B R A N D
04 VOIC E 08 DESIG N 22 PHOTOG RA PHY 28 PA RTNER
4 V O I C E
" H E L L O."
audience + tone The psychographic and demographic makeup of gamers has broadended significantly over the past decade as both PC and console gaming grow more pervasive and mainstream. A significant percentage of that audience has entered life stages with matured wants and needs, increased discretionary income, and exposure to advertising that has refined their expectations of what a leading brand should be.
Women now account for almost half of all gamers, while the average age of both male and female gamers is 31. The gaming landscape has changed from something that was "bro" and "hardcore hobbyist", to a lifestyle choice that has a diverse, everexpanding culture. In short, gaming has grown up.
With this new understanding of our audience, Alienware has redefined itself as a high-end gaming and technology brand. By evolving the brand, it has allowed the company to once again set itself apart as the category leader, and exceed consumer expectations of what a PC brand can be.
Alienware's new brand is direct reflection of its audience: It is forward-looking, inspiring, and inclusive, opting for something unexpected in a sea of sameness. It is never arrogant or condescending. Its aspirational and confident tone speaks to the customer's idealized vision of themselves owning Alienware products. While the brand does not desire to lose its edge and snark entirely, those elements should not be used without strong consideration for what perceptions it may create.
S TA N D
P L A N E T.
“ P L AY ”
T O O W E A K A W O R D T O D E S C R I B E W H AT GAMERS GAME
D O. T H E I R
PA S S I O N WORLD
R E A L A N D I M P O R TA N T A S T H E W O R L D OUTSIDE. ROLE
T E C H N O LO GY ’ S
D E E P LY A S P O S S I B L E W I T H I N T H AT W O R L D . WE
PA R T N E R S H I P S ,
C R E AT E
C O M M U N I T I E S T H AT G E T P L AY E R S C L O S E R AND DEEPER INTO THE GAMES THEY LOVE.
8 D E S I G N
primary usage The Alienware logo has been updated to match the more refined look achieved elsewhere in the brand. The “A” in the wordmark should be used as a spacing guide. The logo should never be smaller (height) than 0.3 inches in print and 75 pixels in digital. The logo should always be placed on a contrasting background, avoiding any kind of busyness or color “vibration”. Previous or modified versions not listed here should never be used.
alternate usage The Alienware logo has alternate usages, including the wordmark in standalone, the head in standalone, andâ€”to be used sparinglyâ€”a version where the head is positioned below the wordmark. These iterations should be used only in the event that the primary usage logos cannot. The "A" in the wordmark will still function as a spacing guide, andthe alternate logos still follow the rules for scaling and sizing.
Note: This VID will not display the incorrect usage of logos as there is no reason a designer or any other entity should consider altering the design for any reason whatsoever. Simply put, if it is not stated here, do not do it.
primary + metallics There are six main colors in the Alienware color palette, not including white. The brand should be chiefly monochromatic, though there may be exceptions to this guidance. Tints of colors are permitted as long as the integrity of the color is maintained—this is done by increasing the white value to create lighter shades of each color—and dark grey should be treated as the brand’s black. Gradients should be used subtly and mainly on backgrounds as a vignette treatment.
The Alienware Pantone Metallic color palette is designed for print and packaging use, particularly for foil stamping. It is not to be used digitally. It is almost never to be used as a primary color, but rather a secondary or accent color. Metallic colors should also never be used in combination, as they tend to clash.
A W DA R K B LU E PMS 534C C=100 M=80 Y=100 K=0 R=12 G=56 B=102 #0C3866
AW TEAL PMS 3258C C=65 M=0 Y=35 K=0 R=73 G=192 B=182 #49C0B6
A W DA R K G R E Y PMS P179-15C C=0 M=0 Y=0 K=95 R=45 G=45 B=45 #222222
AW RED PMS 711C C=0 M=100 Y=100 K=15 R=206 G=24 B=30 #CE181E
A W B LU E PMS 312C C=100 M=10 Y=10 K=0 R=0 G=124 B=192 #007CC0
A W Y E L LO W PMS 116C C=0 M=25 Y=100 K=0 R=255 G=194 B=14 #FFC20E
AW GOLD PA N TO N E 8 4 3 6 C
A W S I LV E R
PA N TO N E 8 7 6 C
PA N TO N E 8 4 0 0 C
Note: If the Alienware system FX are white, use color in accent to create some contrast from the monochromatic look of the brand. Alienware FX can be treated as the accent if the rest of the design uses neutral colors like gray and white.
