brand manual

March 2024
Introduction

The new gamescom Brand Manual is a comprehensive

set of rules to ensure a consistent brand identity. Detailed
instructions on the use of brand elements, including logos,
typography, color concept and design elements, enable a
coherent brand experience.

The new design concept is subject to many rules, but it is

also adaptable and allows creative freedom. It is open to
further development and leaves room for product- and
target group-specific solutions, while ensuring a clear,
recognizable appearance for the gamescom brand.

Page 2
Table of contents
04 Brand identity 30 Pattern structure 57 gamescom asia
05 Brand system 31 Pattern version 1 58 gamescom asia logo
06 Brand elements 33 Pattern version 2 59 Clear space, minimum size &
07 Color system 34 Pattern version 3 placement
35 Do’s & Don’ts 60 Backdrop design options
08 Logo 62 gamescom asia colors
09 Logo versions 36 Imagery 63 Additional color red
10 Clear space, minimum size & 37 Categories 64 Use cases
placement 38 Image editing
11 Logo for print – standard formats 65 gamescom latam
12 Logo size for print – special formats 39 Visual stage 66 gamescom latam logo
13 Logo size for screen 40 Oblique visual stage 67 Clear space, minimum size &
14 Logo size for social media 41 Do’s & Dont’s placement
15 Logo as backdrop 68 Backdrop design options
16 Backdrop design options 42 Pictograms 70 gamescom latam colors
43 Overview 71 Additional color orange
17 Typography 44 Structure 72 Use cases
18 Overview
19 Font usage & alignment 45 Animation 73 devcom
20 Print font size 46 Basic templates 74 devcom logo
21 Screen font size 48 Glitch effect 75 Clear space, minimum size &
22 Eye-catchers placement
23 Do’s & Don’ts 49 Layout guide 76 Backdrop design options
40 Composition 77 devcom colors
24 Colors 51 Harmonious layouts
25 Color palette 78 Appendix
26 Text colors 52 Use cases 79 Microtypography
27 Wayfinding and hall plan 53 Social media 80 Glossary
54 Banner 81 Syntax rules
28 Pattern 55 OOH
29 Pattern grid 56 Web/Header

Brand Manual June 2024 Page 3

Brand identity

WHAT WHO HOW AMBITION

PREMIUM MORE GLOBAL

Our style and tonality We always need to ensure
is clean, clear, concise exclusive releases, the pres-
& contemporary. Like ence of global blue chips,
grown ups, like global acts, global visitors
The pinnacle of fandom and avant garde! and global talents from all
WE UNCOVER, gaming pop culture: pop culture.

DRIVE AND
EMPOWER The #1 community.
A WHOLE NEW For all communities. CURATIVE
MORE PLATFORM
WORLD OF Our branding acts
We should be more than
THE
BUSINESS, We are at the forefront of the world’s biggest form of
more like a frame,
backdrop, stage or
just 1 or 2 events a year.

LIFESTYLE AND entertainment. We are pacesetters, innovators and bridge. We let our
We need content, events
and storytelling throughout
AVANT-GARDISM trendsetters – for entertainment, culture, politics and the
economy. We want to convey this strength with pride and
communities shine!
the year.

WITHIN FANDOM confidence.

& GAMING POP FOR

CULTURE. It is a place where everyone with all their passions and
whoever they want to be is welcome. We are a safe MORE
haven for all large and small special interest commu- INCLUSIVE ACCESSIBILITY
nities. This includes major publishers, independents, We are a “WE” brand, We need to develop
up-and-comers and anyone who shares the same not an “I” brand. It’s more formats that make
enthusiasm! about enjoying and ­gamescom accessible
supporting each other. from different parts of the
We speak like family. world, investing even more
into digital access and
experiences.

Brand Manual June 2024 Page 4

Brand system
1

gamescom focuses on a one-brand

­approach with the gamescom core
brand asthe sole sender.

Exceptions to this are the devcom 1 Core brand

­sub-brand, which is strongly established

in the market, and the local gamescom
asia brand.
Each new sub-brand needs compelling
arguments. It needs to provide strategic
additional benefits for gamescom such as
expansion through internationalization or
strategically promoting the core business.
Each new sub-brand must be ­coordinated
with the German Games Industry
­Association (game).

All other previous sub-brands are now

2 Sub-brand(s)
­under the gamescom master brand
and appear only as content within a asia
­gamescom context.

3 Content

June 2024 Page 5

Brand elements Logo Typography

The new gamescom brand identity is bold Early bird

and highly eye-catching. tickets
Clear, modern typography and strong available.

Secure
color contrasts, variable patterns, and
a dynamic visual language create
a design system that allows a playful congress
your tickets
brand presence while maintaining a
high level of recognition.
Colors

now!
This dynamic look has clear rules and
creates a wide range of possibilities for
creative use of the elements.

22 - 27 August
in Cologne
Pattern Imagery

Brand Manual June 2024 Page 6

Color system
1 Color palette core brand
The color scheme of the gamescom family can be
derived from the color palette of the core brand
(gamescom).

Both gamescom and the simultaneously held

devcom each use black and one color from the
palette as their primary color. This primary color
(purple for gamescom and cyan for devcom)
2 Color palette gamescom
characterizes the visual appearance of the brand
and should take priority. The other colors of the Primary colors Secondary colors gamescom
palette become secondary colors and are used
in a less prominent way. The other sub-brands
(gamescom asia and gamescom latam) are
given, in addition to black, a new, characteristic
primary color that distinguishes them, creates
recognition and is the main primary color. The
secondary colors are then composed of the
3 Color palettes of the sub-brands
remaining colors of the core brand color palette.

Since not all primary colors harmonize with all

secondary colors, there are specific rules for the Primary colors devcom Secondary colors devcom
simultaneous use of multiple colors in the separate
sections for the individual brands.

! Exception fairgrounds: The color assignment for

the areas on the fairgrounds is the only exception. Primary colors gamescom asia Secondary colors gamescom asia
Since we need more colors here than our palette
provides, we fall back on additional colors that
are defined on page 27. These were chosen
to be easily distinguishable from each other to
make orientation on the premises as simple as
possible. If additional colors are needed, they must
Primary colors gamescom latam Secondary colors gamescom latam
be coordinated with us beforehand in order to
maintain a consistent overall image.

Brand Manual June 2024 Page 7

 Logo

Brand Manual June 2024 Page 8

Logo versions

The word mark is derived from the font ITC Avant 1 Logo construction
Garde Gothic, but optimized in the individual letters. 5x

x
The logo may only be used in the colors white and x
black.
6x

1 Logo construction
Starting from the unit x, the width of the figurative
mark is 5 x and the height is 6 x. The distance
between the figurative and word mark is 1 x. To
maintain visual balance, the baseline of the word 2 Standard version 3 Inverted version 4 Special version
mark is positioned at a height of 3.5 x relative to the
figurative mark.

2 Standard version
The white logo is used on dark backgrounds.

3 Inverted version
The inverted logo is used on light backgrounds.

4 Special version
A “vertical version” version of the logo is available for
vertical signage, long-distance signage, and the
trade fair’s wayfinding system.

5 Version for small formats

For small formats, the logo with the thicker outline 5 Version for small formats (thicker outline of the figurative mark)
of the figurative mark is used. 6 Version for special
6 Version Special formats (Merch)
formats (Merch)
In individual cases, such as merchandise, the
logo can also be used as a word mark only.

! Attention: The figurative mark may not be used

as a design element in the brand appearance.

Brand Manual June 2024 Page 9

Clear space,
minimum size & 1 Safety zone

placement
1/2 H

1 Clear space
Based on the logo height H, the standard 1/4 H
clear space zone is half the logo height (½
H). For online banners and social media, the
minimum clear space zone (¼ H) may be used.

Minimum size
2 To ensure the optimal representation of the line
2 Minimum size 3 Placement options
thickness of the figurative mark, the minimum
Print
width of the logo in print is 40 mm and 300 px B = min. 40 mm
for digital formats. Below the minimum size,
the logo must be used with the thicker outline
of the figurative mark.

Placement B < 40 mm
3 The logo can be placed at the corners of the
layout. Only the clear space zones must be
maintained.
Thicker outline of the figurative mark

Attention: For the sub-brands gamescom asia,

Exhibition wall (centered) DIN lang flyer
! devcom and latam, the same rules apply as for (standard safety zone)
the standard logo (see pages 58, 66 and 74).
Digital

B = min. 300 px

Online banner (minimum safety zone)

B < 300 px

Thicker outline of the figurative mark

Long-distance
signage (centered)
Brand Manual June 2024 Page 10
Logo size for print -
standard formats

Minimum size 1 Logo size standard formats

In order to ensure an optimal representation of the
line width of the figurative mark, the minimum width
Large formats
of 40 mm for print media must not be exceeded.

