Brand Document

VERSION 2.0
 Table of Contents
PART 1 – BRAND REFRESH

1. Brand Positioning 5
2. Belief System 7
3. The Ace Club 8
4. Strategy 10
5. The New Identity 11
6. The New Mascot 18
7. The New Visual Language 22

PART 2 – BRAND IDENTITY & VISUAL

LANGUAGE GUIDELINES

1. Logo 30
2. Mascot 37
3. Colour 44
4. Typography 50
5. Photography 55
6. Layout & Composition 64
7. Placing Core Visual Language Elements 72
8. User Interfaces 90
9. Icon Design 96
DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

2
PART 1

Brand Evolution
A New A23
BRAND REFRESH

Our Brand
Positioning

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 4

`

BRAND REFRESH

Our Brand Positioning Map

Professional

This domain is helping A23 to

be in an advantageous position

Mass Niche

Entertainment

BRAND GUIDELINES 1.0 5

`

BRAND REFRESH

Our Brand Positioning

EXCELLENCE – PASSIONATE – PROFESSIONAL

A professional multi-gaming platform which echos
with the psyche of serious gamers, inspiring players to
hone their skills towards becoming champions of the
games.

BRAND GUIDELINES 1.0 6

BRAND REFRESH

Belief System

We strongly believe in responsible gaming, setting the benchmark for policies to

guide and support the online rummy industry and improve its perception bias to
the extent possible.

We put the customer first and then the business KPIs by having structured
purchase limit policies to ensure responsible gameplay.

We secure a fair platform with a certified random number generator and offer the
most accessible customer support.

BRAND GUIDELINES 1.0 7

BRAND REFRESH

The Professional Club

BRAND GUIDELINES 1.0 8

BRAND REFRESH

The Professional Club

A23 is like a professional club:

• A community of champions
• A platform for entertainment
• A store of rewards
• A field to play your tricks
• An academy of new skills
• A treasure trove of surprises
• A room that holds a winning cheernumber generator

BRAND GUIDELINES 1.0 9

BRAND REFRESH

Our Strategy

A23 games, creates a community of professional players by offering a

select group of dedicated skill-based gamers.

It constantly inspires the consumers to nurture a competitive spirit

and pushes them to be the champions.

BRAND GUIDELINES 1.0 10

BRAND REFRESH

Our Tone of Voice

ENERGETIC - INFLUENTIAL - INSPIRING

Energetic and passionate about spirit of competitive games.

Influential as an advocate for the professional games.

Inspiring players to champion the games.

BRAND GUIDELINES 1.0 11

BRAND REFRESH

Our Identity

BRAND GUIDELINES 1.0 12

BRAND REFRESH

Our Identity
A Mark Of Sophistication And Premiumness

BRAND GUIDELINES 1.0 13

BRAND REFRESH

Our Identity
Sharp & Edgy

BRAND GUIDELINES 1.0 14

BRAND REFRESH

Our Identity
Crafted For Functionality

BRAND GUIDELINES 1.0 15

BRAND REFRESH

Our Identity
Designed To Perform

BRAND GUIDELINES 1.0 16

BRAND REFRESH

Our Identity
Designed To Perform
At All Sizes.

Big.

BRAND GUIDELINES 1.0 17

BRAND REFRESH

Our Identity
Designed To Perform
At All Sizes.

Big and small.

BRAND GUIDELINES 1.0 18

BRAND REFRESH

Our Visual Language

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 19

BRAND REFRESH

Our Visual Language

The new visual language system of A23 is highly adaptive and agile.
The new visual framework system allows for optimum use of space for texts
and visuals to come in.

