Brand Guidelines
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Media Kit Brand Assets Messaging Doc
Contents
1.0
Positioning
Brand positioning sets us apart by highlighting our unique attributes in a way that resonates with the audience.
Our mission
Enable everyone to play any game,
any platform, anywhere.
Who we are
We bring a portable gaming experience that unlocks high-quality, handheld gameplay to your phone. No PC or console needed.
Experience
Software and hardware unite to create an evolved mobile gaming experience.
The Platform
Backbone’s universal gaming center, serving as a hub for native and cloud-powered games, with advanced capabilities like high-resolution content capture, social streaming, and more.
The Controller
State-of-the-art mobile gaming device that locks onto and transforms your smartphone into a high-powered machine for next level play.
Backbone+
The experience is elevated by Backbone+, Backbone’s premium membership, which unlocks all features and unleashes it’s full potential.
2.0
Messaging
Our messaging is the voice of the brand and speaks directly to our audience. It’s our unique selling points, aspiration, and values. It should be memorable, distinct, and concise.
Unique selling points
1. Turn your phone into a game console
2. Game changing hardware
3. Trusted and loved by players worldwide
Audience
Omnistreamer
34 years old, male
Aware of cloud/remote gaming
Primary gaming device is a console or PC
Motivated by relief from boredom, fun, empowerment
Full-experience loyalist
34 years old, m/f, parent
Unaware of cloud/remote gaming
Primary gaming device mobile, sometimes plays console or PC
Motivated by relief from boredom, fun, connection
Gifter
30-50 years old, m/f
Unaware of cloud/remote gaming
May not play video games
Purchase for partner or children
Motivated by connection
Brand voice
Backbone's brand voice is confident, vibrant, and inclusive. It speaks directly to gamers and non-gamers alike encouraging connection, exploration, and fun while remaining approachable and authentic.
Confident, never arrogant
We pride ourselves on performance and innovation while staying grounded and relevant with our community.
Vibrant, never cheesy
Our tone captures the thrill of gaming with a hypegeek attitude—cool, effortless, and genuinely excited to make gaming accessible to everyone.
Inclusive, never intimidating
Our voice encourages accessibility and belonging. We never use terms that alient buyers but instead educate them on better ways to play.
Tech-savvy, but not a robot
We are knowledgeable about cutting-edge technology but explain it like a friend that feels relatable and friendly.
Key pillars
Games first
Core message
Aggregate and expand your game catalog across platforms and forget about compatibility and platform exclusives.
Supporting message
Exclusivity in games creates confusion and frustration for gamers who just want to play the latest and greatest.
Tangilbe features/benefit
Play any controller supported game, whether it’s on Apple Arcade, Google Play, Xbox Cloud Gaming, PlayStation Remote Play or GeForce Now.
Gaming is better with friends
Core message
Gaming moments are made better when punctuated by the laughs (or cries) of others.
Supporting message
Party up and communicate via chat and voice directly through the Backbone App.
Tangilbe features/benefit
Get notified when your friends start playing a game. Streaming your gaming sessions directly to Twitch.
3.0
Logo
Our visual identity is expressed through our logo, mark, colors, typography, and graphic applications.
Primary logo
The word mark intentionally feels symmetrical to reflect a sense of balance. The forms of B, E, and K hint back at the industrial design exuded by the Backbone device.
The word mark will signify the Backbone platform as the main visual representation of the brand, and in most cases should be used independent of the logo mark.
Minimum size
The word mark should be surrounded by a minimum clear space to ensure full legibility. The word mark should always have a margin equivalent of it’s height vertically and half the width of a letterform horizontally as a buffer.
Minimum Size (width)
Print: .5 inch
Retina Display: 200 px
Wordmark don'ts
Logo mark
The Stargate, Backbone’s classic icon, has been updated to reflect the brand’s bold and impactful visual identity. Inspired by a portal between the physical and digital realms.
The logo mark will independently represent the platform.
It should be a secondary mark and never have too much prominence.
The logo mark should be surrounded by a minimum clear space to ensure full legibility, have a vertical margin equivalent of it’s height, and a horizontal margin equivalent of half as a buffer.
This clear space should be used across all platforms, including social icons and controller application.
Minimum Size (width)
Print: .5 inch
Retina Display: 50 px
Logo mark don'ts
App & Profile Icons
When the Stargate icon is placed on app buttons and icons, the horizontal clear space must equal to 1/2 of the width of the mark on each side to balance the mark and communicate sophistication across applications.
The mark must sit at the optical center, resting slightly above the vertical center line creating a balanced composition.
Favicon
For smaller formats such as our Favicon, please refer to the small icon which increases the size of the icon to fill more of the space and allow for greater legibility. Please note that the icon should have rounded corners if the platform doesn't already register them.
Lockup
When using the mark and the word-mark independently, they should remain within their min/max size and respected clear space. The mark should be in equal height of the wordmark (without the star.)
Use: Platform — The Stargate icon should be associated with the platform because it serves as the hero menu control button on the Backbone One device and may be on other devices in the future.
Use: Profile icon — The icon serves as an icon for all of our social media platforms, app, and favicon.
If the word mark and the mark are used independently but exist on the same surface, they must retain the height alignment in equal proportion as outlined.
Use: Brand reference — Word mark is Backbone’s primary brand element.
One way to use the icon is to lock it up with the URL to guide people to the platform.
