Xbox brand guidelines

April 15, 2019

Xbox brand guidelines 2

Welcome Designing for Xbox?

You’ve come to the right place.

These guidelines are for Xbox communications.

For assets, brand questions and reviews, contact:

xboxbrand@microsoft.com
Xbox brand guidelines 3

Contents Identity 05
06
Creative principles
Messaging principles Xbox 40
41
Xbox accessories
Xbox Elite placement of elements
What’s new
07
08
Xbox signature layouts
Lead with Xbox
accessories 42
43
Overview
Logo
Updated color palette 44 Clear space and minimum size
Xbox Elite Series 2 45 Controller hardware: Primary
Responsible gaming
Elements 10
11
Overview
Logo
product photography

12
13
Logo options
Clear space and minimum size Partnerships 48
49
Partnering with Xbox
Hierarchy
14 Logo sizing 50 Name and logo
15 Color 51 Product lockup
17 Type 52 Proportion
18 Style it right
19 Hardware
Appendix 54
56
Nomenclature
Responsible gaming
Xbox layout 21
22
Placement of elements
Margins and type
58
59
Video and photoshoots
“Jump in.” tagline
23 Green bar 62 Microsoft logo guidance
64 Asset index
66
Xbox and 25 Determining the primary brand Guideline reference
26 Determining which logo to use
Windows 27
28
Clear space and minimum size
Windows color
29 Imagery
30 Xbox app
31 Multiplatform branding bars
for game advertising
32 Game advertising
38 Event: Monitor topper
Identity
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 5

Creative principles Premium

Achieve the highest levels of quality and craftsmanship.

Simple
Be clear, focused and direct.

Iconic
Use striking words, engaging imagery and color to stand out.

Experience forward
Lead with gaming experiences to create desire.

Differentiated
Look and sound distinct from the competition.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 6

Messaging principles Sound and behave premium

Be confident and iconic.
Use language that suggests high-quality, extraordinary experiences.
Avoid overselling, boasting, clichés, and words that suggest “cheap.”

Keep it simple and intuitive

Be straightforward, conversational, and brief.
Know your audience and speak their language.
Avoid every unnecessary word.

Be experience forward
Embrace 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 competition

Write uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words.
Provoke emotion. Desire. Curiosity. Delight.
Avoid being generic, soulless, neutral.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 7

Xbox signature
layouts
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 8

Lead with Xbox Sponsorships Events

Photo courtesy of Seattle Sounders FC

Use 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.com
Elements
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 10

Overview Logo Color

Type Hardware

Segoe
Pro SemiLight
Regular
SemiBold
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 11

Logo Sphere

The entire logo should appear in creative.

Refer to Brand Central for logo files.

Logo
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 12

Logo options Horizontal (preferred) Horizontal

Use the preferred logo unless there are

production limitations or the logo is being
used in joint communications with other
Microsoft brands.

The logo does not require trademark bugs in most

instances, including advertising and marketing.

The logo is a complex file, and will only display

properly when placed into a layout as a linked
graphic file. Do not embed or paste the logo into
layout programs as it alters the visual integrity of
the file.

Please contact xboxbrand@microsoft.com

for further guidance if you are using logos for
software, hardware, packaging or books and
manuals published by Microsoft. Trademark
bugs may still be required, per guidance at
https://microsoft.sharepoint.com/sites/lcaweb/
Home/Marketing/Marketing-and-Advertising-
Content/Branding-and-Notices
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 13

Clear space and

minimum size
Scale relationship
The Microsoft logotype and symbol should be
the same size as the width of the word Xbox.

Alignment
If both the Microsoft logo and the Xbox logo
appear on the same horizontal plane, then the Clear space (preferred) Clear space (minimum)
baseline of the “M” in Microsoft and the “X” in
Xbox should align.

Small layouts
When dimensions are less than 5 in or 127
mm (print) and 320 x 250 px (digital), omit the
Microsoft logo and follow the Xbox minimum
size guidance.

For Microsoft logo guidance, see page 62. Minimum size

Print .43 in/11 mm Print 1 in/25 mm

Screen 30 px Screen 72 px
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 14

Logo sizing Digital Print

The x-height of the logo must be

1.5% of the width + height of the layout.
728 x 90

540 x 200

300 x 250

160 x 600
Digital example: 728 x 90 px layout Print example: 22 x 28 in layout
Logo height 4% x (728 + 90) = 32.72 (round to 33 px) Logo x-height 1.5% x (22 + 28) = 0.75 in
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 15

Color Xbox green

R16 G124 B16
Use white type when using green, rich black, mid gray, HEX #107C10
dark gray or light green backgrounds. C75 M0 Y100 K0
PMS 362
Use mid gray type when using white or light gray
backgrounds.

Do not use the automated color-conversion tools in

your software. Each color has been optimized for print
reproduction (PMS/CMYK) and on-screen (RGB/HEX).

Rich black
Rich black should be applied when a black background
is needed on print deliverables. Do not use in typography.

