Microsoft

Official Websites

• https://www.microsoft.com/en-us
• http://www.microsoft.com
• https://www.microsoft.com
• https://www.microsoft.com/en-gb
• https://www.microsoft.com/de-de
• https://www.microsoft.com/ja-jp
• https://microsoft.cz

Brand Guidelines

2013

Brand Summary

Mission

• To make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. When everyone plays, we all win.

Core Values

• premium quality and craftsmanship
• simplicity
• iconic presence
• experience-forward
• differentiation
• inclusivity
• accessibility
• safety

Target Audience

• Xbox fans and the broader gaming community, including people of all backgrounds who seek inclusive, accessible, and safe gaming experiences.

Personality Traits

• confident
• iconic
• straightforward
• bold
• inviting
• fun
• premium

Visual Identity Overview

• Xbox’s visual identity centers on a clean, modern design with a signature green color palette, bold sans-serif typography (Segoe UI and Segoe Pro), prominent logo usage, and structured layouts featuring green bars and clear space. Imagery focuses on gaming experiences and hardware, avoiding lifestyle photography. The brand emphasizes clarity, contrast, and recognizability.

Categories

Brand Voice

• Achieve the highest levels of quality and craftsmanship.
• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• Be confident and iconic.
• Use language that suggests high-quality, extraordinary experiences.
• Avoid overselling, boasting, clichés, and words that suggest “cheap.”
• Be straightforward, conversational, and brief.
• Know your audience and speak their language.
• Avoid every unnecessary word.
• Embrace the most compelling moments of the experience.
• Use an active voice that pulls the reader in.
• Avoid passive and mechanical language.
• Write uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words.
• Provoke emotion. Desire. Curiosity. Delight.
• Avoid being generic, soulless, neutral.

Brand Imagery

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

Color Palette

• Use white type when using green, rich black, mid gray, dark gray or light green backgrounds.
• 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors.
• Broadcast black R0 G0 B0 HEX #101010
• Broadcast white R235 G235 B235 HEX #EBEBEB
• Xbox Light green *C44 M0 Y100 K0 Print should always use PMS values for Xbox Light Green. Do not use when PMS is not available. Contact xboxbrand@microsoft.com for Xbox light green CMYK usage in small areas.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Black (digital) R0 G0 B0 HEX #000000 Rich Black (print) C60 M40 Y40 K100
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• Use these colors when creating any Xbox apparel.
• Apparel green Cotton 16-6340 TCX Plastics PQ-362C Polyester 16-6264 TSX
• Apparel dark green Cotton 18-6024 TCX Plastics PQ-357C Polyester 18-6032 TSX
• Apparel light green Cotton 15-0545 TCX Plastics PQ-2285C Polyester 14-0255 TSX Polyester (alt standalone) 16-0163 TSX

Typography

• 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.
• Segoe UI SemiBold may be used for sub-heads, call-outs, and titles.
• Sentence case is preferred for all communications. All caps may be used sparingly for subheads.
• 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.
• All print communications should use Segoe Pro. The Segoe Pro typeface has been specifically designed for print communications and should never be used in place of Segoe UI.
• Limit type to no more than three sizes or weights.
• For Segoe UI digital usage, use SemiLight for large headlines, and Regular or SemiBold for increased legibility at small sizes.
• For Segoe Pro print usage, use Segoe Pro SemiLight for large headlines, and Segoe Pro SemibBold for increased legibility at small sizes.
• Sentence case is our standard for all communications.
• Use all-uppercase sparingly for titles, short headings, or subheadings—and never for full paragraphs.
• Don’t use all-lowercase type.
• Flush left text is aligned along the left margin.
• For languages that read left-to-right set type flush left, ragged right.
• Center type very rarely.
• Avoid widows, orphans, and lines that end with hyphens.
• Segoe is designed so that letter spacing and word spacing are set to 0 by default. In some cases, spacing may need to be adjusted. Make sure that letters never touch one another, except for ligatures.

