Light & Wonder Visual Identity Guidelines - 05/22

Light & Wonder Visual Identity Guidelines

FEBRUARY 2O23

ALL USERS V2

New worlds

Inspired by the imagination and worlds yet to be enjoyed, our Light & Wonder visual identity is about entertainment. Orbs and spheres represent the portals to new worlds of play. The glow creates a sense of energy and excitement for the never-before imagined, teasing the promise of new experiences. These guidelines introduce you to the elements of our visual identity system and will help you use them to maintain our distinct personality in all our visual communications.

Brand Personality Traits

Our brand personality traits are attributes that drive concepts for expression of the brand across experiences and touchpoints. They act as our aspirational “north stars” guiding our creativity and communication. These brand attributes reflect who we are and what the brand stands for. These are not meant to be marketing copy or used as a tagline, but to inspire those types of communication.

clever precise exhilarating inviting

Brand Driver

IDEA

Our true north—why we exist and what we do better than anyone else

Building new worlds of play.

VALUES

Core principles that unite our team, guide our actions, and drive our growth

Dare to be bold

We always bring courage to work to reach for the unbelievable

Celebrate perspectives

We combine diverse talent to look at the familiar in unfamiliar ways

MANIFESTO

A colorful, bold narrative for rallying our audiences

We’re here for the oohs and aahs. The jaw drops. The wide-eyed wonder. To bring the extraordinary to players far and wide.

Because we make games that become new worlds where anyone can enjoy the fun and feel new thrills.

We craft stories that grow and become enduring narratives with endless possibilities. From the shimmer on a golden coin to the glint in the eye of a dragon, we notice everything.

Never settle

We relentlessly push forward to create the extraordinary in every detail

Win as a team

We bring out the best in each other to share collective success

Uphold integrity

We promote accountability and respect to raise the bar for ourselves and the industry

We’re a team of Creators who dare to invent. Our ingenuity and diversity are our superpowers. We wield them to break boundaries at every point in the gaming experience from end-to-end.

We’re here to inspire wonder. Delight players. And deliver acclaimed experiences that will generate a windfall of timeless allure.

It’s about innovating in a place where imagination takes shape. Vision becomes tangible. And creations reach cosmic levels of brilliance.

OVERVIEW

Visual Identity Elements

Our visual identity is comprised of the primary elements shown here:

• Logo • Color palette

• Typography

• Graphic elements

These elements are the building blocks of our visual identity system. When used together in a consistent and purposeful way, they help to create a strong and compelling brand.

OVERVIEW

Editorial Style Guidelines

LIGHT & WONDER

• Always use full name upon first reference.

• Acceptable second reference is L&W.

• Rules for using L&W

- L&W is typed without spaces.

- Do not use “lnw” unless referring to our domain or email accounts.

• The full name of the company should appear nearby or soon after the abbreviated version.

• Light & Wonder’s strategy is to be “the leading cross-platform global games company.”

- Do not adjust the word order of the strategy phrase.

• Light & Wonder’s true North – why we exist and what we do better than anyone else – is building new worlds of play.

- This is often referred to as the Company’s “north star.”

• Headline and subheads should be sentence capitalized and include no period.

- Ex: Building new worlds of play

LIGHT & WONDER GAME TITLES

• All Light & Wonder game titles, both our proprietary marks and thirdparty marks, should appear in ITALICS ALL CAPS with a ™ or a ® for the first occurrence of the trademark.

• Adhere to responsible gaming protocols, descriptive copy about game play should convey entertainment and fun, never escapism or captivation.

CORE COPY BLOCKS

• Light & Wonder is the leading cross-platform global games company.

• Light & Wonder has the market leading technology platforms that enable games – from our systems business to our digital player account management and distribution platform.

• At Light & Wonder, we put the player first and go all in on creating great games and a seamless player experience across platforms.

• Light & Wonder takes a deliberate cross-platform approach to bring great game franchises to players anywhere, at any time, including games in landbased casinos, online and mobile and in both real money and free-to-play social gaming markets.

• At Light & Wonder, each of us is a Creator.

• The name Light & Wonder was born out of our new purpose, our great products, and our amazing people to serve our players and our customers.

• Every day, our name reminds us to focus our energy and talent on creating those bright light and wide-eyed wonder experiences for our players.

Boilerplate:

• The boilerplate is foundational copy to share about the company in external communications.

• Do not edit the boilerplate.

