CLASH BRAND GUIDE

CLASH BRAND GUIDE

CONTENTS

1 INTRODUCTION
ABOUT CLASH 4
HOW TO USE THIS GUIDE 5

2 BRAND ELEMENTS
LOGO & WORDMARK 7
TYPOGRAPHY 10
COLOR PALETTE 13
LINEWORK 14
ELECTRICITY 15
LAYER ORDER 17
KEY ART RESOURCES 18

3 EXECUTION EXAMPLES
HOMESCREEN CROPPING 20
GENERIC KEY ART 21
COMPETITIVE AUDIENCE 22
MINI PROMOTIONS 23
ASSETS FOR WEB 24
SOCIAL 25

2
INTRODUCTION
1 INTRODUCTION

ABOUT CLASH

ABOUT CLASH BRANDING CLASH BRAND PILLARS

The brand conveys the experience of a timeless
and top-tier competitive experience. Bold gold and
blue colors help relate it to League, while textures
and converging hextech linework give the feel of
a contested esports title. Compositions include
ADRENALINE
reference to teams going head-to-head, using

UNITY
colliding arrows and electricity for tension.

AUDIENCE
These players want to get better and play

PRIDE
competitively with their friends but some might
not know what good competitive play looks like.
They’re driven by the shared hussle and triumph of
playing with their friends, and want to dominate the
competition to show that they’re the best.

4
1 INTRODUCTION

HOW TO USE

HOW TO USE
THIS GUIDE

BEST PRACTICES
This guide will show you how to build the best
Clash assets using the best practices, which will
include some examples of good executions, and
some examples of bad ones too.

USE THE LINKS!

All of the pages in this document have a link
to the assets (Photoshop, Illustrator) in the
bottom left corner. Click the link to go to the
google drive link which is shared openly with
anyone viewing the Clash Brand Guide.
Asset Folder 5
BRAND ELEMENTS
2 BRAND ELEMENTS

LOGO & WORDMARK

Best used when the logo is large or in A good middle ground between Smallest and most compact logo.
focus. Can also be used very lightly as complex and simple. Best used as a Works very well at small scales like
a background element. header with other information. footers and linework filagrees.

EXAMPLES

Logo Assets (psd)

Logo Assets (vector) 7
2 BRAND ELEMENTS

LOGO & WORDMARK USAGE

Logo Padding & Cropping:

Here we point out some

basic common sense stuff
like, don’t make the logo
unreadable, etc. All the
Don’t pinch or Don’t skew or
rules here apply to all three stretch it shear it
variations of the logo.

Proper padding is neccesary in

order to give the logo/element
some good breathing room
to draw the eye in, but also to
make sure it wont be cropped Don’t rotate Don’t increase
out of circles or other social the stroke
X 1/2 X
embedding/applications. Its
highly suggested to use at
least one half of the height as
padding on the outside.

Don’t flip it Don’t flip it

vertically either

Try to stay away from these methods

when using the Clash logos.
X 1/2 X

8
2 BRAND ELEMENTS

WORDMARK

EXAMPLES

Wordmark Assets (Vector)

Wordmark Assets (Outline) 9
2 BRAND ELEMENTS

TYPOGRAPHY

DISPLAY FONT BUREAU AGENCY - BOLD

TITLE FONT BEAUFORT FOR LOL - BOLD

BODY FONT Spiegel - Regular

EXAMPLES

5
DAYS
DEMACIA TOURNAMENT
MARCH 8-12 REMAINING

Typography Assets (TTF) 10

2 BRAND ELEMENTS

TYPOGRAPHY USAGE

TIGHT KERNING
DISPLAY TEXT
F I G H T A S F I V E . W I N A S O N E . FIGHT AS FIVE. WIN AS ONE.
Keep all of the display
copy very widely spaced
NA OPEN BETA to be consistent.
MARCH 8-12

WRONG
CLASH TYPEFACE
Typeface should be
F I G H T A S F I V E . W I N A S O N E . F I G H T A S F I V E . W I N A S O N E . Agency. Preferably the
vector for “Clash”.

Typography Examples (Vector) 11

2 BRAND ELEMENTS

TYPOGRAPHY USAGE

When creating assets for a

language that does not use
GLOBAL FONTS
english characters, here are
some alternatives to use in
place of Bureau Agency. The
typefaces will be different
depending on your region.
F I G H T A S F I V E . W I N A S O N E . 1 つ と し て 5 つ の 勝 利 と し て 戦 う 하 나 로 서 5 승 으 로 싸 우 다

