Brand
Identity
Guidelines

Primary version

The primary logo consists of the custom SOFTSWISS wordmark and the graphic symbol.

Inverted version

The inverted logo version is intended for use on dark backgrounds.

Clear space

The minimum clear space around the logo must be equal to the width of the logo symbol.

Additional two-color version with simulated gradient

The two-color logo version is used in cases where reproducing the primary logo version is not possible.

Logo colors

Additional one-color version

The one-color logo version is used in cases where reproducing either the primary or the two-color logo version is not possible.

Additional version with descriptor

The logo with descriptor has two alignment options: left baseline alignment and center baseline alignment.

Logo with sub-brands

Sub-brand names are set in TT Turns Medium and can be aligned either to the left baseline or the center baseline.

Logo with sub-brands. Color schemes

Separate color variations of the sub-brands are used for light and dark color schemes.

Logo with sub-brands. Color schemes

Co-branding

Both horizontal and vertical co-branding layouts are permitted.

Co-branding layouts

Depending on communication priorities, the diamond-shaped frame can contain either the partner’s visual assets or SOFTSWISS visual assets.

The diamond-shaped frame is intended for communications where the partner's visual assets take priority.

Short logo version

The short logo version consists of the graphic symbol only. It is intended for use in icons, favicons, avatars, and merchandise.

Minimum sizes

Ensure the logo remains legible when used at minimum sizes.

Incorrect usage

Primary color schemes

The main rule is to place the logo on a high-contrast background.

Gradients

The brand gradient can be overlaid on an object as a mask or used as a background element.

The master brand uses yellow and red gradients.

Gradients on backgrounds

Examples of master brand gradients used on dark and light backgrounds.

Sub-brand gradients

Sub-brand gradients are monochromatic and use the corresponding sub-brand colors.

Sub-brand gradients

Examples of sub-brand gradients on dark and light backgrounds. A single gradient or multiple gradients may be used.

Gradient colors follow the corresponding dark and light color schemes.

Incorrect usage

Compositions

Brand diamonds are used only as part of compositions, symbolizing interaction and connection. Different composition solutions are allowed, but all diamonds within a single composition must be identical.

Gradients

Gradient transitions within the brand elements are not fixed and may vary depending on the application.

Cropping and orientation

Compositions may be freely cropped and rotated to any angle depending on the format and requirements of the medium.

Interaction with text

Crop and position the brand elements so they do not interfere with the text and maintain good legibility.

Sub-brands. Examples for the dark scheme

When creating materials for sub-brands, the brand graphic elements use the corresponding sub-brand color scheme — light or dark.

The master brand uses two-color gradients (red and yellow), while sub-brands use monochromatic color treatments.

Dark scheme

Sub-brands. Examples for the light scheme

When creating materials for sub-brands, the brand graphic elements use the corresponding sub-brand color scheme — light or dark.

The master brand uses two-color gradients (red and yellow), while sub-brands use monochromatic color treatments.

Light scheme

Incorrect usage

3D icons and gradients

Brand gradients may be applied to the icons.

Interaction with backgrounds

Icons may be placed on backgrounds that correspond to their color scheme, or on gradient backgrounds.

Interaction with backgrounds and gradients

Gradients may be applied both to objects and used as backgrounds. When using gradients, make sure all elements of the brand icons remain clearly visible.

Using AI

Sub-brand icons. Casino Platform

Previously developed sub-brand icons may be used when it is not possible to create new ones in the style described above.

The icon uses a single-color treatment and may be placed on different backgrounds. To ensure harmonious integration into the composition, highlights and reflections may be adjusted to match the surrounding colors.

Sub-brand icons. Sportsbook

The branded ball is available in three versions: all-white, all-black, and black-and-white. The white version is used only on light backgrounds, while the black version is used only on dark backgrounds. The black-and-white version is universal and may be used on any background.

To ensure harmonious integration into the composition, highlights and reflections may be adjusted to match the surrounding colors.

Sub-brand icons. Prediction Markets

The icon is used in a single visual treatment and can be adapted to different backgrounds by adjusting highlights and reflections, allowing it to blend naturally into the surrounding environment.

Sub-brand icons. Game Aggregator

The icon may be used on any background. Since it is made of glass, its surface naturally changes color depending on the surrounding environment.

