live services and gaming - branding and...

LIVE Services and Gaming - Branding and Naming

Decision Summary and Guidance on Execution

Rev 1-3-2007

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 brand’s 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.


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, andrationally, 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”


Implementation GuidanceIMPLEMENTATION

UI Visuals Title Packaging LIVE SKU packaging Standalone Service Marketing (POP, PPT, Web)

Messaging (text)

Games for Windows LIVE logo + LIVE gaming visuals

Rationale: Brand context provided by title and PC experience

LIVE logo in Games for Windows branding bar

Rationale: Branding bar establishes context

LIVE logo used prominently with engorsement of Games for Windows logo

Official name (to be used on first mention):Games for Windows -LIVE

Shorthand (secondary use):LIVE services for gaming on Windows

LIVE

Xbox Now: Xbox Live logo + Xbox Live visuals

Future (long term change): LIVE logo + LIVE gaming visuals

Rationale: Xbox brand context provided by console experience itself

Now: Xbox LIVE logo in Xbox 360 branding bar

Future (near term change): LIVE logo in Xbox 360 branding bar

Rationale: Xbox branding bar establishes context

LIVE logo prominent, anchored by Xbox 360 and Games for Windows logos

Rationale: LIVE is the service being sold. Platforms for which the service is intended need to be communicated, but as a secondary message.

LIVE logo used prominently with engorsement of Xbox logo

Official name (to be used on first mention):Xbox LIVE®

Shorthand:Xbox LIVE®LIVE


Styleguide

• Logo• LIVE

• When using the LIVE gaming service logo, the Xbox and/or Games for Windows logos 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 LIVE

service 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 for

Windows logo elsewhere in the composition for brand context and endorsement

LIVE logoBrand context


Styleguide (cont.)

• Text References• When introducing Xbox LIVE and Games for Windows – LIVE in text, the

complete 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 of the 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 and

with Games for Windows - LIVE. These Live services provide PC and console gamers with all the benefits of our software + services approach by…”


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.)

• DON’T use:• Xbox visuals when referring to LIVE gaming on Windows

• Ring of Light• X-patterns


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.


Example Implementation – Games for Windows – LIVE UI

ROUGH MOCKUP ONLY


Example Implementation – Retail Packaging for Xbox LIVE and Games for Windows - LIVE

ROUGH MOCKUP ONLY


Example Implementation – Games for Windows Title Packaging

ROUGH MOCKUP ONLY


Appendix


Microsoft Live ServicesIntegration with other Live services enhances each ala-carte offer’s 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 and services with the same brand• Enables customers to avoid multiple, one off relationships with brands• Extends our established brands into services space with minimal dilution• Facilitates cross-selling and sets the stage for the development of annuity relationship• Promotes development of high quality services by establishing 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 expectations of 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

BenefitLive services deliver enhanced productivity and enjoyment because they are simple to manage and use, and integrate easily with other Live services.

Using Live across 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 Microsoft’s online services experience

Brand Architecture / Microsoft Live ID- Services should be introduced under the single strongest strategic sub-brand that aligns with the promise the offer makes- Microsoft Live branding should be used on elements spanning branded silos – such a standard ID and associated components

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