BRAND GUIDELINES 1.0 20

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 21

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 22

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 23

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 24

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 25

BRAND REFRESH

Our Visual Language

BRAND GUIDELINES 1.0 26

 BRAND REFRESH

Brand architecture

A23

A23 Games A23 Rummy

RMG Version Play Version RMG Version Play Version

A23 Games A23 FunGames A23 Rummy A23 FunRummy

Fantasy Sports Cards Shooters Board

Cricket Rummy Pool Chess

Baseball Poker Carrom
Basketball
Football

BRAND GUIDELINES 1.0 27

 PART 2

Brand Manual & Guideline

A23

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.
BRAND MANUAL & GUIDELINES

Our Logo

BRAND GUIDELINES 1.0 29

BRAND MANUAL & GUIDELINES

Our Logo

BRAND GUIDELINES 1.0 30

BRAND MANUAL & GUIDELINES

Our Logo

BRAND GUIDELINES 1.0 31

BRAND MANUAL & GUIDELINES

Individual Game Logos

GAMES RUMMY POKER

GAMES RUMMY POKER

BRAND GUIDELINES 1.0 32

 BRAND MANUAL & GUIDELINES

App Icons

A23 Games A23 Fun Games A23 Rummy A23 Fun Rummy A23 Poker A23 Fun Poker

GAMES RUMMY POKER

BRAND GUIDELINES 1.0 33

BRAND MANUAL & GUIDELINES Our logo is the visual manifestation of our ethos and values. It is a sophisticated
mark that embeds and reaffirms our long legacy of professionalism, quality and
Our Logo purposefulness.

The following pages will serve as a toolkit to use our logo correctly on various
occassions. Correct usage of the logo will ensure that it is always recognisable and
memorable. This will enhance trust of originality among our customers.

BRAND GUIDELINES 1.0 34

BRAND MANUAL & GUIDELINES

Our Logo
Clearspace And Minimum Size

½ of Logo height = 1x Unit

The clearance area for the logo is 1x unit which is half the height of the logo.
The minimum size for the logo is 24 px for all digital applications.

BRAND GUIDELINES 1.0 35

BRAND MANUAL & GUIDELINES

Logo
Clearspace & Placement Guide

The logo can be placed anywhere in the 4 corners regardless of

size and ratio as long as it adheres to the clearspace rule.

BRAND GUIDELINES 1.0 36

BRAND MANUAL & GUIDELINES The mascot is available for use in two primary colours. The mascot is to be used
only in combination with the mentioned colours
Logo
Colours

A23 Gold A23 Royal Blue A23 White

The Gold version of the logo can be used The Royal Blue version is to be used sparingly The White version of the logo is to be used
with almost all the colours from the primary and only in times where the application is sparingly and only in times where the
colour palette and is most effective when dominated with the white colour. application is dominated with the secondary
there is sufficient contrast. colour palette and tertiary colours or
whenever the overall colour contrast of the
Combination not recommended application is low.
with this colour – A23 White

BRAND GUIDELINES 1.0 37

BRAND MANUAL & GUIDELINES

Logo
Colours – Correct Usage

White A23 Black

Wherever possible, A23 Royal Wherever possible, A23 White

Blue colour should be used as should be used as the lightest
the darkest colour. If not, White colour for the backdrop. If not,
(ffffff) should be used. Black (000000) should be used.

BRAND GUIDELINES 1.0 38

BRAND MANUAL & GUIDELINES

Logo
Dos And Don’ts

A23
Always use the logo artwork Do not manipulate the logo. Do not warp or stretch the logo. Do not use the logo alongside Do not type out the logo in
as specified along with other other graphic elements that can any font.
brand assets. be mistaken for being a part of
the logo.

Do not use the logo in any colour Do not rotate the logo. Do not use drop shadows Do not create any outlines on or Do not use the logo for any
other than the specified ones. on or around the logo. around the logo. transparency effects/masking.

BRAND GUIDELINES 1.0 39

BRAND MANUAL & GUIDELINES

Our Colours

BRAND GUIDELINES 1.0 40

BRAND MANUAL & GUIDELINES

Primary Colours

A23 Blue A23 Gold A23 Green A23 White A23 Light Blue
RGB 3 33 70 RGB 234 191 105 RGB 7 80 99 RGB 255 253 234 RGB 30 57 100
HEX 032146 HEX EABF69 HEX 075063 HEX FFFDEA HEX 1E3964

BRAND GUIDELINES 1.0 41

BRAND MANUAL & GUIDELINES

Primary Colours
Usage Proportions

BRAND GUIDELINES 1.0 42

BRAND MANUAL & GUIDELINES Our secondary colours are achieved by creating tints of the primary colours. So, if we create a range
of 10 tints of any of the primary colours to pure white (FFFFFF), we would get our secondary colour
Secondary Colours on the next step or at 90% of the primary colour.

