Branding Heaven: VALHALLA STYLEGUIDE

Branding of Valhalla: Overview Style Guide

Design rationale version 4.3

Last modified April 1, 2011

Research and analysis on the Norse (Viking) heaven by Skye Sant

Valhalla: GAME ON

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

Branding Heaven Project

Valhalla is not a generally known heaven - this branding will be an introduction into the market and the campaign will be primarily concerned with raising awareness and creating market share.

A strength of Valhalla is that it is the only heaven where there is ongoing sustained competition. Judging by the amount of people who play violent video games, competative sports, or are involved with the military this is very attractive. Valhalla is the only place where a person can play all day and hang out with friends all night. I want to attract people living a vigorous life who are interested in intense camaraderie and companionship.

Market Approach

History

Valhalla is the mead-hall of Odin, the supreme Viking god. Odin lives in Valhalla with the Valkyres and a great company of heros and fallen warriors called the Einherjar. While in Valhalla the Valkyres serve mead to the company, and then Odin sends the Valkyres out to the battlefields to collect souls of fallen warriors to add to the assembly there in Valhalla.

While in Valhalla the warriors rise each day, don their armor and practice fighting in mock battles. At night the warriors return to Valhalla where they have a great feast: they eat, drink mead (beer), celebrate and finally sleep off their revelries.

Introduction

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CompetitionInspiration

Superiority

Camaraderie

Domination

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

The Valhalla wordmark, logo and signifyer is the official print identifier of the Viking heaven. It should be prominent on every project that represents Valhalla or the Viking afterlife and should always be reproduced from authorized art work, which is available in electronic formats from www.valhalla.net/marketing/graphic-standards.htm. The wordmark, logo and signifyer should always be legible and they must be in an area of isolation that is clear of other elements. The wordmark may not be manipulated or changed in any way. Do not attempt to re-create the logo or wordmark, change the font, or alter the size, proportions or space between the letters. It should not be screened or used as part of a larger pattern outside of these specific guidelines.

Secondary logos and other program names must appear subordinate to theValhalla wordmark. No secondary logo or program name may be used as a substitute for the Valhalla wordmark.

The Valhalla wordmark can be used as a textural graphic element to add visual interest and richness on communications materials. It can be tinted or layered on top of imagery. When using the mark as a textural device, it must always be supported by a logo.

General useage guidelines

Domination

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

The meaning behind this DSI tagline is twofold:

First, ‘Game on!’ meaning “This game is ON!”. People use this phrase to mean that they are willing and able to vigorously engage in combat or competition. This meaning addresses the PRESENT.

This DSI meaning is targeting my core demographic, the person living an active life. It also relates to the qualities in a person that Valhalla is trying to attract and support. As an added benefit, using ‘slang’ language (that’s really quite mainstream, actually) attracts the immediate attention of people who game and play competitive sports.

Second, ‘Game on’ in the sense that you can game now and into the future. This meaning refers to the FUTURE.

This DSI meaning refers to the nature of Valhalla itself, the only afterlife where one can engage in intense camaraderie and companionship. Valhalla is the only place where there’s ongoing sustained competition.

Tagline

GAME ONCreative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

To ensure its integrity and visibility, the Valhalla logo and wordmark should be kept clear of competing text, images and graphics. When used separately they must be surrounded on all sides by an adequate clearspace—a space equal in size to the cap height of logo, as shown at left.

The minimum wordmark height is two inches; for measurements under two inches, Lythos Pro font may be used in place of Odinson font down to measurements of .5 inches.

The minimum logo height is one inch.

For guidelines on when to use logos and wordmarks independently, please see Marketing document 2A, “Logo and Wordmark: Independent Uses”

Clearspace

.5X X

.5 X

Valhalla XX

X

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

The integrated Valhalla Signifyer is made up of three components: The wordmark, logo, and tagline. These three components are not always placed in a fixed relationship - please see Marketing document 3, “Variations on the Valhalla Signifyer” for usage guidelines and variations.

The Valhalla Signifyer

Valhalla:GAME ON

X

.5x

x

.5x

3.5x

.5x.5x (wordmark, Tagling, and

Logo centered)

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

Wordmark

The coloration of the Valhalla Wordmark is an essential element in setting a recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity.

The primary colors for the Valhalla wordmark are NFL Red, Sparta Orange, FPS Yellow, Military green and Valkyre Violet as well as white or black. Using color variation reinforces the active nature of the identity.

