JaxPlays Brand Guidelines

This document serves as a comprehensive guide for both internal stakeholders and external partners to accurately represent the JaxPlays brand across various platforms and materials. Adhering to these guidelines ensures that every interaction with the JaxPlays brand is consistent, professional, and true to our values. Whether you’re part of our team or collaborating with us, these standards help maintain the integrity and distinctiveness of our identity in all communications and presentations.

1. Name

  • The name of the publication is always written as JaxPlays with camel-case capitalization.
  • Avoid variations such as JAXPLAYS, JAXPlays, or Jaxplays.

2. Website URL

  • The official website URL is jaxplays.org. Always present in all lowercase.
  • Do not add “www” to the beginning of the URL.
  • Do not use variations such as JAXPLAYS.ORG, JAXPlays.org or JaxPlays.org.
  • Do not use jaxplays.com
    • This domain is owned by JaxPlays, Inc. but is just a redirect to the .org site.
    • The .com domain is not to be used in any branding or marketing materials.

3. Color Palette

The JaxPlays color palette consists of four primary colors: gold, black, white and magenta. These colors should be used consistently across all branding and marketing materials to maintain a cohesive and recognizable brand identity.

Gold HEX #FFD316 RGB(255, 211, 22)
Black HEX #000000 RGB(0, 0, 0)
White HEX #FFFFFF RGB(255, 255, 255)
Magenta HEX #9D2063 RGB(157, 32, 99)

4. Typography

  • The primary font for JaxPlays is Avenir Next. This font should be used for all body text in both digital and print materials. It is important to maintain consistency in font usage to ensure brand recognition and readability.

  • Headings: Use Avenir Next Bold for all headings and subheadings.

  • In the News and Reviews articles we use Athelas, font-weight 700, for the title and Georgia for the body text and subheadings.

5. Logo and Wordmark

  • The JaxPlays logo is gold on a black background.
  • The wordmark for JaxPlays is white text on a black background, all-caps in Avenir Next Bold.
  • The logo is sometimes used on its own, while the wordmark is always used in conjunction with the logo.
  • When used on a gold or light background, both the logo and wordmark should be all black.

The JaxPlays logo is available in multiple formats suitable for various digital and print applications.

Horizontal Logo Lockup

Compressed Horizontal Logo Lockup

Vertical Logo Lockup

6. Organization

  • The nonprofit organization operating JaxPlays is referred to as JaxPlays, Inc.

These guidelines ensure a consistent brand presentation that aligns with JaxPlays’ visual and corporate identity across all platforms and materials.