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Space Marine VR - Communication Guidelines Follow

Introduction

These guidelines are provided to you by Games Workshop & Zero Latency VR, for the sole purpose of assisting you in developing communication assets for promoting Warhammer 40,000: Space Marine VR - Defenders of Avarax. These guidelines don’t necessarily apply to other Zero Latency VR products. No part of this document or any reproduction thereof, may be publicly displayed or transferred by you to any other party for any purpose whatsoever.

 

On this page:

Communication Guidelines

Games Workshop

The Brand

The Partnership

The Experience

Marketing Assets

 

Legal Information

Warhammer 40,000 and Space Marine are the intellectual property of Games Workshop and need to be recognized as such. When creating assets, apply the following copyright statement:

Warhammer 40,000: Space Marine VR © Games Workshop Limited 2024. Space Marine VR, the Space Marine VR logo, Defenders of Avarax, GW, Games Workshop, Space Marine, 40K, Warhammer, Warhammer 40,000, the ‘Aquila’ Double-headed Eagle logo, and all associated logos, illustrations, images, names, creatures, races, vehicles, locations, weapons, characters, and the distinctive likeness thereof, are either ® or TM, and/or © Games Workshop Limited, variably registered around the world, and used under licence.

 

Shortened version for social media and printed assets:

Warhammer 40,000: Space Marine VR © Copyright Games Workshop Ltd 2024.

 

Experience Name

Do:

  • The official experience name is Warhammer 40,000: Space Marine VR - Defenders of Avarax
  • Within the same content, once you have established the full name, you can drop to Space Marine VR - Defenders of Avarax
  • For longer content with multiple mentions of the experience name - after using the above, you can further drop to Space Marine VR

Don't:

  • Refer to the experience as simply ‘Space Marine’ - it is only ever one of the versions above, which all include VR
  • Use abbreviations such as SMVR or crop the name like Space Marine VR: Defenders
  • Refer to our experience as the VR version of Space Marine 2 - you can only ever mention the console game in the context of ‘Space Marine VR - Defenders of Avarax is based on the world of Space Marine 2 

NOTE: The above refers to how we talk about the name of our experience. We can use Space Marine without VR when we’re talking about the characters for example.

 

Game Description (English)

SHORT - In Warhammer 40,000: Space Marine VR, show no mercy, fight with fury and unleash your inner warrior as you battle a relentless alien threat.

MEDIUM - The enemy is relentless. The alien threat is looming large, but your squad of genetically enhanced super-soldiers are more than up to the task. In Warhammer 40,000: Space Marine VR, there is only war. Can you turn the tide against overwhelming odds?

LONG - Gather your squad and prepare for a vital mission in Warhammer 40,000: Space Marine VR. Unleash your fury as a Space Marine, a merciless and incredibly powerful super-soldier. Exploring an expansive and dangerous Hive City, you’ll fight off voracious swarms of Tyranids, an all-consuming alien onslaught from beyond the known galaxy. You’ll battle through overwhelming odds as you delve deep into an ancient vault, attempting to retrieve a powerful relic, which may turn the tide against this relentless enemy. Using a wide range of devastating weaponry, epic skirmishes will test your mettle, in the biggest and most detailed world ever created in VR. Avarax needs you. Prepare for war.

Translations are available in Brandfolder here.

 

Translations

Translations for key copy (website, game descriptions and emails) are available in Brandfolder here.

STOP There are some words from the Warhammer world which are never to be translated - a list is available on Brandfolder here.

CAUTION There are some words from the Warhammer world which require specific translations to be used - a list is available on Brandfolder here.

 

Communication Channels

Please note - Provided you follow the guidelines in this document, using approved assets and copy, you can communicate to your customers through different channels.

Do:

  • In venue communication - signage, flyers, screens
  • Websites - HO & Zero Latency venue sites
  • Social media eg. Instagram, TikTok, Meta
  • Video platforms eg. Youtube, Vimeo, Twitch
  • Email - HO & Zero Latency venue databases
  • Seek HQ assistance with creative - new assets or changes require approval

Don't:

Don’t use these channels without HQ assistance:

  • Press release
  • Broadcast TV, digital TV & cinema
  • Broadcast radio, digital radio & podcasts
  • OOH, DOOH & transit outdoor signage

 

Social Media Channels

Tags

Tag Zero Latency & Warhammer accounts /warhammerofficial /zerolatencyvr
OPTIONAL /_warhammer_community.