Broadcast colors White Black (digital) Light gray Xbox light green
For all broadcast TV, UI and dash applications, white R255 G255 B255 R0 G0 B0 R230 G230 B230 R155 G240 B11
and black should use these alternate broadcast colors. HEX #FFFFFF HEX #000000 HEX #E6E6E6 HEX #9bf00b
C0 M0 Y0 K0 C0 M0 Y0 K10 *CMYK
Broadcast black Broadcast white Rich Black (print) PMS Cool Gray 1C PMS 375C
R0 G0 B0 R235 G235 B235 C60 M40 Y40 K100
HEX #101010 HEX #EBEBEB

Xbox Light green Mid gray Dark gray Xbox dark green
R115 G115 B115 R80 G80 B80 R5 G75 B22
*C44 M0 Y100 K0
HEX #737373 HEX #505050 HEX #054b16
Print should always use PMS values for Xbox Light C0 M0 Y0 K65 C0 M0 Y0 K80 C95 M25 Y85 K65
Green. Do not use when PMS is not available. Contact PMS Cool Gray 9 PMS Cool Gray 11 PMS 3435C
xboxbrand@microsoft.com for Xbox light green CMYK
usage in small areas.

The colors, CMYK, RGB, and hexadecimal breakdowns shown here have not been evaluated by PANTONE for accuracy and may not match the PANTONE Color Standard. Consult current PANTONE Color Publications for accurate color.
PANTONE® is the property of Pantone LLC.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 16

Apparel Colors Apparel green Apparel dark green Apparel light green
Use these colors when creating any Xbox apparel. Cotton 16-6340 TCX Cotton 18-6024 TCX Cotton 15-0545 TCX
Plastics PQ-362C Plastics PQ-357C Plastics PQ-2285C
For all apparel, refer to the Xbox Official Gear Polyester 16-6264 TSX Polyester 18-6032 TSX Polyester 14-0255 TSX
guidelines. Please contact Xbox Consumer Polyester (alt standalone) 16-0163 TSX
Products team for approval on promotional
merchandise.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 17

Segoe
Type
Segoe UI SemiLight is recommended for digital
headline type, set in 24 pt or larger.

Segoe UI Regular is used for all supporting type,

set in 23 pt type or smaller.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Segoe UI SemiBold may be used for sub-heads,
call-outs, and titles.

abcdefghijklmnopqrstuvwxyz
Sentence case is preferred for all communications.
All caps may be used sparingly for subheads.

0123456789
Leading refers to the space between lines of type.
All type sizes should use 120% leading.

Type should be set flush left, rag right whenever

possible, but may be set centered when the layout
calls for it.

Type should never be set flush right or

fully justified. Digital Usage Print Usage
Segoe Pro
All print communications should use Segoe Pro. Segoe UI SemiLight Segoe Pro SemiLight
The Segoe Pro typeface has been specifically Segoe UI Regular Segoe Pro Regular
designed for print communications and should
never be used in place of Segoe UI. Segoe UI SemiBold Segoe Pro SemiBold
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 18

Style it right

Headline After the first word,

all other words are
Flush left text is Lorem ipsum dolor sit amet, eum libris oblique

aligned along the

reprimique ad, sed hinc liber fuisset id. Adhuc

lowercase, except
timeam dolores ei usu. Meis affert neglegentur
pro ex, elit nostro perpetua qui at. Ex eos labores
Subhead
proper nouns. left margin.
commune, habeo quando fuisset et hi.
Body copy

Size and weight Case Alignment Spacing

Limit type to no more than three sizes or weights. Sentence case is our standard for all For languages that read left-to-right set type Segoe is designed so that letter spacing and word
communications. flush left, ragged right. spacing are set to 0 by default. In some cases,
For Segoe UI digital usage, use SemiLight for large
spacing may need to be adjusted. Make sure
headlines, and Regular or SemiBold for increased Use all-uppercase sparingly for titles, short Center type very rarely.
that letters never touch one another, except for
legibility at small sizes. headings, or subheadings—and never for
Avoid widows, orphans, and lines that end ligatures.
full paragraphs.
For Segoe Pro print usage, use Segoe Pro SemiLight with hyphens.
for large headlines, and Segoe Pro SemibBold for Don’t use all-lowercase type.
increased legibility at small sizes.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 19

Hardware
Xbox experiences are available on various
types of hardware. Please see Brand Central
for Xbox One and Windows device assets.

See asset index for additional device lockups.

Xbox layout
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 21

Placement of
elements
Xbox uses a variety of layouts for different
communications.

The following pages of guidance detail the

placement of type, logos, color, hardware renders
and game art by layout.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 22

Margins and type Digital Print

15-25 pt
Digital margins Header type size
When a horizontal logo is used in a digital layout,
the entire logo height is 4% of the width + height 728 x 90
of the layout rounded up to the whole pixel.

Digital margins are defined by 100% of the 18-28 pt

x-height of the logo.
16-26 pt Header type size
Example: 22 x 28 in layout
Print margins Header with green bar.
Print margins are defined by 150% of the x-height type size
Green bar thickness
of the logo.
1% x (22 + 28) = 0.5 in
Green bar 540 x 200 Margins
This is the narrow bar along the bottom 150% Xbox x-height (0.75 in)
edge in vertical layouts and left edge in = 1.125”
horizontal layouts. 16-26 pt
Header type size
For horizontal layouts, the left margin begins
to the right of the green bar. When the layout is
square, position the green bar to the bottom of
the layout.

