IDENTITY GUIDELINES An overview of logo useage, brand colors and fonts Last revised: APRIL 2016
This document is meant to serve as a general guideline for the use of the SMITE logo and to help ensure a consistent visual feel and recognition of our games brand. If you have a specific question that isn t covered in the guide, please contact marketingart@hirezstudios.com to verify you are representing SMITE in an acceptable form. 2016 Primary Logo Our standard SMITE lockup, which is essentially the 2015 logo. Outside of a few exceptions, this is the default, go-to, everybody shappy version. (In other words, when in doubt, use this.) PRIMARY LOGO Usually, the logo is dropped over artwork or a screenshot. It is imperative that the tagline BATTLEGROUND OF THE GODS is white on darker backgrounds. TAGLINE Evolution The SMITE Logo has evolved over the years from it s humble origins to the recognizable mark that is used today. Please note that any vendor or partner using these old logos should be instructed to use only the latest version of our logo. 2014 BATTLEGROUND OF THE GODS 2012 BATTLEGROUND OF THE GODS 2015 BATTLEGROUND OF THE GODS 2013 BATTLEGROUND OF THE GODS
MONOCHROME VECTOR LOGO For single color usage, a vector version of the SMITE logo is available in two variants. MONOCHROME BEVELED LOGO MONOCHROME BEVELED WHITE OUT LOGO MONOCHROME FLAT LOGO MONOCHROME WHITE OUT FLAT LOGO Typical usage of the 1 color logo, is screenprinting of logo on promotional items. This whiteout form of the logo must only be used against background colors dark enough to hold enough contrast to maintain legibility. A simplied flat version of the logo is also available. This is typically used at much smaller sizes or within our SMITE Esports site.
SPACING Grey padding indicated Exclusion Safe Zone. This is so no headlines or words encroach on the logo. SAFE ZONE CLEAR SPACE Blue indicates Clear Space. The blue area must be kept free of other elements. Magenta indicates type and element alignment boundaries. CLEAR SPACE SAFE ZONE
COMMON LOGO MISTAKES Keep the SMITE logo and lockup consistent throughout communications and game UI. Here are ways they should NOT appear. Do not stretch the logo. Do not rotate the logo Do not use white tagline on white backrounds. Do not use the black tagline on dark or black backgrounds.
FONTS and TYPOGRAPHY Typography is a key element to communicate a unified personality for SMITE. We have selected Penumbra Flare STD Semi-Bold as our headline and Source Sans Pro Regular as body copy. This keeps it consistent in UI and on the website. Subheaders on social media advertising and email blasts uses Friz Quadrata Regular. HEADLINES 1 Penumbra Flare STD Semi-Bold 1234567890!$@= ABCDEFGHIJKLMNOPQRSTUVWXYZ BODY: Friz Quadrata Regular 1234567890!$@= ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz BODY: Source Sans Pro Regular 1234567890!$@= ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz HEADLINE 1 SUBHEAD BODY COPY Ullamcorper mauris wisi nec arcu Eu Ante Eleifend Tristique interdum Lorem ipsum dolor sit amet, faucibus et vivamus ut non mattis. Magna wisi et justo est sed, hendrerit vitae vitae interdum, dapibus nunc amet pharetra, non id integer in pretium, ultrices amet maecenas pede. In volutpat massa nisl, elit feugiat in pretium ornare justo. Eu ante eleifend tristique molestie nulla, vitae cursus tempor, penatibus ante urna enim,
COLORS Our colors is what gives the SMITE logo much of it s personality. Beveled gold and brass over a dark blue stone background suggest a royal mythological theme. SMITE GOLD # febe26 C 0 R 255 M 25 G 190 Y 84 B 38 K 0 Pantone 7408 C SMITE BRASS, LIGHT SMITE BRASS, DARK # b1966f C 0 R 177 M 15 G 150 Y 37 B 111 K 31 Pantone 7503C # 61533d C 52 R 97 M 55 G 83 Y 74 B 62 K 37 Pantone 2329 C SMITE BLUE # 262e42 C 42 R 38 M 30 G 46 Y 0 B 66 K 74 Pantone 533 C
MARKETING IMPLEMENTATION