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Candy Crush Brand BookOctober 2013

Introduction

We created this document to ensure that all usages of the Candy Crush brand are correct and consistent.

It is for use by anyone internally or externally who wants to feature any element of Candy Crush.

If you have questions or queries then please contact us at [email protected]

Candy Crush Brand Book. ©2013 King.com 2

Legal notices

Trade marksWe own various trademarks in relation to the Candy Crush Saga game, including, for example CANDY CRUSH, CANDY CRUSH SAGA (word only and stylised), the app icon, characters and candies. Please speak with Susie Carr in legal regarding appropriate notices for marketing as they will depend on the marks used. The standard format will be:

“CANDY CRUSH SAGA and related marks are trade marks of King.com Ltd and/or related companies.” Copyright noticeThe copyright notice for Candy Crush Saga marketing should be: “© 2013 King.com Ltd”

MusicIf you wish to use the Candy Crush Saga music for anything other than in-game, please contact Susie Carr to discuss.”


Candy Crush: The Game


Brand values

Magical

Fun

Challenging

Social

Colourful

Simple


Candy Crush Style


Tone of Voice

Candy Crush is a world of few words used well.

It’s bright, colourful and full of charm.

But always clear and concise.

Most of all it’s about fun.

If it doesn’t put a smile on your face then it’s not Candy Crush


Style and design

CCS has a feminine and retro feel.

It is not a macho game.

It uses lots of blues and pink.

This is a happy and surreal land.

The style is from the 50’s.

Characters are paper cut as in a board game.

The colouring is bright and shiny.


Examples of Candy Crush style


Marketing material

Press/Media

Merchandise

Advertising

Print


Brand assets


Core assets:

Character

Tiffi Toffee

The heroine is Tiffy. She was found in a candy bag and was brought up by Mr Toffee. Tiffy then leaves her home and goes on a journey of discovery. On her way she meets different characters that she offers to help.

Mr Toffee (Tiffi’s father) is an instructor and mentor, involved in everything that’s helpful to the player, like tutorials.

Yeti, is the shop owner for the Charms Shop. The goods he sells are always permanent ones, with the idea of the player associating him with great investment goods that she can keep forever. as we’re moving away from charms that role is somewhat changed

Mr Toffee Yeti Crying Heart

To be supplied


M:\Projects\Games\Candy Crush\Candy Assets

Plain: blue/green/orange/purple/red/yellow Lucky Candy: blue/green/orange/purple/red/yellow

Wrapper: blue/green/orange/purple/red/yellow Fish: blue/green/orange/purple/red/yellow

Polka Horizontal: blue/green/orange/purple/red/yellow Wrapped Fish: blue/green/orange/purple/red/yellow

Polka Vertical: blue/green/orange/purple/red/yellow Polka Fish: blue/green/orange/purple/red/yellow

Mystery Candy: blue/green/orange/purple/red/yellow Colour Bomb

Core Assets

Game play imagery



M:\Projects\Games\Candy%20Crush\Candy%20Assets









Colour Bomb Paintrush Mix Paper bag

Core assets

Boosters/charms

Booster 5 Switch

Coconut Licorice Booster 15 Time Frozen Alarm Clock Teeth

+3 Heart Charm Free Switcher Hand Booster Fish Booster Lollipop



Core assets

Blockers

Expanding Chocolate Blocker Liquorice Blocker Locked Objects Blocker Frosting Blocker

Frosting Layered 1 Frosting Layered 4 Frosting Layered 2 Frosting Layered 3

Marmelade Frosting Layered 5 Chocolate Fountain Bomb (blue/green/orange/purple/red/yellow)



Core assets

Dropdown mode graphics

Cherry Hazelnut

Teleporter

In game element



Secondary assets

Maps

Query relating to this & following ‘secondary assets’ pages:

How are we to segment the ‘Maps’, ‘Characters’, ‘Props’ & ‘Backgrounds’ sections please? (eg all elements by level or 4 sections by asset type?)

Note: Maps – we have the full game journey map. Are individual game level maps available?



