RacerX Style Guide

A logo and brand style guide for RacerX, a video game development company. When making choices for the logo, I looked closely at the target audience to ensure the logo would effectively communicate the brand’s intended message to them. The audience’s demographics influenced the style of the brandmark. The millennial age group, with their social, technologically adept, adventurous, and daring attributes, guided my interpretation of a modern, edgy race car driver. Since they grew up with technology, I aimed to give the graphic a style that was nostalgic for the alternative style of art, games, and music popular on the internet when they were younger. Since they are very comfortable with technology and often consume digital media, I considered how the graphic would scale across channels and platforms, ensuring that the details stay visible at various sizes.

In addition to the logo, a comprehensive brand identity was established, encompassing typography, color palettes, and messaging, and formalized in an official style guide.