For more extensive guidelines on when to use wordmarks and colorblock wordmarks, please see Marketing document 2B, “Using the Wordmark”.

Valhalla

Valhalla

Valhalla

Valhalla

Valhalla

Valhalla

Wordmark Color usage:

Creative Commons copyright 2011 by Skye Sant

Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

Branding Heaven Project

The coloration of the Valhalla Wordmark is an essential element in setting a recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity.

The primary colors for the Valhalla wordmark are NFL Red, Sparta Orange, FPS Yellow, Military green and Valkyre Violet. All color block variations are to be used interchangeably under white or black text. Using color variation reinforces the active nature of the identity.

The height and width of the colorblock measures an additional .25x on every side of the wordmark.

Valhalla Valhalla

ValhallaValhalla

Valhalla

Valhalla Valhalla

ValhallaValhalla

Valhalla

Wordmark: Color block

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

On a busy photographic background, The Valhalla wordmark can be used in color, black or white versions. The demonstrations at right show some colors which look good on dark and light backgrounds. Because every image is different, be sure to choose a color with a strong contrast to the background. Place the logo in an area of the image that is not busy in order to enhance legibility.

Wordmark on Photography

ValhallaValhallaValhallaValhalla

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

The Valhalla wordmark should always be seen clearly and dramatically. When using the logo on imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.

Wordmark don’ts

Valhalla

Valhalla

Not enough contrast

Not enough contrast

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

R=154G=16B=13

R=161G=76B=19

R=206G=163B=94

R=104G=71B=66

R=29G=121B=98

C=25M=100Y=100K=24

C=26M=77Y=100K=19

C=19M=35Y=73K=1

C=47M=66Y=63K=37

C=48M=44Y=62K=14

NFL Red Sparta Orange

FPS Yellow

Valkyrie Violet

Military Green

Valhalla’s colors are inspired by some earthly avenues of competition and camaraderie: sports, video games, and the military to name a few. Consistent use of color enhances the strength of the identity.The primary colors for the Valhalla logo are NFL Red, Sparta Orange, FPS Yellow, and Valkyrie Violet. Military Green is also used in communications and with the wordmark.

Color Palette

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Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

Odinson abcdefghijklmnopqrstuvwxyz1234567890

Valhalla Title

Lythos Pro Black abcdefghijklmnopqrstuvwxyz 1234567890

Large Title

Lythos Pro Regularabcdefghijklmnopqrstuvwxyz 1234567890

Medium title

Skia RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Text block Grey subtitles

The Valhalla typography consists of three typefaces: Odinson (wordmark), Lythos Pro and Skia. All typefaces come in a variety of weights and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity.

Typography

Examples of usein this document:

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

The method of post-processing used is called “crushing”. For guidelines and instructions on use and application, please refer to Marketing document 6A, “Applying The Crush to Photographic Elements”

Texture, especially urban grunge texture, is an important part of the feel of Valhalla and should be included wherever appropriate. For a download of the Valhalla Texture Pack, contact the Marketing Department.

Method:

Texture:

Image style plays a critical role in develop-ing a vivid and meaningful identity for Valhalla. All imagery should support Valhalla’s DSI, tagline, 5 key words and brand promise.

Photography

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Branding Heaven Project Design Studio II - Professor Brian Leister last modified 4-1-11

Valhalla: GAME ON

To get the in-your-face feeling of Valhall, stationary items utilize a bleed and opacity. Stationary, like the wordmark and logo, also is available in a variety of colors. For more information please see Marketing document 7C, “Stationary: Variations”.

Application

The Valhalla visual identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media. Correct and consistent use of the visualsystem will be the determining factor for asuccessful identity. This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct Valhallan identity.

Stationary Package

vAlhAllASkye Sant

Director of MarketingOdin’s Mead-Hall, Valkyrie Wing

Valhalla, Norse Afterlife00777

cell: 777-100-7770Work: 101-100-0777

vAlhAllA

Skye SantDirector of MarketingOdin’s Mead-Hall, Valkyrie WingValhalla, Norse Afterlife00777

Creative Commons copyright 2011 by Skye Sant

Valhalla Mead-Hall, Valkyrie wing

(101) 100-0777

vAlhAllA: GaME on

Creative Commons copyright 2011 by Skye Sant

Creative Commons copyright 2011 by Skye Sant

Valhalla:GAME ON

Creative Commons copyright 2011 by Skye Sant