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BRAND GUIDE
INTRODUCTION
OVERVIEW
TONE
GAMEPLAY
BRAND TOOLS
ART ASSETS
Welcome to the Brand Guidelines for THE FINALS. This document contains all you need to know about how the brand should be used across materials, both in digital and print, ensuring the brand remains consistent.
Using our brand correctly is very important to us, so we ask that this guide is always referred and adhered to. We sincerely hope you enjoy getting to know the brand better!
THE FINALS
O V E R V I E W
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A free-to-play, team-based, first-person shooter �that pushes environmental dynamism, destruction,
and player freedom to the limits.
I N A N U T S H E L L
You’re a contestant in THE FINALS – the ultimate combat entertainment game show. You and your team fight for fame, riches, and the favour of generous seasonal sponsors.
G A M E P R E M I S E
Our hyper-realistic arenas are based on some of the most iconic places on earth. Time of day, weather, and game- changing events will mix things up, so expect the unexpected.
G A M E W O R L D
E N V I R O N M E N T A L D Y N A M I S M
Fight it out in massively dynamic environments, with complete server-side destruction, interactive physical objects, and more.
P L A Y E R F R E E D O M
Be who you want to be. Play how you want to play. Deep visual and gameplay customization empowers a wide range of diversity.
S T Y L E | T O N E | V O I C E
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THE FINALS puts you in a sandbox of meaningful choices, contrasting styles and interactivity that you have never before experienced in a shooter.
DYNAMIC
With many ways to play the game, a significant emphasis on individual player agency, choice, growth, and risk/reward, coupled with an inviting and vibrant game presentation and satisfying interactions, THE FINALS is sticky and appealing.
CAPTIVATING
While spectacular and exaggerated, THE FINALS is inherently intuitive — where if you instinctively think something will work, it probably will.
INTUITIVE
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GAME PILLARS
HIGH-LEVEL DISCOVERY DELIVERS ON THESE PILLARS
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OUR TREATMENT OF THE WORLD DIRECTION
STYLE & TONE
APPEAL & BRUTALITY
Explosive and brutal action in an inviting and playful world.
Taking the stylized and exaggerated and presenting it as something real.
REALISM & STYLIZATION
CHAOS & CONTROL
Massively dynamic world presented in an �intuitive way.
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HOW WE SOUND AND SPEAK TO PLAYERS
TONE OF VOICE
ASSERTIVE
We communicate with confidence, authority, and assurance
We encourage players to leave their mark and achieve their goals
MOTIVATING
WITTY
We’re funny, but our humor
is keenly self-aware
We communicate with confidence, authority, and assurance
We celebrate success by:
And we don’t:
We encourage players to leave their mark and achieve their goals
We encourage players by:
And we don’t:
We’re funny, but our humor �is keenly self-aware
We’re funny by:
And we’re not
ASSERTIVE
MOTIVATING
WITTY
O N E C R I T I C A L R U L E
The action in the arena can imply violence and brutality, but our words do not. Our story and words should be appropriate for an audience aged 12 and up, but like a good family movie, there are lines that will be funnier to adults.
G A M E P L A Y
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C O R E G A M E P L A Y
This is not a static shooter. Unlearn your shooter instincts, enter any space, climb every rooftop, blow a hole in any wall, and wreck entire buildings. Use the environment to your advantage and develop original strategies with your team. And remember that your opponents will do so too!
C O R E G A M E M O D E — E X T R A C T I O N
A fast-paced game mode, where teams of three compete to find and deposit boxes of cash. Build your contestant, enter the arena. Find a vault, grab the cash box, and take it to a cashout station. Defend against attacks and steals. The team with the most money at the end of the round wins.
W O R L D & N A R R A T I V E
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T H E W O R L D
THE FINALS is the greatest virtual game show on the planet, with a large, global fan base. THE FINALS is a window to a bigger world in which the game show is set, consisting of the Meatspace and the Virtual World, but most people spend their time in the Virtual World. This takes place about 75 years in the future.
T H E G A M E S H O W
Contestants and showrunners all join through VR-tech.