Logo Usage

• The entire logo should appear in creative.
• Refer to Brand Central for logo files.
• 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
• The Microsoft logotype and symbol should be the same size as the width of the word Xbox.
• If both the Microsoft logo and the Xbox logo appear on the same horizontal plane, then the baseline of the “M” in Microsoft and the “X” in Xbox should align.
• 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 Screen 30 px
• Logo x-height 1.5% x (22 + 28) = 0.75 in
• The x-height of the logo must be 1.5% of the width + height of the layout.
• Use white type when using green, rich black, mid gray, dark gray or light green 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors. Broadcast black: R0 G0 B0 HEX #101010. Broadcast white: R235 G235 B235 HEX #EBEBEB.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• Use the Xbox logo when communicating gaming at events and in sponsorships.
• Do not embed or paste the logo into layout programs as it alters the visual integrity of the file.

Tone And Messaging

• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• 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.

Brand Values

• Achieve the highest levels of quality and craftsmanship.
• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• We strive to make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. This is the core philosophy that drives our business, our brand and our actions.
• Because, when everyone plays, we all win.
• Diversity is a strength. Xbox strives to be inclusive by welcoming all people to our community, being open to new ideas, and by celebrating the uniqueness of our fans.
• 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.
• Gaming is a fun part of a balanced life. Xbox strives to create a place where everyone can play responsibly, within the boundaries they set, and do so free from fear and intimidation.
• Jump in is our invitation to gamers everywhere to join us on this journey. Our tagline invites gamers to play the games they want, with the people they want, on the devices they want. And they’ll become part of a vibrant, diverse community of gamers that are united by our common love of the game.

Visual Style

• The overall design is clean and modern, with the green color symbolizing the brand, contrasting sharply against the white text and emblem. The background color is a solid, bright green, providing high visual contrast and brand recognition, with no additional textures or elements present.
• Use striking words, engaging imagery and color to stand out.
• Use the Xbox logo when communicating gaming at events and in sponsorships.
• The entire logo should appear in creative.
• 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.
• Horizontal (preferred)
• The Microsoft logotype and symbol should be the same size as the width of the word Xbox.
• If both the Microsoft logo and the Xbox logo appear on the same horizontal plane, then the baseline of the “M” in Microsoft and the “X” in Xbox should align.
• 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.
• Print .43 in/11 mm Screen 30 px
• Microsoft Print 1 in/25 mm Screen 72 px
• The x-height of the logo must be 1.5% of the width + height of the layout.
• Logo height 4% x (728 + 90) = 32.72 (round to 33 px)
• Logo x-height 1.5% x (22 + 28) = 0.75 in
• Use white type when using green, rich black, mid gray, dark gray or light green backgrounds.
• 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors.
• Broadcast black R0 G0 B0 HEX #101010
• Broadcast white R235 G235 B235 HEX #EBEBEB
• Print should always use PMS values for Xbox Light Green. Do not use when PMS is not available. Contact xboxbrand@microsoft.com for Xbox light green CMYK usage in small areas.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Black (digital) R0 G0 B0 HEX #000000 Rich Black (print) C60 M40 Y40 K100
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• 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.
• Segoe UI SemiBold may be used for sub-heads, call-outs, and titles.
• Sentence case is preferred for all communications. All caps may be used sparingly for subheads.
• 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.
• All print communications should use Segoe Pro. The Segoe Pro typeface has been specifically designed for print communications and should never be used in place of Segoe UI.
• Limit type to no more than three sizes or weights.
• For Segoe UI digital usage, use SemiLight for large headlines, and Regular or SemiBold for increased legibility at small sizes.
• For Segoe Pro print usage, use Segoe Pro SemiLight for large headlines, and Segoe Pro SemibBold for increased legibility at small sizes.
• Sentence case is our standard for all communications.
• Use all-uppercase sparingly for titles, short headings, or subheadings—and never for full paragraphs.
• Don’t use all-lowercase type.
• Flush left text is aligned along the left margin.
• For languages that read left-to-right set type flush left, ragged right.
• Center type very rarely.
• Avoid widows, orphans, and lines that end with hyphens.
• Segoe is designed so that letter spacing and word spacing are set to 0 by default. In some cases, spacing may need to be adjusted. Make sure that letters never touch one another, except for ligatures.
• Digital margins are defined by 100% of the x-height of the logo.
• Print margins are defined by 150% of the x-height of the logo.
• 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 to the bottom of the layout.
• Green bar thickness 1% x (22 + 28) = 0.5 in
• Minimum green bar thickness is 12 px.
• In print the green bar thickness equals 1% of the layout width + layout height. Minimum green bar thickness is 2 mm.
• 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.
• The logos should have a minimum clearance of the “X” in Xbox One on all sides.
• 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.
• Do not crop or modify the icon.
• Clear space (preferred)
• Print 1 in/25 mm Screen 80px
• 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 in a Rich Black background. Use the asset that matches the color space and background color.
• 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.
• 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.
• 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.

