RIOT LOGO
Primary Logo
The primary horizontal primary logo appears in brand blue and white. The horizontal logo should always be used, with the "R" icon used only when necessary.
Download the Riot Logo pack here.
Clear Height
Half the height of “R” provides a guideline for the clear space required. No other element should intrude into this area. This also applies to positioning the logo at the edge of an item.
MINIMUM SIZE
To ensure legibility and accessibility, the Riot logo or icon should never appear smaller than the described sizes.
MEDIA ICONS
iOS icon and favicon
Ensure our balanced proportions are always used. This may be the first interaction with our brand for some consumers.
Social avatar
Our primary avatar for social media features our brandmark in white, centered in a circle of Riot blue.
Brandmark in use
Our default shape is generally a circle.
Download the Riot Social Avatar here.
Logo on imagery
01.
Only use the logo in a colour from our primary colour palette (or white) with high contrast to the image.
02.
Use areas of clear negative space within an image and use these to hero our logo. Remember to be bold, we are proud of our symbol!
03.
Avoid placing a logo over busy and
cluttered image areas. Find space outside of the layout to always allow the logo to breathe on its own.
Incorrect Use
It is important that our logo is always presented in a consistent manner. It should never be altered in a way that is off-brand or in an application that dilutes the Riot brand. Do not do any of the following:
01. Stretch the logo
02. Use a colour outside the Riot palette
03. Use drop shadows
04. Crop the logo
05. Change the typeface
06. Distort or skew the logo
07. Apply a thick outline
08. Flip the direction of the brandmark
09. Fill with texture
TYPOGRAPHY
Primary Typeface
The primary typeface for the brand is Work Sans. This should be used in all instances from body copy to small headings. It’s highly functional across print and web and can be used in a range of weights. The regular and light weights are for general purpose body copy. Medium can be used for small subheadings and where contrast and weight is required. Light can also be used when extra contrast and hierarchy is required. Text tracking should be set to -10.
Avoid hyphenating or breaking words over two lines.
To download and the Work Sans font for desktop & web, please visit Google Fonts.
Headline and
Display Typeface
To be used for bold and impactful headlines and can also be used to form typographic illustrations.
We generally always use our headline typeface in uppercase format with 30 point tracking.
To download and buy FK Screamer font license for desktop & web, please visit Florian Karsten:
Substitute Typeface
Arial is only to be used if Founders Grotesk is
not supported for body copy and captions.
BRAND COLOUR
The Riot primary brand blue forms the basis of the overall colour system. The blue has been chosen to be vibrant, creative and feel full of life. From this blue, all other brand colours either contrast or compliment.
Riot Blue
PRIMARY PALETTE
The Riot primary colours are applied as pop accent colours alongside the brand blue. These colours are only to be used in their approved combinations to ensure legibility in both print and digital media (examples provided below). Also check approved combinations when applying with sitckers to avoid clashes.
* 100% black is used for text only.
* Professional colour testing recommended before printing to ensure colours appear correctly.
* PLEASE NOTE: White text is not to be paired directly onto light blue, pink, bright green or deep yellow.
Light Blue
Bright Green
Black
Pink
Yellow
White
TERTIARY PALETTE
The Riot tertiary palette is to be used when the primary palette does not communicate the correct energy for its application. This palette should only be used directly on a white background, or with white text reversed out. When applying stickers, ensure that the colour combinations do not clash. (Examples provided below).
Use of Red
Red is only used for heavily discounted products and flash sale announcements. It should not be used for any other type of communication.
Purple
Orange
Deep Green
Sale Red
NEUTRAL PALETTE
The Riot neutral palette exists to help supplement the brighter colours in times when there are lots of different elements competing in a small space.
Note:
This neutral palette is to be used in RGB digital applications only, not print.
Neutral Blue
Neutral Light Green
Neutral Pink
Neutral Yellow
Neutral Deep Green
Neutral Purple
Neutral Orange
Brand COLOUR COMBINATIONS
Here you can see the approved combinations of Riot brand colours when text is applied directly to either a blue or white background. These combinations ensure legibility in the headlines and body copy.
PRIMARY PALETTE WITH TEXT
As demonstrated, when using the primary palette colours as backgrounds, they should be combined with the Riot brand blue. If required, 100% black text can also be used.
Do not combine with other colours or reverse out white text.