English Japanese Korean

Bureau Agency Bold Beaufort for Lol JA Bold Rix Gothic

ต ่ อ ส ู ้ เ ป ็ น ห ้ า ช น ะ เ ป ็ น ห น ึ ่ ง 争 取 五 胜 一 为 争 取 五 胜 一 为

Thai Malay, Taiwan Chinese

Arial Unicode MS Bold Noto Sans CJK Tc Bold Arial Unicode MS Bold

Global Fonts ZIP 12

2 BRAND ELEMENTS

COLOR PALETTE

DARK BLUE LIGHT BLUE CLASH GOLD LIGHT GOLD OFF WHITE
HEX - 0C141D HEX - 282D38 HEX - D0A756 HEX - F7D08B HEX - EEE2CC
CMYK - 82 72 59 77 CMYK - 79 70 54 57 CMYK - 19 33 78 1 CMYK - 3 18 52 0 CMYK - 6 9 20 0
RGB - 12 20 29 RGB - 40 45 56 RGB - 208 167 86 RGB - 247 208 139 RGB - 238 226 204

EXAMPLES

Color Palette Assets 13

2 BRAND ELEMENTS

LINEWORK

GOLD
METAL
Used as a foreground
element to create depth
to the environment.

STYLES
BLUE
METAL
Used as a background
element to create depth
to the environment.

Linework Assets (Vector)

Linework Assets (Psd Styles) 14
2 BRAND ELEMENTS

ELECTRICITY

Electricity Assets 15
2 BRAND ELEMENTS

ELECTRICITY USAGE

Knowing when to use

electricity in your metal
linework will help the design
feel balanced. Some designs
won’t need it if the focus is on
something else like showing
rewards or lots of information/
text. It works best when you
need that extra something
and it wont kill the hierarchy.
Be sure to use it sparingly
when you include it, as too
much electricity can easily
overwhelm a composition.

16
2 BRAND ELEMENTS

LAYER ORDER

Layering your files properly

is the key to getting the
mood right for any Clash
branded asset. Every layer
is important, so we made a
guide along with a sample psd
which breaks down the layers
quite clearly.

Layer Order Example 17

2 BRAND ELEMENTS

THEMED ASSETS

Here you can find all of the

themed assets and rewards
for Clash’s different themes.
You can use these to hype up
players on the rewards they
will be competing for in that
month’s theme. This keeps
every post and campaign
fresh and new for players.

You can also find assets for

orbs and capsules, which
wont be changing from month
to month, but will be the
recognizable way in which
players associate rewards
with Clash.

Psd w/ smart objects

Themed Assets Folder
Default Assets Folder 18
EXECUTION EXAMPLES
3 EXECUTION EXAMPLES

TIER 1 (HOMESCREEN) CROPPING

When making a deliverable

asset to put into the League
client home screen, make
sure to align the art border to
the left of the social panel.
The dimensions are
1920 x 1080 for Tier 1 (home
screen) and 1280 x 720 for
Tier 2 (articles).

Included is a homescreen
template with instructions
to properly mock up how the
image will look in its final
form, including shadows Optimized Jpeg Asset
baked into the client. 1920 x 1080

SAFE
AREA
The left side of the image
will be completely cut off.

Sample Homescreen Asset

Client Home Screen Alignment
Homescreen Template 20
3 EXECUTION EXAMPLES

GENERIC CLASH KEY ART

This composition was a

good approach for a wide-
spread audience who want to
get hyped on general Clash
updates/news.

The linework creating a

versus between the two
team logos shows some kind
of competition, while the
additional matches in the
background show it’s on a
large scale.

Sample Homescreen Asset 21

3 EXECUTION EXAMPLES

COMPETITIVE AUDIENCE

This composition can help

reach player audiences who
care more about winning in-
game prizes as an incentive to
participate in Clash.

This is essentially a stage to

show whatever relevant and
new rewards are coming for
your region, school, themed
prize, etc.

Sample Competitive Asset 22

3 EXECUTION EXAMPLES SMALL
FEATURES
MINI PROMOTIONS Tier 2 client cards will
show very small the first
time being viewed.

Tier 2 cards are shown in the

client on the bottom of the
home screen. They are 1280
x 720 and are sometimes
used for display images at the
top of articles. Keep in mind
these will be portrayed much
smaller than their native pixel
size, so keep the detail to a
minimum and try to focus on
one thing.

Finding Team Asset

Countdown Asset
Rewards Asset 23
3 EXECUTION EXAMPLES

WEB ASSETS

Creating assets for web

requires you to look at the
format in which it will exist.
If it’s going into a blog post,
something medium size and
little text will be best, but if its
a background for a site, lots of
pushed back linework and no
text will work better.

Capsules Web Asset 24

3 EXECUTION EXAMPLES

SOCIAL MEDIA

Creating social media assets

is pretty simple. Some of
the things to keep in mind
is keeping consistency
across all of the images in
the set so that it feels and is
recognizable as official. Most
social Media formats use
squares but also facebook
and some others can use
16:9. Be sure not to overload
the image with too much
text as most of these will be
localized and having most of
the text outside of the image
will help.

Not Too Late Social Asset

Countdown Social Asset 25
THANKS FOR VIEWING!
For any other questions or concerns,
please contact the creator at...
zroberson@riotgames.com

V1