// T A B L E O F C O N T E N T S P A G E // 0 1

BRAND BIBLE
V E R S I O N // 0 0 3
03_ 2022
 // T A B L E O F C O N T E N T S
TABLE OF CONTENTS
01 INTRODUCTION 02 IDENTITY 03 VALUES 04 GUIDELINES 05 LIVE SERVICE 06 APPENDIX
BRANDING
WE ARE VALORANT Company Vision Unapologetically Global The Logo Brand Assets
USING THIS BIBLE Branding Episode & Acts
Team Mission Audacious Color Must Watch Brand Video

Gameplay Foundations
Brand Position Hypernatural Typography

Brand Platform (Promise) Mature Type Treatments // Lock-ups

Brand Tagline Playful Edge The Grid

PC Product Positioning Protopian Supporting Visuals

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Stylish Agent Key Art Usage

Iconic Brand Visuals DOWNLOADS

Culture of Competition Get the goods.

 USING THE BRAND BIBLE

WE ARE
VALORANT

// T H E B R A N D B I B L E
This is the foundation of the VALORANT But, why does a brand that suggests
brand–how we want to be seen, heard, you “DEFY THE LIMITS” have a
and experienced. Global offices, structured set of guidelines? Good
partners, and representatives should question. While this is our foundation
create for VALORANT using this as and everything here should be
their guide. By using the information considered the capital “T” Truth, it
contained here, together we will is also a living document. As the
establish a consistent and impactful brand evolves, grows, and reacts
brand that cements our unique place to a changing landscape, so will the
in the First Person Shooter and larger content found here.
gaming landscape.

P A G E // 0 3
Want to challenge something or present an improvement? Bring it on.

RIOT GAMES
 IDENTITY
T H E C O R E

RIOT GAMES
 IDENTIT Y

COMPANY
VISION

// T H E B R A N D B I B L E
We aspire to be the most
player-focused game
company in the world.

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RIOT GAMES
.05
 IDENTITY

TEAM
MISSION

// T H E B R A N D B I B L E
Build an aspirational
brand that inspires
players to make
VALORANT their most

P A G E // 0 6
important tribe.

.06
I D E N T I T Y // B R A N D P R O M I S E

WHERE
CREATIVITY

// T H E B R A N D B I B L E
MEETS
CLUTCH

PPAAGG EE //// 0077

B R A N D P R O M I S E

.07
 DEFY
IDENTITY // BRAND TAGLINE

THE
LIMITS .08
IDENTIT Y

PC PRODUCT
POSITIONING
VALORANT is a stylish,
competitive, team-based
tactical shooter; where abilities
create unique and unexpected

P A G E // 0 9
opportunities to clutch.

.09
// B R A N D P I L L A R S P A G E // 0 1 0
VALUES
BRAND
S
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A

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.001

B R A N D VA LU E S

UNAPOLOGETICALLY
GLOBAL

EAO TNI CL A U N C H
We’re truly global and also hyper-local. The

R IACN T /C/I N EN M
brand trades in the global youth culture

// T H E B R A N D B I B L E
(fashion, music, etc.) while drawing on local U N A P O L O G E T I C A L

AT
2 EC :I NVEA ML O
gen-z culture. We aren’t afraid to speak in
terms not everyone understands, as long as it’s

PK
highlighting a hyperlocal truth or flavor like no

K E R- E ET A
game has before. Creating local ambassadors

T A//
breeds a global brand.

EG
. RI M

P A G E // 0 1 1
.002

B R A N D VA LU E S

AUDACIOUS

ELDERFLAME
We’re a brand that takes risks because the
safe bet is played out. We are bold, but
calculated. We don’t create without first

//
asking “what can we do that no one else

// T H E B R A N D B I B L E
RAZE CG
in the genre is willing to try?” This is how
“Defy the Limits” was born.