TERTIARY COLOURS WTITH TEXT
The tertiary colour palette should only be paired with white text or a white background.
For example, do not combine white text onto a yellow background as the content will not be legible.
NEUTRAL COLOURS WTITH TEXT
As the goal of the neautral colours is to soften graphics, make sure to only pair them with with brand blue, or tertiary colours that aren't going to cause clashes and vibrancy.
COLOUR COMBINATIONS
All tertiary colours work on a solid background of our primary brand Blue. When used on different coloured backgrounds we must ensure there is enough contrast between colours.
When using the brand shapes in an outlined version, we choose colours that are harmonious with the background colour, rather than high contrast.
COLOUR PAIRING
When possible we match colours in the imagery to complement the colour of typography and shapes used.
Shapes —
R SymbolS
An ownable and recognisable asset that acts as another layer to our palette. Inspired by the silhouette of our “R” the device is a variable shape that can be extended by width, to fit the frame it sits within.
Download Riot R Shape here.
R Symbol in use
When used as a background the R can be full bleed or within the margins depending on the context.
The R device can be used as an image mask but only to hero our Riot makers. We do not put product inside this shape.
Shapes —
Paint bursts
Our explosive shapes can be used cropped in a frame, as an image mask, as a solid shape, or as a simple outline.
Download Riot Paint Bursts here.
Shapes —
Paint bursts
OUTLINED
In the identity system outlined versions of our paintburst shapes can also be used. The shapes are to be used as secondary elements and should be applied as colours that complement the composition without overpowering. Do not exceed 3pt when applying outlined shapes to standard sized design outcomes.
Download Riot Paint Bursts here.
Shapes —
Stickers
Our informative stickers are used for calls to action and short statements, ideally no more than three words in each sticker. The small headings are always set in Work Sans - uppercase.
When using stickers, be careful to stick to the approved colour combinations as demonstrated above.
* PLEASE NOTE: White text is not to be paired directly onto light blue, pink, bright green or yellow.
Download Riot Sticker template here.
ART DIRECTION
Lifestyle Photography
We love to show our product in fun, interesting and informal settings.
What we capture
Candid expressions
Fun & energy
Honest & genuine
Aspirational lifestyles
Diversity and inclusion
People making a mess
What we avoid
Cliché and overly posed shots
Stereotypes
Tone
Vivid saturated colours
Product Photography
We favour bold colours and energy when shooting our products.
What we capture
Portable lighting + card background
Based on colour tones
Different perspectives and crops
Flat lay or simple stacking
What we avoid
Busy backgrounds
Crowded products
Dark colours or unsaturated tones
Fake drop shadows
Overly styled
Tone
Vivid saturated colours
PERSONALITY:
THE MENTOR
Informed and insightful, the Mentor is an expert in her craft and a teacher of her trade. It goes without saying that she is deeply knowledgeable, creative and resourceful.
But that doesn’t mean The Mentor is serious and academic. She thrives on art and craft, which means that she expresses her sheer joy, curiosity and wonder in creativity.
The Mentor never speaks in cliches or accepts her first thought. She’s adventurous and creative with words and ideas.
She’s supportive of creatives of all types, and shares and promotes others work. She’s an advocate for creators.
Brand tone:
Conversational
We’re in a conversation with our customers and our audiences, so we don’t just speak, we listen.
Not:
Shouty, salesy
Dial this up when:
We’re interacting with customers in real time.
(Social responses, customer enquiries)
Brand tone:
Familiar
We’re friendly and familiar - after all, we’re all creatives so we have a lot in common.
Not:
Robotic, formal, cold
Dial this up when:
We’re communicating with loyal customers.
(eDMs, newsletters)
Brand tone:
Lively
We’re adventurous and creative with our language and push past cliches. We’re fun and sometimes funny.
Not:
Bland, corporate, formulaic
Dial this up when:
We’re attracting new audiences.
(Marketing)
Brand tone:
Useful
Above all, we’re here to help. So we don’t get too clever and present our information clearly.
Not:
Esoteric, verbose, unfocused
Dial this up when:
We’re providing information and guidance.
(Product descriptions, tutorials)
Please note that many of the photographic images used in these guidelines are not owned or licensed by Riot, and are intended only to illustrate the brand mechanics. Under no circumstance should you use any photo or example in the guide for any kind of public facing communications. Always ensure that you have the approval of the appropriate copyright owners before using a photographic image in any Riot communication.