RacerX

Logo and Brand Style Guide

This project was for a university course on designing a brand identity, where I chose to develop branding for a fictional video game company, RacerX. The objective was to create a logo and brand style guide that communicated the company’s desire to create fun and family-friendly video games that appeal across generations, specifically for Millennials. The challenge of was to create a visually appealing brand identity that reflected the brand’s personality, goals, audience preferences, and at the same time, was different from its competitors.

The design process involved creating sketches of the logo and narrowing down the best choices through feedback. The color palette was chosen for its vibrant quality that reflects the brand’s fun, lighthearted, and friendly personality, along with the typography’s rounded look. They were also chosen to reflect Millennials’ design preferences in terms of typography, color, and layout. In-depth competitor research, in terms of design choices, was done to compare and contrast with RacerX to develop a unique identity. Once research and set brand elements were determined, the brand style guide was created to summarize and showcase the brand identity and how to implement it.

The project deliverables included a logo in several file formats and a brand style guide PDF. The project successfully met its goals by establishing a unique brand identity that appeals to its target audience, reflects its goals and personality, and differs from competitors.