Apple Arcade Identity Guidelines

Great games deserve great marketing. The key to a great marketing campaign is clear and effective messaging. To comply with Apple requirements and receive the greatest benefit from your communications, follow these guidelines when promoting Apple Arcade in marketing communications, including advertising, apps, websites, and printed promotions.

Find it on Apple Arcade Badge

Create a clear and memorable call to action by including the Find it on Apple Arcade badge in digital and printed marketing materials.

Use the Find it on Apple Arcade badge when linking to your game or to the Arcade tab.

1.1 Badge Artwork

Use only the badge artwork provided by Apple. Never create your own Apple Arcade badge or change the artwork in any way. If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the badge artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

1.2 Localized Badges

Apple offers the Find it on Apple Arcade badge artwork with the words Find it on translated into many languages. The trademark Apple Arcade always appears in English. Never translate the words Apple Arcade. Do not create your own translated or localized badge.

Download localized badges in every language we have available.

1.3 Badge Placement

Use only one Find it on Apple Arcade badge. Place the badge below or to the right of the images and copy promoting your content. Keep the badge smaller than the other images and main message. Don’t make it the dominant artwork. If you include the Find it on Apple Arcade badge along with badges for other services, place the Apple Arcade badge first in the lineup of badges. Do not display the Find it on Apple Arcade badge and the Apple Arcade app icon together.

1.4 Minimum Clear Space

Follow these guidelines for print and digital material: Minimum clear space around the badge should be at least one-quarter the height of the badge. Don’t place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.

1.5 Minimum Badge Size

Minimum badge size is 8 mm for printed materials and 30 pixels for digital use. Don’t make the badge the dominant graphic.

On Mobile Devices

If you have advertising with very limited layout space, such as banners for mobile devices, use a badge size that’s clearly readable on these devices. Minimum clear space around the badge should be at least one-quarter the height of the badge.

1.6 Backgrounds

Do not alter the Apple-provided badge artwork in any way. The gray border around the badge is part of the badge artwork and must not be left out.

You can place the badge on these backgrounds:

  • Black or white background
  • Solid-color background
  • Background image that doesn’t affect the readability of the badge

1.7 Avoid Mistakes

Avoid mistakes. Use the artwork exactly as provided by Apple.

  • Do not eliminate the Find it on call-to-action message.
  • Do not modify, angle, animate, rotate, or tilt the badge.
  • Do not apply special effects such as shadows or glows to the badge.
  • Do not alter the artwork in any way.
  • Do not use icons, logos, or graphics from the Apple website or from Apple apps.
  • Do not imitate Apple communications.
  • Do not use the Apple logo alone.

Find it on Apple Arcade Lockup

The Find it on Apple Arcade lockup is a combination of the Apple Arcade icon with the message Find it on Apple Arcade set in specially designed type. The lockup does not contain a border, and the elements are not contained inside a shape. Use only the artwork provided by Apple and do not alter the artwork in any way.

Use the Find it on Apple Arcade Lockup when linking to your game or to the Arcade tab.

A lockup can be used in all marketing communications promoting a game on Apple Arcade. If badges from other Apple services appear on your communication, do not use a lockup. Instead, use the appropriate Apple Arcade badge.

The Find it on Apple Arcade lockup is designed for greater graphic versatility and can be used on layouts where the Find it on Apple Arcade badge is either crowded by limited layout space or appears visually heavy in the layout. The Find it on Apple Arcade lockup is especially suited to banner ads, print ads, and other forms of advertising. Whenever a lockup is used online, you must include a link to Apple Arcade.

The Find it on Apple Arcade lockup is a promise to your audience of a high-quality gaming experience. Follow these guidelines to make sure you’re using the Apple Arcade lockup correctly. Marketing materials don’t usually require approval by Apple, but there are a few exceptions. Written approval from Apple is required for materials used in:

  • TV or print media
  • Any marketing format with high visibility
  • Custom photography or video in which Apple products appear

Be sure to allow at least seven business days for review and approval. See the Apple Approval section for details.

2.1 Lockup Artwork

Use only the lockup artwork provided by Apple. Do not change the Apple-provided artwork in any way. Never build your own Apple Arcade lockup. Do not revise the Find it on message.

