Maze Gaming

A new to the market games developer, Maze Gaming develop games primarily for mobile gaming, but have also began developing across multiple platforms including PC and consoles. Their approach is serious, modern and clean in an attempt to attract the serious gamer. Many directions and design styles were explored in the creation of the final the logo, but a design inspired by the original mobile game, Nokias 'Snake' prevailed in the end. The idea was to use only a single line to create a mark, such as you would within the game. Although the idea was sound, the final iteration of the logo had to be balanced, which was achieved by closing off the empty spaces. This ultimately completed the logo and gave a sense of togetherness.

During the original discussions, the aim was to try and fuse the brand personality with mind mapping to give a solid starting point. After that, plenty of market research on the history of the company and its competitors was followed by several conversations with the client which was very important in gathering as much information as possible. There were several mentions of classic games from the original consoles such as marble madness on the Sega Master System, Minecraft on the PC, all the way through to one of the games that revolutionised mobile gaming, Nokia’s 'Snake'. Being that the company makes a wide range of gaming across all platforms, this was important in the process of trying to implement that relatability across consoles, mobile and desktop.

When choosing colour, we went back to the research phase and tapped into the brand personality. This brought up a striking red, which acts as a stimulus - coupled with black and white for a simple monotone palette, with additional complimentary colours used including two shades of grey. Overall, the vibrant red balanced well against the secondary colours and helped keep the identity clean and on point for the target audience. In addition, a single typeface with multiple weights was chosen for its consistency and ease of use across multiple platforms. The typeface Inter was used across both the wordmark and the secondary designs, utilising the various weights to create the necessary hierarchy required.

Further implementation in the form of mock-ups were essential for presenting the work to the client. The following images are just a few of many that were created in order to give them a sense of where the visual identity might sit in their marketplace. It also gave them a reference as to how they could use photography to drive home the visual identity to their target audience.