1 2 3 4 5 6 7 8 9 10

Note:
To create the correct tint variation
of the primary colour, select the
corresponding primary colour swatch
and make the tint level at 90% by
90% A23 Blue 90% A23 Gold 90% A23 Gold 90% A23 Light Blue entering the value or by adjusting
the slider.

BRAND GUIDELINES 1.0 43

BRAND MANUAL & GUIDELINES The tertiary colours are to be used in combination with tints of the same colour,
with a similar process by making it 90% of the selected swatch.
Tertiary Colours

Faux Paste Orange 90% Tint of Fountain Blue 90% Tint of Sahara 90% Tint of
RGB 255 171 77 Faux Paste Orange RGB 88 182 198 Fountain Blue RGB 180 173 18 Sahara
HEX FFAB4D HEX 58B6C6 HEX B4AD12

BRAND GUIDELINES 1.0 44

BRAND MANUAL & GUIDELINES The accent colours are to be used sparingly, and only in cases for use in
certain ‘Call-to-Action’ buttons.
Accent Colours

Play Now

Play Now

Play Now

GO RED GO GREEN CTA GRADIENT GREEN CTA GRADIENT RED

RGB 214 30 33 RGB 0 178 89 HEX 00B259 - HEX 1F7B41 HEX D61E21 - HEX A11D21
HEX D61E21 HEX 00B259

BRAND GUIDELINES 1.0 45

BRAND MANUAL & GUIDELINES

Our Typography

BRAND GUIDELINES 1.0 46

BRAND MANUAL & GUIDELINES

Our Typography
Brand Typefaces

CONTO CONTO CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
0123456789.,:;%#$£€₹(&)[!]{?}@* 0123456789.,:;%#$£€₹(&)[!]{?}@*

Conto Light Conto Condensed Light

Conto Light Italic Conto Condensed Light Italic

Conto Regular Conto Condensed Regular

Conto Regular Italic Conto Condensed Regular Italic

Conto Bold Conto Condensed Bold

Conto Bold Italic Conto Condensed Bold Italic

Conto Black Conto Condensed Black

Conto Black Italic Conto Condensed Black Italic

BRAND GUIDELINES 1.0 47

BRAND MANUAL & GUIDELINES The body size is the most important element in typography for A23 across
multiple touchpoints. Since there will be a variety of sizes and ratios, it is
Our Typography important to select a point size which is comfortable to read. The minimum point

Hierarchy, Part 1 of 2 size for the body type is 16 point.

Headline 1 Our Typography–

Headline 2 Spacing and Baseline Grid

SUBHEAD BUILDING HIERARCHY TO ESTABLISH CLARITY AND ORDER

Body This is the body text. Pellate sumqui suntibus doluptas everior aped quas velia
volor ariberio. Poreste prestem volorero voluptatem dignihil iumquia voluptamusa
idelest omniti iunt dolora si quibus id eost aliquasimil inctur sitat re, cus sinctur,
sequi debit plante dellabo reperov idiaspe rferiam quodia dolupta tibearibus, si
delit, el moluptatia veniet laute reptiis asperspe vellignati cum im ea culla eum
consed quam fuga. Et lit fugitat quunti apero omnistia veliquam net, conesti
aeperae pudaerrovid ullibusae molo minum, culpa perumendis eatem il ma
corerspe iusdani magnisimusam quos nisque prestis sus aliamusndandan dandam
illaccabo. Ut in nos dolentiu

BRAND GUIDELINES 1.0 48

BRAND MANUAL & GUIDELINES

Our Typography
Regional font

BRAND GUIDELINES 1.0 49

BRAND MANUAL & GUIDELINES

Our Typography
Regional font

BRAND GUIDELINES 1.0 50

BRAND MANUAL & GUIDELINES

Our Typography
Regional font

BRAND GUIDELINES 1.0 51

,

BRAND MANUAL & GUIDELINES To build hierarchy and order in the typography, a system has been developed to
help users read with clarity. For ease of implementation in applications, the font
Our Typography sizes are only to be incremented in multiples of ‘X’ (2X, 3X etc.) For example, If

Hierarchy, Part 2 of 2 the body text is set in 18 pt, then the next bigger size will be 36 pt.
For emphasis, only the specified weights and styleWWs are recommended.
However, other weights specified on Page 52 may also be used sparingly
whenever required.