Secondary assets

Characters, Props & Backgrounds

Candy Town Characters Candy Town Background

Candy Town Props



Secondary assets


Candy Factory Characters Candy Factory Background

Candy Factory Props



Secondary assets


Lemonade Lake Characters Lemonade lake Background

Lemonade Lake Props



Secondary assets


Chocolate Mountain Characters Chocolate Mountain Background

Chocolate Mountain Props



Secondary assets


Lollipop Forest Characters Lollipop Forest Background

Lollipop Forest Props



Secondary assets


Easter Bunny Hills Characters Easter Bunny Hills Background

Easter Bunny Hills Props



Secondary assets


Bubblegum Bridge Characters Bubblegum Bridge Background

Bubblegum Bridge Props



Secondary assets


Salty Canyon Characters Salty Canyon Background

Salty Canyon Props



Secondary assets


Peppermint Palace Characters Peppermint Palace Background

Peppermint Palace Props



Secondary assets


Wafer Wharf Characters Wafer Wharf Background

Wafer Wharf Props



Secondary assets


Ginger Witch Characters Ginger Witch Background

Ginger Witch Props



Secondary assets


Pastille Pyramid Characters Pastille Pyramid Background

Pastille Pyramid Props



Secondary assets


Cupcake Circus Characters Cupcake Circus Background

Cupcake Circus Props



Secondary assets


Caramel Cove Characters Caramel Cove Background

Caramel Cove Props



Secondary assets


Sweet Surprise Characters Sweet Surprise Background

Sweet Surprise Props



Secondary assets


Crunchy Castle Characters Crunchy Castle Background

Crunchy Castle Props



Secondary assets


Chocolate Barn Characters Chocolate Barn Background

Chocolate Barn Props



Secondary assets


Delicious Drift Characters Delicious Drift Background

Delicious Drift Props



Secondary assets


Holiday Hut Characters Holiday Hut Background

Holiday Hut Props



Secondary assets


Candy Clouds Characters Candy Clouds Background

Candy Clouds Props



Secondary assets


Jelly jungle Characters Jelly jungle Background

Jelly jungle Props



Secondary assets


Savory Shores Characters Savory Shores Background

Savory Shores Props



Fonts

Fonts used in the game are:

American Typewriter

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

PT Banana Split

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789


Logotype dos and don’ts

This is the Candy Crush logo. If it’s not possible to use the gradient, detalied one, feel free to try with one of the simpler versions. If only one color is possible, use the white one on a colorfull background.


Colours

Make it colorfull, fun, happy and sweet!

Mix stipes with clean colors. Brown only used as chocolate.

PANTONE: -TPX : . C0 M0 Y0 K0

PANTONE: 186CTPX : 18-1664 C15 M100 Y100 K0

PANTONE: -TPX : - C50 M0 Y0 K0

PANTONE: -TPX : 18-1664 C45 M100 Y0 K0

PANTONE: -TPX : 16-6340 C75 M0 Y100 K0

PANTONE: -TPX : 17-4540 C100 M20 Y0 K0

PANTONE: -TPX : - C0 M50 Y0 K0

PANTONE: -TPX : 14-0955 C0 M35 Y100 K0

PANTONE: -TPX : 18-1027 C35 M50 Y100 K70

PANTONE: -TPX : 13-0858 C0 M0 Y100 K0


Patterns

Stripes, and dots is what candy crush is all about.etc...

multiball dots, see colors in the colour guide (previus page)

polkastripes. 45°, same width of white and red stripes. Red: Pantone 186c.


In game phrases and definitions


Usage of King brand


Our logotype

The King logo is unique. It’s the visual representation of our company name, but it’s also a distinctive and eye-catching icon in itself. It’s powerful enough to stand on its own, but it has even greater impact when it’s used with the characters in our games.

Material & physical applicationWhen it comes to material and physical application, think thick, smooth plastic, rather than hard metal. Physical applications should allow the logo’s colour gradients to be seen clearly, so a matt finish is preferable. The depth of the logo is about half the width of the letter “i”.

Prominent positionUsing the logo once in a prominent place is always more effective than using it several times.


Basic logotype usage

Clear spaceThe King crown should always be shown with plenty of clear space around it. By clear space we mean space that is free from graphics, text and other logos. You can work out the minimum amount of clear space you should leave around the logo by halving the logo’s height.

Minimum sizeNever make the crown smaller than 28 pixels on screen and 10mm wide in print.


LogotypeDifferent applications

Primary logoThe gold version with the orange gradientand dark orange shadow is our primarylogo. We should always aim for thisparticular visual style and representation. We also have a crown with a neutralshadow that can be used with content andplaced on characters’ heads. But remember,never alter the shadow in any way, scale theshadow with the graphics and always makesure you’re using the correct file (version) foryour purpose.

Secondary, orange on whiteThe plain orange logo on white is for use onwhite backgrounds only.

Secondary, endorserThis should be used when we need gamebrands or content to grab the audience’s fullattention. We want it to be regarded as akind of “sign off” for the material, and betreated as a stamp of approval or mark ofquality. As the endorser is very dependenton the type of background you’re workingwith, take extra care when using it. Pleaseremember to ask for approval first.

Primary logo

Secondary logo, orange on white (PMS:144c) Secondary logo, endorser


Logotype dos and don’ts

Do use the original artwork

Don’t mask or re-colourthe crown

Do use the correct crown for the appropriate background

Don’t reshape the crownin any way

Do sit the crown oncharacters’ heads

Don’t use the crown with inanimate objects (e.g. sweets)

Do use the orange on white logo for white backgrounds

Don’t use the orange logo on a colour background. Use theprimary logo instead

Use your imagination when creating physical applications. Make sure it pops!

Don’t use the crownupside down


Approvals


Approval Process

The approval process requires several distinct and important steps, therefore we ask you to submit design requests as early as possible. By doing this, you enable the brand team to provide meaningful feedback early stage.

Submission for Approval and Legal noticesPlease submit items for approval via email and allow at least two working days for each stage of the approval process.

Legal notices - TBD Approval Stages• Concept • Artwork/Design Mock Up • Final Version

For further information relevant to King’s approval process, please contact: [email protected]


Files location


Where the files can be found



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