Iconography

• The entire icon lockup should appear in creative. Do not crop or modify the icon.
• Refer to Brand Central for icon files.
• Clear space (preferred)
• Minimum size ELITE Series 2 Print 1 in/25 mm Screen 80px

Layout And Composition

• 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.
• When a horizontal logo is used in a digital layout, the entire logo height is 4% of the width + height of the layout rounded up to the whole pixel.
• Digital margins are defined by 100% of the x-height of the logo.
• Print margins are defined by 150% of the x-height of the logo.
• 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 to the bottom of the layout.
• Green bar thickness (round up to the whole pixel) is 1.5% x (layout width + layout height). Minimum green bar thickness is 12 px.
• In print the green bar thickness equals 1% of the layout width + layout height. Minimum green bar thickness is 2 mm.
• Branding bar should be 10% of the height of 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.
• 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.
• The logos should have a minimum clearance of the “X” in Xbox One on all sides.
• 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.
• 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.

Responsible Gaming Guidelines

• Xbox is committed to providing a safe and inclusive gaming space for everyone, regardless of where and how they play. Xbox wants everyone in the Xbox community (and the gaming community as a whole) to participate in a responsible and well-balanced lifestyle. Play is important as one aspect of a balanced life.
• We strive to make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. This is the core philosophy that drives our business, our brand and our actions.
• Because, when everyone plays, we all win.
• Diversity is a strength. Xbox strives to be inclusive by welcoming all people to our community, being open to new ideas, and by celebrating the uniqueness of our fans.
• 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.
• Gaming is a fun part of a balanced life. Xbox strives to create a place where everyone can play responsibly, within the boundaries they set, and do so free from fear and intimidation.
• Jump in is our invitation to gamers everywhere to join us on this journey. Our tagline invites gamers to play the games they want, with the people they want, on the devices they want. And they’ll become part of a vibrant, diverse community of gamers that are united by our common love of the game.
• In order to promote a healthy play-life balance, these words and phrases should be avoided and excised from any and all communications.
• Words to avoid: Addicted, addiction, addictive; compulsive, compulsion; crave, craving; dependent, dependence, dependency; endless; fixated, fixation; gamble, gambler, gambling; impulse, impulsion, impulse control; irresistible; obsessed, obsession, obsessive; uncontrollable; unending; limitless; no restraint; consuming, all-consuming.
• Phrases and images to avoid: • Commenting on game design or a game as “addictive” or “time-consuming.” Example: “We tried to make X as intuitive and addictive as possible.” “X was a surprise hit this past summer and became an addiction.” • Endless play and playing for hours. Example: “Xbox Game Pass is your ticket to endless play” and “You’ll want to play for hours at a time.” Instead use the alternative: “Join Xbox Game Pass and discover your next favorite game.” • Encouraging the collection of rewards and achievements in a short amount of time. Example: “I earned X Gamerscore in Y hours!” • Anything related to gaming addiction, addictive gameplay, or video game addiction. Example: “Addictive gameplay,” “video games are our addiction,” “X game can be addicting,” “I played in an X hours long gaming marathon.” • Highlighting or celebrating hours played by the community rather than skill or variety. Example: “The Xbox Community spent X hours playing Y in the first 24 hours after its launch!” • Use of humor to allude to prioritizing gaming over other healthy parts of a balanced life. Example: “Take a day off from work to play X!” and “don’t worry about dinner, keep playing!” • Using language related to playing many different titles in a short amount of time. Example: “We require you to play the over 100 great games included in your membership—no negotiation.” • Momentum and success metrics related to time played. Example: “The Xbox Community spent X percent more time playing games.” • Promoting or spotlighting the duration of a gaming session or a game’s length. Example: “X hours of gameplay.” • Using language that promotes extended gaming sessions on devices where this is possible. Example:“Play for up to 35 continuous hours on a single battery charge!” • Supporting lengthy in-game challenges or events. Example: “This challenge lasts for 12 hours!” • Aggressive behavior related to a gaming session. Example: “Make your opponents rage quit!” “Get ready for a game so challenging you’ll throw your controller!” • Depiction of “gamers” as being irresponsible, unclean, or not living a normal and healthy life. Example: depiction of a 35-year-old male living in his parents’ basement covered in chip crumbs.
• Additional responsible gaming guidelines—avoid the following: • The over-promotion or evangelization of violence in video games and violent gaming phrases. Example: “Kill shot,” “head shot,” “tracking kills,” “sniper kills,” or kills associated with locations. • Depicting guns pointed at the viewer/audience, guns firing, or guns that have just been fired. • Depicting guns pointing at another character, person, or living thing. Note: additional review and consideration will be given to the depiction of guns in gameplay trailers or gameplay footage.
• Final note: This is not intended to be an all-inclusive list; please use these as guidelines and employ your best judgement when creating materials.

