GAMA Brand Guide

mattpaquetteco

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

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