SoaR Gaming
SoaR Gaming is one of the world's largest gaming organizations with strong foundations in both esports and YouTube.
Tools and Tech:
The goal was to create a new logotype design and cohesive brand guidelines paired with their existing brand direction before announcing their partnership with the Royal Bank of Canada. Alongside the logotype and the guidelines, I developed a few custom icons, patterns, and a script / signature logo design.
Growing up, I played a lot of Call of Duty and started paying attention to the sniping and trickshotting scene in 2011/12, where joining SoaR Gaming was a huge goal. Having team members on your friends list was something to brag about. I started learning about graphic design around this time as well, mainly designing for people within this community. With these gaming experiences being such a big part of my life, I felt honored to be able to work with Mustafa (Crude) on this updated look.
Logotype Design, Script Logo Design, Apparel Design, Pattern Designs, Brand Guidelines
SoaR Gaming now handles projects well beyond the sniping scene in Call of Duty. The logo design is now facing a wider demographic, and with that comes an update to their logotype to better reflect their goals and brand position.
We wanted to make sure the logotype incorporated an element they often reference, which the rocket felt perfect for. It also had to look natural within the type, not taking away from the legibility of the letters (both up close and from a distance). It was originally between two main concepts, the alternative uses a bit more of a cliché logo design approach, with the rocket using the space within the O. The primary issue with this is the inconsistent whitespace that draws your attention away from the normal readability of the word SoaR (when people would normally be drawn to the beginning of the word - whereas this one creates a contest for your focus with the new thickness of the O).
SoaR Gaming wanted to update their script design, as their previous design felt outdated and a bit difficult to read, especially with their demographic increasing. The new one uses the same rocket from the pattern and the logotype design, to create a consistency between assets. It follows a similar approach as the previous but puts more focus on the word and less on the design (the rocket / plane).
For the pattern, I developed a few other assets related to space. Eventually, we landed on the stars, planet, rocket, and the SoaR Gaming logomark. This felt like it was in alignment with their intentions behind the creative direction (a more professional approach). Making the styles / weights of each icon similar and ensuring they could operate in the same space was important as they may use them in future brand-related content beyond the pattern design.