Video And Photoshoot Guidelines

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

Apparel Guidelines

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

2012

Brand Summary

Mission

• To make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. When everyone plays, we all win.

Core Values

• premium quality and craftsmanship
• simplicity
• iconic presence
• experience-forward
• differentiation
• inclusivity
• accessibility
• safety

Target Audience

• Xbox fans and the broader gaming community, including people of all backgrounds who seek inclusive, accessible, and safe gaming experiences.

Personality Traits

• confident
• iconic
• straightforward
• bold
• inviting
• fun
• premium

Visual Identity Overview

• Xbox’s visual identity centers on a clean, modern design with a signature green color palette, bold sans-serif typography (Segoe UI and Segoe Pro), prominent logo usage, and structured layouts featuring green bars and clear space. Imagery focuses on gaming experiences and hardware, avoiding lifestyle photography. The brand emphasizes clarity, contrast, and recognizability.

Categories

Brand Voice

• Achieve the highest levels of quality and craftsmanship.
• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• Be confident and iconic.
• Use language that suggests high-quality, extraordinary experiences.
• Avoid overselling, boasting, clichés, and words that suggest “cheap.”
• Be straightforward, conversational, and brief.
• Know your audience and speak their language.
• Avoid every unnecessary word.
• Embrace the most compelling moments of the experience.
• Use an active voice that pulls the reader in.
• Avoid passive and mechanical language.
• Write uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words.
• Provoke emotion. Desire. Curiosity. Delight.
• Avoid being generic, soulless, neutral.

Brand Imagery

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

Color Palette

• Use white type when using green, rich black, mid gray, dark gray or light green backgrounds.
• 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors.
• Broadcast black R0 G0 B0 HEX #101010
• Broadcast white R235 G235 B235 HEX #EBEBEB
• Xbox Light green *C44 M0 Y100 K0 Print should always use PMS values for Xbox Light Green. Do not use when PMS is not available. Contact xboxbrand@microsoft.com for Xbox light green CMYK usage in small areas.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Black (digital) R0 G0 B0 HEX #000000 Rich Black (print) C60 M40 Y40 K100
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• Use these colors when creating any Xbox apparel.
• Apparel green Cotton 16-6340 TCX Plastics PQ-362C Polyester 16-6264 TSX
• Apparel dark green Cotton 18-6024 TCX Plastics PQ-357C Polyester 18-6032 TSX
• Apparel light green Cotton 15-0545 TCX Plastics PQ-2285C Polyester 14-0255 TSX Polyester (alt standalone) 16-0163 TSX

