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BRAND MANUAL | 2019
Contents
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BRAND SUMMARY
HISTORY
POSITIONING STATEMENT
OUR CUSTOMER
TONE OF VOICE
VISUAL GUIDELINE
LOGO
ICON
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BRAND SHAPE
COLOURS
GRADIENT
TYPOGRAPHY
IMAGE STYLE
3D ASSETS
PROMO ICONS
CREATIVE EXAMPLES
THIS MANUAL IS HERE TO HELP YOU UNDERSTAND AND DELIVERSTORSPILLER (NORWAY) / STORSPELARE (SWEDEN) CONSISTENTLY
BRAND SUMMARY
Brand Info
AVERAGE AGEOF PLAYERS 35 25%75% 43% LOCAL
MARKETS257% STORSPILLER ARPU
AVERAGE AGEOF PLAYERS 32 16%84% 48% 52% KINDRED
ARPU
This is the casino where high rollers meet and get acknowledged for their play.
Even though anyone is welcome to join, we only reward those who bet big - and we do this better than others as we don't reward those who bet small.
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HISTORY
Brand Info
Storspiller/Storspelare (Highroller in English) is Kindred’sfirst in-house brand.
Launched in January 2017, the brand was conceived in Norway because the market failed to cater for the needs of a high roller. Our product focus lies within Live Casino and Casino.
Current markets:
Norway – Storspiller (Norwegian for Highroller)Sweden – Storspelare (Swedish for Highroller)
Brand Info
POSITIONING STATEMENT
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We acknowledge that there are players who bet big. They are important and expect to be treated as such. That is why we offer them a rewarding and premium online casino experience, tailored to their needs. We do this in the most responsible way.
We believe in rewarding those who bet big.
FOR THOSE WHO BET BIG
NORWAY
Brand Info
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OUR CUSTOMER
Working as an executive for most of his life, he now owns and operates a business that he started two years ago.
He likes luxurious cars, expensive watches and the finer things life has to offer.
Recognition, as well as professional and efficient customer service is essential for him - that is why he enjoys playing with Storspiller/Storspelare.
MARCUSMARCUS IS 34 YEARS OLD. HE IS A CONFIDENT AND EXPERIENCED BLACKJACK PLAYER.
Brand Info
TONE OF VOICE
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We appeal to high rollers by providing a gaming experience, that delivers a premium service in every way. We believe in rewarding these high rollers with the best offers and promotions because we understand what they want, and why they want it.
As casino experts, we know how to speak to experienced players by using expressions and terminology a genuine player would understand. There is no need to sell the fun of the casino, but there is a need to communicate trust, expertise and experience.
• TREAT PLAYERS LIKE PROS
• GIVE IT TO THEM STRAIGHT
• BE RESPECTFUL
• SPEAK “CASINO”
• DUMB DOWN
• SELL THRILL
• MUDDLE OR CONFUSE
WHAT TO DO
WHAT NOT TO DO
VISUALGUIDELINE
NORWAY
SWEDEN
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Visual Guidel ine
LOGO
LOGO WITH TAGLINE
NORWAY
SWEDEN
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Visual Guidel ine
Logo’s exclusion zone is measured by using the
height of the dice shape. No type patterns of
graphics or edges of other graphic elements
must fall within this area. The clear space
around the logo may be greater than, but not
less than the minimum area stated.
LOGO, USAGE
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EXCLUSION AREA
These are the minimum sizes for print and
digital. The logo and the icon must always
be readable.
Whenever the logo has to be smaller than the
minimum size it must be replaced by the icon.
MINIMUM SIZE print: 60 mm; digital : 160 px print: 60 mm; digital : 160 px
Visual Guidel ine
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DICE
In certain instances where using a full logo
is impossible, the dice icon can be used to
signify the Storspiller/Storspelare brand.
Where possible, the icon should be used in
isolation, removed from the full logo.
MINIMUM SIZE &EXCLUSION AREA
print: 10 mm; digital : 20 px
ICON
Visual Guidel ine
BRAND SHAPE
27˚
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TRIANGLE
Presentation slides, brand pattern and
different promotional material build on the
triangle shape. The triangle’s diagonal line
should always be on 27˚angle.
27˚
Visual Guidel ine
COLOURS
SILVER
CMYK: 12, 8, 9, 23PANTONE: PMS COOL GRAY 4 CRGB: 187, 187, 187#bbbbbb
TUMBLEWEED
CMYK: 0, 35, 52, 4PANTONE: PMS 721 CRGB: 224, 158, 117#e09e75
GAINSBORO
CMYK: 4, 2, 4, 8PANTONE: PMS COOL GRAY 1 CRGB: 215, 215, 215#d8d8d8
ECLIPSE
CMYK: 48, 29, 26, 76PANTONE: PMS 425 CRGB: 64, 64, 64#404040
NERO
CMYK: 86, 70, 69, 95PANTONE: PMS 419 CRGB: 32, 32, 32#202020
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Visual Guidel ine
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COPPER EFFECT
To simulate the bronze effect for the full
colour logo, promotional icons and other
important elements - use a three-coloured
gradient.
