We are
Game Loungers.
Diverse, creative and hard-working people from all over the world who use our talents and skills to build our Game Lounge Careers that provide undeniable value to our users and partners.
The Game Lounge experience that unites us in all we do and these brand guidelines are that experience personified. Read on to discover what Game Lounge experience sounds and looks like.
World View
For an industry that is underpinned by technology, the iGaming industry is hardly innovative. Over the past two decades, little has been done to dramatically improve player or employee experience. This represents a world of opportunity. With the right people in the right environment, plenty can be done to stimulate the kind of thinking that can radically change the way the industry operates and is perceived.
Sometimes this needs input from outside the usual suspects - an injection of new ideas from adjacent or unrelated industries can bring about the change that is needed. The industry is controversial for several reasons. This raises the need for responsible and ethical players to carve their own path. In time, these could set the tone for best practice. And with the major resource being human capital, best practice should revolve around the way the industry nurtures its talent.
Our purpose is what wakes us up every morning and what drives our brand to do what it does. It is the reason for the brand to exist and keeps us steadfast through thick and thin, maintaining us on course no matter what challenges the internal or external environment may pose.
The Game Lounge purpose can be stated as:
"Investing in brilliance to transform iGaming."
At its core, Game Lounge exists to nurture continuous growth and the team is the focus of its efforts.
Starting from a high quality individual, the brand recognises that even innate talent can be supported on its way to full realisation.
Game Lounge understands its impact on the industry and seeks to bring about significant and lasting change, making it a de facto industry leader and innovator.
Transforming the iGaming industry starts with cultivating brilliance within our team. By nurturing talent, fostering creativity, and encouraging continuous growth, we create an environment where innovation thrives. This approach develops exceptional professionals and drives us to pioneer groundbreaking solutions, deliver unparalleled player experiences, and provide outstanding value to our partners.
Through the collective brilliance of our team, we’re actively shaping the future of iGaming, setting new standards, and redefining what’s possible in our industry.
Every time we think, every time we act, and every time we react to a situation, we do so according to our values.
These are the fundamental characteristics that define the way the brand thinks.
Crucially, todayʼs world is one where audiences evaluate organisations based on consistency between their messages and the values expressed in their products, services, and/or social behaviour.
Fostering talent and well-being is fundamental to our success. We are committed to creating an environment where every team member can grow, thrive, and realise their fullest potential.
In this context, nurturing goes beyond professional development - it encompasses the complete well-being of our people. By investing in our team’s growth, providing support, and caring for their physical and emotional needs, we cultivate a culture of continuous improvement and innovation.
Supportive, focus on wellbeing, always learning, one collective.
Fostering an environment that supports both professional and
personal growth.
Providing resources and opportunities for continuous learning
and development.
Prioritising the physical and emotional well-being of our team.
Creating a supportive community where each individual feels valued and empowered.
Understanding that psychological safety is paramount to a healthy workplace, making sure team members feel secure enough to take risks and be themselves, but not so comfortable that they become complacent or disregard their responsibilities to the team.
In an industry often characterised by opacity, Game Lounge stands out through its commitment to open, honest, and transparent communication. We believe that candour is the foundation of trust and the catalyst for personal and professional growth.
Our culture of candour encourages everyone to speak their mind, share ideas freely, and provide constructive feedback. We understand that honesty can sometimes be uncomfortable, but we embrace it as a tool for continuous improvement and building stronger relationships.
Transparent, safe space, earns trust
Fostering open and honest dialogue at all levels of the organisation.
Providing and receiving feedback with grace and a growth mindset.
Being transparent about our successes, failures, and challenges.
Creating a safe space where diverse opinions are valued and respected.
Game Lounge embraces the philosophy of constant evolution. We recognise that in a rapidly changing environment, standing still means falling behind. Our commitment to evolution goes beyond adapting to change – we aim to be the drivers of change.
We cultivate a learning-oriented culture where curiosity is celebrated, and continuous personal and professional development is encouraged. By remaining agile and forward-thinking, we position ourselves to shape industry trends.
Agile and innovative, ear to the ground, one step ahead.
Embracing change and seeing it as an opportunity for growth.
Fostering a culture of continuous learning and improvement.