About Light & Wonder

Light & Wonder, Inc. (formerly known as Scientific Games Corporation), is the global leader in cross-platform games and entertainment. The Company brings together 5,000 employees from six continents to connect content between landbased and digital channels with unmatched technology and distribution. Guided by a culture that values daring teamwork and creativity, the Company builds new worlds of play, developing game experiences loved by players around the globe. Its OpenGaming™ platform powers the largest digital-gaming network in the industry. The Company is committed to the highest standards of integrity, from promoting player responsibility to implementing sustainable practices. To learn more, visit lnw.com.

KEY TERMS

Cross-platform

• Cross-platform is how we create game franchises with a consistent look, feel and core mechanics that can be played across multiple platforms.

- Ex: 88 FORTUNES® can be played on EGM, iGaming and on social platforms.

• Cross-platform is always hyphenated.

• DO NOT use omni-channel in place of cross-platform.

Creator

• All Light & Wonder employees are known as Creators.

- Creator is always capitalized.

Convergence

• This is when our back-end systems and technology align to increase engagement for our players and provide a wholistic view of the player experience for our operators and our Creators.

ETG

• Electronic Table Game

EGM

• Electronic Gaming Machine (slot machine)

PTG

• Proprietary Table Game Systems

• Systems support our games and game development. Teams

• Departments throughout Light & Wonder are referred to as Teams.

Business Group Portfolio

Our strategic business groups are made up of Gaming, Digital, SciPlay and Corporate.

• Gaming: Builds cutting-edge systems, technology, products, and content for the most iconic casinos and operators across the globe.

• Digital: Leads the global iGaming market, providing content and innovative software that powers the world’s most successful online gaming providers.

• SciPlay: Develops and publishes digital games on mobile and web platforms, providing highly entertaining free-to-play games that millions of people play every day for their authenticity, engagement and fun.

• Corporate: Works across the enterprise, to provide essential services to ensure the success of the organization and the well-being of all our Creators around the globe.

Leadership

• Light & Wonder’s Management has four distinct groups:

- ELT – Executive Leadership Team

• C-Suite, Executive and select Senior Vice Presidents

- XLT – Extended Leadership Team

- GLT – Gaming Leadership Team

- iGaming leadership group

- SciPlay leadership group

Locations

• Use this term when referring to global office sites.

Responsible Gaming

• A set of social responsibility initiatives established by the gaming industry to ensure the integrity and fairness in operations and to promote awareness of the potential harms associated with gambling.

Studios

• Where game content is developed, tested, and distributed.

• L&W’s OpenGaming™ network has more than 35 global studio partners.

OVERVIEW

Email Guidelines

Our approved email signature template is to be used at all times to present a consistent, professional appearance for Light & Wonder communications.

DO’S Do use our official email signature template for all professional Light & Wonder communications.

Do keep it positive and simple, including only essential information.

Do use common fonts such as Helvetica, Calibri, or Arial, sized 9-12 points. Other fonts may not display correctly.

Do use a single color, such as black or dark gray.

DON’TS Don’t include extra logos, graphics, or additional advertisements above or below the email signature line.

Don’t make your own custom email signature line.

Don’t include tag lines or quotes; they may be perceived as Light & Wonder statements.

Don’t include a street address unless you frequently host customers.

Configurations

FULL LENGTH LOGO

The Glow Version of our logo is strictly restricted-use and requires approval for optimal visibility and execution.

ABBREVIATED LOGO

Full Length Logo

Our full length core logo is black and white with a blue glow around the word “Wonder” and a sparkle on the letter “O”. It is crafted to create visual distinction between the words “Light” and “Wonder,” but also to link the two elements.

The name’s origin was inspired by our player experience: the “magical light” that emits from our games, whether it’s from a mobile phone, laptop or a cabinet, and the “wonder” our players enjoy when experiencing our games.

The logo visually leverages strong entertainment cues reminiscent of a theater marquee, movie poster art, and a comic good cover nameplate.

The shimmer on the letter “O” in WONDER is the “Creator’s Spark ” representing that burst of an idea that combines with other inspirational kindle to ignite our creativity and propel our passion.

This logo is the primary logo asset for the Light & Wonder brand and is preferred in DIGITAL usage at a distance of less than 6ft. We are committed to using this logo in its best representation, for that reason we recommend not using the Glow version of our logo in printed material, signage, and promotional items.

Brand Standards forbid altering the logo in any way. It’s essential that the appearance of our wordmarks, logos and overall branding remain consistent and uniform.

The Glow Version of our logo is strictly restricted-use and requires approval for optimal visibility and execution.