2X Headline 1 – Conto Regular Our Typography–

2X Headline 2 – Conto Regular Spacing and Baseline Grid

1X SUBHEAD – CONTO BLACK, ALL CAPS BUILDING HIERARCHY TO ESTABLISH CLARITY AND ORDER

1X Body - Conto Regular This is the body text. Pellate sumqui suntibus doluptas everior aped quas velia
volor ariberio. Poreste prestem volorero voluptatem dignihil iumquia voluptamusa
idelest omniti iunt dolora si quibus id eost aliquasimil inctur sitat re, cus sinctur,
sequi debit plante dellabo reperov idiaspe rferiam quodia dolupta tibearibus, si
delit, el moluptatia veniet laute reptiis asperspe vellignati cum im ea culla eum
consed quam fuga. Et lit fugitat quunti apero omnistia veliquam net, conesti
aeperae pudaerrovid ullibusae molo minum, culpa perumendis eatem il ma
corerspe iusdani magnisimusam quos nisque prestis sus aliamus tempore
ndandan dandam aut labor aut utat alicia cus, tem corioribus id ut que vit.

BRAND GUIDELINES 1.0 52

BRAND MANUAL & GUIDELINES

Our Typography
Spacing And Baseline Grid

Headline 1 Leading Value = Our Typography–

1x Baseline Unit
Headline 2 Spacing and Baseline Grid
2x Spacing

SUBHEAD BUILDING HIERARCHY TO ESTABLISH CLARITY AND ORDER

3x Spacing

Body This is the body text. `Pellate sumqui suntibus doluptas everior aped quas velia
volor ariberio. Poreste prestem volorero voluptatem dignihil iumquia voluptamusa
idelest omniti iunt dolora si quibus id eost aliquasimil inctur sitat re, cus sinctur,
sequi debit plante dellabo reperov idiaspe rferiam quodia dolupta tibearibus, si
delit, el moluptatia veniet laute reptiis asperspe vellignati cum im ea culla eum
consed quam fuga. Et lit fugitat quunti apero omnistia veliquam net, conesti
aeperae pudaerrovid ullibusae molo minum, culpa perumendis eatem il ma
corerspe iusdani magnisimusam quos nisque prestis sus aliamus tempore

BRAND GUIDELINES 1.0 53

BRAND MANUAL & GUIDELINES

Our Photography

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 54

BRAND MANUAL & GUIDELINES

Our Photography

The new imagery of A23 is all about

confidence, premiumness, championing
and celebrating together. The new
photography embraces the shift in
aspirations and imagines the world of
A23 in a new light.

BRAND GUIDELINES 1.0 55

BRAND MANUAL & GUIDELINES

Our Photography
A23 Warm Tone Image

BEFORE AFTER

All images of A23 will feature a warm tone. This, when

used with all the brand elements, will align harmoniously
creating a humanistic brand.

BRAND GUIDELINES 1.0 56

BRAND MANUAL & GUIDELINES

Our Photography
Master of the game – Conversational

Type of images to be used.

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 57

BRAND GUIDELINES 1.0 58
BRAND MANUAL & GUIDELINES

Our Photography
Moments of Interaction
Outdoor/Indoor
Type of images to be used.

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 59

BRAND MANUAL & GUIDELINES

Our Photography
Lifestyle Shift

Type of images to be used.

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

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BRAND MANUAL & GUIDELINES

Our Photography
Ace Club

Type of images to be used.

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 61

BRAND MANUAL & GUIDELINES

Our Photography
Community Of Champions

Type of images to be used.

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 62

BRAND MANUAL & GUIDELINES

Our Photography
Incorrect Usages

Do not use images where non-brand colours are prominent. Do not use images that promote drinking. Do not use images with heavy post-processing.