Typography

• 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.
• Segoe UI SemiBold may be used for sub-heads, call-outs, and titles.
• Sentence case is preferred for all communications. All caps may be used sparingly for subheads.
• 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.
• All print communications should use Segoe Pro. The Segoe Pro typeface has been specifically designed for print communications and should never be used in place of Segoe UI.
• Limit type to no more than three sizes or weights.
• For Segoe UI digital usage, use SemiLight for large headlines, and Regular or SemiBold for increased legibility at small sizes.
• For Segoe Pro print usage, use Segoe Pro SemiLight for large headlines, and Segoe Pro SemibBold for increased legibility at small sizes.
• Sentence case is our standard for all communications.
• Use all-uppercase sparingly for titles, short headings, or subheadings—and never for full paragraphs.
• Don’t use all-lowercase type.
• Flush left text is aligned along the left margin.
• For languages that read left-to-right set type flush left, ragged right.
• Center type very rarely.
• Avoid widows, orphans, and lines that end with hyphens.
• Segoe is designed so that letter spacing and word spacing are set to 0 by default. In some cases, spacing may need to be adjusted. Make sure that letters never touch one another, except for ligatures.

Logo Usage

• The entire logo should appear in creative.
• Refer to Brand Central for logo files.
• 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
• The Microsoft logotype and symbol should be the same size as the width of the word Xbox.
• If both the Microsoft logo and the Xbox logo appear on the same horizontal plane, then the baseline of the “M” in Microsoft and the “X” in Xbox should align.
• 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 Screen 30 px
• Logo x-height 1.5% x (22 + 28) = 0.75 in
• The x-height of the logo must be 1.5% of the width + height of the layout.
• Use white type when using green, rich black, mid gray, dark gray or light green 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors. Broadcast black: R0 G0 B0 HEX #101010. Broadcast white: R235 G235 B235 HEX #EBEBEB.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• Use the Xbox logo when communicating gaming at events and in sponsorships.
• Do not embed or paste the logo into layout programs as it alters the visual integrity of the file.

Tone And Messaging

• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• 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.

Brand Values

• Achieve the highest levels of quality and craftsmanship.
• Be clear, focused and direct.
• Use striking words, engaging imagery and color to stand out.
• Lead with gaming experiences to create desire.
• Look and sound distinct from the competition.
• We strive to make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. This is the core philosophy that drives our business, our brand and our actions.
• Because, when everyone plays, we all win.
• Diversity is a strength. Xbox strives to be inclusive by welcoming all people to our community, being open to new ideas, and by celebrating the uniqueness of our fans.
• 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.
• Gaming is a fun part of a balanced life. Xbox strives to create a place where everyone can play responsibly, within the boundaries they set, and do so free from fear and intimidation.
• Jump in is our invitation to gamers everywhere to join us on this journey. Our tagline invites gamers to play the games they want, with the people they want, on the devices they want. And they’ll become part of a vibrant, diverse community of gamers that are united by our common love of the game.

