G PRO Wireless Master Creative + Style Guide

PRO WIRELESS
MASTER CREATIVE
September 2018

PRO WIRELESS MC September 2018
3
CONTENTS
1. Key Selling Proposition
2. Master Creative
3. Phase 0/ Tease
4. Phase 1/ Launch
5. Phase 2/ Sustain
6. Phase 3/ Spike
7. Campaign Beats
8. HTML5 Banners
9. Campaign Style Guide
10. Assets Index

5
KEY SELLING PROPOSITION
DESIGNED WITH PROS.
ENGINEERED TO WIN.

6
PRO PLATFORM
PLAY TO WIN

8
September 2018PRO WIRELESS MC
MASTER CREATIVE
NOTHING
IN THE WAY OF
WINNING

9
MASTER CREATIVE
For PRO Wireless, a mouse designed in collaboration with pro esports athletes and featuring our most
advanced technology innovations, we want the takeaway to be all about winning.
Which means, our campaign needs to be completely free from distractions—just like PRO Wireless. We
accomplish this with a subtle and subdued style that eliminates all noise and focuses in on the truth of the
product performance. PRO Wireless is, in fact, designed to disappear.
LIGHTSPEED wireless removes friction for freedom. HERO sensor speed and precision eliminates input delay.
Ultra lightweight, 80 gram chassis feels like it isn’t even there. PRO Wireless disappears so that the athlete
can connect to the game as seamlessly as possible.
This campaign up-levels our esports athletes with a world-class stylistic treatment that’s pure, iconic and also
free from distractions. By celebrating the PRO line’s stealthy aesthetic and minimalist product ID, we also up-
level what the pros asked for: consistency, simplicity and nothing in the way of winning.
“It has everything I want and nothing else.”
– Zven, TSM League of Legends
September 2018PRO WIRELESS MC

11
Excited to hear of new
possibilities. Proud to be one
of the first people to know.
Pleased to participate in a
new accessory or upgrade.
Happy to be leaving a tired
unsuitable product behind.
Excited to imagine
new possibilities.
TEASE: LEARN

15
What is this interesting
thing? What does it do?
Sensory stimulation
(colors, textures, shapes,
configurations, sounds.)
Is this for me? How does it
work? How does it feel to
touch, handle, activate it?
How does this product stack
up to alternatives?
LAUNCH: SHOP

16
LAUNCH: ’60 SIZZLE VIDEO

17
LAUNCH: ’30 ETAIL VIDEO

18
LAUNCH: ’15 MICROVIDEO

LAUNCH: FULL (For use on large format traditional placements like POS)

LAUNCH: LITE (For use on confined space and, high-impact placements like Digital and Social)

26
How does this product stack
up to alternatives?
Pleased to participate in a
new accessory or upgrade.
Happy to be leaving a tired
SUSTAIN: LEARN - SHOP
Is this for me? How does it
work? How does it feel to
touch, handle, activate it?

39
Excited to hear of new
possibilities. Proud to be one
of the first people to know.
SPIKE: LEARN
Pleased to participate in a new accessory
or upgrade. Happy to be leaving a tired

51
LAUNCH SUSTAIN SPIKETEASE

53
HTML5 BANNERS: ATHLETE
300x250 320x50
728x50
160x600 300x600

54
HTML5 BANNERS: PRODUCT
300x250 320x50
728x50
160x600 300x600

PRO WIRELESS
STYLE GUIDE
SEPTEMBER 2018

PRO WIRELESS CAMPAIGN STYLE GUIDE SEPTEMBER 2018
3
The following guidelines for the PRO Wireless campaign are to be used for PRO
content only. The contents herein should not be applied to any product or initiative
outside the PRO line of Logitech G gaming gear. If there are any questions regarding
these limitations, please contact your Logitech G brand representative.
HOW TO USE

4
1. Campaign Platform
2. Master Creative
3. Media Guidelines
4. Visual Language
5. Asset Index
TABLE OF CONTENTS

NOTHING IN THE WAY OF WINNING
6

7
For PRO Wireless, a mouse designed in collaboration with pro esports athletes and featuring our most advanced
technology innovations, we want the takeaway to be all about winning.
Which means, our campaign needs to be completely free from distractions—just like PRO Wireless. We
accomplish this with a subtle and subdued style that eliminates all noise and focuses in on the truth of the
product performance. PRO Wireless is, in fact, designed to disappear.
LIGHTSPEED wireless removes friction for freedom. HERO sensor speed and precision eliminates input delay.
Ultra lightweight, 80 gram chassis feels like it isn’t even there. PRO Wireless disappears so that the athlete
can connect to the game as seamlessly as possible.
This campaign up-levels our esports athletes with a world-class stylistic treatment that’s pure, iconic and also
free from distractions. By celebrating the PRO line’s stealthy aesthetic and minimalist product ID, we also up-
level what the pros asked for: consistency, simplicity and nothing in the way of winning.
“It has everything I want and nothing else.”
– Zven, TSM League of Legends
CAMPAIGN PLATFORM

12
Only use full layout on larger traditional format that allows for more text.
For digital and smaller format, use the light layout.
FULL LAYOUT LIGHT LAYOUT
Full layout execution elements:
• Headline
• Product Name
• Product Subline
• Athlete Name Label
• “PLAY TO WIN” Sign-Off
• Logitech G Logo
Light layout execution elements:
• Headline
• Product Name (Stacked, larger size)
• Logitech G Logo
MEDIA GUIDELINE: LAYOUT VERSION

13
Primary asset type is PRO Wireless with an esports pro. Use these compositions the most, especially for launch.
Only label pro’s name, team and game on large-format and standalone placements where we need to tell the whole story.
For most placements, keep the composition simple and name the pros in accompanying text,
e.g.: PRO Wireless. Approved by Shox, G2 CS:GO
Avoid adding esports athletes’ social media profiles. We should not direct traffic to their properties unless permission is acquired.
MEDIA GUIDELINE: ATHLETES
Facebook Paid Social
(Example shown here are only for pro quotes
placement. Actual approved image and copy can vary.)
Facebook Paid Social
(Example shown here are only for pro name placement.
Only use approved copy in actual execution.)
YouTube
(Example shown here are only for pro name placement.
Only use approved copy in actual execution.)