Do not use images which are out of focus. Do not use highly dramatic images. Do not use images which show high-end luxury.

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BRAND MANUAL & GUIDELINES

Layout & Composition

DISCLAIMER
Images used in this section are for reference to show intent, and
for internal purpose only. For rightful use of these images on
any public platform, for distribution through any media and/or
commercial use, appropriate licenses need to be purchased.

BRAND GUIDELINES 1.0 64

BRAND MANUAL & GUIDELINES ½ of Logo height = 1x Unit

Layout & Composition

Setting Up The Margins

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending
upon the amount of text to be used.

ACTIVE ZONE
BRAND GUIDELINES 1.0 65
BRAND MANUAL & GUIDELINES

Layout & Composition

Setting Up The Margins

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending
upon the amount of text to be used.

ACTIVE ZONE
BRAND GUIDELINES 1.0 66
BRAND MANUAL & GUIDELINES

Layout & Composition

Division And Allocation Of Space

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending IMAGE AREA
upon the amount of text to be used.

ACTIVE ZONE
TEXT AREA

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BRAND MANUAL & GUIDELINES

Layout & Composition

Division And Allocation Of Space

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending IMAGE AREA
upon the amount of text to be used.

ACTIVE ZONE
TEXT AREA

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BRAND MANUAL & GUIDELINES

Layout & Composition

Division And Allocation Of Space

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending
upon the amount of text to be used.

Mama!
Refer a friend

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BRAND MANUAL & GUIDELINES

Layout & Composition

Placing The Logo On An Image

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit (leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending
upon the amount of text to be used.

PLACING THE LOGO ON AN IMAGE

The logo should always be placed against a dark background. If

you do not have an image which does not have enough contrast
against the logo, a band can be used as a background as depicted
in the example.
Mama!
Refer a friend

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BRAND MANUAL & GUIDELINES

Layout & Composition

Placing The Logo On An Image

SETTING UP THE MARGINS

The Margins to be used on an application will be equal to the

value of 1X unit(leading of the body size).

DIVISION OF SPACE

The active zone can be split up into 2, 3, 4, 5 or 6 divisions according

to the ratio and orientation of the image to be used or depending
upon the amount of text to be used.

PLACING THE LOGO ON AN IMAGE

The logo should always be placed against a dark background. If

you do not have an image which does not have enough contrast
against the logo, a band can be used as a background as depicted
in the example.
Mama!
Refer a friend

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Edge

CONSTRUCTING THE EDGE

The Edge line can be constructed by drawing a straight line at

an angle of 295° degrees, or it can also be used by flipping it
horizontally by it’s central axis.

SIZES AND WIDTHS

The Edge lines can be used in various weights. It can then be

distributed across the image area of the active zone.

COMPOSING THE EDGE

The Edge lines can be placed in close proximity or far from each 65°
other. The head and tail of the lines can also be shown in tandem
to achieve a good rhythm and contrast among all the lines.
Composing the edge lines are necessary to be built in this fashion Mama!
to achieve the look and feel of the brand.
Refer a friend

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Edge

CONSTRUCTING THE EDGE

The Edge line can be constructed by drawing a straight line at

an angle of 295° degrees, or it can also be used by flipping it
horizontally by it’s central axis.

SIZES AND WIDTHS

The Edge lines can be used in various weights. It can then be

distributed across the image area of the active zone.

COMPOSING THE EDGE

The Edge lines can be placed in close proximity or far from each
other. The head and tail of the lines can also be shown in tandem
to achieve a good rhythm and contrast among all the lines.
Composing the edge lines are necessary to be built in this fashion Mama!
to achieve the look and feel of the brand.
Refer a friend

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Edge

CONSTRUCTING THE EDGE

The Edge line can be constructed by drawing a straight line at

an angle of 295° degrees, or it can also be used by flipping it
horizontally by it’s central axis.

SIZES AND WIDTHS

The Edge lines can be used in various weights. It can then be

distributed across the image area of the active zone.

