What did “fun and exciting” mean to children today? This question drove our exploration process as we sought to refresh the first brand iteration conveying an inviting, vivid space.
We first started the branding process by identifying key ideas we wanted to convey throughout the brand visuals: fun, excitement, movement, vivid color, unique shapes and patterns, playful typography. From there, we began developing the logo system and determining stylistic choices for brand components like photography and imagery, font selections, layouts, and so on.
The logo needed to capture the wonder of a child while demonstrating its standing as an arcade venue. A logo font characterized by a childlike, free-spirited attitude was created and encapsulated within a single ticket shape. This shape could then be used to create longer rolls of tickets for a variety of interesting graphical and patterning purposes.