Alienware_Brand_Guide

BRAND

04
VOICE
08
DESIGN
22
PHOTOGRAPHY
28
PARTNER

4
VOICE

"HELLO."

6
VOICE
audience + tone
The psychographic and demographic makeup of gamers has broadended significantly over the past decade as both PC and
console gaming grow more pervasive and mainstream. A significant percentage of that audience has entered life stages with
matured wants and needs, increased discretionary income, and exposure to advertising that has refined their expectations of
what a leading brand should be.
Women now account for almost half of all gamers, while the average age of both male and female gamers is 31. The gaming
landscape has changed from something that was "bro" and "hardcore hobbyist", to a lifestyle choice that has a diverse, everexpanding
culture. In short, gaming has grown up.
With this new understanding of our audience, Alienware has redefined itself as a high-end gaming and technology brand.
By evolving the brand, it has allowed the company to once again set itself apart as the category leader, and exceed consumer
expectations of what a PC brand can be.
Alienware's new brand is direct reflection of its audience: It is forward-looking, inspiring, and inclusive, opting for something
unexpected in a sea of sameness. It is never arrogant or condescending. Its aspirational and confident tone speaks to the
customer's idealized vision of themselves owning Alienware products. While the brand does not desire to lose its edge and snark
entirely, those elements should not be used without strong consideration for what perceptions it may create.

WE STAND FOR POWERING THE MOST
IMMERSIVE GAMING EXPERIENCES ON
THE PLANET. WE BELIEVE “PLAY” IS
TOO WEAK A WORD TO DESCRIBE WHAT
GAMERS DO. THEIR PASSION FOR THE
GAME MAKES THE WORLD WITHIN AS
REAL AND IMPORTANT AS THE WORLD
OUTSIDE. WE BELIEVE TECHNOLOGY’S
ROLE IS TO GET THEM IMMERSED AS
DEEPLY AS POSSIBLE WITHIN THAT WORLD.
WE PROMISE TO BUILD SYSTEMS,
DEVELOP PARTNERSHIPS, AND CREATE
COMMUNITIES THAT GET PLAYERS CLOSER
AND DEEPER INTO THE GAMES THEY LOVE.

8
DESIGN

10
LOGO
primary usage
The Alienware logo has been updated to match the more refined look achieved elsewhere in the brand. The “A” in the
wordmark should be used as a spacing guide. The logo should never be smaller (height) than 0.3 inches in print and
75 pixels in digital. The logo should always be placed on a contrasting background, avoiding any kind of busyness or color
“vibration”. Previous or modified versions not listed here should never be used.
X
X

LOGO
11
alternate usage
The Alienware logo has alternate usages, including the wordmark in standalone, the head in standalone, and—to be used
sparingly—a version where the head is positioned below the wordmark. These iterations should be used only in the event that
the primary usage logos cannot. The "A" in the wordmark will still function as a spacing guide, andthe alternate logos still
follow the rules for scaling and sizing.
Note: This VID will not display the incorrect usage of logos as there
is no reason a designer or any other entity should consider altering
the design for any reason whatsoever. Simply put, if it is not stated
here, do not do it.

12
COLOR
primary + metallics
There are six main colors in the Alienware color palette, not including white. The brand should be chiefly monochromatic, though
there may be exceptions to this guidance. Tints of colors are permitted as long as the integrity of the color is maintained—this is
done by increasing the white value to create lighter shades of each color—and dark grey should be treated as the brand’s black.
Gradients should be used subtly and mainly on backgrounds as a vignette treatment.
The Alienware Pantone Metallic color palette is designed for print and packaging use, particularly for foil stamping. It is not to be
used digitally. It is almost never to be used as a primary color, but rather a secondary or accent color. Metallic colors should also
never be used in combination, as they tend to clash.
AW DARK BLUE
PMS 534C
C=100 M=80 Y=100 K=0
R=12 G=56 B=102
#0C3866
AW TEAL
PMS 3258C
C=65 M=0 Y=35 K=0
R=73 G=192 B=182
#49C0B6
AW DARK GREY
PMS P179-15C
C=0 M=0 Y=0 K=95
R=45 G=45 B=45
#222222
AW RED
PMS 711C
C=0 M=100 Y=100 K=15
R=206 G=24 B=30
#CE181E
AW BLUE
PMS 312C
C=100 M=10 Y=10 K=0
R=0 G=124 B=192
#007CC0
AW YELLOW
PMS 116C
C=0 M=25 Y=100 K=0
R=255 G=194 B=14
#FFC20E
AW GOLD
PANTONE 8436C
AW BRONZE
PANTONE 876C
AW SILVER
PANTONE 8400C

Note: If the Alienware system FX are white, use color in accent to
create some contrast from the monochromatic look of the brand.
Alienware FX can be treated as the accent if the rest of the design
uses neutral colors like gray and white.