Visual Style

• The overall design is clean and modern, with the green color symbolizing the brand, contrasting sharply against the white text and emblem. The background color is a solid, bright green, providing high visual contrast and brand recognition, with no additional textures or elements present.
• Use striking words, engaging imagery and color to stand out.
• Use the Xbox logo when communicating gaming at events and in sponsorships.
• The entire logo should appear in creative.
• 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.
• Horizontal (preferred)
• The Microsoft logotype and symbol should be the same size as the width of the word Xbox.
• If both the Microsoft logo and the Xbox logo appear on the same horizontal plane, then the baseline of the “M” in Microsoft and the “X” in Xbox should align.
• 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.
• Print .43 in/11 mm Screen 30 px
• Microsoft Print 1 in/25 mm Screen 72 px
• The x-height of the logo must be 1.5% of the width + height of the layout.
• Logo height 4% x (728 + 90) = 32.72 (round to 33 px)
• Logo x-height 1.5% x (22 + 28) = 0.75 in
• Use white type when using green, rich black, mid gray, dark gray or light green backgrounds.
• 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 should be applied when a black background is needed on print deliverables. Do not use in typography.
• For all broadcast TV, UI and dash applications, white and black should use these alternate broadcast colors.
• Broadcast black R0 G0 B0 HEX #101010
• Broadcast white R235 G235 B235 HEX #EBEBEB
• Print should always use PMS values for Xbox Light Green. Do not use when PMS is not available. Contact xboxbrand@microsoft.com for Xbox light green CMYK usage in small areas.
• Xbox green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362
• White R255 G255 B255 HEX #FFFFFF C0 M0 Y0 K0
• Black (digital) R0 G0 B0 HEX #000000 Rich Black (print) C60 M40 Y40 K100
• Light gray R230 G230 B230 HEX #E6E6E6 C0 M0 Y0 K10 PMS Cool Gray 1C
• Xbox light green R155 G240 B11 HEX #9bf00b *CMYK PMS 375C
• Mid gray R115 G115 B115 HEX #737373 C0 M0 Y0 K65 PMS Cool Gray 9
• Dark gray R80 G80 B80 HEX #505050 C0 M0 Y0 K80 PMS Cool Gray 11
• Xbox dark green R5 G75 B22 HEX #054b16 C95 M25 Y85 K65 PMS 3435C
• 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.
• 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.
• Segoe UI SemiBold may be used for sub-heads, call-outs, and titles.
• Sentence case is preferred for all communications. All caps may be used sparingly for subheads.
• 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.
• All print communications should use Segoe Pro. The Segoe Pro typeface has been specifically designed for print communications and should never be used in place of Segoe UI.
• Limit type to no more than three sizes or weights.
• For Segoe UI digital usage, use SemiLight for large headlines, and Regular or SemiBold for increased legibility at small sizes.
• For Segoe Pro print usage, use Segoe Pro SemiLight for large headlines, and Segoe Pro SemibBold for increased legibility at small sizes.
• Sentence case is our standard for all communications.
• Use all-uppercase sparingly for titles, short headings, or subheadings—and never for full paragraphs.
• Don’t use all-lowercase type.
• Flush left text is aligned along the left margin.
• For languages that read left-to-right set type flush left, ragged right.
• Center type very rarely.
• Avoid widows, orphans, and lines that end with hyphens.
• Segoe is designed so that letter spacing and word spacing are set to 0 by default. In some cases, spacing may need to be adjusted. Make sure that letters never touch one another, except for ligatures.
• Digital margins are defined by 100% of the x-height of the logo.
• Print margins are defined by 150% of the x-height of the logo.
• 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 to the bottom of the layout.
• Green bar thickness 1% x (22 + 28) = 0.5 in
• Minimum green bar thickness is 12 px.
• In print the green bar thickness equals 1% of the layout width + layout height. Minimum green bar thickness is 2 mm.
• 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.
• The logos should have a minimum clearance of the “X” in Xbox One on all sides.
• 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.
• Do not crop or modify the icon.
• Clear space (preferred)
• Print 1 in/25 mm Screen 80px
• 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 in a Rich Black background. Use the asset that matches the color space and background color.
• 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.
• 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.
• 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.

Iconography

• The entire icon lockup should appear in creative. Do not crop or modify the icon.
• Refer to Brand Central for icon files.
• Clear space (preferred)
• Minimum size ELITE Series 2 Print 1 in/25 mm Screen 80px

Layout And Composition

• 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.
• When a horizontal logo is used in a digital layout, the entire logo height is 4% of the width + height of the layout rounded up to the whole pixel.
• Digital margins are defined by 100% of the x-height of the logo.
• Print margins are defined by 150% of the x-height of the logo.
• 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 to the bottom of the layout.
• Green bar thickness (round up to the whole pixel) is 1.5% x (layout width + layout height). Minimum green bar thickness is 12 px.
• In print the green bar thickness equals 1% of the layout width + layout height. Minimum green bar thickness is 2 mm.
• Branding bar should be 10% of the height of 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.
• 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.
• The logos should have a minimum clearance of the “X” in Xbox One on all sides.
• 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.
• 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.