If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the Find it on Apple Arcade lockup artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

Color lockups, preferred:

  • Color lockup, black type
  • Use on light backgrounds.
  • Color lockup, white type
  • Use on dark backgrounds.

Solid lockups, optional:

  • All-black lockup
  • Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on light-color backgrounds.
  • All-white lockup
  • Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on dark-color backgrounds.

2.2 Localized Lockups

Apple offers the Find it on Apple Arcade lockup artwork with the words Find it on translated into many languages. The trademark Apple Arcade always appears in English. Never translate the words Apple Arcade. Do not create your own translated or localized badge.

Download localized lockups in every language we have available.

2.3 Using the Lockup

Follow these requirements for using the Find it on Apple Arcade lockup.

  • Use only one Find it on Apple Arcade lockup.
  • A lockup cannot be combined with a Find it on Apple Arcade badge. Use either a lockup or a badge, not both.
  • Place the lockup below or to the right of your images and copy promoting your content. Keep the lockup smaller than the other images and main message.
  • Do not use the Apple Arcade lockup along with badges for other services. Instead, use the Find it on Apple Arcade badge and place the badge first in the lineup of badges.
  • The option with color is preferred; however, you can select the color option that best suits your layout.

2.4 Minimum Clear Space

Follow these guidelines for print and digital material: Minimum clear space around the lockup should be at least one-quarter the height of the lockup. Do not place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.

2.5 Minimum Size

Minimum lockup size is 6 mm for printed materials and 25 pixels for digital use. Do not make the lockup the dominant graphic.

On Mobile Devices

If you have advertising with very limited layout space, such as banners for mobile devices, use a lockup size that’s clearly readable on these devices. Minimum clear space around the lockup should be at least one-quarter the height of the lockup.

2.6 Backgrounds

You can place the lockup on these backgrounds:

  • Black or white background, following the guidelines for each option
  • Solid-color background
  • A clean and uncluttered background that does not affect the readability of the type or clarity of the Find it on Apple Arcade lockup

2.7 Avoid Mistakes

Avoid mistakes. Use artwork exactly as provided by Apple.

  • Do not use the lockup on a busy, patterned, or cluttered background. Instead, consider using the Find it on Apple Arcade badge.
  • Do not eliminate the Find it on call-to-action message.
  • Do not modify, angle, animate, rotate, or tilt the lockup.
  • Do not change the font.
  • Do not change the color of the type.
  • Do not apply special effects such as shadows or glows to a lockup.
  • Do not replace the icon with the Apple logo.
  • Do not use the Apple logo alone.
  • Do not use icons, logos, or graphics from the Apple website or from Apple apps.

Joystick Icon

Use the joystick icon only when displaying an array of icons with similar shape and size. Do not use the joystick icon instead of the Apple Arcade badge in marketing communications, even if layout space is limited.

Only the versions of the joystick icon shown here are approved by Apple for display alongside icons that are a similar shape and size.

Artwork of the icon is provided as PSD layered artwork with color, white, and black icon artwork on separate layers.

Color icon, preferred

Use on backgrounds that provide sufficient contrast.

White icon, optional

For use when other icons also appear in white, or on very dark backgrounds where the black icon is not clearly legible.

Black icon, optional

Use on color backgrounds to provide sufficient contrast.

Color Icon

Use the preferred color icon whenever other icons are also shown in color and whenever the background provides sufficient contrast.

Black Icon

White Icon

Custom Color icon

You can use a custom icon color only when other social media icons also appear in the same custom color.

Avoid Mistakes

Linking to Your Game

You must provide a link to Apple Arcade wherever a badge or lockup is used online. You can link to any game on Apple Arcade. Apple Arcade–related text in body copy can also link to Arcade.

4.1 Linking to Your Game

  1. Launch the App Store and tap the Arcade tab on supported devices (iPhone, iPad, iPod touch, Mac, or Apple TV with the latest operating system).
  2. Find the game you want to share.
  3. On the game’s product page, tap the Share icon.
  4. Tap Copy Link.
  5. Paste the copied link into your marketing communication.

Additionally, you can create links by using our Apple Arcade Toolbox. You can also find QR codes and badges for games in the Toolbox. It has everything you need to link to Apple Arcade, all in one convenient and easy-to-use place.