INDOCHINE
CMYK: 12, 58, 81, 42PANTONE: PMS 4635 CRGB: 150, 97, 53#966135
TUMBLEWEED
CMYK: 0, 35, 52, 4PANTONE: PMS 721 CRGB: 224, 158, 117#e09e75
INDOCHINE
CMYK: 12, 58, 81, 42PANTONE: PMS 4635 CRGB: 150, 97, 53#966135
GRADIENT
Visual Guidel ine
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TITLE FONT OPEN SANS LIGHT UPPERCASE
ABCDEFGHIJKLMNOPQRSTUVXWYZ1234567890 !”#€%&/()
ABCDEFGHIJKLMNOPQRSTUVXWYZ1234567890 !”#€%&/()
OPEN SANS REGULAR UPPERCASE
ABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvxyz1234567890 !”#€%&/()
Open Sans Regular
OPEN SANS LIGHT UPPERCASE should be used
for headlines and key information across all
brand communication.
SUBTITLE
OPEN SANS REGULAR UPPERCASE is the subheader
font and should be used for any relevant information
across all brand communication.
BODY COPY FONT
OPEN SANS REGULAR is the secondary font
and should be used for body copy across all
brand communication.
TYPOGRAPHY
Visual Guidel ine
IMAGE STYLE
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Destination images are used in promotional
material for tournaments, when the main prize
is a trip to a chosen destination.
Destination image is a black and white photo
of a symbol that represents a certain location.
E.g Statue of Liberty in New York City or a lion
symbolising a trip to safari.
Each black and white photo must have contrast
with an object highlighted in copper tone.
DESTINATION
Visual Guidel ine
IMAGE STYLE
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BRAND IMAGES
Default Storspiller/Storspelare images must
be warm in tone, with a copper or bronze hue.
Close-up images of objects and people must
have a clear focus while background is blurred.
Visual Guidel ine
IMAGE STYLE
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Photographs used in promotional material
should be rendered through a Storspiller/
Storspelare filter to get the accurate image
result.
Default Storspiller/Storspelare images must
be warm in tone, with a copper or bronze hue.
PHOTO FILTER
ORIGINAL IMAGE
2. STEP: The focus of the image has to be in the center.
Background must be blurred and/or with a discreet vignette.
1. STEP: If the original image is too dark, more exposure or
lightness has to be added
3. STEP: The final image has to be in warm tones with a copper hue.
The result is usually less saturated from the original photo.
However, beware of dimming the image too much.
Visual Guidel ine
3D ASSETS
3D objects are casino-related objects, which
are used for Live Casino promotions.
These objects are coloured black with
copper elements.
LIVE CASINO
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Visual Guidel ine
PROMO ICONS
TOURNAMENTS DEPOSITBONUS
FREE BONUSMONEY
FREE SPINS CASH PRIZE CASH SPINS
ICONS
These icons are used to visually represent different
promotional offers. They can be in either a 2D or 3D
format, which can be downloaded HERE.
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Visual Guidel ine
CREATIVE EXAMPLES
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PROMOTIONALCAMPAIGNS
All the banners use the triangle shape.
3D icons represent the type of the campaign.
Additionally in front of the icon, the main
game element is used. No game background
should be added to the design.
Creative Examples
RETENTION BANNERS
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DESTINATIONPROMOTION
Destination banners are used for when the
main prize is a trip to chosen destination.
Destination image is a black and white photo
of a symbol that represents a certain location.
E.g. Statue of Liberty for New York City or a
lion symbolising a safari trip.
Each black and white photo must be have
contrast with an object highlighted in
copper tone.
Creative Examples
RETENTION BANNERS
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GAME LAUNCH
Game launch banners use game assets for
creating the image. Main characters and
important game elements are in the centre of
the ring icon.
Creative Examples
RETENTION BANNERS
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LIVE CASINO
Live casino banners must focus on a casino
related object. The photo has to be rendered
through the Storspiller/Storspelare photo filter,
with certain elements in copper.
Creative Examples
RETENTION BANNERS
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Similar to other branded templates and
promotional material, triangles should
be used for creating acquisition banners.
In order to keep the overall visual style,
all the images used in banners should
be rendered through the Storspiller/
Storspelare photo filter.
Creative Examples
ACQUISITION BANNERS
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Creative Examples
EMAIL HEADER
Email headers are used at the top of the email
promotions. The focus of the design should
be on the centre.