300 x 250

160 x 600
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 23

Green bar Digital Print

White
99% of
Usage layout
This layout should be used to showcase hardware.
Use a white background with 1% green bar. 728 x 90

Green bar
This is the narrow bar along left edge in
horizontal layouts and the bottom edge
in vertical layouts.

In digital, green bar thickness (round up to the

whole pixel) is 1.5% x (layout width + layout
height). Minimum green bar thickness is
12 px. 540 x 200

In print the green bar thickness equals 1% of the

layout width + layout height. Minimum green bar
thickness is 2 mm.

Green bar
1% of width
300 x 250 + height

160 x 600 Green bar thickness (round up to whole pixel)

= 1.5% x (layout width + layout height)
Minimum green bar thickness = 12 px
Xbox and Windows
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 25

Determining the For any communication or event, determine the single, primary brand from
Microsoft, based on the audience and context.
primary brand
Xbox is the gaming brand for Microsoft and is typically the lead brand for
gaming focused communications.

The visual and verbal identity of the communication or event is that of the
primary brand.

For events that are gaming focused, such as GDC, E3, and GamesCom, Xbox is
the primary brand. Please refer to and apply the Xbox brand guidelines.

For non-gaming events that are Windows-focused, such as BUILD, Windows is

the primary brand. Please refer to and apply the Windows brand guidelines.

For events spanning a broad array of Microsoft products and services, such
as the Worldwide Partner Conference, Microsoft is the primary brand. Please
refer to and apply the Microsoft brand guidelines.

Within a given communication or event space, secondary brands may

be present, including for way-finding or to highlight specific benefits.

Multiple brands may communicate about or amplify an event or topic.

Each may do so using its own brand identity and audience.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 26

Determining which Communicating the gaming brand at events and in sponsorships

logo to use
Communicating the gaming brand at events
and in sponsorships
Use the full color Xbox logo. Communicating the experience/benefits of Xbox and Windows together

Communicating the experience/brand benefits

of Xbox and Windows together
Use the Windows and Xbox logos.

Windows logo leads.

Use a line between the logos to show the Communicating specific platforms/versions
relationship between the brands.

Use vector (one color) logos for both brands. Use when the game is available on Xbox One and Windows 10.
Communicating specific platforms/versions*
Use the Xbox One and Windows 10 logos (or
Windows, if on multiple versions).
Use when the game is available on Xbox One.
Xbox One logo leads.

Do not use a line between the logos.

If using both Xbox One and Windows logos, use Use when the game is available on Windows 10.
vector logos for both brands. If only using the
Xbox One logo, use the full color logo.

*Mnemonics are an exception. See details on Use when the game is available on multiple versions of Windows.
page 37.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 27

Clear space and

minimum size
Scale relationship
The Xbox and Windows logo should be the
same height.

Clear space (preferred)

Minimum size

Print .43 in/11 mm Print 1 in/25 mm

Screen 30 px Screen 72 px
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 28

Windows color Blue

R0 G120 B212
Set all type in white. Hex #0078D4
PMS 3005
Do not use the automated color-conversion C100 M30 Y0 K0
tools in your software. Each color has been
optimized for print reproduction (PMS/CMYK)
and on-screen (RGB/HEX).

See Xbox colors on page 15.

The colors, CMYK, RGB, and hexadecimal breakdowns shown here have not been evaluated by PANTONE for accuracy and may not match the PANTONE Color Standard. Consult current PANTONE Color Publications for accurate color.
PANTONE® is the property of Pantone LLC.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 29

Imagery Xbox and Windows iconic device lock-up

Xbox leads with experiences (games,

entertainment, UI) and/or hardware. We do not
use lifestyle photography.

Xbox and Windows device lock-up images should

be used when referencing the union of Xbox and
the Windows experiences.

These images and device lock-ups are available on

Brand Central.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 30

Xbox App
Xbox leads with experiences (games,
entertainment, UI) and/or hardware. We do not
use lifestyle photography.

Xbox and Windows device lock-up images should

be used when referencing the union of Xbox and
the Windows experiences.

These images and device lock-ups are available on

Brand Central.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 31

Multiplatform Xbox One and Windows 10

branding bars for

game advertising Branding bar
10% canvas height
Usage
Branding bars communicate platform availability.
Logos Logo positioning
Select the appropriate branding bar for the game 50% branding bar height optimal Equidistant from left and
on page 26. right edges of canvas and
each other.
To create branding bars
The branding bar should be 10% of the height of Xbox One
the layout and extend to the left and right edges
of your layout.

Logo symbols should be 50% of the height of the

green bar and vertically centered.

Logos should be positioned equidistant from each

other, and the left and right edges.
Windows 10

Windows
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 32

Game advertising: Xbox One and Windows 10 Xbox One Windows 10 Windows

Print
Usage
Branding bars communicate platform
availability. Select the appropriate branding
bar for the game on page 26.

