NOT JUST

ANOTHER
BORING
GRAPHIC
STANDARDS
MANUAL

HEY
DUDES!

This is your fearless leader here. I am writing to tell you the

reason for doing this rebrand. Over the years we have had a lot of
fun working with our amazing athletes putting on the games and
being able to share these extreme sports with so many people.
Our brand has changed over the years from the original X as
a man. This logo was expressive and we liked it. However, we
wanted to extend our reach around the globe so we changed our
brand to what it is today. This brand has worked well for us in
recent years and many people see our X with the globe in the
center showing that we span the world and welcome anyone to
come compete in our games.
But as we try to attract more people to our amazing event
we have realized that a rebrand that truly evokes the extreme
nature of the games and sits very much at home among the
other awesome brands that sponsor and make extreme sports
possible is necessary. We also want it to be something that our
existing fans can come to truly love and feel that it represents
them in their amazing endeavors. That is why we have employed
the glorious talents of graphic designer Max Burger to help us
obtain this goal. We believe that we have to come to an excellent
decision that will these lofty goals. We think we have done it with
this wordmark. Thus, I present to you our new brand/identity.
Sincerely,

TABLE OF CONTENTS
GRAPHIC IDENTIFIER
BRAND IDENTIFIERS

1.1

CLEAR SPACE

1.2

MINIMUM SIZE
BRAND AUDIT

1.3

1.4

UNACCEPTABLE USAGE

1.5

TYPOGRAPHY

2.0

PRIMARY TYPEFACE

2.1

SECONDARY TYPEFACE

2.2

STATIONERY SYSTEM
BUSINESS CARD

3.0

LETTER HEAD

ENVELOPE

3.1

3.2

3.3

APPLICATION SYSTEM
MENS APPAREL

4.0

4.1

WOMENS APPAREL

4.2

MENS HOODIE

4.3

WOMENS HOODIE

4.4

APPAREL CAP

SCOTT GUGLIELMINO
Senior Vice President of the Xgames

1.0

HELMET

SKATEBOARD

SKATEBOARD WHEEL

EVENT ID BADGE
LANYARD

WRIST BAND TICKET

WEBSITE

4.5
4.8

4.6

4.7

4.9

4.10

4.11
4.12

GRAPHIC
IDENTIFIERS
BRAND IDENTIFIER
CLEAR SPACE

1.1
1.2

MINIMUM SIZE
BRAND AUDIT

1.3
1.4

UNACCEPTABLE USAGE
COLOR CHOICES

SECONDARY GRAPHICS

1.0

1.5
1.6
1.7

1.1 BRAND IDENTIFIER

Positive Brand Identifier

Reversed Out Brand Identifier

BRAND IDENTIFIER
The Logo is a wordmark that has
been designed to evoke the visceral
feeling of action sports. This mark
is done by hand to give it that
attitude that we where looking for.
The wordmark is done with a graffiti
maker this achieved the graffiti look
that we where going for this mark
is easily drawn by anyone that sees

it. This graffiti look is what gives this

some of its attitude and what also
helps it sit right along other logos
in the same realm of action sports.

1.2 CLEAR SPACE & MIN. SIZE

7.25 x

x
7.25 x
This clearspace shows the minimum
space around the logo that will give
it the most visibility and set it apart
from other accompanying graphics
or body copy.

1.3 BRAND AUDIT

4x

4x

MINIMUM SIZE

.75

BRAND AUDIT
The minimum size of the logo is
3/4 of an inch. Any smaller, the
logo starts to plug up and lose the
original intent.

These are previous logos

used for the Xgames. As you can
see, they do not really express the
extreme nature of the games that
makes them so interesting. The old
brand goes from an X in the

shape of a man to a literal X which

is the current brand. Our new brand
aims to make the brand represent
the lifestyle it promotes.

1.6 COLOR CHOICES

1.5 UNACCEPTABLE USAGE

Never stretch it.

Never squash it.

Never do an abrupt
gradient.

Never cut a big piece off.

Black

Solid Colors

Reverse

Color Reverse

COLOR CHOICES

Never cut it up.

Never modify the mark

The logo works best in black

and white. Consider using vivid
imagery for the background
instead of color. This will pop the
logo and further the integration
of the life style into the brand.

