캔디크러쉬사가 브랜드 가이드라인

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캔디크러시사가의 브랜드 및 캐릭터 가이드라인

캔디크러시사가의 브랜드 및 캐릭터 가이드라인

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    캔디크러쉬사가 브랜드 가이드라인 캔디크러쉬사가 브랜드 가이드라인 Presentation Transcript

    • Candy Crush Brand Book October 2013
    • Introduction We created this document to ensure that all usages of the Candy Crush brand are correct and consistent. It is for use by anyone internally or externally who wants to feature any element of Candy Crush. If you have questions or queries then please contact us at brand@king.com Candy Crush Brand Book. ©2013 King.com 2
    • Legal notices Trade marks We own various trademarks in relation to the Candy Crush Saga game, including, for example CANDY CRUSH, CANDY CRUSH SAGA (word only and stylised), the app icon, characters and candies. Please speak with Susie Carr in legal regarding appropriate notices for marketing as they will depend on the marks used. The standard format will be: “CANDY CRUSH SAGA and related marks are trade marks of King.com Ltd and/or related companies.” Copyright notice The copyright notice for Candy Crush Saga marketing should be: “© 2013 King.com Ltd” Music If you wish to use the Candy Crush Saga music for anything other than in-game, please contact Susie Carr to discuss.” Candy Crush Brand Book. ©2013 King.com 3
    • Candy Crush: The Game Candy Crush Brand Book. ©2013 King.com 4
    • Brand values Simple Colourful Magical Fun Social Challenging Candy Crush Brand Book. ©2013 King.com 5
    • Candy Crush Style Candy Crush Brand Book. ©2013 King.com 6
    • Tone of Voice Candy Crush is a world of few words used well. It’s bright, colourful and full of charm. But always clear and concise. Most of all it’s about fun. If it doesn’t put a smile on your face then it’s not Candy Crush Candy Crush Brand Book. ©2013 King.com 7
    • Style and design CCS has a feminine and retro feel. It is not a macho game. It uses lots of blues and pink. This is a happy and surreal land. The style is from the 50’s. Characters are paper cut as in a board game. The colouring is bright and shiny. Candy Crush Brand Book. ©2013 King.com 8
    • Examples of Candy Crush style Candy Crush Brand Book. ©2013 King.com 9
    • Marketing material Press/Media Merchandise Advertising Print Candy Crush Brand Book. ©2013 King.com 10
    • Brand assets Candy Crush Brand Book. ©2013 King.com 11
    • Core assets: Character Tiffi Toffee Mr Toffee Yeti Crying Heart To be supplied The heroine is Tiffy. She was found in a candy bag and was brought up by Mr Toffee. Tiffy then leaves her home and goes on a journey of discovery. On her way she meets different characters that she offers to help. Mr Toffee (Tiffi’s father) is an instructor and mentor, involved in everything that’s helpful to the player, like tutorials. Candy Crush Brand Book. ©2013 King.com Yeti, is the shop owner for the Charms Shop. The goods he sells are always permanent ones, with the idea of the player associating him with great investment goods that she can keep forever. as we’re moving away from charms that role is somewhat changed 12
    • Core Assets Game play imagery Plain: blue/green/orange/purple/red/yellow Lucky Candy: blue/green/orange/purple/red/yellow Wrapper: blue/green/orange/purple/red/yellow Fish: blue/green/orange/purple/red/yellow Polka Horizontal: blue/green/orange/purple/red/yellow Wrapped Fish: blue/green/orange/purple/red/yellow Polka Vertical: blue/green/orange/purple/red/yellow Polka Fish: blue/green/orange/purple/red/yellow Mystery Candy: blue/green/orange/purple/red/yellow Colour Bomb Candy Crush Brand Book. ©2013 King.com 13
    • Core assets Boosters/charms Colour Bomb Paintrush Mix Paper bag Booster 5 Switch Coconut Licorice Frozen Alarm Clock Teeth Booster 15 Time Free Switcher Hand +3 Heart Charm Booster Fish Booster Lollipop Candy Crush Brand Book. ©2013 King.com 14
    • Core assets Blockers Expanding Chocolate Blocker Liquorice Blocker Locked Objects Blocker Frosting Blocker Frosting Layered 1 Frosting Layered 2 Frosting Layered 3 Frosting Layered 4 Frosting Layered 5 Marmelade Chocolate Fountain Bomb (blue/green/orange/purple/red/yellow) Candy Crush Brand Book. ©2013 King.com 15
    • Core assets Dropdown mode graphics Cherry Hazelnut In game element Teleporter Candy Crush Brand Book. ©2013 King.com 16