4.2 Earn Commission with the Affiliate Program

If you join the Apple Services Performance Partner (affiliate) program, you’ll also earn commissions each time a subscription purchase is made from an affiliated link you share.

For more information on the program, visit the Resources Site. To submit an application, visit our application form.

Once you become a partner in our program, get familiar with your affiliate token and how to encode (or “affiliate”) every link you create, so you can do it quickly and make it part of your everyday routine. Learn more about how to set this up properly on our Resources Site.

Messaging and Style

The key to a great marketing campaign is clear and effective messaging. Here are some tips to keep in mind when you promote your game:

  • Make sure your game is the focus of your message.
  • Clearly communicate what your game is about and the benefits it provides potential players.
  • Provide the direct link to your game on Apple Arcade to make it easy to find and download.
  • Refer to Apple products and use phrases such as Find it on Apple Arcade so users know how to play.

5.1 Suggested Messaging

Short:
Enjoy unlimited access to over 200 incredibly fun games* with no ads and no in-app purchases. From puzzle and adventure games to sports, racing, and multiplayer action games, everyone can count on finding something to love.

Long:
Enjoy unlimited access to over 200 incredibly fun games* with no ads and no in-app purchases. From puzzle and adventure games to sports, racing, and multiplayer action games, everyone can count on finding something to love. Up to six people can play across your Apple devices. Try it free on the App Store.**

Headline Options:
200+ games.* Zero ads.
Over 200 games.* One subscription. (Or, where space is limited: 200+ games.* 1 subscription.) Over 200 incredibly fun games,* ad-free.

Play <Game Name> across all Apple devices on Apple Arcade. If you love the game, share it with a friend on Apple Arcade.

Legal Disclaimers:
Certain messaging in your marketing campaign may require legal disclaimer(s). The suggested messaging and headlines above include an * or ** to indicate when a corresponding legal disclaimer is required.

  • 200+ games: When referring to the availability of 200+ games, include an asterisk wherever 200+ games appears in the copy, and include the following disclaimer regarding game availability:
    • *Game availability for the 200+ titles across devices varies based on hardware and software compatibility. Some content may not be available in all areas.
  • Trial offers: When referring to the trial offer, include an asterisk where the trial is mentioned in the copy, and include the following disclaimer.
    • **New subscribers only. $6.99/month after free trial. Plan automatically renews after trial until cancelled.
  • Standard subscription disclaimer: When messaging does not include a trial offer, include the following subscription disclaimer.
    • Subscription required for Apple Arcade.

5.2 Spelling and Language

Always use the correct Apple product names with the correct capitalization as shown on the Apple Trademark List.

5.4 Definitions

  • Apple Arcade is a game subscription service on the App Store.

5.5 Using Apple Arcade in Marketing Copy

Typesetting
When using the name Arcade or Apple Arcade in headlines or copy, always typeset Apple Arcade as two words with a space between Apple and Arcade. Apple and Arcade are typeset with an uppercase A followed by lowercase letters.

If a headline is typeset in all uppercase, the words Apple Arcade within the headline can also be set in all uppercase.

Always typeset App Store as two words with an uppercase A and an uppercase S followed by lowercase letters.

Localization
Always use the name Apple Arcade in English, even when it appears within text in a language other than English. Do not translate the words Apple, Arcade, or Apple Arcade. Do not transliterate Apple Arcade or Arcade, such as rendering it in katakana in Japanese. Do not translate Apple Arcade in spoken promotions such as radio advertising or voiceover scripts. Always say Apple, Arcade, and Apple Arcade in English, even when a promotion is being broadcast in a language other than English.

Language
Always say on Apple Arcade or on the App Store. Do not use from, at, or in.

Correct
  • Find new games on Apple Arcade.
  • Apple Arcade on the App Store.
  • Incorrect
  • Find new games in Apple Arcade.
  • Apple Arcade in the App Store.
  • Do not use the Apple logo in place of the word Apple in headlines and body copy. Spell out Apple Arcade.

    Correct
  • Find it on Apple Arcade.
  • Incorrect
  • Find it on  Arcade.
  • Do not refer to Apple Arcade as an app.

