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Visual Brand Guide


Brand Colors

Loyalty and trust are the hardest things to earn within the online gambling industry. When it comes to site design, messaging, and offers there are myriad ways to convey trustworthiness. But on a subconcious level, the best method will always be in the color palette a brand utilizes. The BetDSI audience is split into two segments which we refer to as ‘Impulse Gamblers’ and ‘Sophisticated Gamblers’. Among the data derived from user tracking, it is known that the Impulse Gamblers prefer bright, colorful calls to action, and the Sophisticated Gamblers prefer layouts that are calming and clear. Combining these two approaches instructs an aesthetic that employs a simple substrate of dark blues, grays and white and use bold colors sparingly in order to guide the eye and action of the users.


PRIMARY PALETTE

Royal Blue

Sky Blue

Navy Blue

Our base color, Royal blue, is associated with superiority. And like all blues, it can symbolize reliability and trustworthiness.

Sky blue functions as an accent to the primary, reassuring the user’s trust. Sky blue is also known to align with intelligent spending.

Serving as a primary background color, Navy blue provides a confident and stoic substrate for the site content.

#1076BC Pantone 7690c

#25AAE1 Pantone 298c

#11577E Pantone 7700c

C 85

R 29

C 71

R 37

C 95

R 17

M 50

G 117

M 15

G 170

M 65

G 87

Y 0

B 188

Y 0

B 225

Y 30

B 126

K 0

K 0

SPECTRAL PALETTE

K 11


ACCENT PALETTE

Yellow Gold

Cottage Blue

Red Orange

Yellow gold is optimistic and cheerful, making it a perfect color for CTAs. It is also associated with mental clarity and intellect.

Cottage blue’s sole purpose is to add a hover and interaction color shifts for the sky blue elements within the web interface.

One of the most eye-catching colors in the spectrum, red orange will be used sparingly for icons and accents within the web interface.

#FDB626 Pantone 7409c

#75CCF3 Pantone 297c

#F04A23 Pantone 172c

NEUTRAL PALETTE

Charcoal

Cool Gray

Bone Gray

The darkest color in the palette, Charcoal is used almost exclusively for body copy.

Cool gray will appear through all materials as a respite to the saturated blues.

Bone gray rounds out the palette and can be used when white is just too much.

#2C383E Pantone 432c

#77868B Pantone 430c

#EFEEEA Pantone Cool Gray 1 c


Logos & Icons The logo and brand marks for BetDSI convey a regal and dignified superiority. As one of the most legacied online gambling hubs in the world, the brand speaks to the trust inherent in two decades of play. Clean lines and crisp angles make up the central imagery. When combined with strong, modern typography it is obvious that the brand is a trustworthy and competant authority. Included within the sets are primary and secondary logos, wordmarks, as well as a full icon suite.


PRIMARY FULL COLOR LOGO

PRIMARY FULL COLOR REVERSE LOGO


TWO COLOR ALTERNATE LOGO

TWO COLOR ALTERNATE REVERSE LOGO

ONE COLOR ALTERNATE LOGO

ONE COLOR ALTERNATE REVERSE LOGO


TWO COLOR PRIMARY WORDMARK

TWO COLOR PRIMARY REVERSE WORDMARK

ONE COLOR ALTERNATE WORDMARK

ONE COLOR ALTERNATE REVERSE WORDMARK


Mobile Icons

144PX - LARGE FORMAT ANDROID AND RETINA DISPLAYS

114PX - IPHONE RETINA DISPLAYS

72PX - LEGACY ANDROID AND RETINA HANDSET DISPLAYS

57PX - WEBAPP DISPLAYS


Tile Icons

Safari Icons PINNED TAB ICON WINDOWS METRO LARGE TILE TOUCH BAR ICON

WINDOWS METRO WIDE TILE

WINDOWS METRO MEDIUM TILE

PROFILE PHOTO ICON

BROSWER FAVICON


Typography As it pertains to typography within the online gambling industry, two things are evident. The first is that clarity of message is vital, so concision is important. The second is that bold, sans-serif typography reigns supreme. The Oswald font family to carries the weight of the headlines for the brand. Similar to the condensed heading font of Bebas Neue, but superior in that it provides a lower case set, multiple font weights, and is a widely available web font that loads extremely quickly and is easily scanned by Google bots. Using a condensed font allows greater versatility in heading length, and can be grouped into smaller screen spaces. This is useful for headlines that may vary widely in character length. The body font of Roboto Regular is chosen in the same spirit. Clean letterforms allow for maximum legibility, retention, and SEO value.


Heading 1

Heading Fonts

Oswald Medium ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0

Heading 2

Oswald Regular

Heading 4

A N a n 1

B C D E OPQR b c d e o p q r 2 3 4

F G H I STUV f g h i s t u v 5 6 7

J K L M WXYZ j k l m w x y z 8 9 0

Heading 3

Heading 5 HEADING 6


Body Fonts

R o b o t o Re g u l a r A N a n 1

B O b o 2

C P c p

D Q d q 3

E R e r 4

F G H S T U f g h s t u 5 6

Roboto Ita lic I V i v 7

J K L M W X Y Z j k l m w x y z 8 9 0

R obot o B ol d A N a n 1

B C D O P Q b c d o p q 2 3

E R e r 4

F G H S T U f g h s t u 5 6

A N a n 1

B O b o 2

C P c p

D Q d q 3

E R e r 4

F G H S T U f g h s t u 5 6

I V i v 7

J K L W X Y j k l w x y 8 9

M Z m z 0

I V i v 7

J K L W X Y j k l w x y 8 9

M Z m z 0

Roboto Bol d I tal i c I V i v 7

J K L M W X Y Z j k l m w x y z 8 9 0

A N a n 1

B O b o 2

C P c p

D Q d q 3

E R e r 4

F G H S T U f g h s t u 5 6


Textures & Imagery As a means of framing content that keeps a user engaged, employing a variety of backgrounds and textures is required. These elements help to break up the monotony of solid colored backgrounds, and bring a sophisticated depth to content sections. Examples of these textures and imagery are showcased in the following panels. From repeating tiled patterns, to stylized photography, these backgrounds add unique life to a layout.


BLUE TEXTURE

GRAY TEXTURE

BONE TEXTURE

CHARCOAL TEXTURE


PHOTO OVERLAY 1


PHOTO OVERLAY 2


Usage A brand is only as strong as its weakest element, so consistency across forms is a vital necessity. From the proper logo placement all the way down to the accent and highlight color palette, it is the fine details that carry the success or failure of a brand. While all brands evolve over time, adhering to a strict baseline for graphic standards will allow that evolution to operate within meaningful parameters. The final panels address the proper (and improper) uses of the BetDSI brand.


Ratios & Exclusion Zones 5 U N ITS WI D E

1 U N IT H I G H

5:1 ASPECT RATIO

25%

20%

20%

25%

SAFE ZONES


Disapproved Usage

Never flatten the colors of the full color marks.

Always observe proper contrast ratios.

Never alter colors from approved marks.

Always observe proper margins.


Do not stack the wordmark and icon.

Never enlarge icon to the full height of logo.

100% Signup Bonus! Never create or alter approved textures.

Red Orange is not an approved headline color.


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BetDSI - Visual Brand Guide  

BetDSI - Visual Brand Guide  

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