primary Kerning, leading, and tracking will play a crucial role in achieving this spacious look that adds to the premium look of the brand. As a general rule, headlines should have tracking set at 100 or more, while body copy should bet set at no less than 0 and no more than 25. Call to actions are given generous tracking as well, based on needâ€”100 or more is allowed. Various weights can be used to establish visual hierarchy, but the copy style overall should feel light and futuristic. The heavier weights should be used sparingly, as should condensed and italics. Body copy font should never be smaller than 9 point with rare exceptions, while legal copy should always be smaller than 7 point.
Avenir Next LT Pro Demi
Avenir Next LT Pro Regular
THIS IS A HEADLINE EXAMPLE. This is a body copy example.
web Where itâ€™s not possible to use the brandâ€™s main typeface, Open Sans should be employed. Similar spacing treatments should be used when setting type online, though we recognize that sometimes exact type setting is a challenge. Proper line spacing and leading will be key in maintaining a consistent visual style across all media. As with Avenir, the heavier weights should be used on rare occasion, if at all, and italics should be used in special cases. Body copy should never be smaller than 9 point with infrequent deviation due to site accessibility standards. Legal copy should be 7 point or less.
Open Sans Demi
Open Sans Regular
THIS IS A HEADLINE EXAMPLE. This is a body copy example.
Light 300 Italic
Normal 400 Italic
Semi-Bold 600 Italic
Bold 700 Italic
display The display typeface for Alienware is Bebas Neue. It should only be used for display purposes such as product names, treatments, or event badges. It is not to be used in typical paragraphy styling. The three weights that are to be used are Book, Regular, and Bold. The thinner weights are to be avoided as they do not display well. Combinations of weights can be used to create visually interesting type treatments like the one on the following page. Bebas Neue is a strong, heroic typeface that, if used appropriately, can emphasis copy in an dynamic and compelling way. Kerning, leading, and tracking will play a crucial role as well, though it should not be spaced as generously as Avenir or Open Sans headlines. As a general rule, tracking should beg set at 25 or less.
Aa Aa Aa
bebas NEUE book
THIS IS A DISPLAY EXAMPLE. bebas NEUE regular
THIS IS A DISPLAY EXAMPLE. bebas NEUE BOLD
THIS IS A DISPLAY EXAMPLE.
I N T E L® C O R E ™ I 7 - 5 8 2 0 K
You’ve never seen anything like the Alienware Area-51. It is more than an iconic design. It’s a perfect convergence of power and design beauty. We reimagined this system from the inside out, and built it without compromises. It is an engineering marvel and a completely new experience that performs true to our legacy of excellence.
L AYO U T
looking the part To achieve the Alienware look, careful attention must be paid to spacing and symmetry. Visual equidistance between objects is desired, though dramatic cropping is allowed. Type should be laid out so that the creative feels “airy”. This can be accomplished through generous line and letter spacing. Ten points or more is often desirable when spacing lines. This may seem extreme, but it improves the overall aesthetic and legibility of copy for the user.
H E A D L I N E This is an example of body copy. It is set at 10 pt, with 21 pt leading, and 20 pt tracking. Leave ample spacing between lines, and never try and fit copy into a small space by decreasing the tracking below 15.
