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Brand Book
.01
CONTENTS
Logo 05
Primary logo application 06
Responsive design 07
Clearspace & positioning 08
Incorrect usage 09
Expo 11
Can’t find what you
need in this guide?
We’d love to hear
from you!
Game Manufacturers
Association
240 N. 5th St, Suite 340
Columbus, OH 43215
(614) 255-4500
media@gama.org
gama.org
Primary logo application 12
Responsive Design 13
Clearspace & positioning 14
Incorrect usage 15
Color 17
Brand colors 18
Dynamic application: hexicon 19
Typography 21
Crossten 22
Overpass 23
.02
MAKE THE
GAME.
PLAY THE
GAME.
The essential nexus for new and experienced
game industry professionals, Game
Manufacturers Association (GAMA) serves to
promote its members common interest–to
increase the adoption of and engagement
with hobby games. GAMA fosters networking,
sharing of best practices and innovations, and
the pooling of resources toward common goals.
GAMA achieves this through hosting trade and
consumer shows, industry events, providing
an information and resource hub, marketing
activities, and interfacing with other trade
organizations in adjoining industries.
.03
.04
WE STRENGTHEN AND
SUPPORT ALL INDUSTRY
PROFESSIONALS BY
ADVANCING THEIR
INTERESTS, PROVIDING
EDUCATIONAL
PROGRAMS AND
OPPORTUNITIES,
AND PROMOTING
OUR UNIQUE FORM
OF QUALITY SOCIAL
ENTERTAINMENT.
LOGO
.05
PRIMARY LOGO
APPLICATION
Striving to drive the tabletop
industry forward, GAMA is built on
three distinct pillars: Networking,
Advocacy, and Education.
These pillars are represented by the
three colored chevrons in the GAMA
logo shrouding GAMA’s core; our
members.
Our wordmark is primarily
represented by a red core and
multicolored surrounding chevrons.
Its color and fill may be changed
to adapt for any application. It can
also be used in white over black.
.06
RESPONSIVE
DESIGN
As marketing evolves, so must we.
‘Responsive logos’ explore how
the GAMA brand might adapt
for today’s multiple devices and
screen resolutions.
Applying responsive design
principles to individual elements
of a logo, and stripping out detail
in relation to screen size, gives us
a more legible and appropriate
logo. The concept aims to move
branding away from fixed, rigid
guidelines into a more flexible
and contextual system.
.07
CLEARSPACE &
POSITIONING
The wordmark should always
be surrounded by generous
white space. The diagrams to
the right define the minimum
amount of clear space
needed, which is based on
the height and width of the
“M” as well as the height of
the chevron.
This is to ensure the
logo’s visual clarity and
effectiveness.
.08
INCORRECT
USAGE
As with any dynamic brand,
there will be elements that
are open to interpretation.
The GAMA logo is based
around common sense.
If what you’ve done seems
off, it probably is. To help,
we have highlighted some
things that should never be
done to our logotype.
Do not outline.
Do not use drop-shadows.
Do not distort properties.
Do not rotate.
Do not shear or skew.
Do not apply effects or graphic filters.
GAMA
Do not use any off-brand solid colors.
Do not alter the fonts.
.09
COMING
TOGETHER IS
A BEGINNING.
KEEPING
TOGETHER IS
PROGRESS.
WORKING
TOGETHER IS
SUCCESS.
.10
EXPO
.11
PRIMARY LOGO
APPLICATION
Striving to drive the tabletop industry forward,
GAMA is built on three distinct pillars: Networking,
Advocacy, and Education.
These pillars are represented by the three
colored paralellograms at the core of the
hexicon. They signify the gathering of these
pillars at GAMA EXPO each year. The red
chevrons embody our membership, making their
way to the Expo for collaboration, education,
and networking.
Its color and hexicon may be changed to adapt
for any application. It can also be used in white
over black.
.12
RESPONSIVE
DESIGN
As marketing evolves, so must
we. ‘Responsive logos’ explore
how the GAMA EXPO brand
might adapt for today’s
multiple devices and screen
resolutions.
Applying responsive design
principles to individual
elements of a logo, and
stripping out detail in
relation to screen size,
gives us a more legible
and appropriate logo.
The concept aims to move
branding away from fixed,
rigid guidelines into a more
flexible and contextual
system.
.13
CLEARSPACE &
POSITIONING
The wordmark should always
be surrounded by generous
white space. The diagrams to
the right define the minimum
amount of clear space
needed, which is based on
the height of the chevron.
This is to ensure the
logo’s visual clarity and
effectiveness.
.14
INCORRECT
USAGE
As with any dynamic brand,
there will be elements that
are open to interpretation.
The GAMA EXPO logo is
based around common
sense. If what you’ve done
seems off, it probably is. To
help we have highlighted
some things that should
never be done to our
logotype.
Do not outline.
Do not use drop-shadows.
Do not distort properties.
Do not rotate.
Do not shear or skew.
Do not apply effects or graphic filters.
Do not use any off-brand solid colors.
GAMA
EXPO
Do not alter the fonts.
.15
.16
BEING
DIFFERENT
IS A GOOD
THING.