    Correct
  • Apple Arcade on the App Store.
  • Incorrect
  • The Apple Arcade app on the App Store.
  • Avoid redundancy when crafting a message.

    Correct
  • Play <Game Name> on Apple Arcade.
  • Incorrect
  • Play Apple Arcade <Game Name> on Apple Arcade.
  • Always use the complete name Apple Arcade in headlines and the initial mention in body copy. If there are numerous mentions of Apple Arcade within the same communication, you can use Arcade on subsequent mentions within body copy.

    You can also use Arcade on its own when referring to the Arcade tab on the App Store.

    Correct
  • How do you access Apple Arcade?
  • Find the Arcade tab on the App Store.
  • Incorrect
  • How do you access Arcade?
  • Find it on Arcade.
  • Do not use superlatives to describe Apple Arcade.

    Correct
  • Play <Game Name> on Apple Arcade.
  • Incorrect
  • Play <Game Name> on the amazing new Apple Arcade.
  • Referring to Apple
    Always use the complete name Apple Arcade. Don’t use Apple alone.

    Correct
  • Play <Game Name> on Apple Arcade.
  • Incorrect

  • Play <Game Name> from Apple.
  • Do not indicate any kind of sponsorship or endorsement by Apple. Do not imitate Apple communications. Do not use product images or headlines and copy from www.apple.com.

    5.6 Using Apple Product Names

    Follow these guidelines when using Apple product names. Your marketing message should focus on your content, not on Apple.

    Use Apple product names such as iPhone, iPad, Mac, and Apple TV to indicate that your game can be enjoyed on these devices. Do not list Apple products that aren’t supported.

    Always use the correct Apple product names with proper capitalization: iPhone, iPad, and Mac. Don’t use variations.

    The product names iPhone and iPad are always typeset with a lowercase i and an uppercase P followed by lowercase letters, even when those names come first in a sentence, paragraph, or title.

    Always use Apple product names such as iPhone and iPad in singular form. Never make Apple product names plural. Instead, use modifiers in plural form, such as iPad collections or iPhone models.

    Do not translate iPhone, iPad, Mac, or any other Apple trademark. Always set Apple trademarks in English, even when they appear in copy in a language other than English.

    Do not refer to Apple devices using generic terms such as smartphones or tablets. Use the specific Apple product names.

    Do not imply that your game is sponsored or endorsed by Apple.

    You must attribute trademarks and use the correct credit line for every Apple trademark used in your communication. See the Apple Legal Requirements section.

    5.7 Graphics

    Do not create graphics, illustrations, or logotypes to represent Apple Arcade. If Apple provides you with graphic assets or a layout template, do not alter the Apple Arcade identity graphics in any way. Use only the artwork provided by Apple.

    Do not imitate Apple communications. Do not use copy, graphics, type, or layouts from www.apple.com. Your layout should reflect the look and feel of your brand.

    Apple Logo
    In marketing headlines and copy, never replace the name Apple with the Apple logo. Spell out the full name Apple Arcade.

    Apple Approval

    As stated previously, most marketing materials don’t require approval by Apple. However, we require that you obtain written approval from Apple for any material created for:

    • TV or print media
    • Any high-visibility marketing format
    • Custom photography or video in which Apple products appear

    Be sure to allow at least seven business days for review and approval.

    6.1 Submission Requirements

    Send your materials to our support helpdesk. At least seven working days are required to review your material. Make sure you include:

    • Contact details with a phone number
    • Apple ID or Apple Arcade URL for your game
    • Game Title
    • Provider
    • Host Names

    6.2 Submission Instructions

    • If your material is less than 20 MB in size, attach it to the support request. Anything larger than 20 MB should be provided by FTP server or another web-delivery service. Don’t forget to include the link or the username and password for the FTP server in your support request.
    • All support requests should be in English.
    • Include an English translation of your materials, if necessary.
    • Give us at least seven business days for a response.
    • If we don’t respond within seven days, it doesn’t mean that the content has been approved.
    • We can review materials that are in progress. However, all final materials must be approved before publication.
    • Send your content in a standard format, such as PDF or JPG for images and MP4 for videos.
    • Make sure to submit only high-quality copy and images for review.