and your experience become one. No barriers, no boundaries, no gadgets, no gizmos, no learning curves. With Kinect, you are the controller. It’s just the magic of you—your movement, your voice, your face, all effortlessly, naturally and beautifully transforming how you play and experience entertainment. Kinect is more than a name. It’s the spirit of people and entertainment in total harmony. If you want to jump, then jump. To kick a ball, just kick. Wave your hand to play an HD movie, or maybe just say, “Play movie.” With Kinect, all you have to do is be you.
Xbox 360 Kinect Guidelines 06.2010
1.4 Kinect Color Palette Spot
Process
Hex (Online)
Kinect Purple (or PANTONE® 2607)
Kinect Purple C86. M100. Y0. K3.
Kinect Purple #532B8D
Color Palette Purple, a new color, has been introduced to represent Kinect. • Purple is the color that should be used to separate Kinect communications from Xbox 360 and Xbox LIVE communications. • Purple should ONLY be used for Kinect. • Purple must be at least 20% of the layout. This color ratio can be achieved through the combination of color in a pattern, color in already branded elements (like game branding bars), and through color typography.
Percentage of purple
The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standard. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone, Inc.
Xbox 360 Kinect Guidelines 06.2010
1.5 Kinect Visual Representation
Overview There are two visual representations of the word Kinect.
Logo Lock-up
Logo Lock-up The preferred version is the Kinect for Xbox 360 lock-up. Type Treatment The alternate version is the Kinect type treatment, which should only be used in an area that is heavily branded with Xbox 360 logos and where the addition of the lock-up would be redundant.
Type Treatment
KINECT
™
Alternate
Preferred
Xbox 360 Kinect Guidelines 06.2010
1.6 Kinect Lock-up
Assets • The lock-up should be used in advertising, video, retail, promotion, or event collateral. • Kinect should be in purple whenever possible. Stacked Logo Lock-up • The Kinect lock-up with the Xbox 360 logo should be used to consistently convey that sensor experiences are a part of the Xbox 360 brand.
Kinect4Xbox360_4CP_Stacked_M
• The Kinect lock-up is the primary visual representation for Kinect. It should be used whenever possible. Horizontal Logo Lock-up • The alternate Kinect lock-up is horizontal and should be used when the preferred version does not meet the needs of the layout. Kinect4Xbox360_4CP_Horizontal_M
Xbox 360 Kinect Guidelines 06.2010
1.7 Kinect Lock-up A
Guidelines for Construction The Xbox 360 Kinect lock-up has been given consideration in terms of the size and relationships of its elements. It is important that these relationships stay intact. The elements of the lock-up are set to preserve them. Each of the configurations exists as its own file, and each has been developed in three different sizes: small, medium, and large. Which size to use is determined by the length of A in the accompanying diagram.
Minimum size
B
B
• Use small logo if A = 1.25"-2" (90p-144p). • Use medium logo if A = 2"-4" (144p-288p).
B
• Use large logo if A = 4"-6" (288p-432p). Clear space • Always maintain a clear space around the logo greater than or equal to the height of the “K” in “Kinect,” as defined by “B” in the diagram. Minimum size • To conform to brand standards, the lock-up may not be re-sized to the point where the length of A, as shown in the diagrams, is less than 1.25" (90p).
B
B
Clear space
Xbox 360 Kinect Guidelines 06.2010
1.8 Kinect Lock-up www.apple.com
Incorrect Usage
1.
2.
3.
4.
5.
6.
7.
8.
9.
1. Don’t change the color of the lock-up. 2. Don’t place the lock-up with promotions or other Microsoft service/product names. 3. Don’t use the lock-up close to another company’s name, domain name, product or service name, logo, trade dress, design, slogan, or trademark. 4. Don’t modify the proportions of the lock-up elements. 5. Don’t modify the positions of the lock-up elements. 6. Don’t modify the orientation of the lock-up elements. 7. Don’t skew any lock-up elements. 8. Don’t add filters or any other effects that impact the visual attributes of the lock-up. 9. Don’t change the opacity or tint of any lock-up element. 10. Don’t use the lock-up in copy. 11. Don’t position the lock-up with a game title.
invites yu to wh an exciting adventure in fun and b eyond your imagination 10.
11.
