Brand Guidelines
This simple kit includes all necessary elements of the Wiz Slots brand.
The Spell Book
The principles outlined here will help to guide decision making across all of our touchpoints, ensuring every interaction feels truly magical.
Our brand idea
‘Play Your Way’ is the core idea that our brand should communicate, offering a personalised and enchanting experience for every player.
Our attributes
Playful, Confident, Modern, Innovation, and Prestigious – these are our guiding principles and our way of being.
Brand Purpose (Mission)
Wiz Slots is for casino players looking for a fun, reliable and expert slot site.
Brand Vision
To be the casino lover’s preferred slots site.
Brand Positioning
Your essential slots specialist, bringing fun, expert knowledge and a hint of magic to your casino experience.
Logo
Primary Logo - Horizontal
Secondary Logo - Vertical
Our logotype is the most important fixed asset of the brand. The Horizontal Logo is our primary presentation, featuring the “W” symbol integrated alongside the wordmark for maximum clarity on digital interfaces.
The Vertical Logo (Portrait) serves as a secondary variation, providing flexibility for narrow layouts while maintaining the distinct alignment between the symbol and the text.
Logo Clearspace
To ensure the integrity of our brand, nothing should ever obscure our wordmark. We utilize Safe Zones to guarantee enough clear space around the logo. This exclusion area is defined by a specific measurement based on the logo’s own proportions, ensuring it remains prominent, legible, and uncrowded by other visual elements or text.
The 'W' Symbol
The “W” symbol is our most versatile asset, serving as our App Icon and a standalone mark in various graphics. It acts as a seal of quality, often rendered with a neon glow or integrated into 3D designs to build brand recognition without the full wordmark.
Colours
Primary Colour Palette
Heart Red
HEX
#EE1D3A
RGB
238, 29, 58
White
HEX
#FFFFFF
RGB
255, 255, 255
Black
HEX
#000000
RGB
0, 0, 0
We’re a red, black and white brand – strong, simple, contrasting colours. Our main colour is Wiz Red and our supporting colours are white and black.
Our colour palette also contains Magic Circle Purple and Wiz Blue, along with various complementary secondary colours to help us enrich our brand.
Secondary Colour Palette
Heart Light Orange
HEX
#FAA703
RGB
250, 167, 3
Heart Grey
HEX
#CCCCCC
RGB
204, 204, 204
Heart Brown
HEX
#722A2B
RGB
114, 42, 43
Heart Orange
HEX
#F0591B
RGB
240, 89, 27
Heart Light Green
HEX
#A5D427
RGB
165, 212, 39
Heart Pink
HEX
#FF7F7F
RGB
255, 127, 127
Heart Purple
HEX
#543851
RGB
84, 56, 81
Heart Green
HEX
#0F9324
RGB
15, 147, 36
Heart Blue
HEX
#442F95
RGB
68, 47, 149
Our colour palette also contains various complementary secondary colours to help us enrich our brand.
We use different opacity levels, always of at least 50% opacity to not lose tonality.
Typography
Open Sans
Open Sans is our standard typeface, providing a clean, modern, and light aesthetic. This font ensures high legibility across all digital platforms. We use it consistently for titles, website interfaces, and body copy to create a coherent and professional look.
Image Style
Our imagery uses a high-fidelity 3D studio style to bring the magic of Wiz Slots to life. These assets feature vibrant characters and objects, such as slot machines and roulette wheels, treated with a “magical” neon glow. This approach captures energy and drama, ensuring our games feel like premium, immersive events.
Tone of Voice
Defining the way we talk to our customers, conveying our character and brand personality.
Everything we say and do at Wiz Slots feels entertaining and upbeat. Our tone is always motivating and positive, while being consistently warm and friendly.
We speak in a way that conveys our expertise and passion for slots. Our customers know they can rely on us to keep them informed about the latest releases.
Our tone is light-hearted and contains a nod to the magical theme of the site, though we are always down-to-earth and serious about issues related to Safer Gambling.
We use simple expressions and straightforward language, without any slang or cultural references, ensuring that our words can connect with a global audience.
Entertaining
Always upbeat and motivating – conveying fun, anticipation and a hint of magic.
Passionate
Enthusiastic about casino games, especially slots and all their themes and features.
Welcoming
Warm and familiar, positive and reassuring – like chatting with a friend.
Knowledgeable
We’re experts in casino and slots, this assurance runs through all our communications.
Global
Clear communications using simple language that everyone can understand.