14
TYPEFACE
primary
Kerning, leading, and tracking will play a crucial role in achieving this spacious look that adds to the premium look of the
brand. As a general rule, headlines should have tracking set at 100 or more, while body copy should bet set at no less than 0
and no more than 25. Call to actions are given generous tracking as well, based on need—100 or more is allowed. Various
weights can be used to establish visual hierarchy, but the copy style overall should feel light and futuristic. The heavier weights
should be used sparingly, as should condensed and italics. Body copy font should never be smaller than 9 point with rare
exceptions, while legal copy should always be smaller than 7 point.
Aa
Aa
Avenir Next LT Pro Demi
THIS IS A HEADLINE EXAMPLE.
Avenir Next LT Pro Regular
This is a body copy example.
Ultralight
Regular
Demi
Bold
Ultralight Italic
Regular Italic
Demi Italic
Bold Italic

TYPEFACE
15
web
Where it’s not possible to use the brand’s main typeface, Open Sans should be employed. Similar spacing treatments should
be used when setting type online, though we recognize that sometimes exact type setting is a challenge. Proper line spacing
and leading will be key in maintaining a consistent visual style across all media. As with Avenir, the heavier weights should be
used on rare occasion, if at all, and italics should be used in special cases. Body copy should never be smaller than 9 point
with infrequent deviation due to site accessibility standards. Legal copy should be 7 point or less.
Aa
Aa
Open Sans Demi
THIS IS A HEADLINE EXAMPLE.
Open Sans Regular
This is a body copy example.
Light 300
Normal 400
Semi-Bold 600
Bold 700
Light 300 Italic
Normal 400 Italic
Semi-Bold 600 Italic
Bold 700 Italic

16
TYPEFACE
display
The display typeface for Alienware is Bebas Neue. It should only be used for display purposes such as product names, treatments,
or event badges. It is not to be used in typical paragraphy styling. The three weights that are to be used are Book, Regular, and
Bold. The thinner weights are to be avoided as they do not display well. Combinations of weights can be used to create visually
interesting type treatments like the one on the following page. Bebas Neue is a strong, heroic typeface that, if used appropriately,
can emphasis copy in an dynamic and compelling way. Kerning, leading, and tracking will play a crucial role as well, though it
should not be spaced as generously as Avenir or Open Sans headlines. As a general rule, tracking should beg set at 25 or less.
Aa
Aa
Aa
bebas NEUE book
THIS IS A DISPLAY EXAMPLE.
bebas NEUE regular
THIS IS A DISPLAY EXAMPLE.
bebas NEUE BOLD
THIS IS A DISPLAY EXAMPLE.

INTEL® CORE I7-5820K
PROCESSOR
16 GB
You’ve never seen anything like the Alienware Area-51. It
is more than an iconic design. It’s a perfect convergence
of power and design beauty. We reimagined this system
from the inside out, and built it without compromises. It is
an engineering marvel and a completely new experience
that performs true to our legacy of excellence.
AREA
51

18
LAYOUT
looking the part
To achieve the Alienware look, careful attention must be paid to spacing and symmetry. Visual equidistance between objects is
desired, though dramatic cropping is allowed. Type should be laid out so that the creative feels “airy”. This can be accomplished
through generous line and letter spacing. Ten points or more is often desirable when spacing lines. This may seem extreme, but it
improves the overall aesthetic and legibility of copy for the user.
X
HEADLINE
This is an example of body copy. It is set at 10 pt, with 21 pt leading, and 20
pt tracking. Leave ample spacing between lines, and never try and fit copy
into a small space by decreasing the tracking below 15.
X
CALL TO ACTION ›
Paragraphs should be aligned left in almost all cases, though there is allowance for other alignment options depending on the use-case. There
will be layout situations in which copy will look better center-aligned, left-aligned or justified, in which case the responsibility falls on the designer
to make a judgment that is in line with the visual integrity of the brand.
X
X
HEADLINE
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quatate mquunt, sendam licilles miliciamus volore nonsecu llabor aut
laborem sundebit quunt ut accus sanderum.
CALL TO ACTION ›
Y
Y

