The logo and style guide I submitted for the class is not the one featured here, and more work is continuing to be done behind the scenes to create the new style guide.  For now, this is a mock video gaming company focused on providing family-friendly, accessible games for people of all ages and abilities.  The personality is fun, light, and playful and the visual goal is simplicity.  The target audience is both serious and casual gamers, primarily millennials with children.

 

The chosen typeface for the logo is Gills Sans Ultra Bold for its circular style, bold aesthetic, and lack of serifs so as to be familiar to the target audience.  In order to visually represent the personality of the brand and appeal to children, I chose to put a rainbow gradient within the lettering of the brand name.  This rainbow represents the whole array of emotions, leading to a chaotic and energetic feel, which is common for games geared towards children.  The black background helps the brand personality appear somewhat serious for the serious gamers, but it also creates a high contrast that helps the rainbow gradient stand out.