Format Application Logo width

Line width of the figurative mark
With a minimum logo width of 40 mm, the line width
of the figurative mark is 0.5 pt. For large formats, the A0 Poster 205 mm
DIN A0
line width of the figurative mark must be doubled to
ensure good visibility from a distance. A1 (A0)* Poster 145 mm

A2 (A1)* Poster 100 mm

Large formats
DIN A1* A3 (A2)* Poster 72 mm
1 Logo size for standard formats

Logo size standard formats

! For small formats, the logo version with the
filled figurative mark must be used. Format Application Logo width
DIN A2*
Standard Posters, internal 55 mm
A4 (A3)* notices, advertise-
A5 ments, leaflets,
DIN lang brochures, advertis-
DIN A3* ing materials

Advertisements,
A6 (A5)* postcards, advertising 40 mm

Normal formats
DIN A4* materials

Advertisements,
DIN A5* < A6 30 mm !
small-scale advertis-
ing material, ...

DIN A6*
*If the logo size appears disproportionate in relation to the content
and design of the promotional material, the smaller DIN logo size
may be used. The aim is to create a harmonious overall appearance.

Identical
logo width:
55 mm

Brand Manual June 2024 Page 11

Logo size for print –
special formats
1 Handling of special sizes*
1 The production of special formats is usually *The format group can be selected according to the proportion and
created on a reduced scale. The rules of the DIN Format width Logo width format. The rule also applies here as a guideline. Other logo sizes
series also apply here. However, if a logo from that correspond to the proportion are possible.

the DIN series is not suitable, one of the following up to 2000 mm 426 mm
format groups based on the DIN A0 series may be
selected (see table):
2000 - 3000 mm 615 mm

2 Examples of applied logo sizes

3000 - 4000 mm 870 mm

2 Examples of applied logo sizes

1.74 m

Advertising 18/1 poster Exhibition Citylight Roll-up

pillar wall (1 x 3 m) poster

Application Format Logo width

Advertising
1490 x 3250 mm 426 mm
pillar

3560 x 2520 mm (final format) 870 mm

18/1 poster created in 594 x 420 mm (1:6) format 145 mm

Citylight poster 1185 x 1750 mm 870 mm

Exhibition 3 x 4m 870 mm
wall 1 x 3m 426 mm

Roll-up 850 x 2100 mm 426 mm

Brand Manual June 2024 Page 12
Logo size for displays

Minimum size
In order to ensure optimal display of the line width of
the figurative mark, the minimum width must not be
less than 300 px.

1 Logo size for standard formats

1 Logo size for standard formats

! For small formats, the logo version with the

thicker outline of the figurative mark must be
used. (see page 9)

16:9 Medium Rectangle Leaderboard

Wide Skyscraper Half page

Banner Format Logo width

16:9 1920 x1080 px 350 px

!
Medium Rectangle 300 x 250 px 130 px

Leaderboard 728 x 280 px 150 px

Wide Skysctraper 160 x 600 px 130 px

Thicker outline of the figurative mark

Half page 300 x 600 px 130 px

Brand Manual June 2024 Page 13

Logo size for
social media 1 Profile pictures

1 Profile picture
Only the figurative mark is used as profile images
for all social media channels due to lack of
space.

The height of the figurative mark always

corresponds to 75% of the height of the final Round cutout:
format and is centered. figurative mark is
optically centered
The figurative mark is preferably placed as a
negative version on a black background or a
black version on a white background. 2 Favicon
2 Favicon
Only the logo with the thicker outline of the
figurative mark is used as the favicon.
H 0,75 H

Country-specific regulation
The outline line of the favicon for gamescom
asia and gamescom latam corresponds to the
specified primary colors.
Favicons in the
Thicker outline of
gamescom asia
3 Special regulations the figurative mark
primary color
For own social media channels/profile images of
content formats from the gamescom family, the
favicon is supplemented by the second part of
the word mark. This is positioned in capital letters
3 Special regulations
centrally below the figurative mark and has the
same color as the outline line of the figurative
mark.

LAN biz

Brand Manual June 2024 Page 14

Logo as backdrop

The gamescom word mark can be linked to 1 Logo construction

messages or trade fair offers. A special logo version
is available for the logo backdrop, which has been
x
optimized for this use.
x

2x

congress
Minimum size
The backdrop version may only be used if it has a
minimum logo width of 300 px in digital formats (at
72 dpi) and a minimum logo width of 40 mm in print.
In all other cases, the filled word mark is also
used here!
2 Standard version 3 Inverted version

1 Logo construction
The word mark uses the same grid as the word-
picture mark and is placed in the same location.
The message below the word mark has the same
size as the word mark (1 X) and
a spacing of ½ X.

2 Standard version
The white logo is used on dark backgrounds. congress congress
3 Inverted version
The inverted logo is used on light backgrounds.

4 Version for small formats 4 Version for small formats

The logo with the word mark filled in is used for
small formats.

congress
Brand Manual June 2024 Page 15
Logos for content 1 Up to 8 letters

formats
X X
When designing logos for content formats, it is
wear now
1/3 X 1/3 X
important to ensure that the size of the logo and 1X 1X

font size of the content formats are in harmonious

relation to each other. The following rules have been
established based on the length of the content
format:

1 Short words
• Up to 8 letters 2 Up to 20 characters More than 20 characters
• The font height for the backdrop logo and
messages are the same (1X)
• Font is right-aligned with the logo
• Distance between backdrop logo and
message is 1/3X

2 Long words X X
1/3 X 1/3 X
• Up to 20 characters: Font height of
backdrop logo and messages are the cosplay village 1X creator co-working space 2/3 X

same (1X)
• More than 20 characters: The font height for
the messages is 2/3 of the backdrop logo
• Font is left-aligned starting from the letter »a«
• Distance between backdrop logo and
message is 1/3X
! Ascenders
! Ascenders
If the content formats contain letters with
ascenders that are below the backdrop logo,
the distance of 1/3X refers to the ascender.

X X
1/3 X 1/3 X

city festival 1X cosplay village 1X

Brand Manual June 2024

Partner logos
1 Horizontal alignment
In partnerships, the gamescom logo and
partner logo are separated by a line, both
horizontally and vertically. The separating line is 1X 2X 2X

the same width as the gamescom symbol.

1 Horizontal alignment
1X 2X 2X
The separating line is the same height as the
circle of the gamescom symbol.
Based on a distance of 1X between the
gamescom symbol and wordmark, the distance
between the logos and separating line should
be 2X. 1X 2X 2X

2 Vertical alignment
The separating line follows the same design
principles as in the horizontal alignment, but
is positioned horizontally, separating the two
logos vertically from each other. The distance
of 1X between the separating line and two
2 Vertical alignment
logos is the same as the distance from the
gamescom wordmark to the logo baseline.
The partner logo and separating line are right-
aligned with the gamescom logo.
1X 1X
! Logo sizes in relation to each other
1X 1X
Since the exact details of the partner logo may
vary, the primary goal is to achieve a visually
balanced and harmonious layout where
neither logo dominates the other. In exceptional
cases, the 1X spacing in the vertical alignment
may need to be adjusted slightly.

1X

1X

Brand Manual June 2024

 Typography

Brand Manual June 2024 Page 18

Overview

The font that gives the gamescom brand its

ITC Avant
distinctive look is ITC Avant Garde Gothic. To create
an exciting, dynamic look, we play with light and
bold font weights and the hierarchy between large
and small text. This allows us to highlight content and
direct the eye.

Garde Gothic
For headlines and highlights, we use ITC Avant
Garde Gothic Bold exclusively. For sublines, ITC
Avant Garde Gothic Book is used exclusively.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyzß
1234567890%&/()@€?!#

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyzß
1234567890%&/()@€?!#
Aces pos cus, nimi, to cuptaecus sunt reperi conseque porehenis explibus-
ape idebit, num eos il ipsum issecer spelitatem fugit voluptassus derum
reptam. Apisquibus excest magnata tendae nis neceste sectiasit.

Brand Manual June 2024 Page 19

Font usage &
alignment
1 Font style
Headlines are always bold, sublines are always
book.
1 Headline bold
2 Capitalization rules

Like before.
In addition to mixed case, capital letters may
be used for headlines or special purposes (e.g.
CTAs or buttons on the website).