Full Length Logo Versions

Our full length logo is available in six versions. The preferred and primary version is Glow Reverse. It should appear on a black background or equivalent dark color to assure contrast and legibility.

The Glow Positive version is for visibility on white and light backgrounds.

The Glow Version of our logo is strictly restricted-use and requires approval for optimal visibility and execution.

Simple logo versions are available which do not include the glow. These are reserved for use where the glow cannot be shown or reproduced clearly or where color cannot be shown. A simple logo version with a solid fill of the word “Wonder” in Pantone color ink is available for spot-color printing only, never for screen use. These versions are approved for general use in printed, etched, embossed and other substrate material.

Glow Reverse - restricted-use for digital (requires approval)

Glow Positive - restricted-use (requires approval)

Glow Reverse - restricted-use for print (requires approval)

Simple White

Simple Black

Simple White +Spot PMS or RGB

Abbreviated Logo

Under certain circumstances we prefer to use the Abbreviated Logo instead of the full logomark. Applications might include app icon, social media icon, or where space is limited. In such use cases, the full name of the company should appear nearby or soon after the abbreviated logo is clicked on.

The Glow Version of our logo is strictly restricted-use and requires approval for optimal visibility and execution.

Abbreviated Logo Versions

Our abbreviated logo is also available in five versions. The preferred and primary version is Color Reverse. It should appear on a black background or equivalent dark color to assure contrast and legibility.

The Color Positive version is for visibility on white and light backgrounds.

Simple abbreviated logo versions are available which do not include the glow. These are reserved for use where the glow cannot be shown or reproduced clearly or where color cannot be shown.

When abbreviating Light & Wonder in body copy it should appear as L&W. For website URLS and other formats that don’t support the ‘&’ use the “lnw” abbreviation.

Glow Reverse - restricted-use (requires approval)

Glow Positive - restricted-use (requires approval)

Simple White Simple Black Simple White +Spot PMS or RGB

Clear Space & Minimum Size

CLEAR SPACE

The space around our logo must be kept clear of other text and graphic elements to ensure visibility. Minimum clear space on all sides is equal to the width of the “W” in the logo. Cutting this space short can lead to logo legibility issues. Whenever possible allow for more clear space than the minimum.

MINIMUM SIZE

The minimum size is the smallest the logo may appear without compromising legibility.

Depending on the form of reproduction, the logo size may actually need to be larger than our minimum recommendation to ensure clarity and legibility.

The logo should never appear smaller than the recommended minimum height of 30px, measured by the height of the letterforms excluding the TM. The glow extends beyond the logo letterforms, therefore beyond the 30px height.

Note: The exhibits shown to the right may not be to scale. We recommend adjusting the logo slightly to the right to compensate for the ™ placement.

Clear Space – Abbreviated Logo

Clear Space – Full Length Logo

Minimum Size – Full Length Logo

Minimum Size – Abbreviated Logo

Some common tips for and misuses of our logo are illustrated here. These are not comprehensive and may include others. For further guidance on logo use, please contact the brand team.

DO place Color Reverse glow logos on black background or equivalent dark color to assure contrast and legibility specifically for printed use.

DO use the Abbreviated Simple logo configuration for small spaces such as social media icons.

DO use the Simple Spot color logo only where Pantone ink printing is available.

DON’T place Glow logos on backgrounds not sufficiently dark enough or where the color overlay doesn’t lend itself to good legibility.

DON’T use the Glow logos where the glow doesn’t show well, such as for a social icon or where the logo loses the word “Wonder” during visibility tests, specifically in printed materials.

DO NOT overlap the logo with other design elements. If shown in a portal it should be in the center of the portal with minimal clear space on all sides.

Color

COLOR Palette

The primary palette colors are blue and black. The colors are vibrant, selected to harmonize with the gaming world.

The secondary palette colors were chosen to complement the primary palette and should be used to add interest, and as highlights and pops of color.

COLOR USE PROPORTION

To correctly express our brand personality, a careful balance of colors should be maintained.

This color chart shows which colors to prioritize in compositions and in approximately what amounts. This is a rough guideline and every color does not need to be represented at the same time or in the precise amount reflected here.

Primary palette Secondary palette

Shown to the right are specifications for reproducing the primary color palette in both print and digital communications. Specs for our secondary palette are given for the digital screen values.

As our visual system evolves and expands, additional detail will be released.

When using colors for text, select a color that works against various backgrounds and has enough tonal contrast that it will pass accessibility testing for maximum visibility.