Hashtags

Use brand / mandatory hashtags #zerolatencyvr #spacemarinevr #warhammer40000.

Emojis

Use suitable emojis like skulls, fire or crossed swords. Avoid anything with political connotations or jokey emojis (eg. don't use water pistols as guns).

 

Partnership Language

Examples of permitted language:

  • Space Marine VR is available within your Zero Latency location eg. Space Marine VR is now available at Zero Latency, located in Archie Brothers Docklands. 
  • Announce a Space Marine VR promotion at your Zero Latency location.
  • Space Marine VR is exclusive to Zero Latency globally eg. “Space Marine VR exclusively at Zero Latency VR locations worldwide”.

Examples of forbidden language:

  • Space Marine VR is available at any other ‘brand’ location eg. Space Marine VR is now available at Archie Brothers
  • Announcing a partnership between Games Workshop or Warhammer and your specific location / network
  • Announcing that Games Workshop or Warhammer selected your specific location / network to operate Space Marine VR
  • Announcing that your specific location / network is the only place to play Space Marine VR (but it’s ok if you say that it’s the only place to play it within your area)

 

Games Workshop Guide

Space Marine Values

The following are key to ensuring products are faithful to the Space Marine brand: 

  • Quality All Space Marine products are high quality pieces of entertainment or merchandise.
  • Visceral, high-adrenaline action!
  • Visually impressive set-pieces.
  • Humanity fighting back against the darkness.
  • Space Marines being amazing super-soldiers, especially compared to ‘normal’ humans.
  • Not blindly following the letter of the law, but being faithful to the spirit of the law, so that...
    • ...good triumphs over evil...
    • ...even when the actions of good people are unfairly called into question.

Presentation of Space Marines

The Warhammer 40,000 universe is unrelentingly grim and dark. There are no “good guys”. Space Marines, from Humanity's perspective, are slightly less psychopathic killing machines than the Tyranids. But only just. To Space Marines, protecting human life isn't particularly important. Killing xenos is, and sometimes those things neatly overlap. 

  • Space Marines are engineered to kill, to cleanse worlds in the name of the Emperor. They're unfeeling and uncaring, driven in their righteous purpose. To regular humans they are absolutely terrifying. This should be tonally reflected in any marketing material.
  • Depiction of the IP must be typical of Warhammer 40,000 - Space Marines must be presented as powerful, Tyranids need to be horrendous, monstrous killers.
  • If you're placing 'players' into the Warhammer universe, they need to literally inhabit a character from the universe - they cannot be their regular selves wandering around the Warhammer 40,000 fictional universe. Do not represent everyday real world humans as if they inhabit the Warhammer 40,000 world.
  • You can show the players immersing themself in the setting of the game when they put their headset on, but not becoming part of the Warhammer 40,000 Universe in a broader sense (see the last point below). Do not show a player interacting with the Warhammer 40,000 universe in a way they don't in the game - eg. picking up an artefact or stamping on a skull on the floor for example. They should be taking the same actions they would in the entertainment arena, not play acting as characters from Warhammer 40,000. Footage of players in the game environment should be used alongside footage of the characters the players will inhabit - the Space Marines.
  • Do not send characters from the Warhammer 40,000 world and place them into ‘real-world’ situations.
  • Do not use physical miniatures (including presenting things as if they were physical miniatures), or the act of playing a game of Tabletop Warhammer to promote your product.
  • In all cases, you cannot use the line "The Imperium needs you" or anything similar, that might evoke real world comparisons to WW2 or other conflicts
  • Do not liken Warhammer to other 'heroic' IPs. No sane person wants to be in the 40k universe, and any one paying attention knows it's not an aspirational state. It's grim. It's dark. It’s the slow ending of all life in horrible ways regardless of how many mini-victories there are. The light will fade. Lean into this.

 

Copy Suggestions

You will find various approved copy documents in Brandfolder (under Documents or External Media) for use. Below is additional copy guidance from Games Workshop. 

The closest you will ever get to being a Space Marine 

  • Witness the power of a Space Marine.
  • Get closer to the Warhammer 40,000 setting than ever before.
  • Defend the Imperium from the alien.
  • Embrace the superhuman skill and brutality of a Space Marine.