Encouraging innovation and creative problem-solving.
Staying ahead of industry trends and pioneering new approaches.
We’re driven by the desire to make a meaningful difference – in our industry, in our communities, and in the lives of our team members. We believe that our work should have a purpose beyond profit, and we strive to create positive change through everything we do.
We encourage our team to think big and act boldly, always considering the broader implications of our actions. By focusing on impact, we ensure that our efforts are aligned with our larger mission and values.
Positive force, empowering, long-term, purpose-driven.
Prioritising actions that create long-term, positive change.
Considering the broader implications of our decisions and actions.
Empowering our team to make a difference, both within and outside the company.
Striving to be a positive force in the iGaming industry and beyond.
At Game Lounge, we’re dedicated to empowering game loungers to “level up. leap forward.”
We champion an ever-evolving environment that values adaptability, forward-thinking, and a unified team spirit.
By embracing a commitment to continuous learning, we ensure that each of us grows personally and accelerates professionally.
Together, we harness our collective strengths to achieve extraordinary results and advance the iGaming industry.
You’ll have ongoing opportunities for professional growth and skill enhancement.
We provide resources and support to help you continuously learn and help you improve in your role.
Expect training sessions, workshops, and access to educational materials to keep you at the forefront of industry developments.
You’ll work in a collaborative environment where teamwork and mutual support are paramount.
You’ll work in a collaborative environment where teamwork and mutual support are paramount.
You’ll be encouraged to embrace change and think ahead, contributing to strategic advancements.
Participate in dynamic projects that challenge you to adapt and grow, staying ahead in a dynamic, fast-paced industry.
The brandʼs promise represents the least it will offer to its audiences.
It is the minimal level of service that defines the expectations it creates.
Ideally, the brand endeavours to consistently deliver more than its implicit promise, delighting its customers as it does so.
"Level up, leap forward"
Meet Alex.
Alex is that rare individual who combines intellectual prowess with an infectious enthusiasm for pushing boundaries. At first glance, you might mistake them for just another sharp mind in a sea of professionals, but spend a few minutes in conversation, and you’ll discover a depth that’s both intriguing and refreshing.
With a quick wit and an ever-present twinkle in their eye, Alex has a knack for seeing possibilities where others see obstacles. They’re the person in the room who listens intently, absorbing information like a sponge, before offering an insight that shifts the entire conversation. It’s not just about being smart; it’s about being imaginative and bold with that intelligence.
Alex isn’t interested in being the loudest voice in the room or the life of the party. Instead, they’re the one you find engaged in a passionate discussion about the future of technology or debating the ethics of AI. Yet, just when you think you’ve got them pegged as a serious intellectual, they’ll crack a joke so cleverly timed and perfectly delivered that you can’t help but laugh.
Their approach to work mirrors their personality. Alex doesn’t just complete tasks; they reimagine them. They’re not satisfied with the status quo, constantly asking “What if?” and “Why not?” This innovative spirit is balanced by a genuine care for those around them. Alex is as invested in the growth of their colleagues as they are in their own development.
While Alex could easily fit into any high-powered corporate environment, they choose to channel their talents into transforming the iGaming industry. They see it not just as a field ripe for innovation, but as a platform to create meaningful impact. To Alex, every challenge is an opportunity to learn, grow, and push the boundaries of what’s possible.
In essence, Alex embodies the perfect blend of sage-like wisdom and hero-like boldness. They’re them kind of person who makes you want to bring your A-game, not out of intimidation, but out of inspiration. With Alex, you’re not just part of a team, you’re part of a movement to redefine an industry.
We share well-researched insights and expertise, ensuring clarity and precision in our communication. Our tone reflects the intellectual depth and innovative thinking of the brandʼs personality.
Do’s
Use data-driven statements and industry insights to back up our points.
Dont’s
Overwhelm with jargon or unnecessarily complex language.
"There is a way to anticipate and shape industry trends Our data-driven approach keeps us two steps ahead, always."
"Our data doesn’t just inform decisions - it predicts trends. We’re already solving tomorrow’s iGaming challenges."
We communicate with assuredness and vision, inspiring our team and potential talent to embrace challenges and strive for excellence. This aligns with the Game Lounge bold, boundary-pushing nature.
