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캔디크러시사가의 브랜드 및 캐릭터 가이드라인
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Candy Crush Brand BookOctober 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 [email protected]
Candy Crush Brand Book. ©2013 King.com 2
Legal notices
Trade marksWe 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 noticeThe copyright notice for Candy Crush Saga marketing should be: “© 2013 King.com Ltd”
MusicIf 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
Magical
Fun
Challenging
Social
Colourful
Simple
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
Candy Crush Brand Book. ©2013 King.com 10
Brand assets
Candy Crush Brand Book. ©2013 King.com 11
Core assets:
Character
Tiffi Toffee
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.
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
Mr Toffee Yeti Crying Heart
To be supplied
Candy Crush Brand Book. ©2013 King.com 12
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
Core Assets
Game play imagery
Candy Crush Brand Book. ©2013 King.com 13
Colour Bomb Paintrush Mix Paper bag
Core assets
Boosters/charms
Booster 5 Switch
Coconut Licorice Booster 15 Time Frozen Alarm Clock Teeth
+3 Heart Charm Free Switcher Hand 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 4 Frosting Layered 2 Frosting Layered 3
Marmelade Frosting Layered 5 Chocolate Fountain Bomb (blue/green/orange/purple/red/yellow)
Candy Crush Brand Book. ©2013 King.com 15
Core assets
Dropdown mode graphics
Cherry Hazelnut
Teleporter
In game element
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
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
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: -TPX : . C0 M0 Y0 K0
PANTONE: 186CTPX : 18-1664 C15 M100 Y100 K0
PANTONE: -TPX : - C50 M0 Y0 K0
PANTONE: -TPX : 18-1664 C45 M100 Y0 K0
PANTONE: -TPX : 16-6340 C75 M0 Y100 K0
PANTONE: -TPX : 17-4540 C100 M20 Y0 K0
PANTONE: -TPX : - C0 M50 Y0 K0
PANTONE: -TPX : 14-0955 C0 M35 Y100 K0
PANTONE: -TPX : 18-1027 C35 M50 Y100 K70
PANTONE: -TPX : 13-0858 C0 M0 Y100 K0
Candy Crush Brand Book. ©2013 King.com 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 applicationWhen 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 positionUsing 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 spaceThe 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 sizeNever make the crown smaller than 28 pixels on screen and 10mm wide in print.
Candy Crush Brand Book. ©2013 King.com 47
LogotypeDifferent applications
Primary logoThe gold version with the orange gradientand dark orange shadow is our primarylogo. We should always aim for thisparticular visual style and representation. We also have a crown with a neutralshadow that can be used with content andplaced on characters’ heads. But remember,never alter the shadow in any way, scale theshadow with the graphics and always makesure you’re using the correct file (version) foryour purpose.
Secondary, orange on whiteThe plain orange logo on white is for use onwhite backgrounds only.
Secondary, endorserThis should be used when we need gamebrands or content to grab the audience’s fullattention. We want it to be regarded as akind of “sign off” for the material, and betreated as a stamp of approval or mark ofquality. As the endorser is very dependenton the type of background you’re workingwith, take extra care when using it. Pleaseremember to ask for approval first.
Primary logo
Secondary logo, orange on white (PMS:144c) Secondary logo, endorser
Candy Crush Brand Book. ©2013 King.com 48
Logotype dos and don’ts
Do use the original artwork
Don’t mask or re-colourthe crown
Do use the correct crown for the appropriate background
Don’t reshape the crownin any way
Do sit the crown oncharacters’ heads
Don’t use the crown with inanimate objects (e.g. sweets)
Do use the orange on white logo for white backgrounds
Don’t use the orange logo on a colour background. Use theprimary logo instead
Use your imagination when creating physical applications. Make sure it pops!
Don’t use the crownupside 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 noticesPlease 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: [email protected]
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:\Projects\Games\Candy Crush\Candy Assets
Candy Crush Brand Book. ©2013 King.com 53