3 Alignment
The general alignment of text is always left or
right justified. Only in headlines may a ragged
Only better.
alignment be used to make the layout more
dynamism.
2 Capital letters
! To create a dynamic layout, the text may

SEE YOU SOON

extend beyond the image area into the photo
if readability is not impaired. The maximum
overlap should not exceed 10% of the headline
length.

FURTHER INFO

3 Alignment

Offical
Partners
Brand Manual June 2024 Page 20
Font sizes for print

Headlines bold
Headlines are always bold and start at a font
size of 40 pt. The line spacing of the headlines
corresponds to the font size.

Sublines book
Sublines are always book and half the size of
the headline, following a ratio of 1:0.5 between
headline and subline. Their line spacing is also the

Headline and
same as the font size.
1H
Body text Font size corresponds

line spacing
Body text is book and the minimum size is 9 pt to line spacing
with a line spacing of 11.7 pt. The ratio is 1:1.3.
Highlights in the text are indicated in bold.
½H
Spacing between text blocks
Based on the headline height H, the spacing
between individual text blocks is ½ H. ½H
Subline half the size Subline to headline
ratio: 1:0.5
The world’s biggest games event is heading into the next round
with its unique festival character from 23 to 27 August 2023. Be Line spacing ratio: 1:1.3
part of it and find out everything about your gamescom 2023
participation here!

Brand Manual June 2024 Page 21

Font sizes for screen
Headlines bold
Headlines are always bold and start at a size of 90
pt. The line spacing of the headlines corresponds
to the font size.

Sublines book
Sublines are always book and their minimum font
size is 45 pt. If the subline is smaller than 45 pt, it is
set in bold to ensure readability. They are half the
size of the headline. They are half the size of the
headline, following a headline to subline ratio of
1:0.5. The line spacing is the same as the font size.

Small texts bold

Body text is bold and the minimum size is 25 pt
with a line spacing of 32.5 pt. The ratio is 1:1.3.

Spacing between text blocks

Based on the headline height H, the spacing
between individual text blocks is ½ H.

Distance to the margin

The texts have a minimum distance of 50 px to
the layout margins.

Brand Manual June 2024 Page 22

Eye-catchers

Eye-catchers stand out as a graphic element from 1 Color combinations

the rest of the design to attract maximum attention.

Shape and color

Eye-catchers are always round and can appear in
the colors purple, cyan and yellow. To stand out, a

Early bird Early bird Early bird

color is chosen that does not appear in the pattern.

Font
tickets tickets tickets
available. available. available.
The font in the eye-catcher is always bold, centered
and tilted by -5°.

Placement & size

The eye-catcher is positioned freestanding and
close to the headline. It does not overlap the text
and has a clearance of 20 px. They may vary in size
depending on the length of the eye-catcher text. 20 px safety zone 20 px safety zone 20 px safety zone

1 Color combinations
Yellow eye-catcher/Black text
Purple eye-catcher/White text
Cyan eye-catcher/Black text

Brand Manual June 2024 Page 23

Do’s & Don’ts

Half of the headline and subline are in the photo. Headline book, subline bold.

Headline and subline have wrong distance to each Headline too large, subline too small.
other.

Brand Manual June 2024 Page 24

 Colors

Brand Manual June 2024 Page 25

Color palette

1 The primary colors of gamescom are 1 Primary colors

black and purple. Black appears only as a
background and font color. Purple can also be
used for patterns and in individual cases for
text (see page 26).

2 The secondary colors cyan, blue, magenta,

Black Purple
yellow and green are used for patterns, RGB: 0.0.0 RGB: 120.0.255
backgrounds and in individual cases for text CMYK: 0.0.0.100 CMYK: 78.84.0.0
(see page 26). HEX: #000000 HEX: #7800ff
Pantone: Black 6 C Pantone: Medium Purple C
RAL: 9011 RAL: 4005
3 Anthracite and grey can be used in exceptional
cases. White is only used as a font color.

Attention: 2 Secondary colors

! Please note the special rules for gamescom
asia, devcom and latam (pages 62, 70 and 77).

Cyan Blue Magenta Yellow Green

RGB: 0.185.255 RGB: 0.0.255 RGB: 255.0.170 RGB: 255.255.0 RGB: 0.255.0
CMYK: 69.0.0.0 CMYK: 100.78.0.0 CMYK: 0.100.0.0 CMYK: 0.0.100.0 CMYK: 60.0.85.0
HEX: #00b9ff HEX: #0000fff HEX: #ff00aa HEX: #ffff00 HEX: #00ff00
Pantone: 2915 C Pantone: 7685 C Pantone: 807 C Pantone: Yellow C Pantone: 802 C
RAL: 5012 RAL: 5010 RAL: 4010 RAL: 1016 RAL: 6038

3 Other colors

Anthracite Grey White

RGB 60.60.60 RGB 198.198.198 RGB: 255.255.255
CMYK 65.55.55.60 CMYK 25.20.20.0 CMYK: 0.0.0.0
HEX #3c3c3c HEX #c6c6c6 HEX: #ffffff
Pantone: 446 C Pantone: 538 C RAL: 9003
RAL: 7016 RAL: 7047

Brand Manual June 2024 Page 26

Text colors
Black + White White + Black
The general font color is black on white. For layouts Contrast Ratio: 8.59:1 Contrast Ratio:
without photo content, the font color may also be AAA (Large & small text) AAA (Large & small text)

adjusted. Contrast rules must be followed to ensure

good readability.

Digital applications Blue + White Blue + Yellow Blue + Cyan*

For digital applications (RGB color space),
Contrast Ratio: 8.4:1 Contrast Ratio: 7.82:1 Contrast Ratio: 3.9:1
we follow WCAG 2.0 Level AA (Web Content AAA (Large & small text) AAA (Large & small text) AAA (Large text only)
Accessibility Guidelines*), which requires a
contrast ratio of at least 4.5:1 for normal text and
3:1 for large text.

“Large text” refers to text that is larger than 18 pt (or Yellow + Black Yellow + Pink Yellow + Purple
larger than 14 pt if bold). “Small text” refers to text Contrast Ratio: 19.55:1 Contrast Ratio: 3.36:1 Contrast Ratio: 6.8:1
that is 17 pt or smaller. AAA (Large & small text) AA (Large text only) AAA (Large & small text)

Contrasts can be checked at:

https://color.adobe.com/de/create/
colorcontrast-analyzer Cyan + Black Cyan + White* Cyan + Purple*

Print applications Contrast Ratio: 9.5:1 Contrast Ratio: 2.25:1 Contrast Ratio: 2.86:1
AAA (Large & small text) (only suitable for very large (only suitable for very large
In print applications (CMYK color space), attention headlines) headlines)
must also be paid to balanced contrast. Not all
defined colors work equally well in print in terms of
contrast on both black and white.
Purple + White Purple + Yellow Purple + Cyan*
Contrast Ratio: 6.47:1 Contrast Ratio: 6.03:1 Contrast Ratio: 3.3:1
AA (Large & small text) AA (Large & small Text) AA (Large text only)

Magenta + Black Magenta + White Magenta + Blue*

Contrast Ratio: 3.24:1 Contrast Ratio: 3.24:1 Contrast Ratio: 2.32:1
AA (Large text only) AA (Large text only) (only suitable for very large
* WCAG guidelines are the global standard for website
headlines)
accessibility. They define how website content can be made
more accessible to people with disabilities.

* The color combination does not fulfill the recommended standard for contrast in web applications (AA) and should not
be used if possible.

