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Brand Identity
SoaR Gaming
One of the largest gaming organisations in the world, now working far beyond the Call of Duty sniping scene it grew out of. A new logotype and brand system, delivered ahead of their partnership announcement with the Royal Bank of Canada.
A logotype for a wider audience than the one the organisation started with, without losing the people who were there first.
Deliverables
- Logotype design
- Script logo design
- Apparel design
- Pattern designs
- Brand guidelines
Overview
SoaR now handles projects well outside the sniping scene it came from. The logo faces a wider demographic than it was made for, and the update had to reflect that before the RBC partnership went public.
This one meant something personally. I started following that scene in 2011, when having a SoaR member on your friends list was worth bragging about, and it is roughly when I started learning design, mostly for people in that community. Working with Mustafa on the updated look was not a normal commission.
Logotype
The rocket is something the organisation references constantly, so the logotype had to carry one without turning into a puzzle. It sits inside the type rather than replacing a letter, and it does not cost the word any legibility up close or at distance.
The alternative concept put the rocket in the counter of the O, which is the more familiar move and the reason it lost. The thickened O drags your eye into the middle of the word and competes with the beginning of it, which is where you would otherwise read from.
Script logo
The previous script felt dated and was difficult to read, which matters more as the audience widens. The new one is built around the same rocket as the logotype and the pattern, so the assets belong to each other, and it puts the weight on the word rather than on the flourish around it.
Pattern
The pattern is built from a small set of space assets: stars, a planet, the rocket, and the SoaR logomark. Matching the weights across the icons was the actual work, because these get pulled apart and used on their own in brand content long after the pattern itself is finished.
