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moka Branding


CLIENT: Shane Clark
TASK: Logo Design, Brand Narrative
YEAR: 2016

The AllGen Gaming identity was created for a new recreational video gaming centre that was opened in 2016 in Rochester (Kent) by the owner Shane Clark. The idea is to get people playing video games from all generations for all generations. Since the target market is people of all ages, in this project we wanted to symbolise the very thing the business is trying to achieve by incorporating elements of old and new video gaming formats into the design whilst making sure it’s vivid, effective and unforgettable. We want the identity to be simple, minimalistic, clear and easy to remember that’s why we used basic abstract geometric shapes as triangles allowing us to cut into the bulky font creating the focal point of the design, which is the (stylised but generic) controller making the logo stand out and instantly recognisable.