To integrate it harmoniously into the composition, adjust the glow and reflections around the object to match its surroundings.

Concept

The photography style is built around high-contrast lighting and minimal compositions. Light is used as the primary visual tool.

Lighting

The photography style is based on high-contrast directional lighting. The key light creates depth while preserving deep shadows. Additional brand red and yellow light accents are used selectively to create colored reflections and reinforce the brand’s color system.

3D objects. Texture

The materials use a minimalist visual treatment. Surfaces are free from complex reflections, random highlights, and pronounced textures.

Stone

An architectural concrete or engineered stone texture is used, with a fine, uniform structure and a matte surface

Plastic

Plastic has a smooth matte surface with low reflectivity. The material defines the object’s form through soft light and shadow transitions, without pronounced gloss or mirror-like highlights

Glass

Glass has high transparency and a clean surface. The material is free from complex internal reflections and pronounced color distortion. Its interaction with the environment is created through soft refractions

Metal

Metal has a smooth coated surface with moderate reflectivity. The surface remains visually clean, with no scuffs, scratches, or other signs of wear

3D objects. Texture. Incorrect usage

3D objects. Subjects and composition

Compositions are generally built around one main object. The background and additional elements remain minimal and do not compete with it. The subject, type of object, and its surroundings may vary depending on the format and communication context. The object may be placed either within a scene or against an isolated background.

Examples of subjects and compositions

3D objects. Sub-brand subjects

When applying the photography style to sub-brands, color grading is adapted to the corresponding sub-brand color palette. Subjects and objects are selected to reflect each sub-brand’s product focus.

Examples of subjects and compositions

People

The photography style for people is based on a natural, confident presence and a calm emotional tone. Color grading uses warm tones. Lighting can range from hard and directional to softer light. Clothing should be solid-colored and elegant.

People. Emotions

People may smile, communicate, work, interact with a product, or look at the camera. Emotions should always feel natural: a subtle smile, confidence, interest, calmness, engagement, and friendliness.

People. Background

The background may use either a dark or light color scheme. When needed, a solid background without a gradient may also be used.

People. Incorrect usage

Event photography

The style of event photography is not regulated by these guidelines. Brand graphic elements may be used to adapt photographs to the visual identity.

Using AI

Sample general prompt

[Describe the main subject, scene, or action]. Luxury editorial photography. Deep black background with a subtle [brand color] light spill softly fading into darkness. Dramatic high-contrast lighting featuring a warm directional key light, deep sculptural shadows, and a subtle warm rim light gently outlining the subject. Premium materials with controlled reflections only (no HDRI reflections), clean surfaces, minimalist composition with a single hero subject, cinematic color grading, ultra-realistic image, 8K resolution, no text, no logos.

Sample prompt

A premium tennis racket resting alongside a tennis ball on a minimalist tabletop. Luxury sports product photography with a deep black studio background and a subtle emerald green gradient fading smoothly into darkness. Dramatic high-contrast lighting featuring a warm directional key light, deep sculptural shadows, and controlled highlights. The tennis ball is illuminated with rich green reflections, while the racket's frame reveals clean premium materials with subtle controlled reflections only, no HDRI reflections. Minimalist composition with the racket and ball as the single hero subjects. Cinematic color grading, ultra-realistic image, 8K resolution, no text, no logos.

Concept

The central elements of the video style are the brand diamonds and smooth gradient transitions. The graphic elements move fluidly, maintaining the sense of a unified composition. The diamonds move closer together, move apart, and shift within the frame while remaining visually connected.

The animation is based on smooth rotation. Movement follows predominantly diagonal trajectories, without abrupt changes in direction. The beginning and end of each movement are softened with smooth easing.

Elements may extend partially beyond the frame and vary in cropping as they move.

Logo animation

The logo symbol is revealed with a mask, while the wordmark fades in using opacity.

Logo animation

Gradient transitions within the logo symbol appear as layout elements enter and exit.

Looping animated backgrounds with diamonds

The main animation principle for the brand elements is the slow rotation of the entire composition formed by two touching diamonds. At the same time, each diamond rotates smoothly around its own axis. Gradients flow softly within the shapes. The edges of the diamonds are thin and precise, with subtle gradient transitions. The diamonds either enter the frame or fade in.

Looping animated backgrounds with diamonds. Sub-brands

The animation follows the same principles as on the previous slide. Colors correspond to the respective sub-brand color schemes.

