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Creator Brand Guidelines

v1.5

10.19.2019

Facebook Confidential — For Internal and NDA Agency Partner Use Only.

Hello!

Welcome to the Facebook Gaming Creator Guidelines document! This is a comprehensive guide that introduces you to our design system and explains how we use our brand. We’d love for you to take the time to understand and adhere to these guidelines as it is essential in maintaining our meaningful voice and makes Facebook Gaming unforgettable. This will help enable and benefit your individual brand through our partnership. The goal is to develop a single system that gives us a unified experience across platforms and our partners. Please don’t hesitate to reach out if you’re unsure or if you have any questions. We look forward to seeing what you create!

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Facebook Gaming

Facebook Gaming — Core Elements

Design Considerations

01. Logo

02.

01.  The logo for 'facebook gaming' includes the Facebook wordmark for brand recognition and to build masterbrand equity. 02.  The Glyph is the primary graphic device and should always be used in conjunction with the Facebook Gaming logo, but never as a lockup. 03. Solid Glyph is for use where a simple 1-color version is required for creative (print limitations, physical reproduction, small scale, etc.). 04.  Colors should focus on the primary palette to build equity and connect back to the Facebook brand — never randomly combine colors from the palette.

04. Primary Palette Gaming Blue Hex #005FED RGB 0 95 237 PMS 2387 C PMS 2174 U CMYK 95 50 0 0

Navy Hex #000064 RGB 0 0 100 PMS 2747 C PMS 2757 U CMYK 100 85 10 35

Dark Gray Hex #777B82 RGB 119 123 130 PMS Cool Gray 9 C PMS Cool Gray 10 C CMYK 26 16 9 43

07. Photography

05. Accent Colors Magenta Hex #FF008F RGB 255 0 143 PMS Rhod. Red C PMS Rhod. Red U CMYK 0 100 0 0

06. Primary Pairings

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White Hex #FFFFFF RGB 255 255 255 PMS N/A CMYK 0 0 0 0

Red Hex #FF0000 RGB 255 0 0 PMS 185 C PMS 185 U CMYK 0 100 100 0

Light Blue Hex #54FFFF RGB 84 255 255 PMS 2225 C PMS 304 U CMYK 45 0 11 0

Green Hex #00EB28 RGB 0 235 40 PMS 802 C PMS 802 U CMYK 75 0 100 0

03.

Identity

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Our Logo — Wordmark

Facebook Gaming Wordmark The logo consists of the Facebook wordmark with 'gaming' set in Freight Sans LF Pro Light.

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Our Logo — Clear Space & Minimum Sizes

Minimum Size Establishing a minimum size ensures that the impact and legibility of the logo are not compromised in application. Please respect the logo. Always maintain the set proportions and never show the logo smaller than 100 pixels wide.

Clear Space Logo clear space ensures legibility and visual impact by isolating the logo from competing visual elements, such as text and supporting graphics. This is the minimum safe zone. In most cases, the logo should be given more room to breathe. The clear space is dictated by the height of the logo ( X ). The space between 'facebook' and 'gaming' is defined as ( Y ).

1.25 in

100 px

X

Y

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Our Logo — Secondary Wordmark

Facebook Gaming Secondary Wordmark A stacked version of the logo exists when space is highly restricted as a secondary mark. This version of the logo should be used sparingly and only in instances where there are space limitations.

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Our Logo — Secondary Wordmark

For more details on Colors see Color: Palette — 019.

Minimum Size Establishing a minimum size ensures that the impact and legibility of the logo are not compromised in application. Please respect the logo. Always maintain the set proportions and never show the logo smaller than 55 pixels wide.

Clear Space Logo clear space ensures legibility and visual impact by isolating the logo from competing visual elements, such as text and supporting graphics. This is the minimum safe zone. In most cases, the logo should be given more room to breathe. The space between 'facebook' and 'gaming' (Z) is the same as the ascender height in the 'facebook' wordmark (Z).

Z 0.7 in

55 px

Z

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Our Logo — Color Application

Logo on white If the logo is placed on a white background, always fill with Facebook's Gaming Blue.

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For more details on Colors see Color: Palette — 019.

Logo on flat color, or content If the logo is placed on a colored background, or on any kind of content (such as a picture) use the white version.

