Jabberworx is an independent Australian game development company who recently commissioned me (Richard Baird) to develop a new identity that would visually characterise the high quality nature of their games, their professional approach and playful sensibilities. The solution I delivered is based around the theme of ‘works’ (industry) and community from which I created a bespoke logo-type, three individual logo-marks and a pattern. Each of these elements can be combined to represent the wider ambitions of the company and the global community of gamers.
The letter-forms of the logo-type were developed from scratch and utilise stencil cuts and wide geometric forms to consolidate both technological and industrial aesthetics. The ‘ab’ pairing was adjusted to form a subtle infinity loop to represent endless gaming possibilities and adds another layer of depth. Three individual logo-marks were created to characterise the key brand propositions of high production quality, intuitive gaming mechanics and the concept of sharing experiences and achievements with a global community. These and the characters of the logo-type were kept intentionally bold, simple and geometric to contrast against the very organic and often frenetic nature of the games.
Drawing on the beehive, a place of activity, co-operation and sharing, the logo-marks hexagonal forms are built into a repeating pattern that analogises the complimentary union of the three brand propositions and are utilised on the back of the stationary and as part of the start-up screen. The large colour palette was developed to juxtapose and balance out the industrial and technological themes with playful tones that represent fun, inclusivity and diversity.