Take up your Bolt Rifle, experience what it’s like to move around in power armour 

  • Join the ranks of the superhuman Adeptus Astartes.
  • Immerse yourself in the Warhammer 40,000 universe.
  • Stand against the enemies of the Imperium.
  • Embody a Space Marine like never before.

Wield a powerful arsenal of weapons as one of the Emperor's finest and deadliest warriors 

  • Unleash your arsenal against swarms of Tyranids.
  • Hold at bay the horrors of the galaxy and prove your ultimate loyalty to humanity.
  • Join the eternal war against the enemies of the Imperium.
  • Make your last stand against the horrors of the galaxy.

 

Marketing Do's and Don'ts

Please note - All marketing materials and copy are to be approved by Games Workshop before being presented to the public.

 

Do:

  • Show Space Marines as powerful and fearsome warriors.
  • Highlight the brutality of the Warhammer 40,000 setting.
  • Emphasise the grim dark aesthetic of the Warhammer 40,000 Universe.
  • Present Tyranids as horrendous, monstrous killers.
  • Tell players they can ‘embody a Space Marine’.

Don't:

  • Glorify Space Marines as heroes.
  • Use military-themed propaganda style messaging such as ‘The Imperium needs YOU’.
  • Idealise or celebrate Space Marines as the ‘good guys’.
  • Tell players they can ‘be a Space Marine’.
  • Encourage people to want to be in the Warhammer 40,000 setting.

 

The Brand

Logo Rules

Ensure the logo is placed prominently and consistently for brand recognition. Keep it clear, visible and aligned with the overall design.

  • Do not crop, shrink, reverse, change colours or modify the logo in any way.
  • Do not take away the ‘WARHAMMER’ symbol or the title ‘DEFENDERS OF AVARAX’.
    • ie. Do not show the constituent parts of the logo individually in any materials eg. Cannot use just ‘Space Marine’.

 

Clear Space

Clear space is the minimum area surrounding each logo that should remain free of any other graphic elements or text.

  • Clear space is essential in maintaining the clarity and integrity of all brand logos.
  • Whenever possible, maintain more clear space around each logo than the minimum specification
  • For Space Marine VR, the required clear space is the height of the ‘M’ in the logo, on all sides

 

Minimum Size

Minimum size specifications are provided to ensure that all logos reproduce effectively at small sizes.

  • Print Minimum Size: 40mm or 1.6 inches wide.
  • Digital Minimum Size: 150 pixels wide.
  • Whenever possible, avoid using logos at their minimum size - a larger size will maximize legibility of the wordmark and symbol.

 

Logo Colours

Each logo is available in various colour versions, including full colour, black and white, and greyscale. These versions come in both positive and negative formats for use in print and digital media.

  • The Space Marine VR logos are available in .psd and .png formats 

 

Colour Rules

Do:

  • Ensure the logo contrasts strongly with the background to maintain legibility.
  • Stick to brand-approved colours that enhance the logo and reinforce brand consistency.
  • Use neutral colours like white, black, or gray, which work well with most logos.
  • Test on Various Backgrounds: Always test the logo on different backgrounds to ensure it looks good across all platforms.

Don't:

  • Avoid using backgrounds that are too close in colour to the logo, as this diminishes visibility.
  • Avoid using colours outside of the brand’s palette unless absolutely necessary.
  • Don’t place the logo on random backgrounds without considering the overall brand image.

 

Logo Do's and Don'ts

Do:

  • Consistent Proportions: Keep the logo’s size and shape intact.
  • Clear Space: Ensure space around the logo for visibility.
  • Brand Guidelines: Follow official design rules.
  • Correct Colours: Use brand-approved colours.
  • Strategic Placement: Position the logo where it enhances the design.
  • Legibility: Make sure the logo is easy to read.

Don't:

  • No Alterations: Don’t change the logo design.
  • Avoid Overlaps: Don’t place it over busy backgrounds.
  • No Effects: Skip shadows and other effects settings that alter the appearance.
  • Don’t Resize Improperly: Avoid stretching or shrinking.