Do’s
Use action-oriented language that motivates and challenges.
Dont’s
Come across as arrogant or dismissive of others’ capabilities.
"Ready to redefine what’s possible in iGaming? At Game Lounge, we go beyond upping the game - we’re creating an entirely new playing field."
"Imagine reshaping an entire industry. Now stop imagining and join us in making it happen."
We create a supportive and motivational environment that encourages our team to achieve their personal and professional goals. This reflects our ‘Nurture’ value and the brandʼs care for the growth of all team members.
Do’s
Show empathy and a commitment to personal and professional development.
Dont’s
Sound paternalistic or overbearing.
"Your growth is our priority. At Game Lounge, we invest in your brilliance, providing the support and challenges you need to reach your full potential."
"We provide the fertile ground; you bring the brilliance. Together, we’ll grow something extraordinary.
We communicate openly and honestly, fostering a culture of transparency and trust. This aligns with our ‘Candour’ value and straightforward approach.
Do’s
Be clear, honest, and to the point in our communication.
Dont’s
Be blunt to the point of insensitivity.
"We believe in straight talk. You’ll always know where you stand at Game Lounge - we see feedback as a gift, not a burden."
"Honesty isn’t just a policy, it’s our superpower. Expect straight talk, open doors, and feedback that actually feeds forward."
While maintaining professionalism, we infuse our communication with a hint of wit and playfulness. This reflects Alex’s twinkle in the eye and prevents us from sounding too corporate (letʼs not forget Alex).
Do’s
Use clever wordplay or light-hearted references where appropriate.
Dont’s
Force humour or use it in serious discussions.
"Think you can outsmart our challenges? Game on! We’re always on the lookout for minds that can turn complex puzzles into winning strategies."
"We know what good looks like. Itʼs not enough. Weʼre looking for brilliance."
Take a closer look & you’ll make out the
finer details of our g.
Bold; no matter its colour
A subtle pairing of our g & l
Curved to represent our agility
A monocle to reflect our attention to detail
Make sure to use the ‘g’ mark with the game lounge word mark as a support.
This is used when the wordmark doesn’t fit.
Let’s be bold and take up (equal) space in every version of our logo.
Our primary logo is 230px wide, the ‘g’ mark is 80px wide & the stacked logo is 117px wide.
When we scale it down below 100px, we use our logo mark (this always needs to be supported by the ‘game lounge’ word mark).
The stacked version of the logo, will only be used as a last resort.
Our logo is adaptable across our eye-catching colours in these ways.
Our primary logo should always appear in dark purple on a white background. For secondary usage, the logo may be white or vivid green on a dark purple background.
Avoid using any other colors for logo applications to maintain brand consistency.
Deep Purple
HEX: #3b1f73 | Pantone: 3542u / 3542c
RGB: 59, 31, 115 | CMYK: 94%, 100%, 21%, 10%
RAL: Powerful Violet 310, 20, 30
Brilliant White
HEX: #FFFFFF | Pantone: 663C / 663U
RGB: 255, 255, 255 | CMYK: 0%, 0%, 0%, 0%
RAL: Traffic White 9016
Inspiring Iris
HEX: #925dd3 | Pantone: 2089u / 2089c
RGB: 146, 93, 211 | CMYK: 55%, 71%, 0%, 0%
RAL: Blue Lilac 4005
Bold Magenta
HEX: #ff00e5 | Pantone: 807u / 807c
RGB: 255, 0, 229 | CMYK: 0%, 100%, 0%, 0%
RAL: Bright Pink 2546
Vivid Green
HEX: #04fc9b | Pantone: 2412u / 2412c
RGB: 4, 252, 155 | CMYK: 48%, 3%, 45%, 0%
RAL: Caparol 89, 28, 140 / Agave 150
Our text colour and weight combinations ensure that what we’re saying remains easy to read.
In visual applications, the deep purple takes over the vivid green and bold magenta. Please refer to the colour meter for our communication materials.
It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and recognition.
Building on the arrows integrated into our “Level Up, Leap Forward” tagline, we have developed a cohesive pattern that permeates our visual identity.
These arrow patterns symbolise our brand’s dynamic and progressive nature, serving as a constant reminder of our commitment to growth and advancement.