Logo secondary brand color The logo can also be filled with Navy. This color should be used rarely, and with permission from the brand team.

Our Logo — Incorrect Usage

Don't rearrange the logo.

Don't change the logo colors.

Don't rotate the logo.

Don't use the FB Glyph.

Don't apply outlines to the logo.

Don't apply effects to the logo.

Don't change the logo font.

Don't distort the logo.

gaming

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The Glyph

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The Glyph

The Glyph is the brand's core graphic device and should always be used in conjunction with the Facebook Gaming logo, but never as a lockup. The Glyph has a kinetic aspect that can be interpreted as going outwards or inwards; speaking to the inclusive and vast gaming community on Facebook, through its adaptive nature and modular approach. It is a graphic and colorful representation of the brand and therefore, should always be present in some shape or form in all communications. An application without the Glyph would be considered incomplete.

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The Glyph — Variations

For more details on Colors see Color: Palette — 019.

Solid Glyph The Solid Glyph is for use where simple 1-color version is required for creative (print limitations, physical reproduction, small scale, etc).

Gradient Glyph The Gradient Glyph is the preferred variation to be used in all applications as much as possible.

Primary Color-way

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Secondary Color-way

Gaming Blue The Solid Glyph is primarily filled in Gaming Blue except on dark backgrounds.

Dark Backgrounds A white version of the Solid Glyph can be applied for darker backgrounds. The Glyph should never live inside a dark container box on a different background color.

The Glyph — Signature

The Glyph can be used as an additional signoff to the logo in certain applications. The Solid Glyph is used for this type of usage and should respect the rules laid out here for brand integrity.

For more details on how to layout the Glyph in a composition: See Layout — 055.

A. Signature – Usage example.

B. Signature – Determining the Glyph scale.

2X

A. The Signature application is useful in moments where the Facebook Gaming brand needs to be more subtle.

X

B. The Glyph should always be twice the full height of the logo when used as a Signature.

C. Signature – Clear space.

C. Clear space for the Glyph is a full width of itself. Y

D. The Glyph should always be reasonably distanced (at least 2x its height) from the logo and aligned to the left with it. Livestream your game on Facebook Gaming Only at fb.gg

D. Logo/Glyph minimum distance and alignment.

> 2Y

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The Glyph — Signature Lockup

When using the Gradient Glyph in conjunction with the Facebook Gaming logo, please follow the rules on this page.

A. Gradient Signature – Minimum space

Minimum Space Please follow the minimum space requirements when using the Facebook Gaming wordmark in the same composition as the Gradient Glyph. The minimum space is at least bigger than the width of the Facebook Gaming logo. This space should be considered the absolute minimum safe distance. Centering We can center the Gradient Glyph in some situations, such as in motion, where safe areas in broadcast could crop the Glyph in an unflattering way. This treatment should be used as a fall back, and identified on a case by case bases. Please be judicious. As a rule of thumb, the Gradient Glyph should only be centered when it is the only element within the composition.

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X

≥X

B. Gradient Glyph – Centering

The Glyph — Gradient Settings

When using the Gradient Glyph, please refer to the Illustrator settings to the right. It is important to follow these settings; if these settings are not correct the Glyph has the potential to be distorted.

A. Adobe Illustrator CC Settings

B. Stroke + Gradient Settings In the Stroke panel, please always have "Projecting Cap" selected, "Miter Joint" selected, and "Align Stroke to Center" selected.

These settings are also are important for using the Gradient pattern later in the guidelines.

Adjust the weight of the stroke to be as large as needed and to clear all white space, but no larger than absolutely necessary.

Outside partners and vendors who should purchase their own license of Adobe CC from a authorized vendor or Adobe, the Adobe logo, Illustrator are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Please carefully review the Terms: https://www.adobe.com/legal/terms.html.

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When working with the Gradient Glyph or any of the Gradient Patterns found later in the guidelines, it is important to have the "Scale Stroke & Effects" box checked in the Illustrator Preferences.

In the Gradient Panel, please use "Apply Gradient Along Stroke." Below is how the gradient should look in the application.

The Glyph — Incorrect Usage

Don't rearrange the logo.

Don't rotate the Glyph.

Don't overly obscure the Glyph.

Don't randomly place imagery.

Selective masking must make sense.

Don't use the Glyph in a box.

Don't fill Glyph with imagery.