Responsible Gaming Guidelines

• Xbox is committed to providing a safe and inclusive gaming space for everyone, regardless of where and how they play. Xbox wants everyone in the Xbox community (and the gaming community as a whole) to participate in a responsible and well-balanced lifestyle. Play is important as one aspect of a balanced life.
• We strive to make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy. This is the core philosophy that drives our business, our brand and our actions.
• Because, when everyone plays, we all win.
• Diversity is a strength. Xbox strives to be inclusive by welcoming all people to our community, being open to new ideas, and by celebrating the uniqueness of our fans.
• 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.
• Gaming is a fun part of a balanced life. Xbox strives to create a place where everyone can play responsibly, within the boundaries they set, and do so free from fear and intimidation.
• Jump in is our invitation to gamers everywhere to join us on this journey. Our tagline invites gamers to play the games they want, with the people they want, on the devices they want. And they’ll become part of a vibrant, diverse community of gamers that are united by our common love of the game.
• In order to promote a healthy play-life balance, these words and phrases should be avoided and excised from any and all communications.
• Words to avoid: Addicted, addiction, addictive; compulsive, compulsion; crave, craving; dependent, dependence, dependency; endless; fixated, fixation; gamble, gambler, gambling; impulse, impulsion, impulse control; irresistible; obsessed, obsession, obsessive; uncontrollable; unending; limitless; no restraint; consuming, all-consuming.
• Phrases and images to avoid: • Commenting on game design or a game as “addictive” or “time-consuming.” Example: “We tried to make X as intuitive and addictive as possible.” “X was a surprise hit this past summer and became an addiction.” • Endless play and playing for hours. Example: “Xbox Game Pass is your ticket to endless play” and “You’ll want to play for hours at a time.” Instead use the alternative: “Join Xbox Game Pass and discover your next favorite game.” • Encouraging the collection of rewards and achievements in a short amount of time. Example: “I earned X Gamerscore in Y hours!” • Anything related to gaming addiction, addictive gameplay, or video game addiction. Example: “Addictive gameplay,” “video games are our addiction,” “X game can be addicting,” “I played in an X hours long gaming marathon.” • Highlighting or celebrating hours played by the community rather than skill or variety. Example: “The Xbox Community spent X hours playing Y in the first 24 hours after its launch!” • Use of humor to allude to prioritizing gaming over other healthy parts of a balanced life. Example: “Take a day off from work to play X!” and “don’t worry about dinner, keep playing!” • Using language related to playing many different titles in a short amount of time. Example: “We require you to play the over 100 great games included in your membership—no negotiation.” • Momentum and success metrics related to time played. Example: “The Xbox Community spent X percent more time playing games.” • Promoting or spotlighting the duration of a gaming session or a game’s length. Example: “X hours of gameplay.” • Using language that promotes extended gaming sessions on devices where this is possible. Example:“Play for up to 35 continuous hours on a single battery charge!” • Supporting lengthy in-game challenges or events. Example: “This challenge lasts for 12 hours!” • Aggressive behavior related to a gaming session. Example: “Make your opponents rage quit!” “Get ready for a game so challenging you’ll throw your controller!” • Depiction of “gamers” as being irresponsible, unclean, or not living a normal and healthy life. Example: depiction of a 35-year-old male living in his parents’ basement covered in chip crumbs.
• Additional responsible gaming guidelines—avoid the following: • The over-promotion or evangelization of violence in video games and violent gaming phrases. Example: “Kill shot,” “head shot,” “tracking kills,” “sniper kills,” or kills associated with locations. • Depicting guns pointed at the viewer/audience, guns firing, or guns that have just been fired. • Depicting guns pointing at another character, person, or living thing. Note: additional review and consideration will be given to the depiction of guns in gameplay trailers or gameplay footage.
• Final note: This is not intended to be an all-inclusive list; please use these as guidelines and employ your best judgement when creating materials.

