VideoGamer.com approached me in early May after finding my work on Dribbble (see how to get jobs using Dribbble). They had been through a number of designers trying to update & refine their logo for their new site redesign but unfortunately, they were not satisfied with the results. Sadly, this is a very common story, with many experiencing the problems of design contests (spec work) first hand. Anyway with this behind me, I got down to business.
VideoGamer.com is a UK-based video game media outlet, publishing content including news, reviews, HD videos and previews for the latest games on all platforms. The primary target market of the site is 16-35 males and the site has been online for 6 years made possible by 13 passionate employees.
VideoGamer.com filled out my online logo questionnaire and also provided me with their own brief, which is outlined below.
To create an updated / ‘spruced’ up version of the VideoGamer.com logo and icon (see below). The logo should look modern but not very playful or too futuristic looking.
The logo will be used on all branded company items – digital and print, including the website.
The VideoGamer.com brand solely focuses on video games, gamers, and gaming culture.
The logo will be used on the launch of a completely redesigned version of the site. Note the colour palette below (black and yellow). We are not adverse to ideas involving colours other than the current yellow.
We would like to keep some of the visual identity of the current logo – to use a pad to the left of the text.
We also need a logo that can fit both in vertical and horizontal displays as well as in square formats such as in social avatars.
Old VideoGamer.com logo
Below you can see the old VideoGamer.com logo, the four dot mark referring to the joy-pad controllers of video games. Although these dots were relevant to the video gaming industry, they didn’t reflect all the gaming genres the site covered and it lacked originality, making it hard to remember and identify in the wild. The lowercase letters also made the logo quite awkward when stacking the logo.
As the four dot mark had been in use for six years, I wanted to keep these four yellow marks in one way or another so I started sketching to come up with ideas involving four marks.
The sketching wasn’t working for me in this particular project, so I jumped onto Adobe Illustrator, which proved much more efficient as it allowed me to come up with ideas much more rapidly.
Below you can see a small sample of the many logo explorations I went through. Below that you can see my whole art board, exploring many concepts and type treatments. Although hard to believe, there is order to the chaos.
Final Logo Design
I eventually settled on what I believed was the strongest concept, with the brackets on the outside of the four dots. The brackets around the dots suggest a screen and the dots inside could be seen as gamers or a joy-pad. Not only this but it could also be viewed as hands, a controller, a crosshair, etc. Everyone will view it differently which makes it quite personal and very versatile. The mark also maintains the brand recognition that VideoGamer.com has built up over the past six years.
I explored this idea further and combined the mark with different font pairings and finally came down to one polished logo (seen below) which I sent to VideoGamer.com. After sending it to them I got this reply, which I always love to hear:
After approval of the above logo I created alternate versions of the logo for use in different applications, as seen below.
This t-shirt design shows the center stacked logo in use.
The Logo Animated
To go along with the new site launch, VideoGamer.com created a new video highlighting the site’s new features and at the start of the video they animate the logo, quite cleverly I might add. The logo goes on a journey from the early days of video gaming, starting at Pong and makes it way through to a Mario like landscape, then into a first person shooter and then finishes with a mighty spin.
Click the image below to watch the video on their site. There is a 15 second ad before the actual video starts, just so you know.
I really love seeing designers take work further than originally intended, and my hat is tipped to Lee Wignall (and Joey & Adam) who did a brilliant job creating this motion piece. The ident music was created by David Pencil of Penny Arcade fame.
What do you think of the new logo? What about the animation? Questions / Comments?