Atlanta’s #1 fighting game arcade.
4o4 Esports
My Role
Branding, Stylescape, Creative Direction, UI Design, Design System, Personal Project
Project Description
The project aims to rebrand 4o4 Esports, a local Atlanta arcade company that specializes in fighting games and competitions. 4o4 Esports has a loyal fan base, but the owner wants to modernize the brand without alienating the existing customers. The rebranding project focuses on compliance and a bold, type-forward design that incorporates the owner's vision for the future of the company.
A fresh start.
Logo history from left to right
The existing logo had gone through a few visual treatments before the current owner was even involved. My goal was to create a logo that was less abstract and more legible, especially considering that the existing type does not read as “4o4” but more as “YOY” or “UOU”.
Logo refresh
The new logo is a bold, sharp design that incorporates a bit of abstract motion via the forward slash. The typeface is strong and simple, with a focus on legibility.
Color exploration
I explored a few color options and focusing on compliance and variations. Ultimately the owner decided upon the indigo version (which was also my personal favorite) which was more compliant and allowed for more variations in the design toolkit.
Designing the system.
The rebrand of the local Atlanta arcade company created a modern, cohesive brand that respected the existing fan base while attracting new customers. The high contrast black and white color scheme with bold indigo accents was used throughout the branding materials and in-store design, creating a consistent brand experience.