COMPOSING THE EDGE

The Edge lines can be placed in close proximity or far from each
other. The head and tail of the lines can also be shown in tandem to
achieve a good rhythm and contrast among all the lines. Composing
the edge lines are necessary to be built in this fashion to achieve the Mama!
look and feel of the brand.
Refer a friend

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Edge

CONSTRUCTING THE EDGE

The Edge line can be constructed by drawing a straight line at

an angle of 295° degrees, or it can also be used by flipping it
horizontally by it’s central axis.

SIZES AND WIDTHS

The Edge lines can be used in various weights. It can then be

distributed across the image area of the active zone.

COMPOSING THE EDGE

The Edge lines can be placed in close proximity or far from each
other. The head and tail of the lines can also be shown in tandem to
achieve a good rhythm and contrast among all the lines. Composing
the edge lines are necessary to be built in this fashion to achieve the Mama!
look and feel of the brand.
Refer a friend

BRAND GUIDELINES 1.0 75

Mama! Mama!
Refer a friend Refer a friend

BRAND GUIDELINES 1.0 76

PLAY A23

BRAND GUIDELINES 1.0 77

Love Rummy? Love Rummy?
Play A23. Play A23.

BRAND GUIDELINES 1.0 78

PLAY A23 PLAY A23

BRAND GUIDELINES 1.0 79

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BRAND MANUAL & GUIDELINES

VIDEO

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Portal

CONSTRUCTING THE PORTAL

The Portal lines can be constructed by drawing a perfect circle

around the centre of the subject(s).

SIZES AND WEIGHTS

The Portal lines can be drawn in two ways. One is drawing it in equal
thickness and the other way is to draw from the lightest weight to
the heaviest from the center.

COMPOSING THE PORTAL

The Portal lines are to be created only using concentric circles.

The distance between lines can be equal or increase/decrease
proportionally when moving away from the centre. Composing the
Portal lines are necessary to be built in this fashion to achieve the
look and feel of the brand.

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Placing Core Visual Language Elements

The Portal

CONSTRUCTING THE PORTAL

The Portal lines can be constructed by drawing a perfect circle

around the centre of the subject(s).

SIZES AND WEIGHTS

The Portal lines can be drawn in two ways. One is drawing it in equal
thicknesses and the other way is to draw from the lightest weight to
the heaviest from the center.

COMPOSING THE PORTAL

The Portal lines are to be created only using concentric circles.

The distance between lines can be equal or increase/decrease
proportionally when moving away from the centre. Composing the
Portal lines are necessary to be built in this fashion to achieve the
look and feel of the brand.

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Placing Core Visual Language Elements

The Portal

CONSTRUCTING THE PORTAL

The Portal lines can be constructed by drawing a perfect circle

around the centre of the subject(s).

SIZES AND WEIGHTS

The Portal lines can be drawn in two ways. One is drawing it in equal
thicknesses and the other way is to draw from the lightest weight to
the heaviest from the center.

COMPOSING THE PORTAL

The Portal lines are to be created only using concentric circles.

The distance between lines can be equal or increase/decrease
proportionally when moving away from the centre. Composing the
Portal lines are necessary to be built in this fashion to achieve the
look and feel of the brand.

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BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Portal

CONSTRUCTING THE PORTAL

The Portal lines can be constructed by drawing a perfect circle

around the centre of the subject(s).

SIZES AND WEIGHTS

The Portal lines can be drawn in two ways. One is drawing it in equal
thicknesses and the other way is to draw from the lightest weight to
the heaviest from the center.

COMPOSING THE PORTAL

The Portal lines are to be created only using concentric circles.

The distance between lines can be equal or increase/decrease
proportionally when moving away from the centre. Composing the
Portal lines are necessary to be built in this fashion to achieve the
look and feel of the brand.

BRAND GUIDELINES 1.0 85

BRAND MANUAL & GUIDELINES

Placing Core Visual Language Elements

The Portal

CONSTRUCTING THE PORTAL

The Portal lines can be constructed by drawing a perfect circle

around the centre of the subject(s).

SIZES AND WEIGHTS

The Portal lines can be drawn in two ways. One is drawing it in equal
thicknesses and the other way is to draw from the lightest weight to
the heaviest from the center.