If a 3rd Party Platform game requires

Windows 10 to appear first, please contact
xboxbrand@microsoft.com for guidance
and assets.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 33

Multiplatform: Xbox One and Windows 10

Digital Banners
Use the Xbox One and Windows 10
branding bar if the game is available on
both platforms.

If a 3rd Party Platform game requires

Windows 10 to appear first, please contact
xboxbrand@microsoft.com for guidance
300x250
and assets.

600x400

728x90

160x600
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 34

Single platform Xbox Xbox One only

One: Digital Banners

Use the Xbox One branding bar if the game is
only available on Xbox One.

300x250

600x400

728x90

160x600
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 35

Single platform Windows 10 only

Windows 10: Digital

Banners
Use the Windows 10 branding bar if the game is
only available on Windows 10.

300x250

600x400

728x90

160x600
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 36

Single platform Windows only

Windows: Digital
Banners
Use the Windows branding bar if the game is
available on multiple versions of Windows.

300x250

600x400

728x90

160x600
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 37

TV/Video Xbox One, Xbox One and Windows 10

+ + + +
Xbox usage
The sphere is in the intro and Xbox logo is used
in the mnemonic.

Windows usage
The symbol is in the intro and the platform logo Branded intro Game content Mnemonic Business message Microsoft logo
is used in the mnemonic.

Find additional guidance in the

Windows 10 only
Mnemonic guidelines

Assets
For mnemonic asset help, contact:
xboxvideosupport@microsoft.com + + + +
Branded intro Game content Mnemonic Business message Microsoft logo
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 38

Event: Monitor topper Xbox One and Windows 10

Usage
Branding bars communicate platform availability.

Select the appropriate branding bar for the game

on page 26.

Clear space and sizing

Xbox One only
Monitor toppers should have a 75/25 split with
branding bar on the right.

Logos should be stacked with Windows 10 below

Xbox One and centered horizontally within the
branding bar.

The width of the Windows 10 logo should be 97% of

the Xbox One logo.
Windows 10 only
The logos should have a minimum clearance of the
“X” in Xbox One on all sides.

Windows only
Xbox accessories
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 40

Xbox Accessories
Use the flood green background and layout with
the evergreen accessory visuals (Black and White).
For accessories that have unique colors or patterns
that may conflict with Xbox green as a background,
or Xbox Design Lab accessories, set it on a white
background with green bar layout.

Green bar
This is the narrow bar along the bottom
edge in vertical layouts and left edge in
horizontal layouts.

For horizontal layouts, the left margin begins to the

right of the green bar. When the layout is square,
position the green bar at the bottom of the layout.

Xbox Design Lab

Xbox Design Lab is a feature of xbox.com from
Microsoft that allows people to customize Xbox
Wireless Controllers. It is not a product itself, nor is
it a brand.

Use the Xbox logo and visual ID system. When

multiple product categories (controllers and
consoles for example) are in a communication
together, use the Xbox brand and visual ID system. ​
Most often this is the green bar layout with a white
background.

For guidance on how to speak to Xbox accessories

customized with Xbox Design Lab please see the
Nomenclature guidance on page 54.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 41

Xbox Elite Wireless

Controller Series
2 placement of
elements
Xbox Elite Wireless Controller Series 2 uses the
green bar layout with black background for
different communications.

The following pages of guidance detail the

placement of type, logos, color and hardware
renders.

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Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 42

Overview
Logo Icon Color
See page 13 for logo clear space and minimum
size guidance.

See page 15 for specific black and green color

values to use with Xbox Elite.

See page 17 for type guidance. Only use white

type.

Type Hardware

SemiLight
Regular
Bold
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 43

Logo
Sphere
Use the Xbox logo in Xbox Elite Wireless Controller
Series 2 materials.

Logo
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 44

Clear space and Clear space (preferred)

minimum size
The entire icon lockup should appear in creative.
Do not crop or modify the icon.

Refer to Brand Central for icon files.

Minimum size

Print 1 in/25 mm
Screen 80px
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 45

Controller hardware:
primary product
photography
The Front Tilt Fade image is preferred. If the
layout doesn’t allow for this image, use either the
Front/Back Lockup or the Angled Right options.

Files are available in both CMYK and RGB. Images

are provided on a Rich Black background. Use
the asset that matches the color space and
background color.

Additional hardware images are available. Front Tilt

Please contact: xboxbrand@microsoft.com.

Front/Back Lockup

Angled Right (ANR)

Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 46

Green bar showcase

Digital Print

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300 x 250

160 x 600
Partnerships
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 48

Partnering with Xbox Logo Color Hardware

Designing for a partnership with Xbox? Use the

following guidance for communications that are
led by a partner brand. Do not use this section
for Xbox led communications including any
partnerships from Microsoft.

For guidance with sponsorships, game

advertising, entertainment app partners,
or hardware Designed for Xbox, along with
assets, brand questions and reviews, contact:
xboxbrand@microsoft.com.

Overview
With Xbox, we look for authentic ways to
integrate that excite fans.

In partnership communications, start with the

Creative Principles when applying the Xbox
Brand elements to the communication. This
guideline captures the essence of these principles
(premium, simple, iconic, experience forward,
differentiated) in relation to each element.

