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LIVE Services and Gaming - Brandingand Naming
Decision Summary and Guidance onExecution
Rev 1-3-2007
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Microsoft Confidential2
The Microsoft Brand Architecture
Consumer Brands & Brand Modifiers: Consumer Brands: Windows, Office, Xbox, Zune and Games for Windows
Brand Modifiers (ingredient brands): Live, Marketplace, Arcade, and Messenger With some context behind each brands DNA or Identity, they can then be modified or amplified by the
ingredient brands -- Live, Marketplace, Arcade and Messenger. Regardless of the brand, these modifiers
mean the same things. Thus, they should be used consistently across all brands, and there is no need for
additional description Live is a long-term proposition for Microsoft
a strategy that will revolutionize how we and the industry approach software development,
business models, and customer experiences.
The Live brand stands to be a powerful asset to Microsoft and it is imperative to the success of our
strategy that Live mean something specific, consistent, and compelling to customers across all
consumer brands.
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Microsoft Confidential3
LIVE Service Name and Branding in
Gaming Contexts
The Objective:To focus on building and managing unique consumer brands. (For this discussion, the focus will be on Xbox,Zune, Windows and Office.) Once defined, these brands can then be associated with both emotionally, and
rationally, and with and without modifiers like Live, Marketplace, Arcade and Messenger.
The Decision: Live is a modifier that signals connected experience when attached to one of the Microsoft
parent brands
Live always signals the same thing: seamless access to data, communications, and applications.
But the specific features that deliver on this promise can vary by point of entry.
Windows Live and Office Live = connected productivity experiences for home and business
PC users
LIVE on Xbox or Games for Windows is a set of connected gaming experiences The names of our gaming and entertainment services are:
Xbox LIVE and
Games for Windows LIVE
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Implementation Guidance
IMPLEMENTATIONUI Visuals Title Packaging LIVE SKU packaging Standalone ServiceMarketing (POP, PPT,Web)
Messaging (text)
Games for Windows LIVE logo + LIVEgaming visuals
Rationale: Brandcontext provided bytitle and PCexperience
LIVE logo in Games forWindows brandingbar
Rationale: Brandingbar establishescontext
LIVE logo usedprominently withengorsement ofGames for Windowslogo
Official name (to beused on firstmention):Games for Windows -LIVE
Shorthand (secondaryuse):LIVE services forgaming on Windows
LIVE
Xbox Now: Xbox Live logo +Xbox Live visuals
Future (long termchange): LIVE logo +
LIVE gaming visuals
Rationale: Xbox brandcontext provided byconsole experienceitself
Now: Xbox LIVE logoin Xbox 360 brandingbar
Future (near term
change): LIVE logo inXbox 360 brandingbar
Rationale: Xboxbranding barestablishes context
LIVE logo prominent,anchored by Xbox 360and Games for
Windows logos
Rationale: LIVE is theservice being sold.Platforms for whichthe service isintended need to becommunicated, but as
a secondary message.
LIVE logo usedprominently withengorsement of Xboxlogo
Official name (to beused on firstmention):Xbox LIVE
Shorthand:Xbox LIVE
LIVE
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Styleguide
Logo
LIVE
When using the LIVE gaming service logo, the Xbox and/or Games for Windowslogos must provide brand context/endorsement somewhere in the composition
The LIVE logo is not trademarked
Xbox LIVE
The Xbox LIVE logo lockup can continue to be used as an indicator of the LIVEservice on Xbox
Xbox LIVE is trademarked, and the logo lockup includes the bug Games for Windows - LIVE
No logo lockup will be created. Use the LIVE logo and include the Games forWindows logo elsewhere in the composition for brand context and endorsement
LIVE logoBrand context
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Styleguide (cont.)
Text References
When introducing Xbox LIVE and Games for Windows LIVE in text, thecomplete and official names must be used on first mention:
Xbox LIVE
Games for Windows - LIVE LIVE should always be set in all-caps when referring to the gaming and
entertainment network
Secondary references (after initial use of the official names) can use any ofthe following:
LIVE
Xbox LIVE
Games for Windows LIVE
LIVE services for gaming on Windows
Example PR messaging:
So with gaming we have implemented our Live strategy in Xbox LIVE andwith Games for Windows - LIVE. These Live services provide PC and consolegamers with all the benefits of our software + services approach by
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Styleguide (cont.)
Support visuals for LIVE gaming
DO use:
Orange color
Silver, gray and white colors
Gamertag art and other LIVE patterns (dot-mesh, etc.)
DONT use:
Xbox visuals when referring to LIVE gaming on Windows
Ring of Light X-patterns
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Microsoft Confidential8
Styleguide (cont.)
Font
Convection should be used as the font for Xbox LIVE.
Segoe is the font used for Games for Windows - LIVE.
When developing marketing materials for both services,Convection font should be used.
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Microsoft Confidential9
Example Implementation Games for
Windows LIVE UI
ROUGH MOCKUP ONLY
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Microsoft Confidential10
Example Implementation Retail
Packaging for Xbox LIVE and Games forWindows - LIVE
ROUGH MOCKUP ONLY
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Example Implementation Games for
Windows Title Packaging
ROUGH MOCKUP ONLY
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Appendix
Microsoft Confidential
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Microsoft Live ServicesIntegration with other Live services enhances each ala-carte offers value prop
Customers expectations demand all MS services work together seamlessly
Windows XboxOffice
Windows Live Xbox LiveOffice Live
Microsoft Confidential
Microsoft &MBS
(Other Live)
Live Services
Live serves both customers and Microsoft Differentiates our services from the competition Helps customers differentiate between products andservices with the same brand Enables customers to avoid multiple, one offrelationships with brands Extends our established brands into services space withminimal dilution
Facilitates cross-selling and sets the stage for thedevelopment of annuity relationship Promotes development of high quality services byestablishing a clear bar
Promise: what does Live signify when it is part of a service name?- Enables customers to use a common ID and associated elements (contacts, etc)
- Provides a standard, high level of security- Offers immediate access / connection to what the user wants (real time or asynchronous)- Gives users the ability to roam to any Windows XP PC with an internet connection- Evolves to better serve customer needs (human, personalized)
Promise is driven by customer expectationsof the name as well as strategy.
Usage
- Live should always be used as a modifier, not a new brand- Can modify existing product, service or brand- Non-proprietary; legally clear for use in most cases- New service names should be highly descriptive
Benefit
Live services deliver enhanced
productivity and enjoymentbecause they are simple tomanage and use, and integrateeasily with other Live services.
Using Liveacross Microsoft sub-brands demands that we establish a consistent definition and promise.
Definition Anything Live is an online service (ad supported or paid) from Microsoft Implies ongoing, personalized relationship with Microsoft, not simply content or anonymous interaction
Live extends our brands and represents Microsofts online services experience
Brand Architecture / Microsoft Live ID
- Services should be introduced under the single strongeststrategic sub-brand that aligns with the promise the offer makes- Microsoft Live branding should be used on elements spanningbranded silos such a standard ID and associated components
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