COMPOSING THE PORTAL

The Portal lines are to be created only using concentric circles.

The distance between lines can be equal or increase proportionally
when moving away from the centre. Composing the Portal lines are
necessary to be built in this fashion to achieve the look and feel of
the brand.

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BRAND MANUAL & GUIDELINES

Static Templates

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BRAND MANUAL & GUIDELINES

Brand Banners (Games)

Performance Banners

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BRAND MANUAL & GUIDELINES

Brand Banners (Rummy)

Performance Banners

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BRAND MANUAL & GUIDELINES

Brand Banners (Rummy)

Performance Banners

BRAND GUIDELINES 1.0 94

BRAND MANUAL & GUIDELINES

Brand Banners (Fantasy)

Performance Banners

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BRAND MANUAL & GUIDELINES

Brand Banners (Fantasy)

Performance Banners

BRAND GUIDELINES 1.0 96

BRAND MANUAL & GUIDELINES

Series Performance Banners ( Fantasy)

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BRAND MANUAL & GUIDELINES

RG Banners

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BRAND MANUAL & GUIDELINES

Homepage Banners

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BRAND MANUAL & GUIDELINES

Social Banners

The design language for A23

Social is vivid, vibrant, and
varied. Imaginative and heavy
on colours, the social philosophy
moves away from our traditional
brand colours to bring out a
casual yet approachable side
of the brand.

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Tournament Units

BRAND GUIDELINES 1.0 101

BRAND MANUAL & GUIDELINES

Tournament Units

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BRAND MANUAL & GUIDELINES

CTA Button (Brand)

CTA Button (Fantasy Perfomance) CTA Button (Rummy Perfomance)

CTA Button (In App)

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BRAND MANUAL & GUIDELINES

Emailer Templates

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BRAND MANUAL & GUIDELINES

Push Notification

This game may be habit-forming or financially risky. Play responsibly. T & C Apply This game may be habit-forming or financially risky. Play responsibly. T & C Apply

This game may be habit-forming or financially risky. Play responsibly. T & C Apply This game may be habit-forming or financially risky. Play responsibly. T & C Apply

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BRAND MANUAL & GUIDELINES

In App Banners

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BRAND MANUAL & GUIDELINES

PLP

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BRAND MANUAL & GUIDELINES

App Inbox

This game may be habit-forming or financially risky. Play responsibly. T & C Apply This game may be habit-forming or financially risky. Play responsibly. T & C Apply This game may be habit-forming or financially risky. Play responsibly. T & C Apply

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BRAND MANUAL & GUIDELINES

Vertical Banner

BRAND GUIDELINES 1.0 109

BRAND MANUAL & GUIDELINES

User Interfaces

BRAND GUIDELINES 1.0 110

BRAND MANUAL & GUIDELINES

User Interfaces
Website Home Page: Desktop

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BRAND MANUAL & GUIDELINES

User Interfaces
Website Home Page: Mobile

SPLASH SCREEN HOME SCREEN MOBILE APPS

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BRAND MANUAL & GUIDELINES

User Interfaces
Carousel

To explore A23 To explore A23 To explore A23

SWIPE DOWN & PICK A CARD SWIPE DOWN & PICK A CARD SWIPE DOWN & PICK A CARD

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BRAND MANUAL & GUIDELINES

User Interfaces
Mobile App

BRAND GUIDELINES 1.0 114

BRAND MANUAL & GUIDELINES

User Interfaces
Mobile App

BRAND GUIDELINES 1.0 115

BRAND MANUAL & GUIDELINES

Icon Design

RUMMY POOL FANTASY CARROM

BRAND GUIDELINES 1.0 116

 GAMES RUMMY

8
8

8
8

8
8

8
8

8
8

8
8

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Icon Design

A23 Care

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BRAND MANUAL & GUIDELINES

Merchandise

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BRAND MANUAL & GUIDELINES

Merchandise

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BRAND MANUAL & GUIDELINES

Merchandise

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Brand Document
VERSION 1.0

Brand strategy and design by Lopez Design Pvt. Ltd.