Xbox 360 Kinect Guidelines 06.2010
1.9 Kinect Lock-up File Naming
Color 4CP – 4-Color Primary 4CKO – 4-Color Knockout
Brand
File extension
Kinect4Xbox360_4CP_Stacked_S.eps Asset type Stacked Horizontal
Size Large Medium Small
Small
Medium
Large
Kinect4Xbox360_4CP_Stacked_S.eps
Kinect4Xbox360_4CP_Stacked_M.eps
Kinect4Xbox360_4CP_Stacked_L.eps
Kinect4Xbox360_4CP_Horizontal_S.eps
Kinect4Xbox360_4CP_Horizontal_M.eps
Kinect4Xbox360_4CP_Horizontal_L.eps
Kinect4Xbox360_4CKO_Stacked_S.eps
Kinect4Xbox360_4CKO_Stacked_M.eps
Kinect4Xbox360_4CKO_Stacked_L.eps
Kinect4Xbox360_4CKO_Horizontal_S.eps
Kinect4Xbox360_4CKO_Horizontal_M.eps
Kinect4Xbox360_4CKO_Horizontal_L.eps
Xbox 360 Kinect Guidelines 06.2010
1.10 Kinect Type Treatment
Asset • The type treatment should be used in advertising, video, retail, promotions, and event collateral. • Kinect is a type treatment set in uppercase Segoe Bold, with a superscript ™ in Segoe Regular. We are intentionally not creating a Kinect logo. Kinect is a brand experience, not a brand itself. • The type treatment should be in Kinect purple whenever possible. • The type treatment should only be used on its own in an environment that is heavily branded with Xbox 360 logo and visual vocabulary assets.
KINECT
™
Set in uppercase Segoe Bold
Xbox 360 Kinect Guidelines 06.2010
1.11 Kinect Type Treatment
Guidelines for Construction The Kinect type treatment, when used as a stand-alone graphic or far from the Xbox 360 logo, has been given consideration in terms of the size and relationships of its elements. Font • The Kinect type treatment should be set in uppercase Segoe Bold. Color • The Kinect type treatment should be in Kinect purple whenever possible. Minimum size • Kinect should appear no smaller than 0.625" wide in print.
A A A
KINECT
Clear space
A
™ A
KINECT
™
.625" Minimum size for print
KINECT
™
60 pixels Minimum size for Web
• Kinect should appear no smaller than 60 pixels for Web. Clear space • Always maintain a clear space around the logo greater than or equal to the height of the “K” in “Kinect,” as defined by “A” in the diagram.
Xbox 360 Kinect Guidelines 06.2010
1.12 Kinect Type Treatment
kinect
Kinect
™
Incorrect Usage
1.
™
2.
KINECT
™
3.
1. Do not use Kinect in all lowercase. 2. Do not use Kinect in title case.
KINECT
3. Do not skew Kinect 4. Do not add effects or filters to Kinect.
™
5. Do not use Kinect as a logo within written text. 6. Do not use Kinect without a ™ at the end.
4.
invites you to KINECT to an exciting adventure in fun beyond your imagination ™
5.
6.
7. Do not use Kinect with any font other than Segoe Bold.
KINECT
8. Do not use Kinect over a complicated background. 9. Do not place Kinect with the Xbox 360 logo.
KINECT
10. Do not use the word “kinetic” when talking about Kinect. 11. Do not use the word “kin” when talking about Kinect.
KINECT
7.
KINETIC
10.
™
9.
8.
KINECT
™
™
KINECT
™
KIN
11.
Xbox 360 Kinect Guidelines 06.2010
1.13 Kinect Patterns Arc
Ribbon
Circle
Overview Green and Kinect purple Patterns have been developed for use in Kinect marketing materials. They are available in Arcs, Ribbons, and Circles. Patterns are also available in green for Xbox 360 usage and green and orange for Xbox LIVE usage. Arc and Ribbon Patterns The Arc and Ribbon Patterns are preferred and should be used whenever possible. • The Arc Patterns represent Accessible Fun Energy. They communicate simple motion that is optimistic and uplifting. • Arcs work well for smaller applications, such as postcards and brochures. • The Ribbon Patterns represent an Imaginative Inviting Journey. They communicate flowing, unified energy with depth and discovery. • Ribbons work well in larger applications, such as banners and walls.
Preferred
Preferred
Alternate
Circle Patterns The Circle Pattern is a secondary image and should only be used when the Arc and Ribbon Patterns do not meet the needs of the layout. • The Circle Patterns represent Diverse Social Interactions. They communicate individual and group social energy from friends and family circles. • Circles work well for smaller applications, such as postcards and brochures, and for larger applications, such as banners and walls
Visual vocabulary guidelines and assets may be downloaded at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.14 Kinect Photography Console Sensor Lock-up
Sensor Standalone
Overview Console Sensor Lock-up • The preferred hardware visual for the Kinect experience is the Xbox 360 Gloss Console with the sensor. Xbox360_Sensor_StraightOnLowerTilt
• The preferred image should be used whenever possible. Sensor Standalone • The alternate images may be used for marketing materials that feature only the sensor accessory.
Xbox360_Sensor_7-8View Alternate Xbox360_Gloss_Sensor_7-8View Preferred
Console photography guidelines and assets may be downloaded at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.15 Kinect Photography
Incorrect Usage
1.
