ChangYou Branding Guidelines—Brand Refresh and Booklet Print Design
One of the biggest issues for me while managing Creative Services department at Changyou was complete lack of Branding Guidelines. Although being a massive game publishing corporation with few thousand people working for it, the only thing I could receive from HQ was 3 pages in Word…
As a result I decided to compose and propose a full set of rules that could be used across the world in each subsidiary.
Considering the amount of games and products released under the umbrella of mother twin sisters the project started to grow enormously. It covered the various aspects of corporate identity like: logo treatment, corporate and game-specific typography including grid sets for various documents, branded paper designs, mailing conventions and signatures, or usage of marketing assets for each game.
Having rather massive (no pun intended) B2C communication front, I also asked my team member managing content for web and print—Michael Ryder—to come up with corporate and game specific style guide defining appropriate tone and correct use of game-related English language.