The constants in communications with Xbox

products that reflect its iconic nature, and
distinctiveness are the Xbox logos, the Xbox
green color, and product imagery.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 49

Hierarchy Brand

The Xbox brand has many offerings.

Pair the correct offering with your activation.

If multiple offerings are available, consult

with your Microsoft or Brand contact for an
order of precedence to reflect throughout Offerings
communications.

Additional

Xbox Design Lab

Xbox Wireless Controller (Xbox Accessories)

Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 50

Name and logo Example

Pair the correct name with the prize information in your

communication.
For complete details on offering names and how Xbox
refers to people, please reference the nomenclature section
near the end of this document.
A few tips
• S ay “Win <name>” rather than “Win an <name>”.
Example: “Win Xbox One X.”
• D o not use just “Xbox” when referring to a specific
offering such as “Xbox One X” or “Xbox Game Pass”
• D o not make the name plural or possessive. Example:
“Xbox One X’s incredible speed.” Or “Xbox’s most
popular game.”
Logo
Generally, use a single logo from Xbox per communication.
An exception is instances where there is a prize page
depicting multiple prizes separately, not collectively.
A suite of logos is available for each offering in both RGB
and CMYK color spaces. Please ensure the medium you
have chosen has the colors available to reproduce the logo.
The logos with the full color sphere are preferred. Use
the full color sphere with white logotype on dark or busy
backgrounds. Only use the 1-color logo when there are
printing limitations.
Do not use a logo from Xbox in a sentence.
The Microsoft logo should not be used in partnership
communications with Xbox.
For complete details on the logo, logo options, clear space
and minimum size, trademark bug guidance and placing
the logo into layout see the respective sections earlier in
this guideline.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 51

Product lockup Safe zone OK zone Safe zone

Do not overlap or place elements or products in

front of an Xbox console render. Place items in
the safe zone.

• Green is a safe zone for other products to family

in or tuck behind the console.
• Yellow is an ‘OK’ zone but not preferred.
• Red is an area where nothing should be placed.

If a console needs cropped, please review the

guidance available earlier in this document.

Safe zone OK zone OK zone Safe zone

Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 52

Proportion
When locking up other products as part of a
partnership with an Xbox product, please size
them in relative proportion to each other.
Be mindful of making an Xbox product either
too large, or too small.

For complete details on minimum hardware

size, please review the guidance earlier in this
document.
Appendix
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 54

Nomenclature
In efforts to expand the meaning of the Xbox brand
and shift perception always refer to “Xbox” the
Xbox Xbox Design Lab Xbox Elite
brand as something you play “with”, rather than Name
Xbox is not Xbox Live. Refer to the Xbox Live Xbox Design Lab is a feature of Xbox.com that allows
Xbox as something one plays “on”, e.g. “I play with Xbox Elite Wireless Controller Series 2
guidelines for more detailed nomenclature. people to customize Xbox products.
Xbox”. To aid this effort also do not use “Xbox”
For example:
as shorthand for meaning “Xbox One” or “Xbox First use First use
“Today we are introducing the Xbox Elite Wireless
console”. A person plays “on” specific platforms. e.g. “Xbox” Xbox Design Lab
Controller Series 2, the world’s most advanced
“I play on Xbox One and Windows 10”.
Additional use: Additional use controller.”
“Xbox” Xbox Design Lab
Additional use:
Components Do If the name ends up feeling repetitive, it’s acceptable
Use “with” in conjunction with the Xbox brand (e.g., • Use the “Xbox Design Lab” name when referring to to shorten to “controller”.
“Games are more fun with Xbox”). the means by which a product can be customized
Do not
from Xbox.
Do not • U
 se “Elite” by itself without “Xbox”.
Example: “I made this custom controller with Xbox
• S horten Xbox One to just Xbox. • U
 se “Xbox One” with the controller, use only
Design Lab.”
• Use Xbox console. “Xbox”.
• Use official product names, even if able to be
• T ranslate “Xbox,” because it is a trademark. • C
 apitalize the entire word ELITE. The correct
customized in Xbox Design Lab.
• A dd a space between “X” and “box”. capitalization is Xbox Elite. Use “|” between the
Example: “Xbox Wireless Controller”.
• Capitalize the “b” in “Xbox”. words “Xbox | Elite”.
• “X” by itself to represent “Xbox”. Do not • T
 ranslate “Elite”, keep it in English.
• C reate new “X” names to indicate association with • Use “Xbox Design Lab” in a product name. Example:
Xbox. “Xbox Wireless Controller” is the correct name of an
If you have any questions on usage please reach out
Xbox product, even if able to be customized with
to xboxbrand@microsoft.com for assistance.
Xbox Design Lab.
• Use the phrase “Xbox Design Lab Wireless Controller”
• Classify a group of products as “Xbox Design Lab”.
Example: “See these Xbox Design Lab controllers.”
• Shorten to “Design Lab”
• Add a space between “X” and “box”.
• Capitalize the “b” in “Xbox”.
• Use “X” by itself to represent “Xbox”.
Create new “X” names to indication association with
Xbox.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 55

