CONFIDENTIAL
FO R I N T E RN A L US E O NLY
Brand Identity
WIZARDS PLAY NETWORK — USAGE GUIDELINES 2019
v. 1.2 / 03 January, 2019
The purpose of this document is to provide guidelines
for material usage of assets provided to Wizards Play
Network members. By using the assets, you agree to
follow the  Wizards Play Network Marketing Materials
Policy. Wizards of the Coast reserves the right to withdraw
permission to use the WPN Marketing Materials at any time
if the use of the assets is inconsistent with these guidelines
or where deemed inappropriate by Wizards of the Coast.
All WPN members must comply with these guidelines,
notwithstanding anything to the contrary of the “Wizards
Play Network Marketing Materials Policy.”
Brand Identity Wizards Play Network Usage Guidelines v. 1.2 2

BRAND LOGO Primary Logo Planeswalker Symbol

Overview

The Planeswalker symbol is the key element of our identity

system. It is used on every branded product or communication.
Most often, this is accomplished simply by using the primary
or secondary logo.

Avoid overuse of the logo or of Mythic Orange—apply the

Planeswalker symbol only once on any given layout or
product facing. This single application of the symbol will also
be the only instance of mythic orange in most layouts.

Which logo you use depends on your audience and medium:

1. If the audience includes those who are still learning about

the brand, use the primary logo whenever possible.
NOTE:
The classic Magic: The Gathering logo will only be
2. If the audience is predominantly comprised of deeply used on the backs of printed cards. Other uses must
engaged fans, it is acceptable to use the symbol on its first get Brand approval.
own.

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 3

CLEAR SPACE
When placing the primary logo in a layout, maintain a minimum clear space on all sides. On the sides and top of the logo, that
distance the clearance is equal to the width of the serif in the letter “I.” Under the logo, the clear space is double. The clear space
is measured relative to the logo artwork itself, so as the logo scales, the clear space scales as well.

BRAND LOGO

Primary Logo
X

X
When in doubt, use this logo. It is the preferred logo for
representing our brand portfolio. The arrangement, color,
spacing, and scale relationships between the elements of the
logo are fixed and may not be modified.
2X
In addition to being the master logo that represents our
brand, the primary logo is also the hallmark of our signature
trading card game. To avoid confusion, the primary logo
should not be used as the only brand mark on any other
game products without franchise team approval. NOTE:
The prescribed clear
space shown above
applies specifically
to text and graphic
elements. It is okay for

battle
artwork elements (such
as a character’s head or
weapon) to occupy this
space.

YES NO

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 4

BRAND LOGO

Primary Logo Sizes

Extra Large Logo

A system of logos has been created to serve a wide variety

of applications and sizes. Be sure to use the appropriate logo
version for your application to ensure clear legibility of all
elements.

Do not scale the small logo more than 20% larger or smaller
without brand approval.

Small Logo

NOTE:
The small logo is only available in one- and two-color configurations.
The full-color symbol and lettering do not perform well at this size.

CONFIDENTIAL—FOR INTERNAL USE ONLY

Brand Identity Wizards Play Network Usage Guidelines v. 1.2 5

LIGHT & DARK VERSIONS

The four-color logos should always be your first option, with the four-color light logo being the preferred mark. If the light
logo can’t be made visible enough through background adjustments, choose instead the color version that ensures legibility
of both symbol and logotype against the background.

4-Color Logo

BRAND LOGO

Color
First Option

2-Color Logo
Light and dark versions of the primary logo are available,
optimized for dark or light backgrounds, respectively. Always
use the version that provides the best contrast.

Full-color logos are preferred, but their use is restricted

below a certain size (see previous page). Two-color logos
1-Color Logo
(either mythic orange/white or mythic orange/black) are
the preferred alternatives to the full-color logos. Finally,
one-color black or white logos may be used if production
limitations require it.

FLAT COLOR
For maximum impact, use the full-color logos Mythic Orange
whenever possible. When that’s not possible,
PMS 172
use black, white, or two-color logos, featuring
the prescribed values for mythic orange. C0 M89 Y100 K0
R203 G50 B0

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 6

BRAND LOGO CLEAR SPACE ONE-COLOR SYMBOLS

Standalone Symbol
When placing the standalone Planeswalker For maximum impact, use the full-color symbol
symbol in a layout, maintain a minimum whenever possible. When that’s not possible,
clear space on all sides equal to the distance the symbol is also available in flat mythic
between the tines in the symbol. The clear orange, black, and white.
space is measured relative to the symbol itself,
so as it scales, the clear space scales as well.

The Planeswalker symbol can be expressed in more flavorful, X

illustrative ways only when it’s the central creative focus
of a design or layout. The best illustrative expressions are
faithful to the iconic silhouette of the symbol and include a X
magical element, reinforcing the connection between the
brand’s primary icon and its fantastical essence.

MINIMUM SIZE

Four-color symbol

0.67" / 17 mm

X
202 pixels

One-color symbol

0.2" / 5 mm
15 pixels

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 7

BRAND LOGO

What to Avoid

Avoid using the Planeswalker symbol Don’t use the logotype elements separately Don’t remove “The Gathering” or otherwise Don’t alter the relationship between the
(or any logo that contains the symbol) on from the Planeswalker symbol. create versions of the logo that include elements of the logo.
backgrounds similar to mythic orange. anything less than the entire brand name.