//
WATCH

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 HYPERNATURAL
.003

B R A N D VA LU E S

HYPERNATURAL
High lethality and consequential gameplay
grounds VALORANT in reality, while the influence

A TA ITCI C
of Radianite bends the rules. The world, Agents,

EM
R _A1N TC I CNI EN M
and combat opportunities are shaped not only

// T H E B R A N D B I B L E
by the limitations of reality, but also the ways H Y P E R N A T U R A L

OP
RDEUT EA LK IES T: SV A- L E
they can defy its limits. Our Agents are not
superheroes, they’re hyper-natural.

. I M G //

P A G E // 0 1 3
.004

B R A N D VA LU E S

MATURE
In VALORANT, maturity comes in many colors.
It’s a graphic novel that stands out on the shelf
rather than a Saturday morning cartoon nestled

R E TA K E - E P_ 2 C I N E M AT I C
between cereal commercials. We’ve got grit.

// T H E B R A N D B I B L E
Our Agents are human, and so are our players.
We aren’t afraid to take on complex topics with
serious tones, and we respect our players'
appetite for something real.

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.005

B R A N D VA LU E S

PLAYFUL EDGE
Our brand knows when to shave some rough

ZEDD
edges to create the contrast required for
meaningful messages to land. Making bold

//
moves into bright and creative spaces is

// T H E B R A N D B I B L E
GLITCHPOP
necessary to showcase hyper-natural and stylish
themes. Every Protocol 781-A needs a Glitchpop,
just like Omen needs Phoenix.

//
WARM UP

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.006

B R A N D VA LU E S

PROTOPIAN
Danger, but not doom. We’re a near

. I M G // W AR ER TMA KU EP :C VG A L O R/ A/ N T DC IUNEELMI SA TT ISC C G

future earth–in a future where things
can get better. In our world, technology
pushes us into a dynamic, shifting, and

// T H E B R A N D B I B L E
colorful tomorrow that hasn’t quite been P R O T O P I A N

realized. There’s high contrast moments

of darkness and light, and all of the gray
moments between.

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.007

B R A N D VA LU E S

STYLISH
In and out of game, the creative expression
of our brand and our community lives on

SAGE LNY (SOCIAL)

the cutting edge of style with pride. If you’re
willing to push the envelope and embrace

// T H E B R A N D B I B L E
risk, so are we. We don’t make gamer-chic.
We’re modern, self-aware, and catered for

//
players who are ready to say something. No

WATCH
matter which Agent you play, self-expression
and style give players the chance to execute
unique plays that reflect their unique
personality.

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.008

B R A N D VA LU E S

ICONIC
Even when reduced to its essence, an

FRACTURE LAUNCH
iconic brand is still recognizable. While
our creative expressions are bold and
occasionally risky, they’re still easily

// T H E B R A N D B I B L E
understood and identified as part of the I C O N I C

//
VALORANT brand. Experimental at times,
but always aesthetically deliberate.

CHAMBER KEY ART

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.009

B R A N D VA LU E S

CULTURE OF
COMPETITION

DIE FOR YOU_ _ E-SPORTS MUSIC VIDEO

When you choose VALORANT, you’re choosing to
join a tribe of people that care deeply about what

// T H E B R A N D B I B L E
they represent, and will fight to keep it. You demand
excellence, welcome a challenge, and aren’t afraid
to be bold. Every VALORANT player you meet is
someone who speaks your language and shares
those core values. That connection also bridges our
relationship as developers to players. While our
players push to be better in and out of the game, we
match that by challenging ourselves to make the best
experiences possible. Meeting the players where they
are in an evolving cultural landscape isn't easy, it

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forces us to adapt, and we like that.
// B R A N D P I L L A R S P A G E // 0 2 0
GUIDELINES
BRAND
S
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THE LOGO
BRAND GUIDELINES

// B R A N D G U I D E L I N E S
THE LOGO
Our logo is a celebration of our angular gameplay
and is inspired by the chevrons found in military
insignia. We set out to create a design with a
modern aesthetic that would stand the test of
time–simple and clean, but retaining character. It is
sharp and precise, just like our gameplay, but with
rounded edges for approachability.