Nomenclature
People Identifying individual people Xbox and Windows
Identifying groups of people: Microsoft account Key terms Features and experiences
There are two ways to refer to the groups • Each person has one account. Xbox • Use “games on Windows 10” not
of people who engage with Xbox products • It’s free, and used across Microsoft products and Xbox One “Windows 10 games” when referring
and services. services like Skype, Outlook.com and Xbox Live. Windows broadly to all games from 1PP or 3PP
Windows 10 across all of Windows 10, this applies if the
Xbox Fans Xbox profile
Xbox on Windows 10 game is an Xbox Live game or not.
• People who love Xbox. • Each person has one profile.
Gaming on Windows 10 • Use “Xbox Game Studios franchises” when referring
• These people don’t have to have • It’s free, and contains the details and stats
DirectX 12 to 1PP games in general. Do not call them “Xbox
an account. on you and your gaming activity. You need a
The Xbox app games”. Example, “Xbox Game Studios is bringing
• Xbox speaks to humans and has “fans” or profile to play Xbox Live multiplayer, set up an
Game bar its best franchises to Windows 10”.
“people”. Not “users” or “consumers”. Xbox Avatar, earn achievements, or gamerscore.
Game DVR • U
 se “Xbox Live games” when referring to 1PP
• There is no “Xbox account”.
Xbox Live Community Xbox Live, the world’s premier gaming and 3PP titles enabled on the Xbox Live service
• People who have an account on Membership community for achievements, Gamerscore and sometimes
Xbox Live, which means they have an Xbox • Use ‘membership’ or ‘member’ in marketing Achievements multiplayer. Do not call these type of games “Xbox
profile (gamertag, etc.) communications as a modifier to Xbox Live, Xbox Gamerscore games”. Example, “Get the latest Xbox Live games
• A Xbox Live Gold membership is not required to Live Gold or Xbox Game Pass when describing Avatars on Windows 10 and enjoy them with your friends”.
be part of the Xbox Live Community. the state of a person when they have begun using Xbox Avatars app This is a distinct class of games on Windows 10.
one of these products. Xbox Live games • Use “multiplayer”, not “multi-player”.
Cross-device mulitplayer • Use “cross-device multiplayer” and
Subscription
In-home streaming from Xbox One to Windows 10 “cross device resume”.
• Use ‘subscription’ or ‘subscriptions’ in marketing
• Use “Game bar,” not “Gamebar” or
communications for paid services such as Xbox
“Game Bar”.
Live Gold and Xbox Game Pass in legal disclaimers,
• Use “Xbox app” e.g., “…the Xbox app brings new…”,
billing and auto renewal language.
not “Xbox App” with capital A
• Use “in-home streaming”.
• Use “Game DVR,” not “GameDVR”.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 56

Responsible gaming
nomenclature
Xbox is committed to providing a safe and inclusive We believe: Gaming that’s safe for everyone.
gaming space for everyone, regardless of where and We strive to make life more fun for billions of people Gaming is a fun part of a balanced life. Xbox
how they play. Xbox wants everyone in the Xbox around the world by creating gaming experiences strives to create a place where everyone can play
community (and the gaming community as a whole) that everyone can enjoy. This is the core philosophy responsibly, within the boundaries they set, and
to participate in a responsible and well-balanced that drives our business, our brand and our actions. do so free from fear and intimidation.
lifestyle. Play is important as one aspect
Because, when everyone plays, we all win. The promise of jump in:
of a balanced life.
Jump in is our invitation to gamers everywhere to
Gaming that’s inclusive for everyone.
join us on this journey. Our tagline invites gamers
Diversity is a strength. Xbox strives to be inclusive
to play the games they want, with the people they
by welcoming all people to our community,
want, on the devices they want. And they’ll become
being open to new ideas, and by celebrating the
part of a vibrant, diverse community of gamers that
uniqueness of our fans.
are united by our common love of the game.
Gaming that’s accessible to everyone
Nothing should come between you and the games
you love. Xbox strives to eliminate barriers, and to
empower gamers to customize the way they play.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 57