Brand Manual June 2024 Page 27

Wayfinding gamescom.global

KÖLN | COLOGNE, 23.–27.08.2023 ONL: 22.08.2023 hall plan

& Hallenplan 2 0 24
HALL ALLOCATION

follows
Eingang West
Entrance West
Auenw
eg

Eingang Süd Congress-Centrum Nord

Entrance South Congress Centre North

Piaz
za

The color specifications shown on the right are Boul

evar
d

binding for use on the exhibition grounds and apply

exclusively to wayfinding.
This color assignment and the special colors Eingang Ost

listed are not to be used for any other advertising entertainment area
Entrance East
Congress-Centrum Ost
Congress Centre East
Deu
tz-M
ülh
eim

materials.
er-St
r.
business area

Mess
gamescom event arena

ekre
social area

isel
indie area rü
ck
e
gamescom cards & boards area
The designated special colors are to be used retro area
Zo
ob

family & friends

exclusively for wayfinding purposes. gamescom campus
Eingang Nord
Entrance North

cosplay village
outdoor area
Apricot
merchandise area
creator co-working space RGB: 234.118.120
Important! - only for accredited creators Stand Juni 2023 CMYK: 0.65.43.0
! HEX: #ea7678
For the on-site areas, the wayfinding colors Pantone: 702 C
must also be used in the patterns to facilitate RAL: 3014
navigation and cohesion (see page 60).
gamescom business area gamescom entertainmanet area gamescom event arena gamescom indie area

Purple Cyan Red Turquoise

RGB: 120.0.255 RGB: 0.185.255 RGB: 255.0.0 RGB: 0.165.155
CMYK: 78.84.0.0 CMYK: 69.0.0.0 CMYK: 0.100.100.0 CMYK: 75.5.45.5
HEX: #7800ff HEX: #00b9ff HEX: #ff0000 HEX: #00a59b
Pantone: Medium Purple C Pantone: 2915 C Pantone: 485 C Pantone: 2241 C
RAL: 4005 RAL: 5012 RAL: 3028 RAL: 6033

gamescom retro area gamescom family & friends gamescom campus gamescom cosplay village

Orange Green Magenta Dark red

RGB: 255.149.39 RGB: 0.255.0 RGB: 255.0.170 RGB: 139.43.44
CMYK: 0.50.87.0 CMYK: 60.0.85.0 CMYK: 0.100.0.0 CMYK: 20.88.70.41
HEX: #ff9527 HEX: #00ff00 HEX: #ff00aa HEX: #8b2b2c
Pantone: 4711 C Pantone: 802 C Pantone: 807 C Pantone: 7624 C
RAL: 1034 RAL: 6038 RAL: 4010 RAL: 3009

gamescom outdoor area gamescom merchandise area gamescom social area gamescom creator co-working space

Dark Green Yellow Blue Brown

RGB: 78.128.32 RGB: 255.255.0 RGB: 0.0.255 RGB: 145.100.60
CMYK: 64.8.100.35 CMYK: 0.0.100.0 CMYK: 100.78.0.0 CMYK: 28.52.74.34
HEX: #4e8020 HEX: #ffff00 HEX: #0000fff HEX: #91643c
Pantone: 2279 C Pantone: Yellow C Pantone: 7685 C Pantone: 7531 C
Brand Manual June 2024 RAL: 6017 RAL: 1016 RAL: 5010 RAL: 8025 Page 28
 Pattern

Brand Manual June 2024 Page 29

Pattern grid
1 Grid 2 Pattern
gamescom is loud, colorful and diverse. We translate
this feeling to the design elements and create pattern Dots Lines
that are versatile.

The pattern are a graphic tool to enliven the

layouts and make the surfaces appear more
multidimensional.

The content of the assets is always hero, so the

pattern will appear as white space-filling decor to
brand and individualize the layouts. The pattern do
not appear between text blocks or overlap them.

Bars Pixels
1 Grid
The pattern follow a graphical, mathematical
principle to ensure a consistent look.

2 Six patterns
The six pattern are derived from the basic
geometric shapes of circle, square and triangle,
which are also found on the buttons of the
controllers. The playful, disruptive arrangement
of these shapes results in a variety of patterns
that can be individually adapted to any layout.

Triangle Code

Brand Manual June 2024 Page 30

Pattern structure
The patterns are graphic accessories and should not
distract from the content. To ensure that the patterns
look the same on every layout, the following rules 1 Placement 2 Size
must be observed:

1 Placement
The patterns may only appear in one place in the
layout and always follow the same principle. There
is a starting point (A) which is on the black (or
colored) background and never on the image. The
patterns run from A along two layout edges and
fade out to both sides.

2 Pattern size
To ensure that the patterns always act as
background patterns, they must not take up
more than 20% of the layout. The master file
gamescom_Patterns_Master.ai provides the basic A
patterns in the sizes 1:1 and 16:9. Always use these Pattern fades out to both sides 20 % Pattern
patterns as the basis and scale them according to
the format size.
The master file is created in such a way that it
3 Safety zone ! Photo overlap
is always used as the basis for all formats. The
individual elements may be added or removed
according to the layouts.

3 Safety zone
The pattern has a safety zone of 50 px.

! Photo overlap
Patterns are allowed to overlap images in the bleed Headline
areas by 10% (compared to the total pattern).

! Large formats
For large formats, the basic pattern must be scaled
down, while adding more elements overall so that
the posters do not look cluttered (see page 55).
Safety zone pattern to typo 50 px Pattern intersects photo by a maximum of 10%

Brand Manual June 2024 Page 31

Pattern version 1:
black + color

In this version, solid color pattern are placed on a

black background. Any of the accent colors may be
used here.

Brand Manual June 2024 Page 32

Pattern version 2:
color + color

The colored backgrounds are used only if the photos

are calm and not too colorful, in order to enhance
the layout with a touch of color. In this version, the
pattern are placed on the background in a single
color. Colors may not be freely combined - there
are certain color matches that must be adhered
to in order to ensure a strong contrast. These can
be found in the master file gamescom_Patterns_
Farbvarianten.ai.

Allowed matches are:

Purple
• Purple/Yellow
• Purple/Magenta
• Purple/Cyan

Cyan
• Cyan/Purple
• Cyan/Blue
• Cyan/Yellow

Blue
• Blue/Cyan
• Blue/Yellow
• Blue/Green

Yellow
• Yellow/Purple
• Yellow/Magenta
• Yellow/Blue

Magenta
• Magenta/Yellow
• Magenta/Purple

Brand Manual June 2024 Page 33

Pattern version 2:
color + color

Rule for color selection

The choice of background and pattern color results
from the color palette of the photo. Here, the color
scheme can correspond to a color from the photo or
create a complementary contrast.

Text colors
The text color is always white. If the asset has more
than three text components (logo and claim
excluded), small texts can be highlighted by a color.
The color always corresponds to the pattern color.
To ensure good readability, please adhere to WCAG
2.0 Level AA (see page 26).

! Green is not used as a background color.

GREEN IS NOT USED

AS A BACKGROUND
COLOR.

Brand Manual June 2024 Page 34

Pattern version 3:
two-colored + color

For layouts where the text is the focus and we

do not use photos, we create excitement and
dynamics by using two-color pattern. The two-
colored pattern are used exclusively on a black
background. Colors may not be freely combined
- there are certain color matches that must be
adhered to in order to ensure a harmonious look.
These can be found in the master file gamescom_
Patterns_Farbvarianten.ai.

Allowed color matches are:

• Purple/Cyan
• Purple/Yellow
• Blue/Cyan
• Blue/Green
• Cyan/Yellow
• Green/Yellow
• Cyan/Magenta
• Magenta/Yellow
• Magenta/Purple

Text colors
Since we have no other color elements in this version
except for the pattern, colored texts may be used as
long as they do not overload the layout. The color
corresponds to one of the pattern colors. To ensure
good readability, please adhere to WCAG 2.0 Level
AA (see page 26).

Brand Manual June 2024 Page 35

Do’s & Don’ts

Pattern covers more than 20% of the asset and more Pattern on more than two sides of the asset.
than 10% of the photo.

The safety zone of the pattern is not maintained. Two-colored pattern despite photo.

Brand Manual June 2024 Page 36

 Imagery

Brand Manual June 2024 Page 37

Image categories
1 Images of the fair
The gamescom image world is divided into three areas:

1 Images of the trade fair are preferred and used

first and foremost for communication.

2 Publisher images are used for publisher assets.

3 Stock images are only used in exceptional

cases (if no suitable publisher or trade fair
images are available). They must be of a
convincing high quality and conform to our CI
guidelines or be retouched accordingly.

The Stock images must not compete with the

real games and are always abstract, focusing
mainly on creating a mood rather than a
realistic representation.

2 Publisher images 3 Stock images

Brand Manual June 2024 Page 38

Image editing
The photos from the Koelnmesse image pool are
Original Edited
already of good quality and have been lightly
edited. To ensure an even better brand fit, the
images can be further enhanced with a few edits
and adapted to the layouts.

Making motifs more lively

• Increase contrasts
• Enhance lights

Clean up motifs
• Remove logos if necessary

Color adjustments
• Partially strengthen CI colors that can already be
found in the photo
• Add CI colors by using Photoshop layer effects
Contrast increased and colors adjusted using a magenta photo filter.
(soft light, hue adjustment, color filters)

Image cropping
• Choose exciting crops and reflections

More interesting crop chosen and colors adjusted using a blue

photo filter.

Brand Manual June 2024 Page 39

 Visual stage

Brand Manual June 2024 Page 40

Oblique visual stage
In order to give the photos a stage close to the 1 Horizontal formats
brand, they are always placed at an angle, creating
a dynamic layout. These photo stages are always
cropped on at least two sides and use at least 50%
of the overall layout.