The VALORANT logo speaks for itself and

reinforces our brand's visual pillars. It’s modern,
iconic, stylish and mature with a playful edge (and
a hint of the hypernatural).

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B R A N D G U I D E L I N E S // T H E L O G O K I T

// B R A N D G U I D E L I N E S
MEET THE FAMILY
The primary VALORANT logo should always be the go-to
version. The secondary logo should be used in layouts
where a horizontal version is necessary. The logotype can
be used separately from the bug within the same layout.

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PRIMARY SECONDARY LOGO TYPE
B R A N D G U I D E L I N E S // T H E L O G O K I T

// B R A N D G U I D E L I N E S
THE BUG
The VALORANT logo system is extremely The “V” bug “LOGOMARK” is our brand
versatile. The full logo lockup can be bro- mark. This is the simplest tool to manip-
ken apart and used as two independent ulate and represent the brand in its basic
pieces to communicate the brand. form. Get crazy with it - just don’t modify it.

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PRIMARY BUG SECONDARY BUG SECONDARY BUG
B R A N D G U I D E L I N E S // T H E L O G O S PA C E

// B R A N D G U I D E L I N E S
THE LOGO
Every logo needs defined and consistent
room to live, breathe, and stand out unob-
structed. VALORANT is no different.

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PRIMARY SECONDARY LOGO TYPE
B R A N D G U I D E L I N E S // L O G O U S A G E

// B R A N D G U I D E L I N E S
THE LOGO
Pretty standard stuff here - try not
to destroy our brand.

DO NOT /// STRETCH OR DISTORT THE LOGO DO NOT /// USE DIFFERENT COLORS WITHIN DO NOT /// USE UNAPPROVED COLORS DO NOT /// APPLY STROKES OR EFFECTS
THE LOCKUP

DO NOT /// USE UNAPPROVED FONTS DO NOT /// MODIFY THE BUG DO NOT /// USE UNAPPROVED LOCKUP DO NOT /// ALTER THE PROPORTIONS
CONFIGURATIONS

P A G E // 0 2 5
BRAND GUIDELINES

// B R A N D G U I D E L I N E S
CORE BRAND COLORS
NAV Y RED GRE Y OFF-WHITE MINT (ACCENT)
— — — — —
#0F1923 #FF4655 #8B978F #ECE8E1 #66E5DA
R 15 G 25 B 35 R 255 G 70 B 85 R 139 G 151 B 143 R 236 G 232 B 225 R 102 G 229 B 218
C 84% M 72% Y 58% K 74% C 0% M 87% Y 59% K 0% C 48% M 32% Y 42% K 2% C 0% M 7% Y 6% K 9% C 55% M 0% Y 33% K 7%
PMS 2965c PMS Warm Red 032c PMS 7542c PMS Cool Grey 1c PMS TBD

USAGE ON NAV Y USAGE ON RED USAGE ON GRE Y USAGE ON OFF-WHITE AC CEN T US AGE ONLY

P A G E // 0 2 6
BRAND GUIDELINES

// B R A N D G U I D E L I N E S
TYPOGRAPHY
HEADLINE /// TUNGSTEN BOLD /// UPPERCASE /// SUB-HEADLINE /// DIN NEXT LT PRO MEDIUM /// UPPERCASE ///
KERNING: AUTO /// TRACKING: 0 /// LEADING: 75% OF FONT SIZE KERNING: OPTICAL /// TRACKING: 40 /// LEADING: 100% OF FONT SIZE /// PLEASE USE THE SPECIAL GLYPHS BELOW WHEN POSSIBLE

DEFY
THE BODY /// DIN NEXT LT PRO REGULAR /// SENTENCE CASE OR UPPERCASE /// KERNING: OPTICAL /// TRACKING: 10 /// LEADING: AUTO

LIMITS
Brand voice phablet hit the like button leverage. B2C disruptive tech curated social influenc-
er omnichannel verticals quiet period. Proprietary big data context disruptive tech down-
load. Virality reaching out dedication council pivot inbound. Crowdsource vertical-specific
responsive conversions blogosphere learnings. Leading the pack millennials native content
scalability B2C. Buzzword fanbassador dashboard snackable content.