 

Logo on Images

Logo placement on images:

  • Can only be used on official Zero Latency x Space Marine VR images
  • Requires high contrast and strategic positioning for maximum visibility and impact
  • Where possible, the logo should sit slightly behind a key character or player
  • Busy images will require retouching and gradient use

 

Gradient Acceptable Backgrounds:

  • Dark Colour / Images - 80 - 100%
  • Lighter Colour / Images - 10 - 20%

 

Logo Variations

 

Logo Variation One - Small Game Name (Use sparingly)

Use when full screen or on large format signage, where readership is not an issue due to large size. 

 

Example usage:

  • Full size trailer
  • TV or cinema ad
  • Large format signage

 

Logo Variation Two - Medium Game Name (Most Common Use)

Use on posters or other general sized print assets, from around DL size upwards.

 

Example usage:

  • In venue signage
  • OOH, DOOH and transit
  • Printed collateral
  • Can also be used on digital and social media assets

 

Logo Variation Three - Large Game Name (Digital Use)

Use for digital, social media and other purposes where the game name needs to be more readable at a small size.

 

Example usage:

  • Email signature and eDM assets
  • Digital banners
  • Website assets
  • Social media assets

 

 

The Partnership

Co-Branded Partnership Lockup

When Zero Latency is paired with the Space Marine VR logo, it is required to be locked up in the format shown.

  • Only use partnership logo lockups provided on Brandfolder
  • Do not alter the lockups
  • Venues are not permitted to create their own partnership lockups
  • Only the Zero Latency brand can be used with the Space Marine VR partnership lockup

 

Co-Branded Partnership Text Lockup

Partnership logos may be used as a lock up with the phrase:
ZERO LATENCY PRESENTS

  • Only use partnership logo lockups provided on Brandfolder
  • Do not alter the lockups
  • Venues are not permitted to create their own partnership lockups
  • Venues can request a version with PRESENTS translated to their local language, via Zendesk ticket
  • Only the Zero Latency brand name can be used with the Space Marine VR partnership lockup

 

Co-Branded Partnership Lockup - Warhammer Officially Licensed

When Zero Latency is paired with the Warhammer Officially licensed logo, it is required to be locked up in the format shown.

  • This logo lock up and the individual Officially Licensed logo are only available for assets requested via head office
  • Any collateral featuring the Officially Licensed logo must be approved by Games Workshop
  • Mandatory copyright text is required when the Officially Licensed logo is used

 

 

The Experience

The Experience Pillars

 

The Experience Proposition

 

 

Marketing Assets

Approved Assets

  • Only approved assets, officially supplied from Zero Latency HQ, can be used to market the launch of Space Marine VR.
  • Video assets provided prior to launch will include the full trailer, ad cuts and in game footage.
  • Image assets will include key art, player photography, game scenes and various print artwork files.

Visit Brandfolder to see the latest Space Marine VR assets available for use.

  • Do not skew, stretch or modify in any way the Space Marine VR assets provided. 
  • Including, do not add any elements (like a santa hat!) to any Space Marine characters.
  • Do not place any characters provided (Space Marine or Tyranid) into an environment other than Space Marine VR.
  • Do not use any logos other than Zero Latency and Space Marine VR - Defenders of Avarax.
  • Do not use any artwork or assets created outside of Zero Latency HQ without approval - allow up to two weeks for Games Workshop approval to be sought.
  • Usage of the Warhammer Officially Licensed logo is expressly forbidden, without approval by Games Workshop.

NOTE: If you plan to use influencers, content creators or an agency for your Space Marine VR launch, please advise HQ and allow enough time for them to be briefed, concepts vetted and final assets approved.

 

Artwork Request and Approval Process

Below is the process to follow to seek approval for custom Space Marine VR assets.

  1. Raise a ticket to marketing@zerolatencyvr.com outline your request including usage, duration, channels, specs etc - include as much detail as you have available.
  2. State whether you are requesting artwork to be made or if you are supplying artwork to be approved.
  3. Include your deadline but please note - we recommend allowing up to two weeks for supplied artwork to be approved and another 1 - 2 weeks if you also require artwork to be made for you.
  4. Please include contact details for all relevant parties to ensure they are included in correspondence.
  5. While Zero Latency HQ will facilitate your request, including providing advice or design assistance if required, we cannot guarantee approval will be granted by Games Workshop.
  6. To ensure any request for approval is processed in a timely manner, please ensure your creative team have read these guidelines, and use only approved assets and copy - no responsibility will be taken for artwork rejection where the guidelines have not been followed.
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