A logo means nothing without the story behind it. In order to create a strong identity you need the client`s feedback. Since we design templates here is hard to deliver a strong identity for a potential client. So I decided to design the client first and then the logo.
The imaginary brief sounds like this.
A few South American creatives band together and start a business. In the same time they are avid gamers and most of their professional life was spent designing games and interactions. Naturally we`re talking about a game design studio working on internal projects but in the same time providing resources and outsourcing to bigger companies. They are friendly, professional and more than anything passionate about the work. The job is to design a identity to reflect these core values. In the same time the logo should be highly memorable as to generate strong brand awareness from the start.
Upon brief analysis 2 major attributes come to mind: South America and games. The professionalism and passion is somehow a standard in the gaming industry.
For the South American influence I decided to use a Portuguese word for playful. Upon further consideration I scraped that since the cultural differences might be too much for a freelance designer and in the same time the copyright for such a generic term might be problematic.
For the next idea I decided to include some Mayan / Aztec influences. This sounded a lot more interesting since Mayan / Aztec culture is more or less a esoteric subject and the mystery aura of the brand would work. Then I decided to include somehow the gaming part. Since gaming is a extremely diverse topic nowadays I decided to focus on old games which make hardcore gamers. Pen and paper RPGs was scraped since by definition that require a group and less of a interaction with the computer. Soon after I struck gold – old console games. This being set, from consoles to Frogger was a small step.
I designed a frog that resembles the frog in Frogger and in the same time I included some of the old South American influences i talked about. Frogger sounded pretty good as far as naming goes but if that would prove to be a huge problem we can easily go with Froggwr or something along these lines.
Without further ado here`s the logo.
The font is Frutiger. I highly recommend buying this font since is one of the best Sans Serif fonts ever designed. http://www.linotype.com/469/frutiger-family.html
The symbol is a linear vertical gradient from C40 M16 Y82 K1 to C59 M30 Y100 K11 . Hex equivalent #a5b458 to #73880a