Don't color the Solid Glyph.

Don't use the Glyph as a pattern.

Don't use transparency effects.

Don't distort or stretch the Glyph.

Don't lockup the Glyph and Logo.

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Color

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Color Palette

All the colors on this page are the brand colors for Facebook Gaming. There are two categories of color: Primary colors and Accent colors. Primary Colors Commonly used colors that are core to the Facebook Gaming brand. These colors should be used the most throughout the brand.

Gaming Blue Hex #005FED RGB 0 95 237 PMS 2387 C PMS 2174 U CMYK 95 50 0 0

Navy Hex #000064 RGB 0 0 100 PMS 2747 C PMS 2757 U CMYK 100 85 10 35

Dark Gray Hex #777B82 RGB 119 123 130 PMS Cool Gray 9 C PMS Cool Gray 10 C CMYK 26 16 9 43

White Hex #FFFFFF RGB 255 255 255 PMS N/A CMYK 0 0 0 0

Magenta Hex #FF008F RGB 255 0 143 PMS Rhod. Red C PMS Rhod. Red U CMYK 0 100 0 0

Red Hex #FF0000 RGB 255 0 0 PMS 185 C PMS 185 U CMYK 0 100 100 0

Light Blue Hex #54FFFF RGB 84 255 255 PMS 2225 C PMS 304 U CMYK 45 0 11 0

Green Hex #00EB28 RGB 0 235 40 PMS 802 C PMS 802 U CMYK 75 0 100 0

Gaming Blue The primary color of the brand. Repeated use of this color will help build brand equity for Facebook Gaming. Accent Colors Accent colors are used sparingly and only when a more varied palette is required. They are particularly useful when creating patterns and illustrations.

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Color Pairings — 2 Color Gradients

There are many color pairings possible within this brand system. The swatches to the right detail the specific combinations that can be applied to the Glyph.

Primary Pairing

The primary pairing uses two primary colors: Gaming Blue and Navy. Use this pairing when brand recognition is key. The secondary pairing uses Gaming Blue and Light Blue. Accent Pairings use either Gaming Blue or Navy in conjunction with an accent color. Use this when a more varied palette is required. Accent pairings must always have a shade of blue in them.

2 Accent Pairings

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Secondary Pairing

Color Pairings — 3 Color Gradients

Similar to the two color gradients, the three color gradients are the three color pairings that are core to the Facebook Gaming brand.

For more details on Colors see Color: Palette — 019.

Core 3 Color Pairings: 2 Primary Colors + 1 Accent Color

All the three color pairings must contain either Gaming Blue or Navy. These gradients are integral to creating gradient patterns, which is outlined in these guidelines. The first row shows the core 3 color gradient pairings — these contain two shades of blue. The second row shows the accent 3 color gradient pairings, which contain only one blue. Please Note Please do not re-order the colors in these pairings. The colors have been specifically created to avoid purple as a step. Accent 3 Color Pairings: 1 Primary Color + 2 Accent Colors

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Color Palette — Usage

When creating compositions such as websites, event booths, or even banner ads, please consider the Facebook Gaming color usage chart to the right.

Facebook Gaming Color Usage

All compositions should be rooted in Facebook Gaming Blue and Navy. Use FB Gaming Blue the most, to doubledown on Facebook Gaming brand equity, while using White, Dark Gray and the accent palette frequently enough to keep compositions energetic. Please Note This color chart is a general guide. Do not feel confined to using the exact percentages shown here. This color chart should be a guiding principle that affects overall brand impact across all touchpoints.

70% of all color used is FB Gaming Blues (Gaming Blue and Navy) 15% White 5% Dark Gray 10% Accent Colors

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Color Pairings — Usage

This is how you apply different colors to the Gradient Glyph. Color application should be focused on the primary palette to build equity and connect back to the Facebook brand — never randomly combine colors from the palette.

For more details on Colors see Color: Palette — 035. For more gradient settings, see Glyph: Gradient Setting — 031.

01

Secondary Pairing

01

02

02

03

03

01 Pick — Using the chart you can pick either a primary or secondary pairing. 02 Setup — The Glyph is setup so that colors can be easily applied to the vector version. It is important however to not modify any other settings. 03 Gradient Orientation — For primary pairings, the orientation is always leftcolumn to top-row. For accent pairings, the orientation is the other way around, so as to have the center of the Glyph in Navy.