Responsible gaming
nomenclature
Guidance • Anything
 related to gaming addiction, addictive
gameplay, or video game addiction.
• Supporting lengthy in-game challenges or events.
Example: “This challenge lasts for 12 hours!”
In order to promote a healthy play-life balance, Example: “Addictive gameplay,” “video games • Aggressive behavior related to a gaming session.
these words and phrases should be avoided and are our addiction,” “X game can be addicting,” “I Example: “Make your opponents rage quit!” “Get
excised from any and all communications. played in an X hours long gaming marathon.” ready for a game so challenging you’ll throw your
• Highlighting or celebrating hours played by the controller!”
Words to avoid:
community rather than skill or variety. • Depiction of “gamers” as being irresponsible,
Addicted, addiction, addictive; compulsive,
Example: “The Xbox Community spent X hours unclean, or not living a normal and healthy life.
compulsion; crave, craving; dependent, dependence,
playing Y in the first 24 hours after its launch!” Example: depiction of a 35-year-old male living in
dependency; endless; fixated, fixation; gamble,
• Use of humor to allude to prioritizing gaming his parents’ basement covered in chip crumbs.
gambler, gambling; impulse, impulsion, impulse
over other healthy parts of a balanced life.
control; irresistible; obsessed, obsession, obsessive; Additional responsible gaming guidelines—avoid
Example: “Take a day off from work to play X!”
uncontrollable; unending; limitless; no restraint; the following:
and “don’t worry about dinner, keep playing!”
consuming, all-consuming.
• Using language related to playing many • The over-promotion or evangelization of violence
Phrases and images to avoid: different titles in a short amount of time. in video games and violent gaming phrases.
Example: “We require you to play the over 100 Example: “Kill shot,” “head shot,” “tracking kills,”
• Commenting
 on game design or a game as great games included in your membership—no “sniper kills,” or kills associated with locations.
“addictive” or “time-consuming.” negotiation.” • Depicting guns pointed at the viewer/audience,
Example: “We tried to make X as intuitive and • Momentum and success metrics related to time guns firing, or guns that have just been fired.
addictive as possible.” “X was a surprise hit this played. • Depicting guns pointing at another character,
past summer and became an addiction.” Example: “The Xbox Community spent X percent person, or living thing.
• Endless
 play and playing for hours. more time playing games.”
Example: “Xbox Game Pass is your ticket to • Promoting or spotlighting the duration of a Note: additional review and consideration will be
endless play” and “You’ll want to play for hours gaming session or a game’s length. given to the depiction of guns in gameplay trailers
at a time.” Instead use the alternative: “Join Xbox Example: “X hours of gameplay.” or gameplay footage.
Game Pass and discover your next favorite game.” • Using language that promotes extended gaming Final note: This is not intended to be an all-inclusive
• Encouraging the collection of rewards and sessions on devices where this is possible. list; please use these as guidelines and employ your
achievements in a short amount of time. Example:“Play for up to 35 continuous hours on
Example: “I earned X Gamerscore in Y hours!” best judgement when creating materials.
a single battery charge!”
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 58

Video and All Xbox Hardware

• Clean all dust and fingerprints from TV monitor, controllers and
Controllers
• Also ensure stickers and tags are removed if present from all

photoshoots the console.

• Hide all the cords. Should look like a nice clean setup.
sides of the controller
• Ensure the controller is on while filming, this also will have an
• Do not show the hardware from behind. Xbox Sphere illuminated in white in the center of the controller.
Xbox preferably uses renders of its products
• Nothing should sit directly on top of the game console. • Ensure only modern Xbox wireless controllers are used, (2017 or
and does not recommend shooting custom
later). Pending the audience and communication focus, use the
photography of the hardware or products. In
evergreen white or black controllers that comes with the console.
some cases that may be necessary with video. TV
Please allow additional time for preparation to be • Hide logos on the TV if it is branded when possible.
made for review of these elements. In particular, • The TV shouldn’t sit directly on the floor and should be elevated. Setup
to allow for script, storyboard, potential on-site • Aim for equal or greater than 55”+ screen TV. (not a PC monitor) • Setup the console ahead of time if possible.
support, and post-production review. • Put batteries (2 AA for each controller) and would recommend
pairing them to the console as well.
If you’re planning a video or photoshoot, please Console
• Put the game in the console once set up to ensure it loads and is
reach out to xboxbrand@microsoft.com for • Ensure the console does not have any Microsoft asset tags or
ready to go.
more details. stickers visible. This includes an HDMI sticker if on the front of
the console under the disc drive (it may not be).
A few things to keep in mind when capturing
• Keep the console horizontal. Generally, the console is sold Cast
Xbox One consoles or controller hardware in a
without a stand except for if provided as part of a limited-edition • Use a tone that is fun/friendly competition (not mean spirited).
video or photoshoot.
SKU. Never set the console on its side without a stand. • Please confirm any necessary ratings clearances are obtained
• While filming, ensure the console is on. You can tell this by (such as the ESRB for the US, etc.). Your game partner approver
the white Xbox Sphere on the front right of the console being will be able to assist with that likely.
illuminated white.
• Position the console near the TV, same as you would a cable box.
Do not set other devices on Xbox One or under (have it be the
only electronics other than the TV in its vicinity).
• Use the version of the Xbox One console that fits the intended
audience for the communication, either Xbox One X or Xbox
One S. Reach out to Xbox Brand for more details.
• Do not use the Xbox 360 console in any communications.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 59

Tagline use Tagline

“Jump in.” is the Xbox brand tagline. It is an invitation.

The tagline is limited in use for select Xbox brand

led communications which may include advertising,
video, retail or event signage and collateral as a
hero statement.

Do not pair the tagline with any logo other than the
Xbox logo.

The tagline has been incorporated into the brand

mnemonic.

When looking to use the tagline, please contact

xboxbrand@microsoft.com for the development
and review of materials.

Tagline
The tagline is always presented in sentence case with
a capital “J”, and ends with a period.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 60

Clear space and Horizontal Stacked

minimum size
Scale relationship
The tagline should be sized so the bottom of
the “p” and top of the “i” match the height of X in
the Xbox wordmark. Size the Xbox logo
based on the guidance in the logo sizing page
Clear space
in this document.

