RacerX

RacerX is a game developer who believes that gaming is for everyone. Their main mission is to create games that are not only fun but accessible and family-friendly. The brand personality is light-hearted and informal, while the tone of voice is laid-back and humorous.

To create the logo, several brands within the industry were analyzed to distinguish trends regarding color palettes, typography, and aesthetics. Game developer logos tended to have bold, sans-serif fonts and simple color schemes with a neutral color (black, grey, or white) and one bright accent color (red, blue, green, etc.). The RacerX logo follows these trends, alongside some unique additions. The color palette consists of two neutrals, Future Grey and Shadow Black, and three accent colors: Hot Pink, Racing Blue, and Energy Yellow. The accent colors contrast well with the two neutrals and complement each other since they are all primary colors. The font used for the logo word mark is Franklin Gothic Demi, a bold, san-serif font. The brand mark is a mix between a car and a gaming controller, playing off the brand’s racing-themed name. This theming is further seen in the text being italicized to invoke motion, and the racing lines coming from the brand mark. Lastly, the X is prominent, made up of the three accent colors, and segmented. It is long enough to underline the rest of the logo.

The brand style guide details the brand’s vision, target audience, brand colors, typography, and logo usage. The front and back feature the logo and all five brand colors, while each page features the racing lines at the bottom of the page. All text uses the brand’s font family, Franklin Gothic.