WE VALUE
DIVERSITY: IT’S
WHAT MAKES
US STRONG.
COLOR
.17
BRAND
COLORS
Use these color values in
cases where a one-color logo
is required.
These colors are also used
for accent objects used in
conjunction with the GAMA
and GAMA EXPO wordmark.
garnet red
CMYK 25 100 100 25
RGB 152 27 30
HEX #981B1E
rich black
CMYK 30 30 30 100
RGB 0 0 0
HEX #000000
verdant green
CMYK 70 5 100 0
RGB 85 176 71
HEX #55B047
azure blue
CMYK 80 40 0 0
RGB 36 132 198
HEX #2484C6
atomic tangerine
CMYK 0 45 100 0
RGB 249 157 28
HEX #F99D1C
.18
DYNAMIC
APPLICATION:
HEXICONS
Locking down some logo
elements while setting others
free to change give the
Networking
Communication
Thematic
brand a dynamism that allows
GAMA and GAMA EXPO
to connect in different ways
with different audiences; it
needs to represent a lot.
Fixing the wordmark ensures
that the GAMA and GAMA
Advocacy
Publishing
Retail
EXPO logos are always
recognizable. This enables
us to play with the color and
interior design of the hexicon
and let it help express what
we want to say and to whom
we want to say it.
Education
Distribution
Design
.19
TYPE IS A
BEAUTIFUL
GROUP OF
LETTERS, NOT
A GROUP OF
BEAUTIFUL
LETTERS.
.20
TYPE
.21
CROSSTEN
Crossten is our chosen typeface for headings. Its uppercase and geometric shape makes it
perfect for display titles and headlines.
Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Black Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Book
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Book Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
AaBbCc123
CROSSTEN BLACK
AaBbCc123
CROSSTEN BLACK ITALIC
AaBbCc123
CROSSTEN BOOK
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in
lacinia vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere,
lectus nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit
ut massa. Duis tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis
ac, auctor sit amet felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis
hendrerit urna accumsan mollis. Vivamus maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in
lacinia vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere,
lectus nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit
ut massa. Duis tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis
ac, auctor sit amet felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis
hendrerit urna accumsan mollis. Vivamus maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in
lacinia vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere,
lectus nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit
ut massa. Duis tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis
ac, auctor sit amet felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis
hendrerit urna accumsan mollis. Vivamus maximus laoreet condimentum.
AaBbCc123
CROSSTEN BOOK
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in
lacinia vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere,
lectus nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit
ut massa. Duis tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis
ac, auctor sit amet felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis
hendrerit urna accumsan mollis. Vivamus maximus laoreet condimentum.
.22
OVERPASS
Overpass is our chosen typeface for paragraph text. It is clean and legible. It has several
weights and styles which makes it extremely versaitle and a go to for any application.
Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Light Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Extra Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
Extra Bold Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()_
AaBbCc123
Overpass Light
AaBbCc123
Overpass Light Italic
AaBbCc123
Overpass Regular
AaBbCc123
Overpass Italic
AaBbCc123
Overpass Extra Bold
AaBbCc123
Overpass Light
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in lacinia
vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere, lectus nec
sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit ut massa. Duis tincidunt
vestibulum sagittis. Quisque sem arcu, molestie eget facilisis ac, auctor sit amet felis.
Donec placerat nec risus eget rhoncus. Curabitur non turpis hendrerit urna accumsan mollis.
Vivamus maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in lacinia
vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere, lectus nec
sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit ut massa. Duis tincidunt
vestibulum sagittis. Quisque sem arcu, molestie eget facilisis ac, auctor sit amet felis. Donec
placerat nec risus eget rhoncus. Curabitur non turpis hendrerit urna accumsan mollis. Vivamus
maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in lacinia
vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere, lectus
nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit ut massa. Duis
tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis ac, auctor sit amet
felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis hendrerit urna accumsan
mollis. Vivamus maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in lacinia
vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere, lectus nec
sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit ut massa. Duis tincidunt
vestibulum sagittis. Quisque sem arcu, molestie eget facilisis ac, auctor sit amet felis. Donec
placerat nec risus eget rhoncus. Curabitur non turpis hendrerit urna accumsan mollis. Vivamus
maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in
lacinia vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere,
lectus nec sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit
ut massa. Duis tincidunt vestibulum sagittis. Quisque sem arcu, molestie eget facilisis
ac, auctor sit amet felis. Donec placerat nec risus eget rhoncus. Curabitur non turpis
hendrerit urna accumsan mollis. Vivamus maximus laoreet condimentum.
Morbi quis libero tincidunt sem tempor porttitor nec ac neque. Fusce luctus, est in lacinia
vestibulum, leo velit dapibus urna, et porttitor eros ligula id magna. Duis posuere, lectus nec
sodales euismod, lacus orci sollicitudin nibh, quis fringilla ipsum velit ut massa. Duis tincidunt
vestibulum sagittis. Quisque sem arcu, molestie eget facilisis ac, auctor sit amet felis.
Donec placerat nec risus eget rhoncus. Curabitur non turpis hendrerit urna accumsan mollis.
Vivamus maximus laoreet condimentum.
.23
.24