Contestants are largely unknown before they compete; fame comes with being on and winning the game show. Sponsors want exposure to this massive audience for their brand and products/services, and sponsored gear is a sign of a success for contestants.
T H E G A M E S H O W
THE FINALS feels sporty, but it leans away from sports and toward entertainment. THE FINALS is not about survival - even though the combat and competition can be brutal, the violence is balanced by the show's approachable and playful premise and style. This relates to our style & tone pillar of “appeal and brutality.” “Coin death” and VR-effects communicate that this isn’t real; no one is getting hurt.
G A M E S H O W C H A R A C T E R S
NAMA TAMA is the game show’s mascot, who emphasizes the inviting element of the game. Nama celebrates successes and is extremely optimistic, even terminally so in the face of being cracked or squished.
THE COMMENTATORS Scotty and June, provide key information about the match, speaking to the fans who are watching.
THE ANNOUNCER is an erratic, larger-than-life master of ceremonies
who can be heard through the loudspeakers in the arena.
GLOSSARY
We say… | We mean… |
arena | Matches occur in virtual-reality arenas. |
builds�(Light Build, Medium Build, Heavy Build) | There are three body builds from which you can choose when creating a contestant. |
cashout station | Contestants must pick up a cash box and insert it in a cashout station to start a cashout. |
contestant | THE FINALS is a game show; therefore, the players are contestants. |
elimination | When a contestant’s health has been depleted entirely, the contestant is eliminated. The contestant may respawn. |
specialization | There are different specializations within each build (e.g. Cloaking Device is a specialization option for the Light Build). |
wiped, wipeout | When the last player standing of a team in has been eliminated, this is called a wipe or wipeout. |
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WHAT WE SAY
A GAME SHOW �AT HEART
THE FINALS isn’t a battle royale or a military sim. It’s a tournament-based game show with elimination in an arena setting.
NOT JUST A
SHOOTER
Aiming and shooting are important, but contestants who use physics and the environment to their advantage can also come out on top.
A HERO �BUILDER
THE FINALS isn’t a hero shooter. It’s a hero builder, that gives you the freedom to choose who you want to be, and how you want to play.
BRAND TOOLS
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KEY ART
PRIMARY HORIZONTAL KEY ART
THE_FINALS_KEYART_01_Horizonbtal_3840x2160_16x9.psb
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KEY ART
PRIMARY VERTICAL KEY ART
THE_FINALS_KEYART_01_Vertical_3600x5675.psd
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ART ELEMENTS
MISUSE
Never flip elements
Never put logos, symbols, text etc. above key elements
Never crop key elements
Never change colors or apply any effects
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LOGOTYPES
PRIMARY LOGOTYPES
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LOGOTYPES
SECONDARY LOGOTYPES & ELEMENTS
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LOGOTYPES
MISUSE
Never rotate the logo
Never add any treatment, effects, shadows etc.
Never change the relationship of the logo components
Never use any other color than #F1F2F4 and #1D1A2A
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TYPOGRAPHY
Alternative Charsets
ExtraCondensed-ExtraBoldItalic
Condensed-Medium
ExtraCondensed-ExtraBoldItalic
Condensed-Bold
Korean - Noto_Sans_KR
Traditional Chinese - Noto_Sans_TC
Simplified Chinese - Noto_Sans_SC
Thai - Noto_Sans_Thai
SAIRA
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COLORS
THE FINALS PALETTE
THE FINALS RED
PRIMARY
NEUTRAL
NEUTRAL
THE FINALS WHITE
THE FINALS BLACK
HEX
#D21F3C
RGB
210 31 60
CMYK
11 100 79 2
HEX
#E5E6E8
RGB
229 230 232
CMYK
9 6 5 0
HEX
#1D1A20
RGB
29 26 32
CMYK
74 71 61 75
COMPLEMENTARY
THE FINALS YELLOW
HEX
#F7BB2B
RGB
247 187 43
CMYK
3 28 95 0
ART ASSETS
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ART ASSETS
ALTERNATIVE PRIMARY KEY ART CROPS
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ART ASSETS
BACKGROUNDS
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ART ASSETS
SCREENSHOTS
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ART ASSETS
CONCEPT ART
CAN YOU REACH THE FINALS.?!
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