1.7 SECONDARY GRAPHICS

SECONDARY GRAPHICS
For secondary graphics, skulls are
used in various ways to give the
viewer a visceral feeling of how
dangerous these extreme sports
can be. Also, conveys it the antiestablishment attitude that most
of these extreme sports share. The
brush script X was done with a
graffiti paint marker, once again

resonating with the counter culture.

When you are not supposed to do
something it is commonly crossed
out and thus the X resembles
being crossed out as many of these
people may feel like they have been
crossed out by society.

TYPOGRAPHY

PRIMARY TYPEFACE 2.1

SECONDARY TYPEFACE

2.0

2.2

2.1 PRIMARY TYPEFACE

2.2 SECONDARY TYPEFACE

UNIVERS 65 BOLD

CASLON BOLD

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
!@#$%^&*()_+=|\/?<>,.~`

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()_+=|\/?<>,.~`

UNIVERS 55 ROMAN

CASLON REGULAR

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
!@#$%^&*()_+=|\/?<>,.~`

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()_+=|\/?<>,.~`

PRIMARY TYPEFACE

SECONDARY TYPEFACE

The typeface chosen for this

brand is Univers as it is clean
and highly legible keeping
the attention on the logo and
secondary graphics. For this
brand the mark is already
very visually interesting so
its supporting type should
compliment this fact by being

very simple and clean. This

will sit very well with the
extreme graphics that are to
be used with this brand.
If you use a different face
be sure that it not similar in
visual interest as the brand.

The secondary typeface is

Caslon as it sits well with
Univers and Is simple and
clean just like Univers. If you
must use a serif face this is
the best option for this brand.

STATIONERY
SYSTEM
BUSINESS CARD
LETTERHEAD
ENVELOPE

3.0

3.1
3.2
3.3

3.1 BUSINESS CARD

.27

1.25

3.0

0
.25

John Doe

The boss man

jhon@xgames.com
P: 1-234-567-8910
F: 1-234-567-9811

XGames
9201 Circuit of the Americas Blvd
Austin, TX 78617

John Doe

The boss man

jhon@xgames.com
P: 1-234-567-8910
F: 1-234-567-9811

.75

XGames
9201 Circuit of the Americas Blvd
Austin, TX 78617

.20

0
.15

BUSINESS CARD
This business card was designed
with action sports in mind. The
card is long just like a skate board,
snowboard or surfboard. The big
logo commands the front of the card
just as action sports commands the

SPECIFICATIONS
attention of everyone who watches
it. This card will truly represent
action sports as a whole and not just
a piece of information.

Typography: This business card is set

in Univers 55 roman 6/7.5 point. With
the card holders name being set in
65 bold 10pt.
Color: Black

NOTE: ALL UNITS IN INCHES

Dimension are datum
dimensions and are measured
from zero to mark.

3.2 LETTERHEAD
0
0

.75

2.00
2.40

3.6
4.0

9.50

This letter is designed to

give a clean professional look
that will help convey your
message simply and efficiently
while still representing the brand
and its image.

Typography: This letter is set in

Univers 55 roman 8/10 point.
Color: Black

10.38

.85
.78

3.2 ENVELOPE

0 0.3

1.4

0
.37
.96

3.81

ENVELOPE
This envelope was designed to be
clean and professional with a toned
down Identifying mark in the right
hand corner.

Typography: The envelope is set in

Univers 55 roman 8/10pt.
Color: Black

NOTE: ALL UNITS IN INCHES

Dimension are datum
dimensions and are measured
from zero to mark.

5.60

APPLICATIONS
APPAREL MENS
APPAREL WOMENS

4.1
4.2

MENS HOODIE
WOMENS HOODIE

4.4

BASEBALL CAP

4.5

SKATEBOARD WHEEL

4.6

SKATEBOARD

4.7

HELMET

EVENT ID BADGE
LANYARD

4.8
4.9

4.10

WRIST BAND TICKET

4.11

WEBSITE

4.12

4.0

4.1 MENS APPAREL

4.2 WOMENS APPAREL

4.3 MENS HOODIE

4.4 WOMENS HOODIE

4.5 APPAREL CAP

4.6 HELMET

4.7 SKATEBOARD

4.8 SKATEBOARD WHEEL

4.9 EVENT ID BADGE

4.10 LANYARD

4.12 WEBSITE

4.11 WRIST BAND TICKET

AUSTIN

ASPEN

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