Video And Photoshoot Guidelines

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

Apparel Guidelines

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

Promotion Insights

Color Analysis

Statistics computed across 7695 images

Tone Distribution

Sample Images

Image 1

We’re giving people the ability to collaborate and connect on any device, anywhere! Find out how our #Windows365 Cloud PC, new integrations for #MicrosoftTeams and Dynamics 365, and other new features are changing hybrid work:

Attributes:

• Caption: Windows 365 is the latest operating system from Microsoft
• Keywords: Windows 365, Microsoft, operating system, technology, software, cloud computing, virtualization, productivity, user interface, user experience, compatibility, security, scalability, reliability, performance, integration, collaboration, accessibility, affordability, innovation

Image 2

Which one is your mood today? Ours is WFH. 😂

Attributes:

• Caption: Two dogs with different styles
• Keywords: tie, dog, work, home, in person, days, white dog, brown dog, smiling, happy, cute, pug, shaggy, well groomed

Image 3

Which one is your mood today? Ours is WFH. 😂

Attributes:

• Caption: Two dogs in ties, one with a tie on and one with a tie off.
• Keywords: tie, dog, tie off, tie on, two dogs, in tie, in tie off, in tie on, two dogs in tie, two dogs in tie off, two dogs in tie on

Image 4

Bring your iCloud account into #Outlook for Mac and organize your work and personal emails, contacts, and calendars all in one app. Get the details:

Attributes:

• Caption: A laptop with Microsoft 365 App Support for Apple Silicon Macs
• Keywords: laptop, macbook, mac, apple, microsoft, 365, support, app, apple silicon, macbook air, macbook pro, macbook pro 13, macbook pro 16

Image 5

From major announcements to new releases, don’t miss all the exciting sessions taking place at #MSIgnite! Check them out now:

Attributes:

• Caption: Microsoft Ignite March 2021
• Keywords: microsoft, ignite, march 2021, sessions, 365, sessions, at ignite

Image 6

2022 really got us thinking anything is possible! What’s on your 2023 BINGO card?

Attributes:

• Caption: Bingo game with many different options
• Keywords: Bingo, Microsoft, Azure, Bigfoot, SQL Server, Zune, Movie Sequel, Potato, LinkedIn, Briefcase, Last Email, National Holiday, Ideas, Camera, Fairy, Tooth Fairy

Image 7

2022 really got us thinking anything is possible! What’s on your 2023 BINGO card?

Attributes:

• Caption: Bingo cards with various sayings on them.
• Keywords: bingo, cards, sayings, business, humor, industry, tech, microsoft, azure, war room, rawn room, teams, email, industry standard, robot voice, azure, free space, national holiday, ideas, camera, fairy tale, LinkedIn, brie case, sign, work holiday, tooth fairy

Image 8

“Success is 10% inspiration 90% presentation.” – Microsoft PowerPoint Designer

Attributes:

• Caption: A laptop with a slide show on vertical gardens
• Keywords: laptop, vertical gardens, slide show, HP, candle, book, table, presentation, green, indoor, outdoor, gardening, plants, design, decoration, vertical gardening

Image 9

Now, you can share screenshots, photos, and other images to #MicrosoftToDo on Android to quickly create a task. Try it out:

Attributes:

• Caption: Create tasks from images on Android
• Keywords: Android, tasks, images, create, do, app

Image 10

Microsoft #OneNote provides a digital way to easily capture your typed and handwritten notes. Download this essential e-book to learn how:

Attributes:

• Caption: A woman typing on a laptop
• Keywords: woman, laptop, office, tablet, OneNote for Meetings, presentation, business, work, productivity, technology, computer, tablet, monitor, mouse, keyboard, cell phone, potted plant, coffee mug, books, pens, paper, office supplies

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