_GLOBAL ALTS
WHERE PRECISE
GUNPLAY MATTERS

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TUNGSTEN - BOLD // LATIN NOTO SANS HK - BLACK // CHINESE (HONG KONG)
NOTO SANS JP - BLACK // CHINESE (TRADTIONAL)
OSWALD - BOLD // CYRILLIC EXTENDED KANIT- BOLD // THAI

NOTO SANS SC - BLACK // CHINESE (SIMPLIFIED)

NOTO SANS JP - BLACK // JAPANESE ANTON - REGULAR // VIETNAMESE

BLACK HAN SANS - BOLD // KOREAN
B R A N D G U I D E L I N E S // L O C K - U P S

// B R A N D G U I D E L I N E S
When creating typographic logo lockups, please follow these rules so hierarchy,
message, and style stay consistent and identifiable as VALORANT. Go for clean,
calculated, and confident. Don’t scream, but make sure you’re heard.

TRY /// Creating 3 distinct zones of hierarchy. Large, TRY /// Keeping it clean when you need the VALORANT TRY /// Using color to create contrast and focus - color can create weight and
Medium, and Small. logo to read first. Great top of funnel lockup right here. balance without increasing physical size. Play with the inclusion of the bug. Create
unique line work to accent the moment. Have a playful edge.

BATTLEPASS
: EPISODE_04 // DISUPTION // ACT III :
: E P_12 // ACT IV :

TRY /// To never use more than 2 fonts and or more than TRY /// Using the bug to make the overall lockup a unique TRY /// Seeing how the lockup might work in other languages.
two sizes. shape while adding reinforced brand. Play with roman numerals and alt glyphs.

P A G E // 0 2 8
B R A N D G U I D E L I N E S // L O C K - U P S

// B R A N D G U I D E L I N E S
DO NOT /// Form a "shape" by scaling up or down fonts to DO NOT /// NEVER use unapproved or unlicensed DO NOT /// Stretch letter forms in our logo- type or
make a square. Aslo, do not typeest VALORANT. fonts in designs or lockups. bug. Do not use unaproved fonts.

VALORANT
BATTLEPASS
EPISODE 04
DO NOT /// Make everything bold and similar in size. Don't make small copy EXTRA DO NOT /// Have competing hierarchy DO NOT /// Place logo bug near logotype. Do not
bold. Do not use more than 2 colors. Do not pair logo and logo bug in unapproved match width of logotype and type - maintain scale
ways.ways. differences. Avoid using our accent color this boldly.

BATTLEPASS

P A G E // 0 2 9
EPISODE _04 / DISUPTION / ACT III
B R A N D G U I D E L I N E S // B R A N D V I S U A L S

// B R A N D G U I D E L I N E S
THE GRID
VALORANT has a tactical grid texture that can care and intent. Subtle details within the grid
be utilized to help reinforce our brand identity. can reinforce the visual message, but some
For maximum effect it should be placed with rules should always be observed.

Always place the VALORANT

bug into the grid - preferably
in the top left corner. The grid elements should frame
DEFY THE LIMITS can be the design, but always using a
paired here. grid structure.

Grid elements should be placed

with intent and support the art by
Add tiny textural details that relate
guiding the eye in the design. Try
to the design. Episode name, Agent

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not to be arbitrary with grid usage.
names, GPS coordinates, Episode
number, Act, country name, etc.
B R A N D G U I D E L I N E S // V I S U A L S U P P O R T

// B R A N D G U I D E L I N E S
THE VAL ANGLE
Always follow the 51° angle of our “V” in the
VALORANT logomark. Do NOT stretch it out.
Rotating a premade Notch does not work. Dou-
ble check the angle in every layout.