Logo lockup don'ts
Never adjust the scale of the mark
Do not stack the logo and logo mark
4.0
Color
Our color palette is thoughtfully crafted to reflect the essence of our brand—balancing neutral tones with a vibrant accent color.
Color palette
Our color palette is timeless and classic, centered around neutral earth tones. Monochromatic shades are used primarily, allowing our game partners’ content to take the spotlight.
White
Hex #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
Off-white
Hex #F2F2F2
RGB 242, 242, 242
CMYK 4, 2, 2, 0
PMS Cool gray 1C
Soft gray
Hex #C9C9C9
RGB 201, 201, 201
CMYK 22, 17, 16, 0
PMS Cool gray 4C
Black
Hex #000000
RGB 0, 0, 0
CMYK 100, 100, 100, 100
PMS Black C
Dune
Hex #D8B490
RGB 216, 180, 144
CMYK 15, 29, 45, 0
PMS 4043 C
Moss
Hex #A6A899
RGB 166, 168, 153
CMYK 37, 27, 40, 0
PMS 5507 C
Sky blue
Hex #E4EAF6
RGB 228 234 246
CMYK 9, 5, 0, 0
PMS 643 C
BB orange
Hex #F15623
RGB 241, 86, 35
CMYK 0, 81, 98, 0
PMS 172 C
Color usage
Color usage should remain predominantly monochromatic, with earth tones and accent colors reserved for smaller areas to create impactful moments.
5.0
Typography
Our typography is designed to be clean and modern, balancing readability with a distinctive style that reflects our brand's personality and ensures clear communication across all platforms.
Primary typeface
Haffer is our primary typeface, it is a modern sans serif that combines warmth, friendliness, and contemporary design. Its clean lines and balanced weight distribution ensure clarity at all sizes.
We should use the regular weight whenever possible. In some cases, we may need to use the light weight for larger headlines to reduce the visual weight of the text.
For emphasis and CTAs we should use the medium weight. Please see ADA requirements to ensure readability across all applications.
Fonts should be used only by Backbone employees or agents, and in accordance with Backbone's guidelines for Backbone business purposes.
Type style
The example below demonstrates the proportions and hierarchy of each line of text. It's important to note that sizing may not apply to every scenario and designers should use their own discretion.
Line leading should prevent ascenders/descenders from crashing without being too open.
Tracking should remain neutral.
Substitute typeface
When Haffer is not available, Helvetica Neue can be used as an alternative.
6.0
Visual system
Our visual system is designed to create a cohesive and recognizable brand identity, balancing consistency with flexibility to adapt across various mediums and touchpoints.
Radius
Our images are framed with rounded corners, reflecting the smooth, curved design of our controllers and maintaining a consistent friendly and approachable look to our overall system.
7.0
Photography
Our photography captures authentic moments of gameplay, highlighting real emotions and experiences. We focus on compositions with natural warm lighting to reflect our clean, approachable aesthetic.
Visual attributes
Premium
Images should have a polished, refined quality that conveys premium craftsmanship
Vibrant
Images should be full of life, with bright, dynamic colors that create a vibrant and energetic feel
Inviting
Images should feel welcoming and draw the viewer in with warmth and approachability
Fashion forward
Images should have a sense of fashion and edge (without being overly styled) that show a contemporary and sleek aesthetic
Contrast
Images should feature sharp contrasts, with distinct light and dark areas that create a bold and striking visual impact
Lighthearted
Images should convey a relaxed tone, evoking a sense of playfulness and ease
Lighting
Lighting should feel natural and warm. Avoid overexposure or excessively high light levels. Aim for a good mix of light and shadow, ensuring contrast that enhances color vibrancy.
⊹ Warm tones
⊹ Natural, directional light
⊹ Soft, textural shadows
⊹ Depth
⊘ Harsh shadows
⊘ Blown out highlights
Environment
Environments should be simple and free of clutter but have a premium, refined aesthetic. Hands should feel soft and relaxed and should never block the view of the controller.
⊹ Warm tones
⊹ Natural, directional light
⊹ Soft, textural shadows
⊹ Depth
⊹ Free of clutter
⊘ Harsh shadows
⊘ Blown out highlights
⊘ Spot lighting / flash
Styling
Wardrobe should be on trend but not overly flashy and distracting. There should be an air of artfulness and attention to detail. They should feel cool but still approachable. Wardrobe palette should be bold but simple.
⊹ Neutral or solid color clothing
⊹ Small pops of color
⊹ Tasteful aesthetics
⊘ Loud or clashing colors
⊘ Accents that pull focus from the subject
Diversity
Our models should be a mix of ethnicities, gender, and age. They should have authentic expressions and have an energetic spirit.
They should feel like everyday people; a friend, a neighbor, a cousin… not overly model/runway-like or perfect.
⊹ Authentic diversity
⊹ Confidence
⊘ Homogeneity
⊘ Stereotypes
Demeanor
We should capture moments that feel authentic and relatable. The images should have a sense of ease and enjoyment while maintaining a professional edge.
⊹ Confident
⊹ Focused or inquisitive
⊹ A mix of eye contact and candid shots
⊘ Stressful, fearful, or overwhelmed
⊘ Fake, forced expressions
⊘ Poses resembling stock photography
Avoid photography with these scenarios
(more are listed in photo treatment deck)
8.0
Applications
The following examples showcases our guidelines in action.
For all or any asset requests regarding brand,
please fill out this form.
Updated September 2024
Confidential. Not intended for external dissemination.