2.
3.
4.
5.
6.
1. Don’t change the color of the assets provided. 2. Don’t skew. 3. Don’t add effects or filters. 4. Don’t overlap different photos. 5. Don’t edit the photography. 6. Don’t blur the photography. 7. Don’t place images on patterns or show images interacting with patterns.
7.
Xbox 360 Kinect Guidelines 06.2010
1.16 Kinect Photography File Naming
Brand
Console version
File extension
Xbox360_Gloss_Sensor_7-8View.tif Angle of shot
Preferred
Alternate
Xbox360_Matte_Sensor_7-8View.tif
Xbox360_Sensor_StraightOnLowerTilt.tif Xbox360_Sensor_7-8View.tif
Xbox 360 Kinect Guidelines 06.2010
1.17 Kinect Photography Environmental Photography Overview
Seamless Photography
Xbox is about people and real experiences. Lifestyle photography is a key tool for bringing the brand to life. It helps consumers understand that Xbox 360 has two distinct experiences— Kinect-based and controller-based. Photography featuring the Kinect experience in real-life situations is the most effective way to ensure that consumers understand what Kinect really is—“You are the controller.” There are two lifestyle representations of the Kinect experience. Environmental Photography Environmental photography shows real people having real Kinect experiences on screen. It should be used whenever possible. Seamless Photography Seamless photography creates an emotional connection to the brand. It is best used in large format to make a big brand impact. Whenever possible an inset of environmental photography should be added to the image.
Lifestyle photography guidelines and assets may be downloaded at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.18 Kinect Photography
Environmental Photography Requirements The photography has been produced to connect real people and emotion to the Xbox 360 product and experience. • Environmental photography may be used for Platform and Kinect-specific communications. • Images must include people, a television, and the Kinect Sensor showing a realistic gaming environment.
You are the controller.
You are the controller.
• Images may be cropped to fit the material you are creating. • Can be used with or without seamless photography.
You are the controller.
For pattern usage see Visual Vocabulary Guidelines at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.19 Kinect Photography
Seamless Photography Requirements Kinect seamless photography creates an emotional connection to the brand. Whenever possible it should be used with Kinect environmental photography to create a literal connection to gameplay. • Show no more than two people in the same game space when combining seamless images, and make sure they are interacting in a manner that is possible during actual gameplay. • When showing different types of gameplay (e.g., bowling and volleyball) in the same marketing material, differentiate the players with size or space so it is clear they are not playing together.
You are the controller.
You are the controller.
You are the controller. For pattern usage see Visual Vocabulary Guidelines at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.20 Kinect Copy Library Kinect Experience
Length 5-word headline
Copy This copy is meant to be pulled and used directly in any number of marketing communications. Copy points reflect current features and future functionality. We will update the copy on a quarterly basis, or as major features come on line. If you need something different, use this copy as a guide to inform top messaging points and the voice and personality that should be used by the writer. This copy can be altered to meet your needs. New copy should be reviewed and approved by LCA. Translation: • The copy was written in US English. When translating, be sure that the text is still meaningful in your language. Some copy points may not work as a direct translation. LCA approval: • The copy has been LCA-approved. You are still required to have LCA approval on all external marketing communications. • Each section contains the footnotes required by LCA to make the above statement.
Short (10 + words) Medium (25 words)
Long (50 words)
Copy You are the controller. * Kinect™ coming Holiday 2010. An extraordinary new way to play, free from the boundaries of a controller. * Kinect™ coming Holiday 2010. With Kinect™ for Xbox 360®, you are the controller. Easy to use and instantly fun for everyone, it transforms how you play and connect with friends and family. * Kinect coming Holiday 2010. Kinect™ brings games and entertainment to life in extraordinary new ways, free from the boundaries of a controller. Easy to use and instantly fun, Kinect gets everyone off the couch. Want to join a friend in the fun? Simply jump in. And the best part is Kinect works with every Xbox 360®. * Kinect coming Holiday 2010.
Full (100 words)
Kinect™ brings games and entertainment to life in extraordinary new ways, free from the boundaries of a controller. Easy to use and instantly fun, Kinect gets everyone off the couch moving, laughing, and cheering. See a ball? Kick it. Control an HD movie with a wave of the hand. Want to join a friend in the fun? Simply jump in. With Kinect, technology evaporates, letting the natural magic in all of us shine. And the best part is Kinect works with every Xbox 360®. * Kinect coming Holiday 2010.
Length One, 5-7 word headline 3-5 best consumerfacing features/ benefits (5-7 words each)
Retail-Specific Copy You are the controller. * Kinect™ coming Holiday 2010. • Easy to use and fun for everyone. • Get off the couch and in the game. • Control movies with the wave of a hand. * Kinect™ coming Holiday 2010.
