Brand World

February 2021

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Introducing Gala Casino

A Gala brand, we stand for entertainment.

We’re here to give our casino platform an edge;
to show how Casino is really done.

Our brand book lays out our style. How we like

to present Gala Casino, and the impression we
want to make. So please, get acquainted.

Gala Casino Brand Guidelines 2

Meet our brand

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Setting the scene

At Gala Casino, you get what you play for.

So sophisticated, it’s simple.

We the bring the classics and fresh games together,

so your idea of a good time is only ever just a few clicks away.

Here, you do you. Be a little lavish.

Find what you want, when you want it.

Indulge in a bit of ‘me’ time - Somewhere you know

you’ll have a grand time.

Full of timeless moments, Good fun never goes out of style.

You’re all welcome to enjoy yourselves,

Exclusively at Gala Casino.

Gala Casino Brand Guidelines 4

Our brand purpose

Our purpose supports business decisions and shapes our

communications. It’s behind why we do what we do, what makes
us tick, and sets our brand apart. Ours goes like this:

A welcome indulgence,
we’re here to show
what a real casino luxe like.

Gala Casino Brand Guidelines 5

Our brand drivers

...And how do we go about that?

You might be wondering. Our Drivers make
sure we do things on purpose, driving the
business towards our goals. They reflect
what we value and the vibe we want our
brand to give out. So, here they are…

Gala Casino Brand Guidelines 6

Our brand drivers

Start our new legacy

A purely digital casino, we’re always on the

lookout for modern takes on established faves.
So, here they are…

Think:
How do we stand out?
Is it distinctive, current or topical?
Will we be remembered for it?

Gala Casino Brand Guidelines 7

Our brand drivers

Show the way

We believe in frictionless fun. Here, a good

time is only ever a few clicks away. We guide
our players, so everyone can find their thing.

Ask yourself:
Is it a joint up experience? Can we make the journey any smoother?
Will this bring & keep players into the club?
Is there choice? Are we being selective?

Gala Casino Brand Guidelines 8

Our brand drivers

Treat them real good

We love to make players smile by treating

them to games and prizes. There’s always a
reason to pop by. So whether you’re playing
with £5 or £5k, we’ll make you feel like the
centre of attention.

Remember:
We’re exclusive, not excluding
Everyone loves a freebie
What makes it special?

Gala Casino Brand Guidelines 9

Our brand drivers

Treat them real good Show the way

A welcome indulgence,
we’re here to show
what a real casino luxe like
Start our new legacy

Gala Casino Brand Guidelines 10

Getting to know us

11
Our personality

Talking the talk, walking the walk

Our brand looks the part, but how we act

needs to measure up too. It all comes down to
our personality; the type of brand we want to
be, and we try to come across to players.

A big part of this, is our tone of voice -

but more on that in a minute.

Gala Casino Brand Guidelines 12

Our personality

Think: If Gala Casino was a person,

who would they be?
We’re like Fred. A magnetic personality, we’re anything but pushy.
With an appreciation for the finer things in life, you can count on us for
a time well spent. So stick with us, and we’ll keep it fresh. We are:

Suavely smooth Here to serve With extra charm

Is: Considered Is: Happy to explain Is: A reason to smile
Isn’t: Takes self too seriously Isn’t: Pushy Isn’t: Cheesy

Gala Casino Brand Guidelines 13

Our tone of voice

Now we’ve gotten into our brand

personality, our tone of voice should
make perfect sense. Whenever writing
for Gala Casino - we W.O.W.

W O W
Welcoming Outstanding Wonderful
Ask questions, invite Big us up. Tell the world Win the player’s attention
players in. Name the game. we’re remarkable. with wonderful ideas.
Explain what’s cool. Don’t follow the herd.

Gala Casino Brand Guidelines 14

Our tone of voice in practice

WE’VE LET THE REDISCOVER

EVERYONE’S INDULGE
SAVED YOU GOOD THE
INVITED YOURSELF
A SEAT TIMES ROLL CLASSICS

A LITTLE BIT
FUN IS HAVE WE YOUR TIME SHALL
OF WHAT
TIMELESS MET? TO SHINE WE?
YOU FANCY

Gala Casino Brand Guidelines 15

Some guiding principles

If in doubt, or in need of some extra

guidance of ideas of the kind of things
we talk about, remember our drivers.

Start our new legacy Show the way Treat them real good
Speak with confidence. Be helpful and to the point. Add some flare, be a little
cheeky, use interesting
language.