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Accent Pairing

Applying Color to Type

When using Freight Sans LF Pro, type is always either Navy or White, depending on the background color for optimal contrast. Type should always be as legible as possible. The following are examples of how this simple approach plays out on different backgrounds.

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Navy

White

White

White

White

White

Navy

Navy

Color Palette — Incorrect Usage

Don't reverse gradient orientations.

Don't change gradient setup.

Don't apply gradient to the Solid Glyph.

Don't add a color to a pairing.

Don't use the Gaming Blue and Magenta gradient.

Don't use colors not in the palette.

Don't add any effects.

Don't use only accent colors.

Don't blend the Glyph with the background.

Don't apply transparency in the Glyph.

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Typography

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Primary Typeface

Meet Freight Sans LF Pro, Facebook Gaming's primary brand typeface. Although Freight Sans LF Pro comes in various weights, we only use two: Light and Medium. About Freight Sans LF Pro Designed for warm formality in text and an authoritative, helpful tone in display, Freight Sans LF Pro forgoes mannerisms of form, in favor of a studied balance of organic and geometric shapes. Designed by Garage Fonts 2005-2009. These fonts may not be distributed to anyone who is not employed by Facebook or its subsidiaries. This includes outside partners and vendors who should purchase their own license of Freight Sans LF Pro from Phil's Fonts. Both Pro and LF Pro contain the same character set. The only notable difference in Facebook's custom version is that the numeral alignment setting has been changed to Lining Figures (LF) instead of old-style numerals.

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AaBbCc AaBbCc XY 0123456789

xyf 0123456789

Do use lining figures, which align to the cap-height of the letter forms, and are more modern and easier to scan on tables.

Don't use old-style figures, which are different heights and widths, and extend above and below the x-height of the letter forms.

Primary Typeface — Usage

General Usage There are two weights of Freight Sans LF Pro that we use for communications design: Light and Medium. As a rule of thumb, Light is used for both body copy and headlines, and Medium for sub-headers and for calling out important information. The italic weights should only be used for emphasis or common appropriate uses. Website The website is always in Medium and can take on different sizes depending on where it is mentioned. For example, if it is part of the body copy it should retain the body copy size and be set in Medium in lowercase. Source / Legal Copy All text should be in Navy, except for the Source and Legal Copy, which is the lowest level of typography.

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Headline Freight Sans LF Pro Light 36pt / 35pt

Headline lorem ipsum amet consectetur.

Intro Paragraph Freight Sans LF Pro Light 20pt / 24pt

Intro paragraph lorem ipsum dolor. Busto bearibe ribus, omnitaet optatin dolesti bitis.

Sub-header Freight Sans LF Pro Medium 20pt / 24pt

Subhead lorem ipsum dolor busto.

Quote Freight Sans LF Pro Light Italic 15pt / 17pt

"Quote ficium inistintio. Nequosantur sum inveliti beribus. Udanis qui cor autatatia sus."

Body Copy Freight Sans LF Pro Light 15pt / 17pt Callout in Body Copy Freight Sans LF Pro Medium 15pt / 17pt

Body copy bitis si conse volo verum ius volo tem et unti id que nimus ad maiorem iniscime eatur? Quibuset ist apicate doloreperum re conse volo verum que prores suntur? Magnime nonse dolesti omnieni.

Website Freight Sans LF Pro Medium 15pt / 17pt

Website callout quibuset ist apicate doloreperum re que prores suntur? Only on fb.gg

Footnote Freight Sans LF Pro Medium 11pt / 13pt

Footnote conse volo verum ius volo tem et unti id que nimus ad maiorem iniscime eatur? Quibuset ist apicate doloreperum re que prores suntur? Magnime nonse dolesti omnieni.

Source / Legal copy Freight Sans LF Pro Light 11pt / 13pt

Source copy conse volo verum ius volo tem et unti id que nimus ad maiorem iniscime eatur?

Display Typeface

Meet Unit, Facebook Gaming's custom display typeface. About Unit Unit was created just for Facebook, and is a natural extension of the Glyph. We use Unit for special, high impact moments. Think pithy headlines, title slides, creator names, etc. While Unit looks great at larger sizes, it is not meant for long form or body copy. We like to use Unit for headlines with less than 7 words. Because it was created from the same system as the Facebook Gaming Glyph, it helps to double-down in building equity. There are two weights of unit, Super and Line. Unit Super is a filled in version of Unit, while Unit Line is an outlined version. The Unit typeface will be provided on request.

