Project
VK Play
VK Play has grown into a large project with multiple verticals. However, it was still relying on very basic visual toolkits. It was time to update and unify the identity with new guidelines and rules.
The entire VK Play identity features a distinct visual style built upon the core principles of the VK visual language. This approach highlights the platform’s connection to the megabrand while helping it stand out from competitors.
Colors
The VK Play color palette is dominated by dark blue, with black and light blue as the primary supporting colors. Lime is used as an accent color in the interface and, in some cases, within content elements such as badges, discounts, and text highlights. For digital communications, it is recommended to use the light blue shade as a background instead of white.
VK Sans Display
VK Play uses the proprietary VK Sans Display font, which is consistently applied across the entire VK main brand and ecosystem.
Pattern
The full VK Play pattern can be applied to layouts of various aspect ratios.
Additional pattern variations have been created for digital use. We recommend using them as key branding elements across all layouts for performance marketing and social media.
Identity
The visual branding features blue as the dominant color, complemented by light blue accents.
Essential branding elements include:
– Primary product logo
– Color palette with approved color ratios
– VK Sans Display font family
Essential branding elements include:
– Primary product logo
– Color palette with approved color ratios
– VK Sans Display font family
Emotions
A set of emotions, derived from the main icon’s design parameters in the logo, can be used as an additional branding element.
These emotions can be applied in various ways, including:
– Logo animations for app splash screens and animated video packshots
– Merchandise
– Design of supplementary materials for events and activities
These emotions can be applied in various ways, including:
– Logo animations for app splash screens and animated video packshots
– Merchandise
– Design of supplementary materials for events and activities
Layouts
& Grid
& Grid
The number of modules is determined by the surface format. This rule ensures compositional consistency across layouts and works well for static images and standard resizing.
For non-standard media, adherence to the logo’s protective area guidelines is required. Grids may vary from those specified in the guide.
For non-standard media, adherence to the logo’s protective area guidelines is required. Grids may vary from those specified in the guide.
Communications
To create effective visual communications, we established rules for maintaining visual hierarchy in layouts:
- Characters, game scenes, and graphics should stand out prominently within the layouts. However, text should never be minimized to accommodate graphics.
- The message is the key element in any layout. It should be concise, large, readable, and dominate the other content.
- The logo is a mandatory branding element and must appear on all layouts without exception. Ensure it is presented advantageously.
- The button is optional but should contrast with the background and feature a clear, readable call to action.
Scene
Here are some guidelines for selecting scenes when creating VK Play layouts:
- Atmosphere: The scene should effectively convey the game’s mood and atmosphere.
- Central Composition: We always aim to find a compositional center in game scenes or screenshots. Due to limited layout space, off-center compositions are avoided.
- Contrast: Characters in the scene should stand out clearly and not blend into the background.
- Dynamics: Prefer scenes with active, dynamic characters. Action or movement within the frame enhances the layout. Avoid scenes where characters appear blurry or pose ambiguously.
Sometimes, characters on a banner lack sufficient contrast and don’t stand out enough. In such cases, we enhance their visibility by adding visual effects, such as glows and gradient overlays on separate layers.
A similar situation can occur with game scenes. To ensure the final layout looks clear and vibrant, we apply color correction adjustments.
We can tweak contrast, saturation, and exposure to achieve a harmonious look. However, avoid heavy editing or excessive branding of scenes for VK Play — game worlds should remain true to the original vision of the developers.
We can tweak contrast, saturation, and exposure to achieve a harmonious look. However, avoid heavy editing or excessive branding of scenes for VK Play — game worlds should remain true to the original vision of the developers.
Game titles
If there is only one game, you can use a screenshot or key art provided by the publisher or developer for promoting the title. When promoting a single game, we focus on featuring a key character, a notable scene, or official artwork created by the game developers.
When requesting multiple sites, it is recommended to use game covers. This approach allows us to showcase several games in the layout while maintaining the recognition of each title in the communication.
Guidelines
All these and other rules are described in detail in the brand book and corporate style guidelines.
Client
Type of Project
Credits
VK Play
Identity Rebranding, Guidelines
VK Brand Design Team
Head of Design / Communication Art Director / Branding
