Radical
Radical is an esports organization that strives to blend the lines between competitive gaming and streetwear culture. Gamers have had a stigma of being ‘nerdy’ for a significant amount of time, and the goal of this brand is to erase that stereotype. In this project, my job was to create a brand identity that didn’t feel like a typical esports organization, but a brand that had a streetwear apparel edge that felt clean, modern, and competitive.
Logo Concepts
I knew I wanted to design this logomark in a way that felt three-dimensional. I wanted the mark to be very recognizable and in a way, fun. I tried many abstract style designs, but the designs that stood out the most were the simple boxy designs that contained ‘RAD’ in them.
Final Logomark
For the final mark, I decided to move forward with a three-dimensional cube that reads ‘RAD’. It is easily identifiable and it leaves a lot of interpretation for patterns, styles, and other standard usage. Radical is heavily an apparel brand, and this mark allows the brand to keep it simple, or explore this mark extensively.
Logotype
To keep the brand as clean as possible I opted to stick with Neue Haas Grotesk for the logotype and overall typography. This typeface is extremely identifiable, relatable and balanced. Since this is an apparel brand as well as an esports brand, this simple logotype leaves a lot of room for exploration.
Color
To stick with the already very clean feeling of the brand, I decided to use strong primary colors that allow the brand to move in many different directions. Esports brands tend to stick to one color for long periods of time, but choosing 3 strong colors allows Radical to move in any direction it desires. One year the teams' colors could be green, and the next the colors could be blue.
Typography
To fit the clean feeling of the brand and specifically the logotype, I chose to use Neue Hass Grotesk as the primary typeface. This type will be used for headlines and subheadings. The main secondary type for the majority of body copy is Roboto Mono. This typeface feels connected to the digital world, and it also pairs well with Neue Haas Grotesk despite it being a sans serif typeface. Lastly, Radical will use Times New Roman to oppose Neue Haas Grotesk, although Roboto Mono will be used the majority of the time for all content.