Avoid placing the logo over exceptionally busy Don’t add an outline around the logo. If it Don’t place the logo on a background that Don't use an outer glow effect around the logo.
backgrounds. doesn’t have sufficient contrast with the provides insufficient contrast. If it doesn't have enough contrast with the
background, try using a different logo file or background, try using a different logo file or
altering the background. altering the background.

Learn to play

Don’t allow typography or other text and logo Don’t alter the color or rendering style of the Don’t stretch or compress the logo. Avoid multiple instances of the Planeswalker
elements to invade the logo’s clear space. symbol or other elements within the logo. symbol or of mythic orange within a single layout.

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 8

BELEREN BOLD ROBOTO

Beleren Small Caps Bold is the standard font for headlines. Roboto is a free font to be used as a secondary typeface to provide
Beleren Bold (uppercase and lowercase) is available for occasional a neutral counterpart to Beleren. It’s easy to read, works well in both
use as a subhead. Beleren is also the preferred font for standalone print and digital formats, and comes in a wide range of styles.
numerals. Don’t use any version of Beleren for body text.

TYPOGRAPHY Headlines & Subheads—Beleren Small Caps Bold Subheads—Roboto Bold

Beleren Bold & AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj

Roboto KkLlMmNnOoPpQqRrSs 01234567890-=+?!/;”
01234567890-=+?!/;”
Beleren is an original typeface created by Wizards of the
Coast. It is unique and visually powerful, and, as such, it is Subheads (if necessary)—Beleren Bold Subheads and Captions—Roboto Regular
easily overused. Use it judiciously to establish just the right
amount of our signature look. AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj
While Beleren sets the typographic tone, Roboto is the
workhorse. Use it for body text, captions, subheads,
KkLlMmNnOoPpQqRrSs 01234567890-=+?!/;”
call-to-action buttons, and etc.
NOTE: Accents—Roboto Light
Beleren was designed to deliver its modern fantasy flair in the right measure.

AaBbCcDdEeFfGgHhIiJj
LICENSE:
The beleren font licensed to you is the intellectual property of wizards It is programmed to deploy alternate glyphs contextually so words have
of the coast. Permission is granted to you to use beleren solely for the distinguishing character without overwhelming. When used in software that

purposes outlined in the wizards play network marketing materials
policy (https://wpn.Wizards.Com/en/document/wizards-play-network-
marketing-materials-policy) and in accordance with these brand
identity guidelines. Any other use, including reproduction for purposes
other than those noted in these guidelines, modification, distribution,
republication or transfer without the prior written per­m ission of wizards
is strictly prohibited.
01234567890-=+?!/;”
supports contextual alternates, you don’t need to do anything special to get the
right mix of characters.
Each title, headline, or text element should be set entirely with alternates turned on
or turned off. Don’t toggle contextual alternates on or off for individual letters.

Standard Alternate

R R
CONFIDENTIAL—FOR INTERNAL USE ONLY
Brand Identity Wizards Play Network Usage Guidelines v. 1.2 9

TYPOGRAPHY

General
Typesetting Draft Weekend
April 22 nd - 24 th, 2018

PRERELEASE EVENT APRIL 22 nd, 2018

Saturday: 10 AM & 5 PM Sunday: 11 AM & 6 PM

When using typography in layouts, be sure to establish

a clear hierarchy. Determine what’s most important and
give that item the highest level of prominence (through
scale, color, position, etc.). A clear hierarchy makes the
communication easier to read and more compelling to your
audience. TM & © 2018 Wizards of the Coast LLC in the USA and other countries. Illus. Tyler Jacobson. 640Z5061012 EN

Some principles to keep in mind when using Beleren:

• Try to limit yourself to only one or two Beleren elements in FRIDAY NIGHT MAGIC
a design. Teferi, Hero of Dominaria o3oWoU
OOO

Karn,

• Use it on one or two lines only, avoiding instances where

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there are three or more lines of Beleren text in a stack.

• In type-heavy layouts (more than a paragraph or two), Legendary Planeswalker — Teferi

+1 : Draw a card. At the beginning of the

next end step, untap two lands. Legend
tif icer ary Pla

you may also consider using it for subheads.

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BOOSTER DRAFTS
April 27 · May 11 & 25 · June 8 & 22 · July 6

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Brand Identity Wizards Play Network Usage Guidelines v. 1.2 10

TYPOGRAPHY

What to Avoid

Experience the Open House

Magic Pro Tour 1pm Saturday April 15th
Open House
First Hand The multiverse 1pm Sat April 15
gathers here
Don’t use Beleren for body copy. Avoid stacking three or more lines of text in Don’t overuse color in typography. Most text Avoid the use of orange in general typography,
Beleren fonts. should be set in black, white or gray, allowing reserving it for the Planeswalker symbol.
our artwork and logo to be the heroes.

magic
the gathering
The Multiverse
Gathers Here
• Learn to play Magic: The Gathering
• Free welcome decks for everyone

Don’t simulate the logo using Beleren or any Don’t use fonts or font families other than
other font. Beleren and Roboto. (If media or other
circumstances would demand it, contact
Retail Support for approval.)

CONFIDENTIAL—FOR INTERNAL USE ONLY

Thank you for taking the time to read and follow the guidance included
here. It’s important that we all apply this system consistently. If you have
questions about the guidelines or would like to arrange a brand review of
your work, please send an e-mail to Retail Support.