15
Please download full PSD from Brand Portal. Links are provided in the Asset Index section.
Assets provided are designed with a 16:9 aspect ratio in 1920x1080 for digital use.
Resize the assets according to intended use and specific media requirements.
For digital media use:
Use the “LITE VERSION” layer group, labeled in yellow
For traditional media and print use:
Use the “FULL VERSION” layer group, labeled in blue
For localization:
Edit layers labeled in red
VISUAL LANGUAGE: PSD QUICKSTART GUIDE
Layer structure overview Localization options

16
• Type Family:
BrownPro
• Font Weight:
Bold for headlines and subheadlines, and regular for body copy
• Font Size Relations:
Follow below for general guidelines; adjust according to actual media needs and layout
NOTHING
IN THE WAY
OF WINNING
body copy size = x
Subheadline size = 2x
Headline size = 5x - 7x, depending on layout needs
VISUAL LANGUAGE: TYPOGRAPHY
PRO WIRELESS
LIGHTSPEED gaming mouse designed with pros
and featuring our most accurate HERO sensor.

17
HEADLINE:
• Weight:
Bold
• Capitalization:
All Cap
• Tracking:
Set to -25
• Leading:
0.9x of font size.
eg: Font size of 60 will have leading of 54
• Color:
Glint effect. Detailed in Color section
SUBHEADLINE:
• Weight:
Bold
• Capitalization:
All Cap
• Tracking:
Set to -25
• Leading:
0.9x of font size.
• Color:
Black
BODY COPY:
• Weight:
Regular
• Capitalization:
Sentence case
• Tracking:
Set to -15
• Leading:
Font size +1
• Color:
Black

18
When layout allows, clip the headline with the
athlete or product for visual impact.
Do not clip headline when:
1. Headline is short, and clipping requires a font size
or placement that makes poor layout balance
2. Clipping makes it difficult to read
Headline is not legible; Layout is off-balanced

19
BACKGROUND
• Base color is #262626. Use black and white overlay layer to create gradient
• The gradient should mimic the photography light source as closely as possible, while preserving copy legibility
• Avoid harsh transition
• Reduce banding. Apply 1% noise, or to levels appropriate for specific media format, to help with banding
VISUAL LANGUAGE: COLOR
Gradient transition is too harsh Severe banding should be remedied

20
HEADLINE
• The idea of the effect is to create a tone-on-tone, glossy-on-matte look
• Base gradient setup (adjust based on layout needs):
• The direction of the gradient should follow the light source in the background
• Use black and white overlays to accentuate highlights and shadow to improve
legibiity. However, the brightest part should never be pure white
• Avoid shadow cutoff that makes the headline hard to read. For languages not
using roman alphabets, follow the characters’ natural flow
• Test on different monitors to make sure headline legibility in most cases
• Never use pure white for headlines
VISUAL LANGUAGE: COLOR
White
Location: 15%
Midpoint
Location: 20%
Black
Location: 100%
Gradient is in the wrong direction
The brightest part is too white
Part of the headline becomes illegible
The gradient color itself works, but
the shadow cuts off at a place that
makes headline difficult to read

21
LOGO
• Only use the stacked Logitech G logo
• Color: #5e5e5e. Only use this color for PRO Wireless campaign
• Minimum size:
80 x 100 px (For 1920x1080 Digital executions)
For other sizes, the relative minimum size should be maintained
• Placement should always be on bottom right corner
• Logo safe area:
“PLAY TO WIN” LOCKUP
• Only used in full layouts. Reference Media Guidelines for when to
use full layouts.
• When in use, PLAY TO WIN should NOT be stacked with G logo.
Recommended placement is with body copy block
• Font size should be the same as body copy
• Font weight is set to bold
• Color:
PLAY in #5e5e5e
TO WIN in black
VISUAL LANGUAGE: LOGO LOCKUP
PLAY TO WIN

22
When used in layout, always isolate subject and put on gray textured background. Reference Color - Background for details.
When use alone as etail gallery image, ok to use black background. In this case, text can take on a lighter color, but should be minimal.
VISUAL LANGUAGE: IMAGERY USE
Example: A+ super gallery Example: A+ super galleryExample: A+ super gallery

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ASSETS INDEX: PRIMARY PRODUCT PHOTOGRAPHY

25
ASSETS INDEX: SECONDARY PRODUCT PHOTOGRAPHY

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ASSETS INDEX: PORTRAIT PHOTOGRAPHY
Shox, G2 CS:GO

27
Babybay, SF Shock Overwatch

28
Fury, London Spitfire Overwatch

29
Bjergsen, TSM League of Legends

30
Zven, TSM League of Legends

31
ASSETS INDEX: SECONDARY PORTAIT PHOTOGRAPHY
Zven, TSM League of LegendsBjergsen, TSM League of LegendsBabybay, SF Shock OverwatchShox, G2 CS:GO

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