Brandbook Nintendo PDF

external version
Corporate Identity &

Graphics Standards Manual
Nintendo of Europe GmbH / Nintendo Center / D-63760 Groostheim

March 25, 2008
2008 Nintendo
Introduction
Table of Contents
From the bir th of the video game industry to
What Is The Purpose of This Manual?
How To Use and Protect Our Trademarks and Copyrights
History of The Nintendo Logo
Our Legal Corporate Name and Trademark
1. Proportion and Protective Area
2-1. Corporate Logo Color
2-2. Grayscale Backgrounds
3. Color Backgrounds
4. Prohibited Use
present day, Nintendo has continued to create

unique products intended for everyone, and
established a brand that is known throughout
t h e wo r l d a n d i s s y n o ny m o u s w i t h g a m i n g
culture. Our mission is to continue to create
intriguing new ideas, and to bring smiles to our
customers everywhere-without regard to age,
gender, nationality, or culture.
W h i l e N i n te n d o c o n t i nu e s to i n n ova te , i t i s
i m p o r ta n t to c o n s i d e r h ow we a p p e a r to
customers throughout the world.
T h e N i n te n d o c o r p o ra te l o g o s e r v e s a s a
representation of a brand image. The handling of
a logo that is seen by customers, with unified
s ta n d a rd s a n d c a re f u l m a n a g e m e n t , w i l l
accurately transmit our corporate sincerity and
quality to people everywhere. Doing so will also
lead to trust from our customers.
5. Corporate Logo Applications
11
Product Graphics Standards
13
Hardware Packshots
14
Software Packshots
15
Logo Example
17
T h e s e g u i d e l i n e s c o n ta i n u s a g e r u l e s a n d
s ta n d a rd s f o r u n i f y i n g t h e N i n te n d o l o g o
throughout the world and putting it to use. We
ask for the cooperation of everyone in having a
thorough understanding of the purpose of this
manual and making use of it.
Nintendo Corporate Identity & Graphics Standards Manual
What Is The Purpose of This Manual?
Nintendo has an international presence,
Misuse of our trademarked logos and logo-
with subsidiaries worldwide.
types weakens Nintendos ability to protect

our trademarks and reserve them exclusively
Because of this, it is impor tant to have a
for our use or the use of whomever we deem
unied corporate identity program to help
appropriate.
maintain a consistent and correct corporate

look throughout Nintendo.
Presents the corporate identity program

and how to apply it.
Describes how to use trademarks.
Even slight var iations, modifications or

embellishments can damage Nintendos
Many different businesses produce products
This manual provides the following information:
claim to these trademarks.
Gives rules and standards on how to apply

our trademarks in various applications.
using our trademarks.

Gives color and graphic standards for
It is also important to have a set of standards
Nintendos products.
and rules so that all of our products will have

a consistent family look about them and will
Provides a reference library of our trade-
use our trademarks consistently and correctly.
marked graphics.
Almost everyone has a computer on their

desk capable of manipulating graphics.
These standards and rules will ensure that
everyone using our trademarks will do so consistently and correctly.
To protect our legal rights to our trademarks,
they must be used correctly.
How To Use and Protect Our Trademarks and Copyrights
A trademark is a word, name, symbol or logo
Trademarks are not plural or possessive in
that identifies the product of a company. Our
for m, and should not be abbreviated,
trademarks must be protected or we will lose
unless the abbreviation is also a trademark.
the right to control them and keep them exclusively for our own use.
Trademarks should be distinguished from

common words by print style and capital-
Below are some simple rules for using our
ization.
more common trademarks for Europe.

Nintendo
Game Boy Advance
Nintendo GameCube
Mario Bros.
Super Mario Bros.
tradename and trademarks.

Nintendo product packaging and market Each registered Nintendo trademark must
Here is an abbreviated list of some of our
ing materials must include the proper
have a TM , SM or after the first use
copyright notice.
or most prominent use in a single publica-
Typically, this would be something like:
tion, and must be properly acknowledged.
(date) Nintendo.
Donkey Kong
Metroid
The Legend of Zelda
Super Mario World
Wii
Nintendo DS Lite
The trademark Nintendo should not be
In addition to these trademarks, there are
confused with our corporate name. Nintendo
many more for additional hardware accesso-
is used as an abbreviation for the com-
ries, trademarks for hundreds of game titles
pany name, Nintendo of Europe GmbH.
a n d m a ny fo r s u c h t h i n g s a s m a r ke t i n g
The trademark is used for brand name
slogans like Wii move you.
identification, as in We sell Nintendo

brand video games.
There is no such thing as a Nintendo. Be
careful to use the Nintendo brand name as
an adjective, not as a noun.
History of The Nintendo Logo
Th e fir s t roman iz ed Nin ten do logo u s i n g

the font style
associated with the
current racetrack design was in 1959. This

logo was modified several times over the
years, but continued to retain the basic form
still in use today.
1959 - The text style is changed to a non-cursive style.
1995 - The current logo is a little bolder and the

racetrack fits tighter around the text when compared
to the earlier version.
1984 - The racetrack is added.
2008 - Worldwide logo color is changed from red to gray.
When Nintendo began manufacturing the