Looping animated backgrounds with gradients

Gradients move smoothly within the layout. The red and yellow gradient areas blend into black or white, depending on the color scheme.

Logo ident / Packshot

00:00

Background with no elements

00:01

Dynamic entrance and rotation of the diamonds. The diamonds move toward the center

00:01-00:02

The diamonds move apart, revealing the logo

00:02-00:05

The diamonds rotate. Gradients flow through the diamonds, logo symbol, and text

00:05-00:06

The diamonds rotate. The logo fades out

00:06-00:07

The diamonds come into contact

00:07

Dynamic exit of the diamonds

Brand image slide 1

00:00

Background with no elements

00:01

The logo, headline, and diamonds appear simultaneously

00:01-00:02

Text blocks appear. Gradients flow within the logo symbol and diamonds

00:02-00:06

Gradients flow within the logo symbol and diamonds. The diamonds rotate

00:06-00:08

The logo, diamonds, and headline disappear simultaneously. The text blocks fade out

00:08

Background with no elements

Brand image slide 2

00:00

Background with no elements

00:01

The logo, headline, and diamonds appear simultaneously

00:01-00:02

Text blocks appear. Gradients flow within the logo symbol and diamonds

00:02-00:06

Gradients flow within the logo symbol and diamonds. The diamonds rotate

00:06-00:08

The logo, diamonds, and headline disappear simultaneously. The text blocks fade out

00:08

Background with no elements

Infographic slide 1

00:00

Background with no elements

00:01

he logo symbol, headline, gradient, and caption appear simultaneously

00:01-00:02

Text blocks appear. The icon scales in, while the numbers animate using a counter. Gradients flow within the logo symbol

00:02-00:04

All numbers and icons appear. The gradient moves across the layout

00:04-00:06

The headline and text blocks disappear. Gradients continue to flow within the logo symbol

00:06-00:08

The remaining elements disappear

00:08

Background with no elements

Infographic slide 2

Chart 1

00:00

Background with no elements

00:01

The logo symbol, headline, gradient, and caption appear simultaneously. Gradients flow within the logo symbol

00:01-00:02

The chart appears from the left, while the numbers animate using a counter. The gradient moves

00:02-00:04

The chart exits to the left. Gradients flow within the logo symbol

00:04-00:06

The remaining elements disappear

Chart 2

00:00

Background with no elements

00:01

The logo symbol, headline, gradient, and caption appear simultaneously. Gradients flow within the logo symbol

00:01-00:02

The chart appears from the left, while the numbers animate using a counter. The gradient moves

00:02-00:04

The chart exits to the left. Gradients flow within the logo symbol

00:04-00:06

The remaining elements disappear

Speaker animation

00:00

Background with no elements

00:01

The logo, speaker, and diamonds fade in using opacity

00:01-00:02

The headline appears. The diamonds rotate. Gradients flow within the logo symbol and diamonds

00:02-00:04

The text block appears. Gradients flow within the diamonds. The speaker slowly scales up

00:04-00:06

All elements fade out using opacity

00:08

Background with no elements

Speakers animation

00:00

Background with no elements

00:01

The logo, speakers, and diamonds fade in using opacity

00:01-00:02

The headline appears. The diamonds rotate. Gradients flow within the logo symbol and diamonds

00:02-00:04

The text block appears. Gradients flow within the diamonds. The speakers slowly scale up

00:04-00:06

All elements fade out using opacity

00:08

Background with no elements

Animated lower thirds

The lower-third panel is angled and appears with a rotating motion.

00:00

The lower-third panel appears with a rotating motion

00:01-00:02

The gradient shifts across the panel into a darker state. The headline appears

00:02-00:04

The text block appears. Gradients flow along the edges of the panel

00:04-00:05

The panel folds away, masking the text as it disappears

00:05-00:07

Transition

00:00

The diamonds enter diagonally

00:01

The diamonds cover the video. They rotate as gradients flow within them

00:01-00:02

The diamonds come together

00:02-00:03

The diamonds rotate and shift quickly along a diagonal, covering the video

00:03-00:04

The new video is revealed with a wipe

00:05

Icon animation

Icons appear through scaling and rotation. Micro-animations may be applied to individual details within the icons.

3D icon animation

The icons rotate around their own axis, with the gradients moving along with them.