BRAND GUIDELINES
JULY 2022
CONTENTS
OUR BRAND
BRAND PURPOSE
We exist to create and sustain harmony within and between every living element.
Within players and between players. Within a single community and between all communities. Within the natural world, and between the environment and all those who share it.
BRAND VISION
We are creating a world where players can find and connect with the positive energy needed to achieve harmony.
Find - positive energy & harmony is within people, places and player behaviour.
Connect - the deeper the engagement with the Pixels universe, the more positive energy players will feel and the more harmony they will create.
BRAND MISSION
REWARDING COOPERATION
When players come together to work on a task, they create positive energy in the process.
This energy will lead them towards balance and ultimately harmony.
The same is true of communities. When large groups cooperate, they charge each other with the energy that helps to sustain a harmonious world.
ENCOURAGING SKILLS
Mastering skills helps shape the surrounding environment.
The more diverse a player’s skills, the more balanced the players energy levels. Meaning the more harmonious their existence.
Developing diverse skills enables players to create harmony in their society, and to restore it when it is disrupted.
PROVIDING CHOICE
Harmony isn’t inevitable. It must be a choice, positively made by players.
It requires players to avoid self-serving instincts.
Short-term choices can lead to long-term imbalance. Long-term choices, investments in the future, create energy, restore balance, achieve harmony.
INSPIRING EXPRESSION
Harmony is not homogeneity.
Fostering creative expression frees the mind and lifts the spirit.
It elevates individuals and their communities.
The more players can express themselves, the more energy they connect with, the more harmony they bring to the world.
Brand Values
Welcoming
To everyone in every environment.
Pixels is a community built and inhabited by warm hearts and kind souls.
Connecting
To yourself, your community, the wider world.
Pixels encourages positive relationships between players, their environment and one another.
Rewarding
To play and to explore.
Pixels provides both financial and spiritual rewards for creating and sustaining harmony in the community.
TONE OF VOICE
Simple and straightforward
In the language used and the way information is presented.
Breaks down explanations into chunks.
Matter of fact direction and guidance for surface level tasks.
Energetic
Upbeat and encouraging.
Makes players aware that actions are available.
A can do attitude that never spills over into urgency.
Spiritual
Connected to and aware of a higher presence in the wider world.
Advocates for the benefits of harmony - to the mind and to the soul.
Seeds meaning into society.
Logo
LOGO
Our logo is the touchstone of our brand and is one of our most important visual assets.
CLEARSPACE
X is equal to 1/3 of the logo height.
MISUSE
Don’t stretch or distort.
Stick to the brand colours.
Don’t apply effects.
Don’t apply an outline.
Don’t modify or change.
Don’t change the typeface.
COLOUR WAYS
SINGLE COLOUR
SYMBOL
SYMBOL
This is our icon. It represents the small spot of land that every player starts with. It should be used as the reduced form of our logo in tight spaces. Using it with a purple background, our primary brand color, should always be the preferred option.
You can download a PNG of our icon for social avatars here.
FAVICON
COLOUR
PRIMARY PALETTE
Purple
Navy
Black
White
Yellow
SECONDARY PALETTE
Land 01
Land 02
Sky 01
Sky 02
Sun 01
Sun 02
Space 01
Space 02
Purple 01
Purple 02
Purple 03
TYPOGRAPHY
PRIMARY FONTS
Typography is a key element in our brand. It works to maintain consistency, clarity and a tone which represents Pixels.
Our brand uses two primary fonts. Kemco Pixel for large, impactful headlines and small details, and DePixel Kelin for all body text, big and small.
KEMCO PIXEL
DEPIXEL KELIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
For all body text, big and small.
IN USE
DROP SHADOWS
To give our large titles extra impact, we can apply a straight edged (non-blurred) drop shadow. Colour wise, the shadow must be a shade darker than the background colour that the text is sitting on.
Perfect depth.
Too deep (low).
FALLBACK FONT
Be Vietnam is our brands fallback font. This should be used in instances where our primary fonts are not applicable or appropriate. Email text and large paragraphs are some of these examples.
BE VIETNAM PRO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Bold for headlines and regular for all body text.
IN USE
Graphic
elements
PATTERNS
Our brand uses patterns to inject energy and movement, and they can be used as a device to frame and section content.
Our patterns can be scaled up and down.
SCALED UP
SCALED DOWN
COLOUR SCHEMES
APPLICATION
CONTENT DIVIDERS
APPLICATION
SOCIAL
AVATARS
SOCIAL POST
APPLICTION
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