Gala Casino Brand Guidelines 16

Our logo

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Our logo

For our app or where space is tight, our wide logo

should be used. We’ve also got our stacked logo
for our app icon, social media icons, and any other
applications with limited space.

Stacked

Wide

Gala Casino Brand Guidelines 18

Our logo - app and social

Gala Casino Instagram Twitter Asos

TikTok Netflix

19
Our logo - sizing

The minimum size for our stacked logo is 100 pixels

wide, and 180 pixels wide for our wide logo.

100 px 180 px

Gala Casino Brand Guidelines 20

Our logo - exclusion zone

Our logo must appear within an exclusion zone

equivalent to the height of the ‘G’ from our logo.
This space should be kept free of content such as
typography and images.

Gala Casino Brand Guidelines 21

Our logo - Things to avoid

Change colour Compress Skew

Outline Rotate Add effects

Gala Casino Brand Guidelines 22

Imagery

23
Our background patterns

Our brand is bursting with movement and style; a lot of

which comes from our iconic backgrounds.

Comprised of letters from our logo, our backgrounds are

uniquely ours, and give our comms a distinctive brand look.

24
Background patterns - How to create

A series of graphic wallpapers can be created by

deconstructing elements of our logo.

Many patterns and shapes can be formed using this

technique. These linear patterns are reminiscent of the
Art Deco period but with a modern and contemporary
edge. Patterns should be used as backgrounds and
as stylized, decorative elements to artwork.

Patterns can be filled with colour or outlined using a

thin stroke weight as shown in the examples opposite.

Gala Casino Brand Guidelines 25

Imagery - Objects

Objects play a part inbringing our brandworld

to life. They can represent games, prizes and
all the fun our casino has to offer.

Gala Casino Brand Guidelines 26

Objects - art direction

Imagery should meet the following criteria: When selecting objects, look for ways in which When promoting games, choose objects with
our Gala ‘G’ can be incorporated - although a clear area to allow for game logos to be
- Photorealistic not always necessary, this technique can give displayed clearly and in an interesting way.
- High quality imagery a bespoke Gala Casino feel.
- Cutout
- Three-dimensional
- Primarily gold
- Satin finish

Gala Casino Brand Guidelines 27

Icons

Our iconography have been designed to be clear at small sizes.

When designing icons, ensure they are black inside a white circle,
and have enough of a weight to them to be legible.

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Gala Casino Brand Guidelines 28

Colour

29
Colour

Our colours have been chosen to suit the opulent Noir Graphite Gold
style of the Gala Casino brand.

Our colours should be used for background fills

and patterns. Patterns can be in any colour, so
long as it compliments the background it sits on.
Patterns should have a higher opacity value in order
to allow text and imagery to be clear and legible.

Violet Teal Ruby

Lavender Sky Rose

Gala Casino Brand Guidelines 30

Typography

31
Font

Raleway
Regular - body text

ABCDEFGHIJKLN
OPQRSTUVWXYZ
012345678910
£!#%&()?@/+<>

Aa
Bold - Headings, subheadings, CTAs

ABCDEFGHIJKLN
OPQRSTUVWXYZ
012345678910
£!#%&()?@/+<>

Gala Casino Brand Guidelines 32

Application

33
Typography - Rules

Align centred text

Raleway bold all caps in white or any colour from

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CTA text in Raleway Bold all caps.

CTA box in white or any colour from the
colour palette, so long as it is legible.

Gala Casino Brand Guidelines 34

 Putting it all together

Pattern must only fill half the width of the background

Background colour from

the colour palette

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Gold Object Gala Casino branding

Gala Casino Brand Guidelines 35

Banner examples

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only. Deposit/spend
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bonus ++ 20
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on Bonus.
Bonus. 10x
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on Free
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Spins winnings.
winnings. Free
Free Spins
Spins valid
valid on
on selected
selected games.
games. 77 days
days to
to claim,
claim, 77 days
days to
to wager.
wager. Payment
Payment restrictions
restrictions &
& T&Cs
T&Cs apply.
apply.

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Gala Casino Brand Guidelines 36

Application - what not to do

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Do not use a background pattern in a colour which overpowers the Do not overscale the background pattern.
artwork, making text and imagery difficult to read.

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Do not use a background pattern which is too subtle in its opacity. Do not use a imagery which has no link to the offer message.

Gala Casino Brand Guidelines 37

Mobile website

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Welcome email

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Thanks
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