In general, a layout is chosen that fits the photo and

amount of text. The following rules provide guidance
on how formats of different sizes can be divided
harmoniously:

1 Horizontal format:
Visual stage preferably divides the format 2 Vertical formats 3 Square formats
vertically.

2 Vertical formats:
Visual stage preferably divides the format
horizontally.

3 Square format:
Horizontal and vertical image splitting is
possible.

Brand Manual June 2024 Page 41

Do’s & Don’ts

Visual stage too small. Visual stage centered.

Visual stage too large. Round visual stage.

Brand Manual June 2024 Page 42

 Pictograms

Brand Manual June 2024 Page 43

Overview
Pictograms represent information, objects, scenes or
abstract contexts in a simplified way. The pictograms
are used in PowerPoint presentations or on the
website to convey information quickly without having
to resort to long explanatory texts or photos.

In keeping with our clean design, the pictograms Visitors Exhibitors Views Play Mobile
consist of line-based vector graphics that clearly
convey their meaning.

We have four different sizes that we use depending Trade Worldwide Speaker Link Mobile
on the application. The standard size is 24x24 px.

A basic set of pictograms can be found in the master

file gamescom_Piktogramme_Master.ai. Additional
pictograms can be created using this basic set. Location Creator Hours Like Area

16x16 px 24x24 px 32x32 px 40x40 px 64x64 px 96x96 px

Brand Manual June 2024 Page 44

Structure
1 Grid 1 Grid
• Stroke-based shapes (1.8 pt at 32x32 px)
• Rounded corners (0.5 px at 32x32 px) Protective space 1 px

The grid consists of basic geometric shapes

(circle, square, rectangle) and is defined
by horizontal and vertical guides. Use these
geometric shapes and lines as a guide for
constructing new pictograms.

2 Specs
• Maximum stroke width is 2 pt for large
pictograms
• Minimum stroke width is 1.4 pt

! If a symbol appears visually unbalanced

compared to other symbols, it is okay to leave
the grid to maintain balance. A coherent,
uniform-looking pictogram system should Drawing area 32x32 px
always be the main goal.

2 Specs

Pictogram size Line width Corner rounding

40x40 px & larger 2.0 pt 0.6 px

32x32 px 1.8 pt 0.5 px

24x24 px 1.6 pt 0.4 px

16x16 px 1.4 pt 0.3 px

Brand Manual June 2024 Page 45

 Animation

Brand Manual June 2024 Page 46

Basic templates
Dots V1 Dots V2

There are two video versions for each pattern variant.

V1: Video starts with a full image; logo, CTA and
content appear later.
V2: Video starts with logo and CTA; image and
content appear later.

Lines V1 Lines V2

Pixel V1 Pixel V2

Brand Manual June 2024 Page 47

Basic templates
Bars V1 Bars V2

The videos should be no longer than 10 seconds and

contain a short, concise statement.The basic video is
the After Effects template 230524_gamescom_1-1_
animation_pattern-ALL.aep

Code V1 Code V2

Triangle V1 Triangle V2

Brand Manual June 2024 Page 48

Glitch effect
The glitch effect is an important part of our look and
adds excitement and dynamics to the videos. The
glitch effect is located in the Precomps Transitions
section of the AE plug-in Mister Horse and can be
downloaded for free: Download

If the size of the composition containing the glitch

effect is changed, a new glitch effect must be
added (Mister Horse automatically resizes the effect
to fit the new composition size).

The colors of the glitch should be the colors of the

gamescom CI.

Brand Manual June 2024 Page 49

 Layout Guide

Brand Manual June 2024 Page 50

Composition
The different combinations of brand elements offer
various possibilities to make the brand appearance
unique and always recognizable.

The elements brand, typography, patterns and

images can be individually combined and placed in
relation to each other.

Brand Manual June 2024 Page 51

Harmonious layouts
To achieve a balanced, dynamic layout, here are
the most important rules again:

• The oblique visual stage divides the layout into two

parts
• The text is placed on the black background and
overlaps the image only minimally (10%)
• The pattern color corresponds to a color from the
image or creates a contrast with it
• The patterns can adapt to the format and amount
of text
• Patterns do not occupy more than 20% of the total
layout
• Patterns may overlap the image slightly (10%)
• For assets without photo content, the pattern is
used in two colors

The interaction of the individual elements makes

it possible to create layouts that are individually
tailored to the format and occasion.

There may be cases where it is necessary to

check which rules make sense and which can be
disregarded.

Brand Manual June 2024 Page 52

 Use cases

Brand Manual June 2024 Page 53

Use cases
Social Media
1 Feed posts 1-1

1 Feed posts

2 Story posts

2 Story posts 9-16

Brand Manual June 2024 Page 54

Use cases
Social Media
1 16-9

1 16-9

2 Medium Rectangle

2 Medium Rectangle

Brand Manual June 2024 Page 55

Use cases
OOH
! For large sizes (like the A1 posters shown
here), the base pattern needs to be
scaled down and incorporate more
elements overall so that the posters do
not appear cluttered.

Jetzt Jetzt Jetzt

ts ts ets
Ticke n Ticke n Tick n
kaufe kaufe kaufe

Sei dabei! Sei dabei! Sei dabei!

23. – 27. August 23. – 27. August 23. – 27. August
2023 in Köln 2023 in Köln 2023 in Köln

ONL: ONL:
20. 20.
st st
Augu Augu

Save the Date Save the Date

21. – 25. August 21. – 25. August
2024 in Köln 2024 in Köln

Brand Manual June 2024 Page 56

Use cases
Social Media
1 Headers

1 Headers

Brand Manual June 2024 Page 57

 On-site

Brand Manual June 2024 Page 58

Pattern layout on
large areas 1 Pattern layout horizontal format

1/4 H
According to the standard definition, a large area
is at least 3.52 m x 2.52 m (the classic 18/1 format).

When implemented on-site, these large areas are

often designed differently from the campaign assets.
Instead of many text and image elements, there is 2/4 H

more white space or black space to work with. In this

case, the strict layout rules are relaxed to allow for
greater pattern flexibility. For the on-site areas, only
the dot, triangle and pixel patterns are used.
1/4 H

1 Pattern layout for horizontal formats

For horizontal formats, the height H is divided
into four horizontal areas. The patterns always
begin at the top and bottom edges of the 2 Pattern layout vertical format
format and take up one-quarter of the height
(1/4 H). The patterns taper towards the center
with regard to size and number of elements,
creating a space of 2/4 H in the middle to serve 1/4 H

as a stage for the logo and text elements.

2 Pattern layout for vertical formats

For vertical formats, the height H is also divided
into four horizontal areas. The patterns always
start at the top and bottom edges of the
format and take up one-quarter of the height 2/4 H
(1/4 H). The patterns taper towards the center
with regard to size and number of elements,
creating a space of 2/4 H in the middle to serve
as a stage for the logo and text elements.

1/4 H

Brand Manual June 2024 Page 59

Pattern colors on
large areas

Pattern colors
To simplify wayfinding and create a greater sense
of cohesion, the pattern colors are adapted to the
colors of the respective areas (see page 28).

Brand Manual June 2024 Page 60

Sponsorhip
Layout 1 Sponsorship – general

For sponsorship areas, sponsors have the option

of choosing between two layouts and two pattern
versions.

1 Sponsorship – general
The layout differs only in the placement of the
logo, which can be shown either without or with
a frame.

2 Sponsorship – content formats

For areas that have dedicated content formats,
the gamescom logo in the top left is replaced
by the logo of the respective content format.
The two layout and pattern versions are
available for use.

2 Sponsorship – content format

Brand Manual June 2024 Page 61

 gamescom asia

Brand Manual June 2024 Page 62

gamescom asia
Logo
1 Logo design
5x

x
The word mark is derived from the ITC Avant Garde
x
Gothic font, but optimized in the individual letters.
6x

asia
The logos may only be used in the colors white and
black.

1 Logo design

2 Standard version
2 Standard version 3 Inverted version 4 Special version
3 Inverted version

4 Special version

5 Version for small formats

! Attention: The figurative mark may not be used

as a design element in the brand appearance.

5 Version for small formats (thicker outline of the figurative mark)

asia

Brand Manual June 2024 Page 63

Clear space,
minimum size & 1 Clear space

placement
1/2 H

1 Clear space asia

Based on the logo height H, the standard 1/4 H
clear space zone is half the logo height (½
H). For online banners and social media, the
minimum clear space (¼ H) may be used.

