client/concept:
RacerX is a hypothetical family-friendly gaming company with a target audience of Millennials (Generation Y). The goal was to create a brand guidelines book that establishes a cohesive, vibrant, and tech-driven identity for RacerX, positioning it to compete with industry giants like Nintendo, PlayStation, and Xbox.
objective:
To develop a comprehensive brand identity for RacerX that appeals to a tech-savvy audience while maintaining an inclusive and accessible gaming experience.
market research:
In analyzing competitors Nintendo, PlayStation, and Xbox, I noted the common use of bold colors, playful or sleek typography, and minimalistic yet dynamic graphics:
nintendo:
Focuses on family-friendly, playful designs with bright primary colors and whimsical fonts.
playstation:
Known for sleek, modern aesthetics, using black, blue, and minimalist compositions to create a professional look.
xbox:
Combines playful and modern elements with a bold green color and futuristic typography to appeal to a wide range of gamers.
target audience:
RacerX’s target audience includes Millennials aged 26-41, who are socially active, technologically adept, and prefer clean, modern designs with vibrant colors. They value inclusivity and accessibility, aligning RacerX’s design with these principles to create a community-driven gaming experience.
brand identity goals:
RacerX’s identity was crafted to emphasize inclusivity, innovation, and community. The brand’s tone of voice was set to be friendly, casual, and welcoming, with a focus on creating memorable, accessible gaming experiences for all ages.
logo development:
The logo was designed with a focus on dynamic motion and simplicity. It features a bold, futuristic ‘X’ symbolizing speed and competition. Clear guidelines for logo usage, including maintaining a minimum size of 1 inch for print and 72 pixels for digital, were established to ensure legibility across all platforms.
typography:
The primary typeface, Proxima Nova Bold, was chosen for headlines and logos to convey strength and modernity. For body text, Roboto Light and Roboto Bold were used, ensuring readability and a unified look across communications.
color palette:
The brand’s vibrant color palette reflects RacerX’s energetic nature. The primary colors—vibrant orange (#f25c05) and vibrant blue (#030ba6)—create a bold, tech-driven aesthetic. Secondary colors, including soft oranges and blues, were used to complement the primary palette, maintaining consistency and appeal to the target demographic.
visual assets:
Application examples demonstrate proper logo usage, typography, and color combinations, ensuring brand consistency in various mediums, from digital to print.
challenge:
One challenge was ensuring that RacerX’s branding maintained a balance between being modern and playful while appealing to a wide age range.
solution:
By selecting vibrant, tech-driven colors and bold, futuristic typography, I created a brand that feels fresh and exciting while remaining accessible to the broader gaming community. The family-friendly tone was reinforced through the use of approachable messaging and friendly visuals.
brand guidelines book:
The final guidelines include detailed specifications for the logo, typography, color palette, and application examples. These ensure consistency and provide clear instructions on maintaining the RacerX brand identity across all platforms.
feedback/results:
The project received positive feedback for its attention to detail and cohesive visual identity. The vibrant and engaging design, paired with clear usage guidelines, was praised for its ability to compete with larger gaming brands while maintaining a unique, inclusive identity. (AKA - I passed the assignment.)
reflections
This project allowed me to enhance my skills in brand development, visual research, and consistency across design elements. The process reinforced the importance of understanding a target audience’s preferences and aligning design decisions to create an effective and engaging brand identity.