ABCdefghij klmnopqrst uvwxyz 1234567890 Above: Unit Super

ABCdefghij 1234567890 Above: Unit Line

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Display Typeface — Full Character Set

Unit has been carefully built to be used as a headline typeface in a variety of ways. Basic Characters The basic characters are the English letters A-Z and numerics 0-9. Extended Characters These characters allow Unit to be used in a variety of languages. Language Support Unit works in the following languages: English, Spanish, French, German, Norwegian, Swedish, Finnish, Portuguese, Italian, Indonesian, Afrikaans, Danish, Dutch, Irish, Italian, Basque, Breton, Catalan, Polish, Czech, Croatian, Estonian, Hungarian, Lithuanian, Romanian, Serbian, Slovenian, Turkish, and Icelandic. Symbols A full set of symbols allows Unit to be used for handles, math, and other complex sentence structures that require various symbols.

Basic Characters

ABCdefghijklmnopqrs tuvwxyz1234567890

Extended Characters

ÀÁÂÃÄÅÆÇĆČÐĎÈÉÊËĘĚĞ ÌÍÎÏ�ĮŁŃŇÑÒÓÔÕÖØÞŘŚ ߪŠȘŢŤȚÙÚÛÜųűŮÝŶŸỳ ŹŻŽ Symbols

[]()()[]\/|_=-—+#$¢&@ªº™°¶·“”„ ®©℗%‰*‡†,,.:;;…?¿!¡€£¥§ 30

Facebook Gaming

Display Typeface — Leading

When using Unit, leading is a key value that always needs to be addressed. Unfortunately, with todays technology, we cannot preprogram the ideal leading. Please use this page as a guide for correctly adjusting the leading depending on characters. 1:1 Leading Set Unit at a 1:1 ratio (45/45 pt for example) for use with no accents or characters that break the regular grid. 1:1 1/3 Leading Set Unit at a 1:1 1/3 ratio, or 133% larger (45/60 pt for example) for use with either ascenders or descenders. 1:1 2/3 Leading Set Unit at a 1:1 2/3 ratio, or 166% larger (45/75 pt for example) for use with both ascenders and descenders. Please Note Never allow Unit to have "gaps" or characters that don't touch between lines. Adjust leading in these cases.

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1:1 Leading

play instant games.

1:1 1/3 Leading

spillët på klar

45/45 pt for use with no accents.

45/60 pt for use with either ascenders or descenders.

1:1 Leading

1:1 2/3 Leading

$800 game

(ready)

45/45 pt for use with no accents.

45/75 pt for use with both ascenders and descenders.

[set]

Display Typeface — Color

Unit Line and Super can be treated in a variety of ways depending on the application. General Color Usage The general color usage is Unit Super in Facebook Gaming Blue. This is shown in Treatment 1. The secondary treatment is using Unit Line in Facebook Gaming Blue, as shown in Treatment 2. Expressive Color Usage If more brand expression is needed, Treatment 3 uses Unit Line on a gradient background. Treatment 4 uses Unit Line with a gradient line.

Treatment 1 — Solid

Treatment 2 — Solid Line

Treatment 3 — Gradient

Treatment 4 — Gradient Line

Go now­— fb.gg Build your world.

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Go now­— fb.gg Build your world.

Display Typeface — Usage

There are some basic rules to using Unit in compositions. Unit was designed as a display typeface, so keep it big and short. Basic Rules — Set tracking to 0. — Set kerning to Metrics. — Never turn on strokes with Unit Line or Unit Super. ­­— Use Unit Line for an outline version of Unit Super. — Never use default program leading. Minimum Size — As a general rule, Unit Super and Unit Line should not be used smaller than 30 pt. — ­For legibility, keep line lengths as small as possible. We suggest only using Unit for headlines or short sentences (maximum of 4 words). Word Spacing The default word spacing is set to a 2/3 space. However, a full space is available, if needed, in the glyphs palette.

Game

Display Scale

Minimum Size

Line Length

GAME ON!

Join in, Game on.