Minimum Size
2 In order to ensure the optimal representation
2 Minimum Size 3 Placement options
of the line thickness of the figurative mark,
Print
the minimum width of the logo in print is 40 B = min. 40 mm
mm and 300 px in digital formats. Below the
minimum size, the logo must be used with the
thicker outline of the figurative mark.
asia
Placement B < 40 mm
3 The logo can be placed at the corners of
the layout. Only the safety zone must be
maintained.
asia
Thicker outline of the figurative mark

Exhibition wall (centered) DIN lang folder

(standard safety
Digital clearance zone)

B = min. 300 px

asia Online banner (minimum clear space)

B < 300 px

asia
Thicker outline of the figurative mark

Distance marking
(centered)
Brand Manual June 2024 Page 64
Logo as backdrop

The gamescom asia word mark can be linked to 1 Logo construction

messages or trade show offers. A special logo
version optimized for this use is available for the
logo backdrop.
x

2x

event name
Minimum size
The backdrop version may only be used if it has a 2x
minimum logo width of 300 px in digital formats (at
72 dpi) and a minimum logo width of 40 mm in print.
In all other cases, the filled word mark is also
used here!
2 Standard version 3 Inverted version

1 Logo construction
The word mark uses the same grid as the word-
picture mark and is positioned in the same place.
The message below the word mark is the same
size as the word mark (2x) and has a spacing of
1x (from baseline to x height).

2 Standard version
The white logo is used on dark backgrounds. event name event name
3 Inverted version
The inverted logo is used on light backgrounds.

4 Version for small formats 4 Version for small formats

The logo with the word mark filled in is used for
small formats.

event name

Brand Manual June 2024 Page 65

Backdrop design
options
1 Short words 1 Short words
• Font height of backdrop logo and font height of
messages are the same (1 X)
• Font right-aligned with logo
• Space between backdrop logo and
message is equal to 1/2 X

2 Long words/phrases X
• Font height of backdrop logo and font height of
name
1/2 X
X
messages are equal (1 X)
• Font left-aligned starting from the letter “s”
onwards
• Space between backdrop logo and
message is equal to 1/2 X

! Ascenders
If the messages contain ascender letters that Long words/phrases
2 ! Ascenders
are below the backdrop logo, the 1/2 X spacing
refers to the ascender.

name name
1/2 X 1/2 X

event name

Brand Manual June 2024 Page 66

gamescom asia
colors
1 Primary colors

1 The primary colors of gamescom asia are

black and red. Black only appears as a
background and font color. Red and yellow
can also be used for patterns, backgrounds
Black Red
and in individual cases for text (see page 26). RGB: 0.0.0 RGB: 227.20.52
CMYK: 0.0.0.100 CMYK: 0.96.75.0
The secondary colors (blue, magenta, HEX: #000000 HEX: #e31434
Pantone: Black 6C Pantone: 192 C
2 green, cyan and purple) are used for RAL: 995 RAL: 3028
pattern, backgrounds and in some cases for
text (see page 26).

Anthracite and grey can be used in 2 Secondary colors

3 exceptional cases. White is used only
as a font color.

Blue Magenta Green Cyan Purple Yellow

RGB: 0.0.255 RGB: 255.0.170 RGB: 0.255.0 RGB: 0.185.255 RGB: 120.0.255 RGB: 255.255.0
CMYK: 100.78.0.0 CMYK: 0.100.0.0 CMYK: 60.0.85.0 CMYK: 69.0.0.0 CMYK: 78.84.0.0 CMYK: 0.0.100.0
HEX: #0000fff HEX: #ff00aa HEX: #00ff00 HEX: #00b9ff HEX: #7800ff HEX: #ffff00
Pantone: 7685 C Pantone: 807 C Pantone: 802 C Pantone: 2915 C Pantone: Medium Purple C Pantone: Yellow C
RAL: 5010 RAL: 4010 RAL: 6038 RAL: 5012 RAL: 4005 RAL: 1016

3 Other colors

Anthracite Grey White

RGB 60.60.60 RGB 198.198.198 RGB: 255.255.255
CMYK 65.55.55.60 CMYK 25.20.20.0 CMYK: 0.0.0.0
HEX #3c3c3c HEX #c6c6c6 HEX: #ffffff
Pantone: Cool Gray 11 C Pantone: 538 C RAL: 9016
RAL: 7024 RAL: 7040

Brand Manual June 2024 Page 67

Pattern variants
additional color red

In addition to the color combinations of gamescom,

gamescom asia also has a red tone. This results in
further color combinations.

Allowed color matches are:

• Black/Red
• Red/Yellow
• Red/Blue
• Black/Red/Yellow

Brand Manual June 2024 Page 68

Application
examples
Social media

Since red and yellow are the main colors

of gamescom asia, they should appear
most often in patterns and images.

Brand Manual June 2024 Page 69

 gamescom latam

Brand Manual June 2024 Page 70

gamescom latam
Logo
1 Logo design
5x

x
The word mark is derived from the ITC Avant Garde
x
Gothic font, but optimized in the individual letters.
6x
The logos may only be used in the colors white and
black.

1 Logo design

2 Standard version
2 Standard version 3 Inverted version 4 Special version
3 Inverted version

4 Special version

5 Version for small formats

! Attention: The figurative mark may not be used

as a design element in the brand appearance.

5 Version for small formats (thicker outline of the figurative mark)

Brand Manual June 2024 Page 71

Clear space,
minimum size & 1 Clear space

placement
1/2 H

1 Clear space
Based on the logo height H, the standard 1/4 H
clear space zone is half the logo height (½ H).
For online banners and social media, the
minimum clear space (¼ H) may be used.

Minimum Size
2 In order to ensure the optimal representation
2 Minimum Size 3 Placement options
of the line thickness of the figurative mark,
Print
the minimum width of the logo in print is 40 B = min. 40 mm
mm and 300 px in digital formats. Below the
minimum size, the logo must be used with the
thicker outline of the figurative mark.

Placement B < 40 mm
3 The logo can be placed at the corners of
the layout. Only the safety zone must be
maintained.
Thicker outline of the figurative mark

Exhibition wall (centered) DIN lang folder

(standard safety
Digital clearance zone)

B = min. 300 px

Online banner (minimum clear space)

B < 300 px

Thicker outline of the figurative mark

Distance marking
(centered)
Brand Manual June 2024 Page 72
Logo as backdrop

The gamescom latam word mark can be linked 1 Logo construction

to messages or trade show offers. A special logo
version optimized for this use is available for the
logo backdrop.
x

2x

event name
Minimum size
The backdrop version may only be used if it has a 2x
minimum logo width of 300 px in digital formats (at
72 dpi) and a minimum logo width of 40 mm in print.
In all other cases, the filled word mark is also
used here!
2 Standard version 3 Inverted version

1 Logo construction
The word-picture uses the same grid as the
wordpicture mark and is positioned in the same
place. The message below the word mark is
the same size as the word mark (2x) and has a
spacing of 1x (from baseline to x height).

2 Standard version
The white logo is used on dark backgrounds. event name event name
3 Inverted version
The inverted logo is used on light backgrounds.

4 Version for small formats 4 Version for small formats

The logo with the word mark filled in is used for
small formats.

event name

Brand Manual June 2024 Page 73

Backdrop design
options
1 Short words 1 Short words
• Font height of backdrop logo and font height of
messages are the same (1 X)
• Font right-aligned with logo
• Space between backdrop logo and
message is equal to 1/2 X

2 Long words/phrases X
• Font height of backdrop logo and font height of
name
1/2 X
X
messages are equal (1 X)
• Font left-aligned from the letter “s”
• Space between backdrop logo and
message is equal to 1/2 X

! Ascenders
If the messages contain ascender letters that are
below the backdrop logo, the 1/2 X spacing refers Long words/phrases
2 ! Ascenders
to the ascender.

names names
1/2 X 1/2 X
X
event name

Brand Manual June 2024 Page 74

gamescom latam
colors
1 Primary colors

1 The primary colors of gamescom asia are

black and orange. Black only appears as a
background and font color. Orange can also be
used for patterns, backgrounds and in individual
Black Orange
cases for text RGB: 0.0.0 RGB 255.105.16
CMYK: 0.0.0.100 HEX ff6910
The secondary colors (purple, cyan, blue, HEX: #000000 CMYK 0.69.91.0
2
Pantone: Black 6C Pantone: 165 C
magenta, yellow and green) are used for RAL: 995 RAL: 2017
pattern, backgrounds and in some cases for text
(see page 26).

