Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 6 Messaging principles Sound and behave premium Be confident and iconic. Use language that suggests high-quality, extraordinary experiences. Avoid overselling, boasting, clichés, and words that suggest “cheap.” Keep it simple and intuitive Be straightforward, conversational, and brief. Know your audience and speak their language. Avoid every unnecessary word. Be experience forward Embrace the most compelling moments of the experience. Use an active voice that pulls the reader in. Avoid passive and mechanical language. Be different from the competition Write uniquely Xbox. Be bold, inviting, fun, and premium, without ever saying those words. Provoke emotion. Desire. Curiosity. Delight. Avoid being generic, soulless, neutral.