CALL TO ACTION
Paragraphs should be aligned left in almost all cases, though there is allowance for other alignment options depending on the use-case. There will be layout situations in which copy will look better center-aligned, left-aligned or justified, in which case the responsibility falls on the designer to make a judgment that is in line with the visual integrity of the brand. X
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CALL TO ACTION
L AYO U T
call to action When building call to actions, use Avenir Next LT Pro Demi as a rule, though other weights may need to be used. Tracking is set at 100 or more, but can be adjusted to need as long as the
A AC A L L T O A C T I O NAâ€şA A
integrity of the overall design is maintained.
the grid This brand guide aims to give designers and art directors the freedom to create unique and visually interesting layouts. It also calls for much attention to alignment and symmetry. One effective way to merge those concepts is to use a grid. The preference is to utilize a 3- or 6-column grid while using document grids for further guidance. This should give designers the license they need to create interesting layouts while maintaining consistency. There will be opportunities to break away from the grid, but it should be done so with caution.
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CALL TO ACTION
I L LU ST R AT I O N
illustration guidance In general, icon and vector styles should be clean and simple. The system icons laid out below are a sufficient example of what kind of illustrations are acceptable. Exceptions will be made on a case-by-case basis, as occasionally there will be a need or commissioned piece of art that may work well for Alienwareâ€™s campaign or product purposes, though it is safe to assume that any graphic with strong geometric shapes and uniformity will be permitted.
product and beauty photography Clean, bold, and beautiful, Alienware products are shot at stunning angles with smooth contrast and clean lighting transitions. Products should be shot on white, light gray, or dark gray backgrounds depending on need. The photography should avoid harsh shadows and black backgrounds unless for a teaser or highly-stylized campaign. Exploded view imagery is a calling-card of the Alienware brand, and should remain so in an evolved and sophisticated manner. Extended and beauty imagery should show features and details of the product, but never at the expense of aesthetic value.
Photographers and art directors should push the boundaries of product imagery using focus and lighting techniques to bring dynamic range to the photo. The angles of the products should be visually interesting and dramatic. Standard imagery should be used sparingly, and composite imagery should never be used unless in face-on orientation. Subtle elements can be added to add texture to imagery, however, no element should be overly showy or ostentatiousâ€”this includes Alienware FX lighting. In summary, any additions to the photography should be tasteful and functional.
Note: Reflections and shadows should be added to all product photography so that the product appears to sit on a surface. The exception to this would be exploded view imagery, which will almost always be "floating".
lifestyle and portrait photography Creating a successful brand begins with our customers. In the past, gamers have been stereotyped as bro culture, baggy jeans, and an energy drink away from a mental meltdown. Alienware's research has found that description to be inaccurate. Gamers are no longer a fringe subculture—they’re parents, professionals, and intellectuals. They come in all shapes, sizes, nationalities, and socioeconomic status. The Alienware brand is a market leader and can speak directly to the audience we’re selling to by featuring them in our creative. Photos that feature talent that our customers can relate to and aspire toward will be a huge step in creating the perceived value that Alienware aims to achieve.
When photographing people, the overall feeling of the imagery is described as cinematic. Lifestyle photography should be done with neutral tones in a very clean and minimal way. Similar to the brand’s product photography, lifestyle photography should be shot on off-whites and grays, never on true black unless for a teaser campaign. Gold tones are desired, as it will add to the “premiumness” of the brand, as well as the aspirational element. High contrast photography can be used but (as always) in a tasteful way. Any creative that takes Alienware back to its “grit and grunge” days should be avoided.
For reference: Alex Logaiski Mark Seliger Annie Leibovitz Justin Bishop
28 PA R T N E R S
PA RT N E R S H I P
partner assets Partner and game art should be selected with uncompromising attention to quality. As the category leader, Alienware must represent itself and it’s partners that speaks to the quality of the products being advertised. From web banners, to print ads, to video, Alienware and its partners should be represented in a functional and well-designed way. Game art that does not lend itself to the visual aesthetic of the brand should be used cautiously.
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CALL TO ACTION
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LL C A L L T O A CC T IA ON
PA RT N E R S H I P
Note: Partner assets should adhere as closely as possible to brand guidelines. Designers and art directors should feel empowered to treat game art in a way that upholds the integrity of the Alienware brand, ephasizing or minimizing as needed.