    • Secondary assets Maps Query relating to this & following ‘secondary assets’ pages: How are we to segment the ‘Maps’, ‘Characters’, ‘Props’ & ‘Backgrounds’ sections please? (eg all elements by level or 4 sections by asset type?) Note: Maps – we have the full game journey map. Are individual game level maps available? Candy Crush Brand Book. ©2013 King.com 17
    • Secondary assets Characters, Props & Backgrounds Candy Town Characters Candy Town Background Candy Town Props Candy Crush Brand Book. ©2013 King.com 18
    • Secondary assets Characters, Props & Backgrounds Candy Factory Characters Candy Factory Background Candy Factory Props Candy Crush Brand Book. ©2013 King.com 19
    • Secondary assets Characters, Props & Backgrounds Lemonade Lake Characters Lemonade lake Background Lemonade Lake Props Candy Crush Brand Book. ©2013 King.com 20
    • Secondary assets Characters, Props & Backgrounds Chocolate Mountain Characters Chocolate Mountain Background Chocolate Mountain Props Candy Crush Brand Book. ©2013 King.com 21
    • Secondary assets Characters, Props & Backgrounds Lollipop Forest Characters Lollipop Forest Background Lollipop Forest Props Candy Crush Brand Book. ©2013 King.com 22
    • Secondary assets Characters, Props & Backgrounds Easter Bunny Hills Characters Easter Bunny Hills Background Easter Bunny Hills Props Candy Crush Brand Book. ©2013 King.com 23
    • Secondary assets Characters, Props & Backgrounds Bubblegum Bridge Characters Bubblegum Bridge Background Bubblegum Bridge Props Candy Crush Brand Book. ©2013 King.com 24
    • Secondary assets Characters, Props & Backgrounds Salty Canyon Characters Salty Canyon Background Salty Canyon Props Candy Crush Brand Book. ©2013 King.com 25
    • Secondary assets Characters, Props & Backgrounds Peppermint Palace Characters Peppermint Palace Background Peppermint Palace Props Candy Crush Brand Book. ©2013 King.com 26
    • Secondary assets Characters, Props & Backgrounds Wafer Wharf Characters Wafer Wharf Background Wafer Wharf Props Candy Crush Brand Book. ©2013 King.com 27
    • Secondary assets Characters, Props & Backgrounds Ginger Witch Characters Ginger Witch Background Ginger Witch Props Candy Crush Brand Book. ©2013 King.com 28
    • Secondary assets Characters, Props & Backgrounds Pastille Pyramid Characters Pastille Pyramid Background Pastille Pyramid Props Candy Crush Brand Book. ©2013 King.com 29
    • Secondary assets Characters, Props & Backgrounds Cupcake Circus Characters Cupcake Circus Background Cupcake Circus Props Candy Crush Brand Book. ©2013 King.com 30
    • Secondary assets Characters, Props & Backgrounds Caramel Cove Characters Caramel Cove Background Caramel Cove Props Candy Crush Brand Book. ©2013 King.com 31
    • Secondary assets Characters, Props & Backgrounds Sweet Surprise Characters Sweet Surprise Background Sweet Surprise Props Candy Crush Brand Book. ©2013 King.com 32
    • Secondary assets Characters, Props & Backgrounds Crunchy Castle Characters Crunchy Castle Background Crunchy Castle Props Candy Crush Brand Book. ©2013 King.com 33
    • Secondary assets Characters, Props & Backgrounds Chocolate Barn Characters Chocolate Barn Background Chocolate Barn Props Candy Crush Brand Book. ©2013 King.com 34
    • Secondary assets Characters, Props & Backgrounds Delicious Drift Characters Delicious Drift Background Delicious Drift Props Candy Crush Brand Book. ©2013 King.com 35
    • Secondary assets Characters, Props & Backgrounds Holiday Hut Characters Holiday Hut Background Holiday Hut Props Candy Crush Brand Book. ©2013 King.com 36
    • Secondary assets Characters, Props & Backgrounds Candy Clouds Characters Candy Clouds Background Candy Clouds Props Candy Crush Brand Book. ©2013 King.com 37
    • Secondary assets Characters, Props & Backgrounds Jelly jungle Characters Jelly jungle Background Jelly jungle Props Candy Crush Brand Book. ©2013 King.com 38
    • Secondary assets Characters, Props & Backgrounds Savory Shores Characters Savory Shores Background Savory Shores Props Candy Crush Brand Book. ©2013 King.com 39
    • Fonts Fonts used in the game are: American Typewriter ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 PT Banana Split ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Candy Crush Brand Book. ©2013 King.com 40
    • Logotype dos and don’ts This is the Candy Crush logo. If it’s not possible to use the gradient, detalied one, feel free to try with one of the simpler versions. If only one color is possible, use the white one on a colorfull background. Candy Crush Brand Book. ©2013 King.com 41