Alignment
With the horizontal Xbox logo place the tagline to
the right of the logo, and align the cap-height of
the tagline to the center of the Xbox wordmark.

With the stacked Xbox logo, place the tagline to

the left edge of the Xbox wordmark.

The distance between the logo and the tagline is

the vertical height of X in the wordmark.
Minimum size
Do not place a line between the logo and tagline.

Clear space
When the tagline is paired with the Xbox logo it
uses the same clear space as the logo. Print .43 in/11 mm
Screen 30 px
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 61

Treatment Horizontal Stacked

Type & Weight

The tagline is treated in Segoe regular.

Color
Use the color mid-gray on white or light
backgrounds.

Use the color white on green, dark or busy

backgrounds.
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 62

Microsoft logo Events Retail

guidance Booths and installations: Use in a single, visible
Yes Point of purchase Yes
location in the space, avoid repetition
Usage
On stage: Use in a single, visible location in the Material with dimensions less than
Use the Microsoft logo in any communications Yes No
space, avoid repetition 5 in or 12.7 cm
noted by the following chart.
Advertising 3rd-party game advertising No

TV / video - mnemonics Yes

Instructional and wayfinding material No

Print advertising Yes Joint marketing materials with retailer

No
or other brands
Out of home advertising Yes
Displays Yes

3rd-party advertising of partnership materials No

Permanent materials owned by retailers Yes
Digital
Console and accessory product packaging No
Digital advertising Yes
Other
Xbox.com (if not in universal Microsoft header,
Yes
use in footer only)
Internal communications Yes
Consumer engagement email (footer only) Yes
Partnerships No
Material with dimensions less than
No
300 X 250 px
Sponsorships No
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 63

Logo
Do not modify the logo.

The logo should not act as or be part of a

headline or copy.

The Microsoft logo and the Xbox logos should

be independent from each other and should
never be used in a lockup together.

Logo options Logo

The logo does not requires trademark bugs

in most instances, including advertising and
marketing.

Please contact xboxbrand@microsoft.com

for further guidance if you are using logos for
software, hardware, packaging or books and
manuals published by Microsoft. Trademark
bugs may still be required, per guidance at
https://microsoft.sharepoint.com/sites/
lcaweb/Home/Marketing/Marketing-and-
Advertising-Content/Branding-and-Notices

Preferred for on green Preferred for on white

MSFT_logo_c_C-Wht.pdf MSFT_logo_c_C-Gray.pdf
MSFT_logo_rgb_C-Wht.pdf MSFT_logo_rgb_C-Gray.pdf
Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 64

Asset index
Logos Hardware

XboxOne_2017_horizontal Xbox_Windows

Xbox_2016_horizontal Windows10

Xbox_Windows10_Iconic_Device_Lockup

XboxOne_2017_horizontal Windows

Xbox_2016_horizontal

MSFT_logo
XboxEco_Cntlr_Lptp_Pcrig_Tblt_Phn

Icons

Xbox_EliteSeries2_icon_2019_Wht

*Additional color spaces, file formats and files may be available.

Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 65

Ecosystem lockups

XboxDynEco_Tblt_Phn XboxDynEco_XboxOne_S_X_CnslCntlr_2TV XboxDynEco_XboxOneS_CnslCntlr_Lptp_Phn XboxDynEco_XboxOneS_CnslCntlr_Lptp_TV XboxDynEco_XboxOneS_CnslCntlr_TV_CnslCntlr_TV XboxDynEco_XboxOneX_CnslCntlr_TV_Lptp_Cntlr

XboxDynEco_XboxOneX_CnslCntlr_TV_Lptp_Phn XboxDynEco_XboxOneX_CnslCntlr_TV XboxEco_Cntlr_Lptp_Pcrig XboxEco_Cntlr_Lptp_Pcrig_Tblt_Phn XboxEco_Cntlr_Lptp_Tblt_Phn XboxEco_Cntlr_Pcrig

XboxEco_Lptp_Cntlr XboxEco_TV_Cntlr XboxEco_XboxOneS_CnslCntlr_TV_Lptp_PCrig_Tblt XboxEco_XboxOneS_CnslCntlr_TV_PCrig XboxEco_XboxOneS_CnslCntlr_TV_PCrig XboxEco_XboxOneS_CnslCtlr_TV_Lptp_PCrig

XboxEco_XboxOneX_CnslCntlr_TV_Lptp_Pcrig XboxEco_XboxOneX_CnslCntlr_TV_Lptp_Pcrig_Tblt_Phn XboxEco_XboxOneX_CnslCntlr_TV_Lptp_Phn XboxEco_XboxOneX_CnslCntlr_TV_Lptp XboxEco_XboxOneX_CnslCntlr_TV_Lptp_Tblt XboxEco_XboxOneX_CnslCntlr_TV_Pcrig XboxEco_XboxOneX_CnslCntlr_TV

*Additional color spaces, file formats and files may be available.

Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 66

Thank you
For additional guidance, access the
entire library of brand guidelines here.

For assets, brand questions and reviews,

contact: xboxbrand@microsoft.com