The copy library may be downloaded at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.21 Kinect Copy Library Kinect Sensor Copy This copy is meant to be pulled and used directly in any number of marketing communications. Copy points reflect current features and future functionality. We will update the copy on a quarterly basis, or as major features come on line. If you need something different, use this copy as a guide to inform top messaging points and the voice and personality that should be used by the writer. This copy can be altered to meet your needs. New copy should be reviewed and approved by LCA. Translation: • The copy was written in US English. When translating, be sure that the text is still meaningful in your language. Some copy points may not work as a direct translation. LCA approval: • The copy has been LCA-approved. You are still required to have LCA approval on all external marketing communications. • Each section contains the footnotes required by LCA to make the above statement.
Length 5-word headline Short (10 + words) Medium (25 words)
Long (50 words)
Headline You are the controller. * Kinect™ coming Holiday 2010. An extraordinary new way to play, where you are the controller. * Kinect™ coming Holiday 2010. With Kinect™, you are the controller. Easy to use and instantly fun for everyone, it transforms how you play and connect with friends and family. Kinect works with every Xbox 360®. * Kinect coming Holiday 2010. Xbox 360 Kinect Sensor requires 175MB of memory. Kinect™ brings games and entertainment to life in extraordinary new ways—no controller required. Easy to use and instantly fun, Kinect gets everyone off the couch. Want to join a friend in the fun? Simply jump in. And the best part is Kinect works with every Xbox 360®. * Kinect coming Holiday 2010. Xbox 360 Kinect Sensor requires 175MB of memory.
Length One, 5-7 word headline 3-5 best consumerfacing features/ benefits (5-7 words each)
Bullet Points You are the controller. * Kinect™ coming Holiday 2010. • Easy to use and fun for everyone. • Get off the couch and into the game. • Control movies with the wave of a hand. • Works with every Xbox 360®. * Kinect coming Holiday 2010. Xbox 360 Kinect Sensor requires 175MB of memory.
The copy library may be downloaded at https://www.microsoftprosource.com
Xbox 360 Kinect Guidelines 06.2010
1.22 Kinect Nomenclature Nomenclature Xbox 360 • Xbox 360 is the name of the product and the experience. • We do not refer to Xbox 360 as “360.” The correct name is Xbox 360. • The official descriptor for the product is “Xbox 360® video game and entertainment system.” Use the descriptor immediately after first mention of the name in text; thereafter, the appropriate descriptor should appear approximately 50 percent of the time. • ® must appear following Xbox 360 the first time it appears, as well as in the most prominent places Xbox 360 appears. The font size of ® must not be smaller than 4 pt. type. • The first “X” is the only capitalized letter, and there is no space or hyphen between it and “box.” • Xbox 360 may not be followed by “gaming console,” “game system,” or “next generation system.” • Xbox 360 should appear in the same text style as the words surrounding it. • Xbox 360 is not a generic thing, but rather a brand of video game and entertainment system from Microsoft. Never use the Xbox trademark in a possessive or plural form. • Right: “Cool new features available for the Xbox 360 video game and entertainment system” • Wrong: “Xbox’s cool new features” • Right: “They ordered two Xbox 360 video game and entertainment systems” • Wrong: “They ordered two Xboxes” • Xbox trademarks should not be abbreviated. Do not use “X” by itself to represent “Xbox.” Do not create new “X” names to indicate an association with Xbox. The brand is “Xbox,” not “X.” • Right: Xbox 360 controller • Wrong: X-controller
Kinect™ for Xbox 360 • Kinect is the name of the product and the experience on the Xbox 360 platform. • The official product name is “Xbox 360® Kinect™ Sensor” (initial caps). • When used to describe the experience or product in general, the first instance in headline or body copy should be: Kinect™ for Xbox 360® (initial caps). • Additional instances in headline or body copy: Kinect (initial caps). • When used as the name of the sensor, the first instance in headline or body copy should be: Xbox 360® Kinect™ Sensor (initial caps). • Additional instances in headline or body copy: Kinect Sensor (initial caps) or sensor. • When used as the name of the console bundle with the sensor, the first instance in headline or body copy should be: Xbox 360® with Kinect™. • Additional instances in headline or body copy: Xbox 360 with Kinect. • Kinect is not a generic thing, but rather a product (sensor) available with and exclusive to the Xbox 360 platform. Never use the Kinect trademark in a possessive or plural form. • Right: “Cool new features available with the Kinect Sensor” • Wrong: “Kinect’s cool new features” • Right: “They ordered two Kinect Sensors” • Wrong: “They ordered two Kinects”
Xbox 360 Kinect Guidelines 06.2010