    • Colours Make it colorfull, fun, happy and sweet! Mix stipes with clean colors. Brown only used as chocolate. PANTONE: 186C TPX : 18-1664 C15 M100 Y100 K0 PANTONE: TPX : C0 M50 Y0 K0 PANTONE: TPX : 13-0858 C0 M0 Y100 K0 PANTONE: TPX : C50 M0 Y0 K0 PANTONE: TPX : 16-6340 C75 M0 Y100 K0 PANTONE: TPX : 14-0955 C0 M35 Y100 K0 PANTONE: TPX : 18-1664 C45 M100 Y0 K0 PANTONE: TPX : 17-4540 C100 M20 Y0 K0 PANTONE: TPX : 18-1027 C35 M50 Y100 K70 Candy Crush Brand Book. ©2013 King.com PANTONE: TPX : . C0 M0 Y0 K0 42
    • Patterns Stripes, and dots is what candy crush is all about. etc... multiball dots, see colors in the colour guide (previus page) polkastripes. 45°, same width of white and red stripes. Red: Pantone 186c. Candy Crush Brand Book. ©2013 King.com 43
    • In game phrases and definitions Candy Crush Brand Book. ©2013 King.com 44
    • Usage of King brand Candy Crush Brand Book. ©2013 King.com 45
    • Our logotype The King logo is unique. It’s the visual representation of our company name, but it’s also a distinctive and eye-catching icon in itself. It’s powerful enough to stand on its own, but it has even greater impact when it’s used with the characters in our games. Material & physical application When it comes to material and physical application, think thick, smooth plastic, rather than hard metal. Physical applications should allow the logo’s colour gradients to be seen clearly, so a matt finish is preferable. The depth of the logo is about half the width of the letter “i”. Prominent position Using the logo once in a prominent place is always more effective than using it several times. Candy Crush Brand Book. ©2013 King.com 46
    • Basic logotype usage Clear space The King crown should always be shown with plenty of clear space around it. By clear space we mean space that is free from graphics, text and other logos. You can work out the minimum amount of clear space you should leave around the logo by halving the logo’s height. Minimum size Never make the crown smaller than 28 pixels on screen and 10mm wide in print. Candy Crush Brand Book. ©2013 King.com 47
    • Logotype Different applications Primary logo Primary logo The gold version with the orange gradient and dark orange shadow is our primary logo. We should always aim for this particular visual style and representation. We also have a crown with a neutral shadow that can be used with content and placed on characters’ heads. But remember, never alter the shadow in any way, scale the shadow with the graphics and always make sure you’re using the correct file (version) for your purpose. Secondary, orange on white The plain orange logo on white is for use on white backgrounds only. Secondary logo, orange on white (PMS:144c) Secondary, endorser This should be used when we need game brands or content to grab the audience’s full attention. We want it to be regarded as a kind of “sign off” for the material, and be treated as a stamp of approval or mark of quality. As the endorser is very dependent on the type of background you’re working with, take extra care when using it. Please remember to ask for approval first. Candy Crush Brand Book. ©2013 King.com 48 Secondary logo, endorser
    • Logotype dos and don’ts Do use the original artwork Do use the correct crown for the appropriate background Do sit the crown on characters’ heads Do use the orange on white logo for white backgrounds Use your imagination when creating physical applications. Make sure it pops! Don’t mask or re-colour the crown Don’t reshape the crown in any way Don’t use the crown with inanimate objects (e.g. sweets) Don’t use the orange logo on a colour background. Use the primary logo instead Don’t use the crown upside down Candy Crush Brand Book. ©2013 King.com 49
    • Approvals Candy Crush Brand Book. ©2013 King.com 50
    • Approval Process The approval process requires several distinct and important steps, therefore we ask you to submit design requests as early as possible. By doing this, you enable the brand team to provide meaningful feedback early stage. Submission for Approval and Legal notices Please submit items for approval via email and allow at least two working days for each stage of the approval process. Legal notices - TBD Approval Stages • Concept • Artwork/Design Mock Up • Final Version For further information relevant to King’s approval process, please contact: brand@king.com Candy Crush Brand Book. ©2013 King.com 51
    • Files location Candy Crush Brand Book. ©2013 King.com 52
    • Where the files can be found M:ProjectsGamesCandy CrushCandy Assets Candy Crush Brand Book. ©2013 King.com 53