Brand Identity Case Study: Gaming Generations

Brand Identity Design

Gaming Generations is a Wisconsin based Video Game store that sells new and used games. I worked to provide a fresh and concise visual identity to help expand the brand.


Gaming Generations
Logo design, brand identity design, 3D modeling

Logo Design

Their current logo is busy with components that compromise  memorability and its ability to scale. As a solution, I pursued abbreviation and simplification. I focused on rounder shapes with softer angles as a way to avoid overly-masculine visual tropes and expand the brand's audience into gender neutral spaces


Generous amounts of whitespace and round corners on brand letterheads and business cards convey both structure and levity in their formal communication.

Tradeshow Space

The gaming Generations tradeshow space can be found at big gaming conventions like the E3 and Pax, where attendees may play demos of upcoming games and win prizes.

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