3 Anthracite and grey can be used in 2 Secondary colors

exceptional cases. White is used only
as a font color.

Purple Cyan Blue Magenta Yellow Geen

RGB: 120.0.255 RGB: 0.185.255 RGB: 0.0.255 RGB: 255.0.170 RGB: 255.255.0 RGB: 0.255.0
CMYK: 60.75.0.0 CMYK: 85.0.0.0 CMYK: 100.50.0.0 CMYK: 0.100.0.0 CMYK: 0.15.100.0 CMYK: 55.0.100.0
HEX: #7800ff HEX: #00b9ff HEX: #0000fff HEX: ff00aa HEX: #ffff00 HEX: #00ff00
Pantone: 2665 C Pantone: 2995 C Pantone: 286 C Pantone: 232 C Pantone: 394 C Pantone: 375 C
RAL: 4005 RAL: 5012 RAL: 5002 RAL: 4010 RAL: 1026 RAL: 6038

3 Other colors

Anthracite Grey White

RGB 60.60.60 RGB 198.198.198 RGB: 255.255.255
CMYK 65.55.55.60 CMYK 25.20.20.0 CMYK: 0.0.0.0
HEX #3c3c3c HEX #c6c6c6 HEX: #ffffff
Pantone: Cool Gray 11 C Pantone: 538 C RAL: 9016
RAL: 7024 RAL: 7040

Brand Manual June 2024 Page 75

Pattern variants
additional color

With the additional color is orange, the following

color combinations can be derived:

Color version 1:
• Black/Orange

Color version 2:
• Orange/Yellow
• Orange/Purple
• Orange/Blue

Color version 3:
• Black/Orange/Yellow
• Black/Orange/Magenta
• Black/Orange/Purple
• Black/Orange/Blue

Brand Manual June 2024 Page 76

Application
examples
Social media

Since orange the main color of gamescom latam, it

should appear most often in patterns, backgrounds
and images.

Brand Manual June 2024 Page 77

 devcom

Brand Manual June 2024 Page 78

devcom Logo

The word mark is derived from the ITC Avant Garde 1 Logo design
Gothic font, but optimized in the individual letters. 5x
The logos may only be used in the colors white and x
black. x

6x
1 Logo construction

2 Standard version

3 Inverted version

4 Special version
2 Standard version 3 Inverted version 4 Special version
5 Version for small formats

! Attention: The figurative mark may not be used

as a design element in the brand appearance.

5 Version for small formats (thicker outline of the figurative mark)

Brand Manual June 2024 Page 79

Safety Zone,
minimum size & 1 Safety zone

placement
1/2 H

1 Safety zone
Based on the logo height H, the standard 1/4 H
safety zone is half the logo height (½ H).
For online banners and social media, the
minimum safety zone (¼ H) may be used.

2 Minimum size
To ensure optimal representation of the line
2 Minimum size 3 Placement options
width of the figurative mark, the minimum
Print
width of the logo is 40 mm in print and 300 B = min. 40 mm
px in digital formats. Below the minimum size,
the logo must be used with the figurative mark
filled in.

3 Placement B < 40 mm
The logo can be placed at the corners of the
layout. Only the protection zones must be
maintained.
Thicker outline of the figurative mark

Exhibition wall (centered) DIN lang flyer

(standard safety zone)
Digital

B = min. 300 px

Online banner (minimum safety zone)

B < 300 px

Thicker outline of the figurative mark

Brand Manual June 2024 Page 80

Logo as backdrop

The devcom word mark can be linked to messages 1 Logo construction

or trade show offers. A special logo version
optimized for this use is available for the logo
x
backdrop.
x

Minimum size 2x
The backdrop version may only be used if it has a
minimum logo width of 300 px in digital formats (at
72 dpi) and a minimum logo width of 40 mm in print.

In all other cases, filled word mark is also used

here!
2 Standard version 3 Inverted version
1 Logo construction
The word-picture uses the same grid as the
wordpicture mark and is positioned in the same
place. The message below the word mark is
the same size as the word mark (1 X) and has a
spacing of ½ X.

2 Standard version
The white logo is used on dark backgrounds.

3 Inverted version
The inverted logo is used on light backgrounds.

4 Version for small formats

The logo with the word mark filled in is used for 4 Version for small formats
small formats.

Brand Manual June 2024 Page 81

Backdrop design
options
1 Short words 1 Short words
• Font height backdrop logo and font height
messages are the same (1 X)
• Font right-aligned to logo
• Space between backdrop logo and
message is equal to 1/2 X

2 Long words/phrases X

name
• Font height backdrop logo and font height 1/2 X
X
messages are equal (1 X)
• Font left-aligned from the letter »s« onwards
• Space between backdrop logo and
message is equal to 1/2 X

! Ascenders
If the messages contain ascender letters
that are below the backdrop logo, the 1/2 X Long words/phrases
2 ! Ascenders
spacing refers to the ascender.

names names
1/2 X 1/2 X
X
event name

Brand Manual June 2024 Page 82

devcom colors

1 Primary colors
1 The primary colors of devcom are black and
cyan. Black appears only as a background
and font color. Cyan can also be used for
patterns and in individual cases for text (see
page 26).
Black Cyan
RGB: 0.0.0 RGB: 0.185.255
2 The secondary colors (purple, blue, yellow, CMYK: 0.0.0.100 CMYK: 69.0.0.0
magenta, yellow and green) are used for HEX: #000000 HEX: #00b9ff
Pantone: Black 6C Pantone: 2915 C
pattern, backgrounds and in individual cases RAL: 995 RAL: 5012
for text (see page 26).

3 Anthracite and grey can be used in

exceptional cases. White is used only 2 Secondary colors
as a font color.

Purple Blue Magenta Yellow Green

RGB: 120.0.255 RGB: 0.0.255 RGB: 255.0.170 RGB: 255.255.0 RGB: 0.255.0
CMYK: 78.84.0.0 CMYK: 100.78.0.0 CMYK: 0.100.0.0 CMYK: 0.0.100.0 CMYK: 60.0.85.0
HEX: #7800ff HEX: #0000fff HEX: #ff00aa HEX: #ffff00 HEX: #00ff00
Pantone: Medium Purple C Pantone: 7685 C Pantone: 807 C Pantone: Yellow C Pantone: 802 C
RAL: 4005 RAL: 5010 RAL: 4010 RAL: 1016 RAL: 6038

3 Other colors

Anthracite Grey White

RGB 60.60.60 RGB 198.198.198 RGB: 255.255.255
CMYK 65.55.55.60 CMYK 25.20.20.0 CMYK: 0.0.0.0
HEX #3c3c3c HEX #c6c6c6 HEX: #ffffff
Pantone: 446 C Pantone: 538 C RAL: 9003
RAL: 7016 RAL: 7047

Brand Manual June 2024 Page 83

 Appendix

Brand Manual June 2024 Page 84

Microtypography
In order to achieve a consistent typeface, here
are some basic rules of microtypography that we 1 Date format
apply to our font.
German English

1 Date format 23. – 27. August 2023 in Köln 23 – 27 August 2023 in Cologne
2 Quotation marks Use en dash (alt + minus) Use en dash (alt + minus)

3 Apostrophes Always write the date with the days, month and year Always write the date with the days, month and year

4 Spacing between number and unit

2 Quotation marks

»Hello Gamer!«
Use guilllements (shift + alt + Q/alt + Q)

3 Apostrophes

Wie geht’s?
Use apostrophes (alt + quotation marks)

4 Spacing between number and unit

300 €
There should be an em space between the number and unit
(ctrl + alt + cmd + M)

Brand Manual June 2024 Page 85

gamescom
Glossary

Syntax rules of gamescom areas and packages.

gamescom gamescom entertainment area gamescom partner country

gamescom asia gamescom epix gamescom retro area

gamescom award gamescom event arena gamescom signing area

gamescom awesome indies gamescom exhibitor party gamescom social area

gamescom biz gamescom family & friends gamescom studio

gamescom business area gamescom forest gamescom wear

gamescom camp gamescom goes green gamesbot

gamescom campus gamescom indie area devcom

gamescom cares gamescom invest circle EPI

gamescom cards & boards gamescom jobs & career

gamescom city festival gamescom LAN

gamescom congress gamescom latam

gamescom cosplay contest gamescom merchandise area

gamescom cosplay village gamescom now

gamescom creator co-working space gamescom Opening Night Live

Brand Manual June 2024 Page 86

General guidelines General guidelines
• Use as few abbreviations as possible

& dates
• Headlines and sublines do not have end of sentence punctuation (unless they are full sentences) and
no lists may be used in headings
• Texts are written in ragged right alignment
• Underlining should generally be avoided
• The hyphen (-) and point are permitted bullet points
• No bullet points in headlines
• Translations into English generally use British English (unless a text is explicitly for the USA)
• If two languages are written next to one another, the English text should be in italics and, if possible, light
grey