Typography

Typography is an essential component of the Light & Wonder brand identity that adds to its unique personality. A range of type weights and styles brings flexibility and unity to all our visual communications. NEUE PLAK

Neue Plak is the primary font for all our visual communications. The font family includes many weights and styles. We limit our use to only the normal width styles and only a select few of the available weights as shown on this page. The Text style is included for better legibility of small type and long form text blocks.

JUANA

Juana is reserved for headline use only to emphasize a particular word or words to draw attention. It is a playful serif typeface with many weights, however, we limit use to only the bold and black weights. When used as emphasis in a sentence, limit usage to three words maximum. Only emphasize positive words. Do not use in body copy or full sentences.

TYPOGRAPHY

Basic Type Hierarchy

Information hierarchy is established across different levels of information through contrasting sizes, weights and colors, creating a look that’s eye-catching and aesthetically pleasing.

HEADLINE

Headlines use Neue Plak alone or may be combined with a limited use of Juana. Juana is used only to emphasize a particular word or a maximum of a few words. We do not use Juana for full headlines, but only in combination with Neue Plak. Headlines use sentence case.

Building new worlds of play

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT

SUBHEAD

Subhead style is Neue Plak Bold or SemiBold in All Caps.

BODY COPY

Paragraph copy is set in Neue Plak Text Regular with ample leading to increase readability.

As our visual system evolves and expands, additional detail will be released.

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HEADLINE

Sentence case

Neue Plak

Light or Regular & Juana

Bold or Black

No period

Can be staggered or flush left

SUBHEAD

All Caps

Neue Plak

SemiBold or Bold

Tracking: 180

BODY COPY

Sentence case

Neue Plak Text

Regular

10.5 pt size

Leading: 14 pt

Graphic Assets

GRAPHIC ASSETS Overview

We’ve created graphic assets to evoke fantasy worlds of play yet to be discovered. Rings and spherical shapes represent portals and far-off realms our games take you to, and the expansive stories you find.

• Portals

• Filled Spheres

• Radiating Spheres

These graphic elements are available upon request, please email branding@lnw.com for more information.

GRAPHIC ASSETS Portals

The Portal is our Sacred Asset. As a strong graphic element within our visual identity system, the Portal works in a wide range of situations and applications to help enhance the brand experience. It consists of a ring shape with a colorful glow of refracted light around a transparent center to represent a gateway to faroff realms. Several color variations are available as shown here. The Portal is used as a window to feature elements such as type, our logo, game art, or illustration.

As with all our graphic elements, limit heavy use on a black background to avoid the association with outer space. We do not use the Portal as a frame for photography. Do not alter the light refraction of the glow, as this will cause loss of dimensionality.

Do not crowd the portal with game art or characters. Limit game artwork and characters inside and around the surrounding portal area to a maximum of four.

Portal Dos & Don’ts

Some common tips for and misuses of our Portal are illustrated here. These are not comprehensive and may include others. Limit characters inside of the portal to a maximum of four with corresponding game art background. Do not show an empty portal on its own.

DO use to feature type.

DO use to feature our logo.

DO use to feature game art.

DON’T use the Portal as a frame for photography or products.

DON’T use an empty Portal on its own.

DON’T use the Portal on a background where it does not appear clearly.

Photography Style

Photography is an important visual expression of our brand. Our system brings our photographic principles to life.

• Colorful and vibrant images

• Sense of atmosphere through attention to lighting, and shadows

• Commitment to diversity, equity and inclusion in cast

Lifestyle & Portraiture

In Core Brand level communications, our lifestyle subjects are captured in the moment of an exhilarating experience. We see our subjects exploring the unusual; engaged and curious.

For communications about the Light & Wonder team, Creators are captured in thoughtful and reflective moments. The lighting intensity has been reduced, and we see our subjects full of optimism and confidence; engaged with their creative vision as they contemplate what’s next.

Product Photography

In Core Brand level communications, products and technology are captured to highlight dynamism and innovation. Tight crops on beautiful product design details show a uniquely crafted experience. In communications about specific Light & Wonder products and product categories, we see the products in full view, at dynamic angles, and in well-lit environments to create energy and excitement.

Contacts & Resources

Contacts & Resources

Contact Resources

FOR ANY BRAND-RELATED QUESTIONS, PLEASE REACH OUT TO:

General Inquiries

branding@lnw.com

BRAND CENTER

Light & Wonder Branding Hub

INTERNAL ASSET LINKS

Gamepoint