51°

51°
51° WRONG RIGHT
ANGLE ANGLE

P A G E // 0 3 1
Utilize the angle to make simple shapes more unique, dynamic
and VALORANT. Don't go overboard.
B R A N D G U I D E L I N E S // V I S U A L S U P P O R T

// B R A N D G U I D E L I N E S
AGENT TYPE
All our Agents have custom-created type treatments
that can be used to support Agent-centric designs.

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DOWNLOAD
B R A N D G U I D E L I N E S // V I S U A L S U P P O R T

// B R A N D G U I D E L I N E S
AGENT KEY ART
VFX

For best fidelity utilize the origi-

nal layered agent PSD - the VFX
includes blending layers that will
compliment the layout.

RIM LIGHT

Every agent illustration comes

with a layered rim light. Har-
monize the design with con-
nective color in the layout.

SHADOWS

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Hard-edge drop shadows can
be used on crops from the
knees up. VFX should never
have drop shadows. If using
a full-body crop - use the in-
cluded ground shadow. Do NOT
combine shadows.
B R A N D G U I D E L I N E S // V I S U A L S U P P O R T

// B R A N D G U I D E L I N E S
AGENT KEY ART USAGE
The VALORANT logo can be used
The Agents' silhouette, color, as a graphic treatment to accent
and pose should be the abso- Use grid-to-frame layout to bring
Utilize Agent type treatments in Agent art.
lute focus. Compliment it. Use textural Agent type. the focus to the illustration.
subtle and clean ways.

P A G E // 0 3 4
Maximize crop for attitude. KEEP IT GRAPHIC. Always Duo-toned or gradient-mapped
use clean brand-approved backdrops can be utilized with Agent
colors, avoid heavily-colored key art–it should always feel subtle,
gradients and photo-realis- related to the agent, and should nev-
tic backgrounds. Slight gradients can be used to
make copy read over Agents. er compete with Agent art style and
Match it to the backdrop color. aesthetic.
B R A N D G U I D E L I N E S // V I S U A L S U P P O R T

// B R A N D G U I D E L I N E S
AGENT KEY ART / DON'TS
NEVER use a full-color NEVER Use multi-colored or soft gradients.
background. Keep it bold and stylized. NEVER colorize an Agent.
NEVER combine art styles. NEVER use unapproved
fonts.

P A G E // 0 3 5
NEVER modify or desaturate NEVER place Agent key NEVER pair with unapproved colors.
an Agent's color. art in a "scene.”

NEVER make the rim light blend in.

It should feel bright.
B R A N D G U I D E L I N E S // V I S U A L R E F E R E N C E

// B R A N D G U I D E L I N E S
CORE BRAND VISUALS [ OFF-WHITE E XECUTIONS ]

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V L R N T P R 0 T0 C 0 L V L R N T P R 0 T0 C 0 L
BRZ BRZ
B R A N D G U I D E L I N E S // V I S U A L R E F E R E N C E

// B R A N D G U I D E L I N E S
CORE BRAND VISUALS [ RED EXECUTIONS ]

P A G E // 0 3 7
B R A N D G U I D E L I N E S // V I S U A L R E F E R E N C E

// B R A N D G U I D E L I N E S
CORE BRAND VISUALS [ DARK BLUE EXECUTIONS ]

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B R A N D G U I D E L I N E S // V I S U A L R E F E R E N C E

// B R A N D G U I D E L I N E S
SOCIAL BRAND VISUALS [ SOCIAL EXECUTIONS ]

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B R A N D G U I D E L I N E S // V I S U A L R E F E R E N C E

// B R A N D G U I D E L I N E S
SOCIAL BRAND VISUALS [ SOCIAL EXECUTION EX AMPLES ]

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// B R A N D P I L L A R S P a A G E // 0 4 1
LIVE SERVICE
BRANDING A
K
A

.
F
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A
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E
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F
G
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A
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S
BRAND GUIDELINES // LIVE SERVICE BRANDING

// B R A N D G U I D E L I N E S
STAYING FRESH
V A L O R A N T B R A N D I D E N T I T Y

EPIS ODE T HEM AT IC [6 - MON T HS] EPIS ODE T HEM AT IC [6 - MON T HS]