LAYOUT
19
call to action
When building call to actions, use Avenir Next LT Pro Demi as
a rule, though other weights may need to be used. Tracking is
set at 100 or more, but can be adjusted to need as long as the
AACALL TO ACTION A›A
A
integrity of the overall design is maintained.
the grid
This brand guide aims to give designers and art directors the freedom to create unique and visually interesting layouts. It also calls
for much attention to alignment and symmetry. One effective way to merge those concepts is to use a grid. The preference is to
utilize a 3- or 6-column grid while using document grids for further guidance. This should give designers the license they need to
create interesting layouts while maintaining consistency. There will be opportunities to break away from the grid, but it should be
done so with caution.
HEADLINE.
Dolescit, con parunto que offic torem rerorum,
voluptur alic tem voluptur sitem excestint fuga.
Quam sim vit hitinimus delibus, volupis vendunt.
CALL TO ACTION ›

20
ILLUSTRATION
illustration guidance
In general, icon and vector styles should be clean and simple. The system icons laid out below are a sufficient example of
what kind of illustrations are acceptable. Exceptions will be made on a case-by-case basis, as occasionally there will be a
need or commissioned piece of art that may work well for Alienware’s campaign or product purposes, though it is safe to
assume that any graphic with strong geometric shapes and uniformity will be permitted.
systems

22
PHOTOGRAPHY

24
PHOTOGRAPHY
product and beauty photography
Clean, bold, and beautiful, Alienware products are shot at stunning angles with smooth contrast and clean lighting transitions.
Products should be shot on white, light gray, or dark gray backgrounds depending on need. The photography should avoid harsh
shadows and black backgrounds unless for a teaser or highly-stylized campaign. Exploded view imagery is a calling-card of the
Alienware brand, and should remain so in an evolved and sophisticated manner. Extended and beauty imagery should show
features and details of the product, but never at the expense of aesthetic value.
Photographers and art directors should push the boundaries of product imagery using focus and lighting techniques to bring
dynamic range to the photo. The angles of the products should be visually interesting and dramatic. Standard imagery should be
used sparingly, and composite imagery should never be used unless in face-on orientation. Subtle elements can be added to add
texture to imagery, however, no element should be overly showy or ostentatious—this includes Alienware FX lighting. In summary,
any additions to the photography should be tasteful and functional.

EC
HO
Note: Reflections and shadows should be added to all product photography so that the
product appears to sit on a surface. The exception to this would be exploded view imagery,
which will almost always be "floating".

PHOTOGRAPHY
27
lifestyle and portrait photography
Creating a successful brand begins with our customers. In the past, gamers have been stereotyped as bro culture, baggy jeans,
and an energy drink away from a mental meltdown. Alienware's research has found that description to be inaccurate. Gamers
are no longer a fringe subculture—they’re parents, professionals, and intellectuals. They come in all shapes, sizes, nationalities,
and socioeconomic status. The Alienware brand is a market leader and can speak directly to the audience we’re selling to by
featuring them in our creative. Photos that feature talent that our customers can relate to and aspire toward will be a huge step
in creating the perceived value that Alienware aims to achieve.
When photographing people, the overall feeling of the imagery is described as cinematic. Lifestyle photography should be
done with neutral tones in a very clean and minimal way. Similar to the brand’s product photography, lifestyle photography
should be shot on off-whites and grays, never on true black unless for a teaser campaign. Gold tones are desired, as it will add
to the “premiumness” of the brand, as well as the aspirational element. High contrast photography can be used but (as always)
in a tasteful way. Any creative that takes Alienware back to its “grit and grunge” days should be avoided.
For reference:
Alex Logaiski
Mark Seliger
Annie Leibovitz
Justin Bishop

28
PARTNERS

30
PARTNERSHIP
partner assets
Partner and game art should be selected with uncompromising attention to quality. As the category leader, Alienware must
represent itself and it’s partners that speaks to the quality of the products being advertised. From web banners, to print ads, to
video, Alienware and its partners should be represented in a functional and well-designed way. Game art that does not lend itself
to the visual aesthetic of the brand should be used cautiously.
THE MISSION: CHAOS.
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seribus, quos autatiate am aut alitem eaque dolorec
temporum est magnis magnis reped magnimi nimag.
CALL TO ACTION ›
THE FORCE IS STRONG WITH YOU.
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am aut alitem eaque dolorec temporum est magnis magnis reped magnimi
nimagna.Mus milignist et entotat qui rem as ut de.
CALL TO ACTION
CALL TO ACTION ›

PARTNERSHIP
31
Note: Partner assets should adhere as closely as possible to brand
guidelines. Designers and art directors should feel empowered to
treat game art in a way that upholds the integrity of the Alienware
brand, ephasizing or minimizing as needed.