BRAND GUIDELINES
2 BRAND GUIDELINES BRAND GUIDELINES We want our brand identity to be as high quality as our games, which is why we have put together this brand standard. Our design is supportive rather than expressive, to give room for our games to shine. Inside our Brand Guidelines you’ll find written, visual and graphic elements that comprise our brand. The following pages give guidance for using them in a consistent, distinctly Supercell way. BRAND GUIDELINES 4 BRAND GUIDELINES
Logo
The logo is our most valuable asset. It symbolizes our culture, small teams working together in close proximity. It should never be recreated or altered. QUICK GUIDE • Use logo only in black or white •   Black background is preferred, use white background if needed •   No type or other elements should infringe on its space •   On image, white logo is preferred •   When color background is needed, use white logo 5 BRAND GUIDELINES
Clear Space
In order to make our logo identifiable, it should always be given space to breathe. Breathing is very important. The clear space is measured by the height of the letter E. 6 BRAND GUIDELINES Location The primary location is centered. Preferred secondary location is bottom left or right. SECONDARY LOCATION — BOTTOM LEFT OR RIGHT PRIMARY LOCATION — CENTERED ON PAGE 7 BRAND GUIDELINES Size Primary — Logo height is ½ of short length Secondary — If the primary rule makes the logo look too big, ¼ of short length Small — For stationery items, the logo height is ⅓ of short length Large — Logo height is ½ of page length, where a large logo is needed PRIMARY 8 BRAND GUIDELINES
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Typography
Supercell has a two distinct brand typefaces, Supercell Headline and Supercell Text. Paired together they create a distinct look that feels uniquely ours. SUPERCELL HEADLINE Bold and geometric. Supercell has a distinct brand headline typeface that complements our logo. Supercell Headline is used in headlines and larger text — in any type that needs attention: headline, signage, or call out. SUPERCELL TEXT Supercell Text is paired for best legibility for smaller text — subheads and body copy. It's highly functional and timeless. WEBSight 3V E HE 2017W N A L E C A L E 1:41e   MINA supercell.com/careers 10 BRAND GUIDELINES Supercell Headline SUPERCELL HEADLINE HEAVY
OVER THE LAZY WALL SUPERCELL HEADLINE BOLD THE QUICK HOG RIDER JUMPS OVER THE LAZY WALL TYPEFACE DETAILS •    Primary — Supercell Headline Heavy • Secondary — Supercell Headline Bold • Always all capitals • Size always large and bold • Leading: 10% of type size • Optical kerning • Tracking: -15 (Adobe packages) • Left or center aligned BRAND GUIDELINES Supercell Text SUPERCELL TEXT BOLD The quick Hog Rider jumps over the lazy wall SUPERCELL TEXT MEDIUM The quick Hog Rider jumps over the lazy wall SUPERCELL TEXT REGULAR The quick Hog Rider jumps over the lazy wall TYPEFACE DETAILS • Regular, Medium and Bold • Sentence case or all capitals • Leading: 45% of type size • Optical kerning • Tracking: 0 (Adobe packages) • Left or centre aligned 12 BRAND GUIDELINES Type Alignment Typically type is aligned to left margin, and starts at top. Like our logo, we can also center type. THE QUICK HOG RIDER JUMPS OVER THE LAZY WALL THE QUICK HOG RIDER JUMPS OVER THE LAZY WALL PRIMARY ALIGNMENT IS TOP LEFT CORNER SECONDARY ALIGNMENT IS CENTERED 13 BRAND GUIDELINES Typography Example
Supercell is a mobile game developer based in Helsinki, Finland, with offices in San Francisco, Tokyo, Seoul and Beijing. We used this simple sentence to describe our idea of a new kind of games company that would put people front and center. We thought to ourselves: “What if you put together a games company the way you’d put together a professional sports team?" It would be an environment with zero bureaucracy. A place where the best people could make the biggest possible impact and nothing would stand in their way. Everything else, including financial goals, would be secondary.
Small and Independent Cells
We’ve found that the best quality work comes from small teams in which every single member is passionate about what they do. Often times when teams become bigger, processes, bureaucracy and even politics emerge, and the work just isn't fun anymore. BRAND GUIDELINES 15 BRAND GUIDELINES
Primary Colors
Supercell has two primary colors, black and white. These are our hero colors and the bedrock of our brand. We use black and white to signify quality and focus, while most importantly, giving our games room to shine. Use these colors for type and backgrounds.
40C 30M 30Y 100K PMS Black 6 C PMS Neutral Black U
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Accent Colors
We want our accent colors to be fun and bright, just like our games. Accent colors should be used to highlight text or infographics or to create UI elements. While the colors are not game specific, they share a complementary hue to our games. Accent colors should be used thoughtfully — ideally one accent color at a time. Supercell Blue #2D85F3 80C 40M OY OK 2727C PRIMARY Supercell Green #21C49F 70C 0M 50Y 0K 3265C OC 80M OY OK 212C #F7DB1C 5C 10M 90Y 0K 109C 17 BRAND GUIDELINES
Supporting Grays
In addition to our primary and accent colors, we have a set of Supporting Grays. These help our accent colors to pop out and create hierarchy in layouts. The supporting grays are best applied in text, backgrounds and digital applications. #66666 Supercell Dark Gray #191919 18 BRAND GUIDELINES
Gradients
GRADIENT A Supercell Blue GRADIENT B
19 BRAND GUIDELINES Color Usage Ratio This chart represents the overall color usage ratio in our corporate touchpoints. Please note — this ratio should be taken as a guide rather than a rule. 70% 30% ACCENT COLORS PRIMARY COLORS ▶ COLOR USAGE RATIO 20