Dates
7 May 2015
• The year is written in full, i.e. 2015 not 15
• No spaces within the individual parts of dates, e.g. 01 December 2015
• “From-to” dates do not have a space before or after the dash, e.g. 4-6 May 2015
• In continuous text, dates should be written as follows: 13 November 2015. Do not mix styles (e.g. never write
“from 10 November-13 November”)
• If the year/month is the same, it does not need to be repeated, e.g. 27-31 January 2015
• If the day of the week is written first, it must be separated by a comma. A comma can be placed after the
date, but is not necessary, e.g. Thursday, 24 September 2015[,] 9:00 a.m.-6:00 p.m.
• To avoid international misunderstandings, the month should always be written in full if there is enough
space. Otherwise, the following abbreviations may be used: Jan., Feb., Mar. Apr., Aug., Sept., Oct., Nov.,
Dec. (May, June and July are not shortened)

Note on dates in American English:

If a text is exclusively for the USA, the month should be written before the day. For example, 7 May 2015 would
be written as May 7, 2015 (with a comma separating the numbers).

Brand Manual June 2024 Page 87

Times & Times
Write 6:00 a.m. or 6:00 p.m., depending on the time of day

contacts
• “The designation “a.m.” or “p.m.” (without a space) is always placed after the time written in numerals
• Use a colon between the hour and minute, with no spaces, e.g., 11:05 a.m.
• “From-to” times are written without a space before or after the dash; it is not necessary to repeat
“a.m.” or “p.m.”, (e.g. 10:00-11:00 a.m.). In running text, write “from 9:00 a.m. to 6:00 p.m. Do not mix styles
• (e.g. never write “from 9:00 a.m.-6:00 p.m.”).
• Note: The morning period is represented by AM, indicating the time from 12:00 midnight to 11:59 a.m. The
afternoon period is represented by p.m., indicating the time from 12:00 midday to 11:59 p.m.
Telephone/fax
Tel. +49 221 821-0
Fax +49 221 821-2574
Mobile +49 176 44 55 22 66

Visitor hotline
Tel. +49 1806 002 444

E-mail
e-mail

Functional designations
Functional designations are used in German publications in the German variant and in the English translation
in all other languages.

Brand Manual June 2024 Page 88

Salutation & Salutation
• Ms.

numbers
• Mr.
Dear Sir or Madam
If someone does not want to be addressed with either “Ms.” or “Mr.”, we use first and last names, i.e.:
Hello Luca Mustermann / Dear Luca Mustermann.

Numbers
• Numbers larger than one thousand are written with a comma, e.g. 7,000,000
• Numbers from one to twelve in continuous text are written out in full, and after 13 in numerals. If multiple
numbers occur in one paragraph, however, all numbers can be written as numerals.

Brand Manual June 2024 Page 89

Prices & units of Prices in euro (or other currencies)
30.00 euro (in continuous text), EUR 30.00 (only in tables) or €30.00

measure
• A decimal point is used as a separator, i.e. 30.00 euro
• In continuous text, “euro” comes after the amount
• Only in tables, “EUR” comes before the number written in numerals
• Round values are always written as xx.00 (e.g., 9.00 euro)
• The € sign is allowed where there is little space, e.g. in tables
• To shorten thousands, Teuro or TEUR (only in tables) may be used
• Other currencies should be used in the same way
• Numbers larger than one thousand are written with a comma, e.g., 7,000,000

Negative value
• In continuous text: minus 30.00 euros
• In tables: EUR -30.00 or € -30.00

Units of measure
m or m²
There is no space between the numeral and unit of measure, e.g. 10,000m², but xx EUR/m²

Units of measure combined with prices (square metre prices in exhibitor documents)
XXX.XX euro per m²

Brand Manual June 2024 Page 90

Punctuation Number
Number or the abbreviation no.

Stand number
The format of the stand number is generally a combination of letters and numbers in this order: the letter
followed by a two-digit number without hyphens or spaces, e.g., A10/B20.

Quotation marks
• In English text, we use double upper quotation marks at the beginning and end (e.g. “word”).
• Only within a pair of quotation marks do we indicate other quotes or highlights using single upper quotation
marks (e.g. “Be sure to visit the ‘IDS – International Dental Show’.”).

Enumeration
If the enumeration is in sentence form (integrated in a sentence), each item in the list is followed by a comma
and there is a period after the last item. If the standalone line explicitly introduces
the bullet points, a colon can be used. The bullet points are in uppercase or lowercase, depending on the
type of word.

In the example below, it is not clear why the items are written in lowercase followed by a comma:

Here you can find

• clothes,
• shorts, (alternatively “and”)
• skirts.
If the list stands on its own, each bullet point begins with a capital and complete sentences end with a full stop.
Only bullet points remain without a period.

Brand Manual June 2024 Page 91

Punctuation Spaces before and after special characters
• Special characters, e.g. ampersand (&), paragraph (§), etc. have a space before and after.
• All arithmetic operators also have a space before and after the numbers, e.g. “Hall 5 + 6”
• Exceptions: Percentages do not have a space before or after, e.g. 100%, nor do forward slashes (/),
e.g. school year 2015/2016 (in continuous texts, “percent” can be wwritten as a word).

Brackets
Brackets are placed before and after the text you want to enclose without spaces. Unless followed by a punctua-
tion mark, there is a space before the opening and closing bracket.
Example: “In comparison, the number of visitors (35,000 visitors in 2015) rose again.”

Colon
After a colon, the first word starts with
• a lower case letter if followed by a list or sentence fragment, e.g. “The exhibitors came from the following
countries: from Germany, the USA, Great Britain …” or “The turnover increased: from xx euro in 2011 to xx euro
in 2012.”
• an upper case letter if a complete sentence follows, e.g. “Everyone was satisfied: The rental results exceeded
expectations.”

Dash/hyphen
• The hyphen is short and is used to join two or more words together (e.g. e-mail).
• The dash is longer and has a space before and after. It allows for insertions or comparisons
(e.g. Simply stir — finished! German — English).
A dash emphasises a pause more strongly than a comma (as can be seen here).
A dash is generated automatically by Word, or you can insert it by using the shortcut ALT+0150 or with
Ctrl+minus sign.

Brand Manual June 2024 Page 92

Address details
Köln/Cologne and Deutschland/Germany in addresses
In letters, on business cards and in the imprint, “Köln” is left in German in the address details in
all language versions. If a translation seems necessary for information purposes, this can be
placed after Köln in italics, e.g. 50679 Köln Cologne

“Deutschland” is translated into English, i.e. Germany.

In continuous texts, the language of the continuous text is used.

How to spell “Koelnmesse”

In contrast to the corporate brand and word mark, in which “koelnmesse” is always written
with a lowercase “k”, the company name in a text is always written with a capital “K”.

The communication form “Koelnmesse” (without GmbH) is used to address customers, such
as in advertising, marketing, public relations or internal media. Articles and prepositions are
used in combination with the legal and communication form.

“Koelnmesse” should only be hyphenated if absolutely necessary, and then only as follows:
“Koeln-messe”. As a general rule, division into syllables is not desired. Abbreviation of the
name “Koelnmesse” is not allowed. The name “Koelnmesse” appears in the colour and font
of the remaining text. Quotation marks and distinctions are also only to be used if the name
is to be highlighted in some way, but generally this should be avoided.

Brand Manual June 2024 Page 93

Printing
specifications
Font Koelnmesse
Trebuchet MS

General
• www.koelnmesse.de or www.anytradefair.de on the left-hand side in the grid on the brochure cover page
• If this is not legible because of the motif, place the link on the right-hand side

Page numbering
• Page numbers up to 9 start with a zero and written in bold

Typography
• Headlines and quotes, which appear as sublines, are set in American flush-left style
• Other sublines and continuous text are set in ragged-right alignment
• Check the hyphenation

Imprint
• Koelnmesse is always written in its correct legal form: Koelnmesse GmbH
• The country may be translated into English.
• Subsidiaries are always written in their correct legal form: e.g. Koelnmesse Ausstellungen GmbH

English imprint:
Koelnmesse GmbH
Messeplatz 1
50679 Cologne
Germany
Tel. +49 221 821-0
Fax +49 221 821-2574
[email protected]

Brand Manual June 2024 Page 94

Thank you.