ACT I ACT I I ACT I I I ACT I ACT I I ACT I I I

WHY HOW EXECUTE

Tweaking our visual identity is key in maintaining Every 6 months we launch a new Episode, and The look and feel of each Act should be inspired
a live service game and letting players know every two months we launch a new Act. Acts are by the content of the game update. Whether
something new is happening. We must align and smaller chunks contained within Episodes. Each it’s a map, a new Agent, or just game health
update all our visual design at every player touch receives visual updates, on a hierarchical ladder changes, there should be a distinct look that
point to help amplify what the hell is happening that determines the scale. amplifies the core message. It could be as simple
over in VALORANT. as a color shift and new key art, or it could

P A G E // 0 4 2
VALOR ANT BR AND - Constant, ever-present be building brand new textures, patterns and
EPISODE BR AND - 6-Month theme graphic treatments. Regardless of what it is, or
AC T BR AND - 2-Month visual updates how complex, all assets should harmonize and
represent VALORANT.
BRAND GUIDELINES // LIVE SERVICE BRANDING

// B R A N D G U I D E L I N E S
STAYING FRESH
CORE BRAND ID EPISODE BRAND ACT VARIATION

Always uses core brand colors. Even when using unique colors themed to As with Episode branding, you should retain a core
the Episode, you should still retain a core brand color to keep the asset recognizably VALORANT.
Always uses core logo design + accents.
Iconic. Stylish. brand color (red above) to keep the asset
recognizably VALORANT. Episode-themed design elements can be modified to
This is our evergreen look. match new Act content. In the example above, you’ll
Episode theming uses new design elements

P A G E // 0 4 3
see slight shifts in texture and color.
that tie the brand with relevant in-game lore.
(see the portal brand shape)
Episode design elements should remain present,
This theming should live during the episode but evolve with the content of each new Act.
and evolve as the Episode plays out.
Act variations in design should only live during the
time of the Act.
BRAND GUIDELINES // LIVE SERVICE BRANDING

// B R A N D G U I D E L I N E S
CORE BRAND VS ACT
Sometimes it makes more sense to show our
core brand design instead of leveraging unique
Act design. Here are some tips to help figure
out when to utilize core brand vs Act brand.

CORE BRAND ID ACT VARIATION

VS.

When the content is evergreen (doesn’t promote When the asset relates directly to content live
or rely on Episode or Act content). in the episode.

When creating for top-of-funnel user acquisition. When creating for engaged and active
VALORANT players.

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When the VALORANT brand needs showcasing
above all else.
// T H E B R A N D B I B L E P a A G E // 0 4 5
APPENDIX
F
F
U
T
S
A
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T
X
E
E
H
T
A P P E N D I X // T H E K I T O ' P A R T S

// A P P E N D I X
BRAND ASSETS
TUNGSTEN
D I N N E X T LT P R O

LOGO ASSETS FONTS AGENT BRAND KITS

• Agent Illustration Key Art
• Custom Agent Typography
• Agent Wallpapers
• Agent Posters

P A G E // 0 4 6
EPISODE KEY ART AGEN T PL AY L IS T
A P P E N D I X // H O M E W O R K

// A P P E N D I X
MUST WATCH BRAND VIDEO

EPISODE WEAPON AGENT ACT

LAUNCH SKIN LAUNCH LAUNCH
C I N E M AT I C S TRAILERS TRAILERS (GA M E P L AY )
TRAILERS

P A G E // 0 4 7
A P P E N D I X // T H E G A M E

// A P P E N D I X
GAMEPLAY FOUNDATIONS
CORE LOOP TACTICAL LOOP SECRET INGREDIENTS

high stakes masterful gunplay and movement endlessly competitive sandbox

(precise skill or bullets kill wizards)
clutch plays synergistic teamwork
intel is the heart of the game
competitive integrity rich mystery box IP universe
proactive planning leads to victory

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