Don't use Unit Super and Unit Line smaller than 30 pt.

For legibility, keep the line length as short as possible.

Headlines or Short Sentences

Fill the Page

Discover. Engage. Monetize. Keep the sentence less than 5 words.

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Discover. Engage. Monetize. Unit should always fill the container or margins in most instances.

on!

Display Typeface — Incorrect Usage

Don't center the typeface.

GAME ON Don't translate the typeface into 3D.

Don't track the typeface.

game

Don't use default leading.

on

Don't use small.

GAME O N

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GAME ON Don't resize the typeface to be fit.

GAME

on

Don't apply strokes.

GAME ON Don't distort the typeface.

Motion

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Motion — Intro Animation

The Intro Animation introduces the Glyph and the Logo in a simple, concise way. It starts by building the Glyph, and then zooms and swipes off, revealing a Facebook Gaming logo.

1— A gradient trail starts tracing the Glyph.

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2— The Glyph is constructed from the outside in. The gradient trail delineates the 'G'.

3— As we approach the Glyph, the screen is flooded with blue. The Glyph presses down slightly before taking over the whole screen.

4— The Glyph wipes away to reveal the Logo.

Motion — Swipe Transition

Facebook Gaming uses a swipe animation that transitions from one video to another. This animation utilizes the Gradient Pattern to fade across the screen quickly, each time in a new way and orientation. The animation is very quick, and should only last 2 seconds.

1— The pattern slides down and then up to start the transition.

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2— The pattern moves progressively across the screen.

3— After the pattern reaches the other side of the video, it starts to move away from the opposite side, and is replaced by a new video.

4— The pattern leaves the screen.

Motion — Bug

It is important that as our video content makes its way around the web we ensure we have a small bug embedded in the footage of our Creators' streams. We use the Facebook Gaming solid Glyph, placed in the top left corner, and set at 60% opacity. This ensures our brand is present as a simple endorsement to the content rather than an overpowering presence. Please use your best judgment to decide when and where to use the bug, and if you do, use the white dark backgrounds and blue for light backgrounds. Location Flexibility Please note that the location of the bug is flexible depending on the needs of your video. The default placement should be considered the top left, but it can also move to the top right. We do not recommend moving to the bottom corners because it may be in conflict with the lower third or subtitles. Presence The bug does not have to be present on all video footage. Please use your best judgment to decide when and where to use the bug.

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Blue Bug

White Bug

Motion — End Card

Branding the ending of each Facebook Gaming video, the end card acts as a bookend that reinforces the Logo and Glyph, and signs off with the URL.

1— The Logo slides in from the right to end the video, associating the content with the name.

2— The screen locks onto the Logo for a short moment.

3— The Glyph is then revealed from the left. Similar in execution to the Intro Animation, this signals that we are now leaving the Facebook Gaming world. The URL sign-off acts like a CTA, this allows the end card's ending to be easily edited and sent to viewers on different pages if necessary.

5— The Glyph wipes out to reveal the URL, with a quick fade to white.

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6— The video ends on the Facebook Gaming URL.

4— Once the Glyph is revealed it starts to wipe out.

Motion — Streaming Outro

Branding the ending of each Facebook Gaming user streaming video, the Streaming Outro acts as a bookend that reinforces the Logo and Glyph, and signs off with the wordmark.

1— The end of the streamer's footage.

2— The Gradient Glyph starts to come on from the top to bottom.

3— The Gradient Glyph takes over the screen.

5— The Gradient Glyph zooms out.

6— The Gradient Glyph centers on the screen.

7— The streamer's handle is revealed.

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4— The Gradient Glyph fills the screen.

Contact Details

Please note that the images and third party logos used in these guidelines may not be owned or licensed by Facebook Gaming, and are intended only to illustrate the brand mechanics. Under no circumstance should you use any photo or third party logo example in the guide for any kind of public facing communications. Always ensure that you have the approval of the appropriate copyright and trademark owners before using a photo or third party logo in a Facebook Gaming communication. Contact the Facebook Business Affairs and/or Trademark Team with questions or concerns.

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If you are having trouble with anything in this guide, are missing brand elements from the Brand Package, or you are unsure if your communication best represents the Facebook Gaming Brand, please contact one of the design teams. Any questions about developing Facebook marketing creative using brand assets should be directed to: [email protected]