Game & Watch product in the early 1980s,
the logo was applied as a label inset into the
plastic housing and a racetrack shape was
added to define the logo.
Most products manufactured after 1984 continued to use this racetrack shape around the
logo and soon Nintendo Company Ltd. and its
subsidiaries were using this design on most
applications, including consumer products
and advertising.
As Nintendo developed into a worldwide company, new variations in the logo design came
into use. In 1994 it was decided to converge
the various logos into one design, and establish a new unified look. In 2008, the logo color
was unified globally from the original red color
to gray.
Make sure that you are using the latest
version of the Nintendo logo.
Our Legal Corporate Name and Trademark
O u r c o m p a ny s f u l l a n d l e g a l n a m e i s
Make sure that you are using the latest
Nintendo of Europe GmbH. This is the way that
version of the Nintendo logo.
Nintendo of Europe GmbH
the company name should appear in most

formal or legal documents.
It is important to use our logo in a consistent
The correct legal name in AvantGarde Bold font style.
and correct manner, based on the guidelines

In general or informal use, the name Nintendo
set down in this document. This will help us
alone is appropriate. In bodies of text or other
achieve the following goals:
Nintendo
instances where the name of the company

may appear more than once, the full name
should be used the rst time it appears and
Protect our rights to ownership and use of
The correct informal name in AvantGarde Bold font style.
our logo.
then the informal name can be used after

that.
Maintain our reputation for high quality,

high value products.
The Nintendo logo is our primary and most

well known trademark. Information on proper
and improper use of this logo is given in the
Maintain a positive and strong image that
The correct corporate logo.
is instantly recognizable.
next section.
Reinforce our individuality and credibility.
Project the universality of our company
Obsolete logo no longer in use. DO NOT USE!
and products.
1. Proportion and Protective Area
The Nintendo corporate logo includes the text

logotype and the racetrack. The logotype
mu s t a l wa y s b e u s e d to g e t h e r w i t h t h e
racetrack. When displaying the corporate
logo, a certain protective clear space should
be maintained, and no other logos, text or
graphic elements are allowed within this
surrounding area.
The size of the protective area around the
logo is the same as the height and width of
10
100
10
t h e " n " o f t h e l o g o t y p e. E x p re s s e d i n
numerical values, the margins at the left and
35
100
35
right should each be 10% of the logo's width,

a n d t h e m a rg i n s a t t h e to p a n d b o t to m
should each be 35% of the logo's height.
2-1. Corporate Logo Color
The preferred logo colors are shown on the

right.
Gray is the standard color, followed by white,
and black, in that order.
Gray
Standard color
On a white background, use gray. On a color

CMYK : K 50%
background that decreases the visibility of
RGB
the gray logo, use white. Only in cases where
: R 140 + G 140 + B 140
PANTONE Cool Gray 8c
the visibility of white logo is low, then the

black color may be used.
Examples of the gray, white, and black colors
are shown in section 2-2.
White
Black
CMYK : C 0% + M 0% + Y 0% + K 0%
CMYK : K 100%
RGB
RGB
: R 255 + G 255 + B 255
: R0 + G0 + B0
5. Corporate Logo Applications
TV Commercials & Promotional Videos
Game Software
Events
(Large-scale events aimed at
transmitting information
worldwide, etc.)
12
Product Graphic Standards
13
How To UsePackshots
and Protect Our Trademarks and Copyrights
Hardware
14
Software Packshots
15
Software Packshots
16
Logo Example
17

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external version

Corporate Identity &

Nintendo of Europe GmbH / Nintendo Center / D-63760 Groostheim

From the bir th of the video game industry to

What Is The Purpose of This Manual?

How To Use and Protect Our Trademarks and Copyrights

History of The Nintendo Logo

Our Legal Corporate Name and Trademark

1. Proportion and Protective Area

2-1. Corporate Logo Color

2-2. Grayscale Backgrounds

present day, Nintendo has continued to create

5. Corporate Logo Applications

Product Graphics Standards

Nintendo Corporate Identity & Graphics Standards Manual

What Is The Purpose of This Manual?

Nintendo has an international presence,

Misuse of our trademarked logos and logo-

with subsidiaries worldwide.

types weakens Nintendos ability to protect

Because of this, it is impor tant to have a

for our use or the use of whomever we deem

unied corporate identity program to help

maintain a consistent and correct corporate

Presents the corporate identity program

Even slight var iations, modifications or

Many different businesses produce products

This manual provides the following information:

claim to these trademarks.

Gives rules and standards on how to apply

using our trademarks.

and rules so that all of our products will have

Provides a reference library of our trade-

use our trademarks consistently and correctly.

Almost everyone has a computer on their

Nintendo Corporate Identity & Graphics Standards Manual

How To Use and Protect Our Trademarks and Copyrights

A trademark is a word, name, symbol or logo

Trademarks are not plural or possessive in

that identifies the product of a company. Our

for m, and should not be abbreviated,

trademarks must be protected or we will lose

unless the abbreviation is also a trademark.

Trademarks should be distinguished from

Below are some simple rules for using our

more common trademarks for Europe.

tradename and trademarks.

Here is an abbreviated list of some of our

ing materials must include the proper

have a TM , SM or after the first use

or most prominent use in a single publica-

Typically, this would be something like:

tion, and must be properly acknowledged.

The trademark Nintendo should not be

In addition to these trademarks, there are

confused with our corporate name. Nintendo

many more for additional hardware accesso-

is used as an abbreviation for the com-

ries, trademarks for hundreds of game titles

pany name, Nintendo of Europe GmbH.

The trademark is used for brand name

slogans like Wii move you.

identification, as in We sell Nintendo