Table of Contents:

Introduction 2

The Brand 3

The Mission 4

The Concept 5

Logo Variations and Uses 7

Colour Palette 14

Brand Applications 15
 Introduction

A Brand Style Guide is a guideline used

to ensure the integrity of the brand as it
branches out. Following the guidelines
presented in this guide will allow
promoters of the brand to uphold the
standards expected, as well as to keep the
brand consistent and professional.
The Brand
The CAOSE Games are a series of Olympic
style fight-to-the-death arena events, in which
the rebels enter the ring with the capitalist
overlords to — quite literally — fight for the
rights to Mother Earth. The rebels aim to
take control of the Earth to save it from its
inevitable demise. The games are held in the
abandoned past-arenas of the Olympic Games
to comment on the environmental issues of
the Games, as well as comments on the serious
issues of Capitalism.
The Mission
The CAOSE Games promise savage
entertainment with real consequences,
two enter the arena, only one may walk
out again. The purpose of the games is
to comment on the damaging effects that
these sorts of major sporting events have
on society and the environment.
 The Concept
The brand mark for CAOSE needed to represent the
seriousness of the issue, while also displaying the
savage barbarism of my brand. The two headed axe
is a symbol in many cultures, but usually symbolizes
power and battle. The Ancient Greeks portrayed the
axe as a weapon of Zeus, used to call storms. The axe
is also referred to as a butterfly, due to the shape of
the curved blades, the butterfly represents rebirth. The
snake represents rebirth, vitality and healing as it
sheds its skin to live again. Together it represents the
war that will take place to win back the Earth and the
rebirth that will occur from the ashes.

The black and grey represent ash, smoke, death, power,

fear, strength and rebellion. Black is required for all
other colors to have depth and variation, though it is the
absence of color. The red represents blood, fire, passion,
energy, war and determination. Red is for the blood
spilt, and for the blood used for rebirth. White is for
cleansing, purity and a new beginning. It represents
the ultimate rebirth and slate wiped clean. Green is
the Mother taking herself back, climbing like ivy over
the walls of civilization. Blue is the ocean, once again
unpolluted, swiftly rising to bury our sins beneath the
waves

CAOSE stands for Champions in Arms Over Spiritual

Earth. These champions are willing to lay down their
lives for the most unselfish of pursuits. Death, Ash,
Blood, Rebirth, Life.
Logo Variations

MINIMUM SIZE

The smallest the logo should be

represented is 30x30mm
PRIMARY LOGO
The CAOSE Games’ primary logo is a minimal
symbol. It expresses a mysterious and serious
vibe, while maintaining a savage and dangerous
connotation through the use of the double-headed
axe and the winding snake. The battle-axe represents
death and battle, an ancient weapon of the Ancient
Greeks. The snake has long been a symbol of rebirth
and healing, when a snake outgrows its skin, it sheds
it off, allowing for growth and rebirth. The symbol
is quite simple and abstract; with no accompanying
text only members of the Games would recognize its
brand.

This is the main logo that will be used across primary

brand locations and applications. The trademark
should be consistent and adhere to the guidelines
presented to ensure that members can easily identify
the logo and that the brand maintains its integrity.
SECONDARY LOGOS A. Red symbol on solid circle

The CAOSE Games’ secondary badges can be

used instead of the primary logo, but should
never be used directly next to it. The variations
shown can be used at the designer’s prerogative, B. Green symbol
but it is suggested that the badges using solid
circles - A and E - would be used on light
background applications. The different colours
used for the main logo - refer to the colour
palette for more information - should be used C. Black and white on sunburst
for occasions in conjunction with the colour
meaning.

The logos should always contain a consistent

theme, so that they are easily recognized by D. Blue symbol
members of the Games’, the symbol of the
double-headed axe and the snake should always
be displayed and it should always be adhered
to its guidelines.
E. White symbol on solid circle
A. B.

C.

D.

E.
 A. Don’t use off-brand colours. Refer to
the Colour Palette
UNACCEPTABLE
VARIATIONS B. Don’t squash the logo
In order to maintain the integrity of the
brand, there are rules that need to be followed. C. Don’t stretch the logo
There should be no alterations to the logo that
will compromise the overall look and message D. Don’t erase or remove parts of the logo
of the brand, such as rotating, skewing or
distorting the logo. Here are some examples of
variations that should not be made to the logo E. Don’t rotate the logo
and/or brand.
F. Don’t black out the logo
A. B. C.

D. E. F.
Clearance Zone
To ensure legibility, always keep a minimum
clearance zone around the logo. This zone keeps the
logo separate from distracting or competing graphics
that may overcrowd, conflict with or disrupt the
visual integrity of the logo.

The minimum clearance zone shouldn’t be less than

the width of the snake’s head at its widest point,
to ensure that the space adapts with the changing
proportions of the logo. For example, on the left the
clearance zone is 5mm for the 38mm width of the
logo.
 “Death”
CMYK: 75, 68, 67, 90
Colour Palette RGB: 0, 0, 0

Colour is a very important part of any brand

strategy. Colour can promote emotion and “Ash”
meaning deep into the psyche, therefore by CMYK: 72, 66, 65, 74
enforcing a colour palette to the brand mark RGB: 31, 31, 31
you can communicate and manipulate a certain
feeling or thought directly to the audience.

The black and grey represent ash, smoke, death, “Blood”

power, fear, strength and rebellion. Black is CMYK: 35, 100, 73, 50
required for all other colors to have depth and RGB: 105, 4, 35
variation, though it is the absence of color. The
red represents blood, fire, passion, energy, war
and determination. Red is for the blood spilt,
and for the blood used for rebirth. White is
for cleansing, purity and a new beginning. “Purity”
It represents the ultimate rebirth and slate CMYK: 0, 0, 0, 0
wiped clean. Green is the Mother taking RGB: 255, 255, 255
herself back, climbing like ivy over the walls
of civilization. Blue is the ocean, once again
unpolluted, swiftly rising to bury mankind’s
sins beneath the waves. “Rebirth”
CMYK: 90, 45, 69, 41
This palette was chosen to communicate those RGB: 3, 80, 70
images to the audience, so that the brand’s
message would be represented by the logo and
its colours.
“Mother”
CMYK: 90, 49, 36, 11
RGB: 6, 109, 135
A
Typographic Styles

PRIMARY FONT
The primary font used to accompany the
brand is Geographica Hand. Geographica is
an old fashioned serif typeface that replicates
handprinted vintage documents.

a
This font reflects the archaic time, and rules
of society, that the Games aim to return
to. It is used for the rare occasion when
information is deemed necessary to write
down. Usually the order works hard to have
no physical evidence that can tie back to the
identity of the order and/or its members.

Because of the long serifs and irregular edges

the font should never be printed any smaller
than at 10 point, otherwise the legibility
could possibly be altered.
 A
a
SECONDARY FON T

The secondary font used to accompany the brand is Gioviale.

Gioviale is an handwritten script typeface that replicates
handwritten letters.

This font is used for the specially invited members of the

Games, who receive handwritten invitations for the fight events,
rather than receive word or initiation through a fellow Games’
member. It would be a rare occurance, so the letters would be
handwritten accordingly.

Because of the sloping letters of the script, the paragraphs are

brief and the font is never smaller than a 12 point typeface.
Branding & Design
Mickey M McClane