BRAND GUIDELINES

BRAND
GUIDELINES

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BRAND GUIDELINES

brand guidelines
We want our brand identity to be as high quality
as our games, which is why we have put together
this brand standard.

Our design is supportive rather than expressive, to give room for

our games to shine. Inside our Brand Guidelines you’ll nd written,
visual and graphic elements that comprise our brand. The following
pages give guidance for using them in a consistent, distinctly
Supercell way.

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logo

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BRAND GUIDELINES

Logo

The logo is our most valuable asset. It symbolizes our

culture, small teams working together in close proximity. It
should never be recreated or altered.

QUICK GUIDE

• Use logo only in black or white

• Black background is preferred, use white background if needed
• No type or other elements should infringe on its space
• On image, white logo is preferred
• When color background is needed, use white logo

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Clear Space

In order to make our logo identi able, it should always be given

space to breathe. Breathing is very important. The clear space is
measured by the height of the letter E.

CLEAR SPACE

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Location

The primary location is centered. Preferred secondary location is

bottom left or right.

PRIMARY LOCATION — CENTERED ON PAGE SECONDARY LOCATION — BOTTOM LEFT OR RIGHT

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Size

Primary — Logo height is ⅓ of short length Small — For stationery items, the logo height is ⅛ of short length
Secondary — If the primary rule makes the logo look too big, ¼ of short length Large — Logo height is ½ of page length, where a large logo is needed

PRIMARY SECONDARY SMALL LARGE

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typography

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Typography

Supercell has a two distinct brand typefaces, Supercell Headline

and Supercell Text. Paired together they create a distinct look that
feels uniquely ours.

SUPERCELL HEADLINE

Bold and geometric. Supercell has a distinct brand headline

typeface that complements our logo. Supercell Headline is used in
headlines and larger text — in any type that needs attention:
headline, signage, or call out.

SUPERCELL TEXT

Supercell Text is paired for best legibility for smaller text —

subheads and body copy. It’s highly functional and timeless.

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BRAND GUIDELINES

Supercell Headline SUPERCELL HEADLINE HEAVY

the quick hog rider jumps

over the lazy wall
SUPERCELL HEADLINE BOLD

the quick hog rider jumps

over the lazy wall

TYPEFACE DETAILS

• Primary — Supercell Headline Heavy

• Secondary — Supercell Headline Bold
• Always all capitals
• Size always large and bold
• Leading: 10% of type size
• Optical kerning
• Tracking: -15 (Adobe packages)
• Left or center aligned

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BRAND GUIDELINES

SUPERCELL TEXT BOLD

Supercell Text
The quick Hog Rider jumps over the lazy wall

SUPERCELL TEXT MEDIUM

The quick Hog Rider jumps over the lazy wall

SUPERCELL TEXT REGULAR

The quick Hog Rider jumps over the lazy wall

TYPEFACE DETAILS

• Regular, Medium and Bold

• Sentence case or all capitals
• Leading: 45% of type size
• Optical kerning
• Tracking: 0 (Adobe packages)
• Left or centre aligned

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Type Alignment

Typically type is aligned to left margin, and starts at top. Like our
logo, we can also center type.

the quick hog rider jumps

over the lazy wall

the quick hog rider jumps

over the lazy wall

PRIMARY ALIGNMENT IS TOP LEFT CORNER SECONDARY ALIGNMENT IS CENTERED

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Typography Example
Supercell was
founded on a few
core beliefs
Supercell is a mobile game developer based in
Helsinki, Finland, with o ces in San Francisco,
Tokyo, Seoul and Beijing.

We used this simple sentence to describe our idea of a new

kind of games company that would put people front and center.
We thought to ourselves: “What if you put together a games
company the way you’d put together a professional sports
team?” It would be an environment with zero bureaucracy. A
place where the best people could make the biggest possible
impact and nothing would stand in their way. Everything else,
including nancial goals, would be secondary.

Small and Independent Cells

We’ve found that the best quality work comes from small teams
in which every single member is passionate about what they do.
Often times when teams become bigger, processes,
bureaucracy and even politics emerge, and the work just isn’t
fun anymore.
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color

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BRAND GUIDELINES

Primary Colors

Supercell has two primary colors, black and white. These are our
hero colors and the bedrock of our brand. We use black and white
to signify quality and focus, while most importantly, giving our
games room to shine. Use these colors for type and backgrounds.

Supercell Black Supercell White

#000000 #FFFFFF
40C 30M 30Y 100K 0C 0M 0Y 0K
PMS Black 6 C PMS —
PMS Neutral Black U PMS —

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Accent Colors

We want our accent colors to be fun and bright, just like our games.
Accent colors should be used to highlight text or infographics or to PRIMARY PRIMARY

create UI elements.
Supercell Blue Supercell Green
While the colors are not game speci c, they share a #2D85F3 #21C49F
80C 40M 0Y 0K 70C 0M 50Y 0K
complementary hue to our games. Accent colors should be used 2727C 3265C

thoughtfully — ideally one accent color at a time.

SECONDARY SECONDARY

Supercell Pink Supercell Yellow

#FB62AA #F7DB1C
0C 80M 0Y 0K 5C 10M 90Y 0K
212C 109C

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Supporting Grays

In addition to our primary and accent colors, we have a set of

Supporting Grays. These help our accent colors to pop out and
create hierarchy in layouts. The supporting grays are best applied
Supercell Dark Gray Supercell Medium Gray
in text, backgrounds and digital applications.
#191919 #666666

Supercell Gray Supercell Light Gray

#CCCCCC #F2F2F2

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Gradients

The accent colors can also be used as gradients to bring attention

to speci c visual elements: timelines and infographics. The
gradients are best applied in digital applications like websites and
presentations. Gradients should be used sparingly.

GRADIENT A
Supercell Blue

Supercell Blue Supercell Green

GRADIENT B

Supercell Blue Supercell Pink

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Color Usage Ratio

This chart represents the overall color usage ratio in our corporate
touchpoints. Please note — this ratio should be taken as a guide
rather than a rule.

70% 30%
PRIMARY COLORS COLOR USAGE RATIO ACCENT COLORS

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