Complementing this, we have also crafted an additional pattern using dots. This dot pattern adds versatility and depth to our imagery, providing a harmonious balance between structure and creativity. Together, these patterns enhance our visual storytelling, reinforcing our brand values and vision across all touchpoints.
Only our patterns are allowed to be in our green and should fall within the opacity range of 10-15%.
One of our important assets in our brand is the Level Up Leap Forward arrows. The pink outline and solid arrow pointing up represents Level Up while the iris outline and solid arrow pointing to the left is Leap Forward.
By pairing the solid arrows with a larger, stroked arrow, we create a striking and dynamic symbol of progression.
This enhanced arrow design adds a sense of direction and movement, elevating our social imagery with a bold and modern aesthetic. This combination not only strengthens our brand message but also captures attention, making our visuals more impactful and engaging across all social platforms.
It is important not to use these arrows as patterns but rather as complementing the visual. Do not amend the structure, shape or direction of the arrows.
The Logo mark is always to be found on the top right corner of the image. If contrast is an issue we have an alternative logo mark.
Our imagery makes you look twice.
Neon purple on a black background and people shot from the waist up is our default.
But we’re more playful on our website!
Editing colours on an employee photo is super easy. The first thing to do when receiving a raw photo file is to import the photo on Adobe Lightroom and apply the following colour settings:
Go on Colour Mixer;
Drag the red hue to -100;
Drag the bright purple hue to -100;
Export photo Jpeg in 100% quality.
You will notice how the colour hues change from red to our purple!
PS. If you notice some facial features eg. lips turned a little purplish after the edit, make sure to use the ‘mask’ tool on Photoshop to get the natural colours back.
Our thick icons allow us to be creative with our colours and maintain that Game Lounge look.
The sizes of use are adapted towards improved visualization, especially for smart phones. Here above we have defined the rest if the intermediate sizes.
Our thick icons allow us to be creative with our colours and maintain that Game Lounge look.
There are 6 types of templates:
1. If event consists of 1 participant, person should be placed in the middle from chest upwards and event details above. Name should be written under the portrait as so. Use our gradient G behind the person.
2. If more details have to be included, person should be placed on the right hand side and all content bottom left. Event logos placed first, followed by the participant name and title underneath.
3. For more than 1 participant, place person inside our oval shaped border next to each other. Make sure to alternate align the participants (height) and write the names under each participant. You can slightly increase the size of the shape if less than 4 persons are present. If more than 4, reduce the size of the portraits to fit and place names closer to the person.
4. For a generic post about the event, insert the highlight of location inside our ‘leap forward’ arrow and add our iris gradient map to the image. Use the solid iris arrow as a way to add dept and perspective.
5. For partnerships, use our full logo and add the symbol X in iris in between.
Fill the background with our green dotted pattern with 10% opacity. Do not move or amend the pattern background. Only use photos from our branded imagery folder. Include drop shadows using a multiply filter.
Event poster requirements:
Our G logo at the top and centered to the artwork. Do not modify or move.
Please follow our colour pairing rules & Apply our dotted pattern on white background
The person or character should be centered and in colour (approx. taking 50-70% of space).
Headline: legible, prominant and adequate to the event.
Event details: placed on our white strip at the bottom. Please use our brand typeface and colours.
The objects surrounding the poster should be in our Game Lounge Deep Purple, Inspiring Iris and Bold Magenta. Apply the Gradient Map filter to add colours. Also, please keep our posters simple and clean!
Please use the right codes from Adobe Game Lounge Library.
Most important rule: make it fun and unique!
Our business cards come in 2 templates, which are the following;
Normal Business Cards containing the name, job role, telephone number and the QR code leading to the Linkedin profile. Sometimes Skype is added too according to preference.
Sales Business Cards containing the name, job role, telephone number and the QR codes of the Linkedin profile and/or Skype as well as a PDF link containing more personal information.
The Design System Brand kit provides a centralised collection of essential branding assets and guidelines to ensure consistency across all digital and print materials.
This kit includes:
Logos in both PNG (for quick use) and SVG (for scalable, high-quality applications)
Logo variations & other brand assets.
Url to this the guideline page.
For any other queries please reach out.