Brand Guidelines · v1.0
LOOTFLEET
Farm the galaxy. Build the fleet.
Loot Fleet is a free idle space-ARPG where the loot never stops: blast alien swarms, evolve a lone frigate into a titan fleet, and conquer a living galaxy — even while you're away.
The game. Two words, always caps in display contexts. In body copy: "Loot Fleet". Never "Lootfleet" or "LootFleet" for the game itself.
The premium currency. One word, camel-case, always plural. Always paired with the coin mark when space allows.
The subscription. One word here — it reads as a product line. Benefits language: "⚡ 5× speed · ✨ 2× XP".
"Idle Space ARPG" (primary) · "the loot never stops" (flavor) · "free · browser · no download" (proof points).
Primary: Farm the galaxy. Build the fleet.
Support: The loot never stops. · Raze citadels. Claim the stars. · Even while you're away.
The wordmark is set in Orbitron Black, two-tone: LOOT in Cargo Gold, FLEET in Ion Cyan — each with its soft signature glow. It lives on deep-space darks, always.
Deep-space neutrals carry everything; Cargo Gold is the hero accent (rewards, CTAs, score); Ion Cyan is motion and energy. Red is reserved for threat.
Sacred order; never shuffle these meanings. Rarity color = excitement level in any asset.
Two faces, strict roles. Orbitron is the voice of the machine — headlines, scores, labels. Rajdhani does the talking — UI, body, numbers.
Hexagons everywhere — the galaxy is a hex grid, the LootCoin is a hex coin, shield cores are hexes. Glow means value: the rarer, the brighter.
Hex coin, gold-to-violet, with a loot-gem facet cut into the center — the currency literally contains the loot players chase. Never recolor, never flatten the gradient, never place on light backgrounds. Minimum size 14px; pair with amounts in Rajdhani 700.
⬢ Fuel · ◆ Iron · ✦ Plasma · ⚡ speed/power · ⚔ combat · ⛴ citadel · ☠ boss · ★ featured/owned · ⌂ home — keep glyphs in their economy colors.
The starter Frigate — "day one" energy
The Mothership — endgame aspiration
The Void Citadel — the enemy monument
You're the fleet's operations officer: confident, punchy, a little gallows-humor about the swarm. Imperatives over descriptions. Numbers over adjectives.
Every asset should look like a frame of the game: deep-space dark, one gold hero element, big numbers, loot glow.
Void → Deep Navy radial; starfield optional. Never white, never daylight.
One ship / coin / citadel with its glow. One per asset — let it breathe.
Orbitron caps, ≤6 words, gold or two-tone. Body in Rajdhani.
"Play free in your browser" → lootfleet.com. Gold pill button.
"Farm the galaxy. Build the fleet." · "The loot never stops." · "From one frigate to a fleet of titans." · "Your fleet fought while you slept." · "12 rarity tiers. One obsession."