Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 54 Nomenclature In efforts to expand the meaning of the Xbox brand Xbox Xbox Design Lab Xbox Elite and shift perception always refer to “Xbox” the brand as something you play “with”, rather than Xbox is not Xbox Live. Refer to the Xbox Live Xbox Design Lab is a feature of Xbox.com that allows Name Xbox as something one plays “on”, e.g. “I play with guidelines for more detailed nomenclature. people to customize Xbox products. Xbox Elite Wireless Controller Series 2 Xbox”. To aid this effort also do not use “Xbox” For example: as shorthand for meaning “Xbox One” or “Xbox First use First use “Today we are introducing the Xbox Elite Wireless console”. A person plays “on” specific platforms. e.g. “Xbox” Xbox Design Lab Controller Series 2, the world’s most advanced “I play on Xbox One and Windows 10”. Additional use: Additional use controller.” “Xbox” Xbox Design Lab Additional use: Components Do If the name ends up feeling repetitive, it’s acceptable Use “with” in conjunction with the Xbox brand (e.g., • Use the “Xbox Design Lab” name when referring to to shorten to “controller”. “Games are more fun with Xbox”). the means by which a product can be customized Do not Do not from Xbox. • Use “Elite” by itself without “Xbox”. • Shorten Xbox One to just Xbox. Example: “I made this custom controller with Xbox • Use “Xbox One” with the controller, use only • Use Xbox console. Design Lab.” “Xbox”. • Translate “Xbox,” because it is a trademark. • Use official product names, even if able to be • Capitalize the entire word ELITE. The correct • Add a space between “X” and “box”. customized in Xbox Design Lab. capitalization is Xbox Elite. Use “|” between the • Capitalize the “b” in “Xbox”. Example: “Xbox Wireless Controller”. words “Xbox | Elite”. • “X” by itself to represent “Xbox”. Do not • Translate “Elite”, keep it in English. • Create new “X” names to indicate association with • Use “Xbox Design Lab” in a product name. Example: Xbox. “Xbox Wireless Controller” is the correct name of an If you have any questions on usage please reach out Xbox product, even if able to be customized with to xboxbrand@microsoft.com for assistance. Xbox Design Lab. • Use the phrase “Xbox Design Lab Wireless Controller” • Classify a group of products as “Xbox Design Lab”. Example: “See these Xbox Design Lab controllers.” • Shorten to “Design Lab” • Add a space between “X” and “box”. • Capitalize the “b” in “Xbox”. • Use “X” by itself to represent “Xbox”. Create new “X” names to indication association with Xbox.