Role: Design, Art Direction
Client: GameStop
Atrix for GameStop
GameStop needed a logo and identity for their new private brand of gaming accessories. They partnered with MCJ to craft a name, logo, and visual identity. The logo would need to show up across products, packaging, print, and digital surfaces. Atrix would be a premium, but accessible gaming accessory brand that would help close the gap between the gamer and their game.
Made at McGarrah Jesse
Creative Director Chris Ballard
Design Lead Erica Ellis
Designer & Art Director Chris Ruppelt
Logo Exploration
We began exploring logos with understanding the final logo would need to live across products and packaging large and small. We explored icons that could work in conjunction with a wordmark. In the smallest instances the icon could become short hand.
Design Territories
01 Simply Surprising
Straightforward with a twist. These logos would explore playful and dynamic elements.
02 Incognito
Built to disappear. Logo explorations would explore form and counter form.
03 Fits Your Game
Connected. Dynamic. Integrated. Expressive logos that played with movement.
04 Level Up
Bold. Kinetic. These marks would be the most performance focused leaning into e-sports.
Exploration
Bold Angular Monogram
01
Level Up
Exploration
“A”/Human Monogram
02
Level Up
Exploration
Deconstructed “A”
06
Simple Surprise
Exploration
Delta/Print Icon
07
Fits You
Exploration
Abstract Player
08
Simple Surprise
03
Incognito
Exploration
Abstract “Up” Icon
04
Fits You
Exploration
Futuristic “A” Monogram
Exploration
Delta/A Monogram
05
Fits You
In the following rounds we explored wordmark and icon combinations pressure testing packaging and product mockups for flexibility and legibility.
Exploration 09
Deconstructed “A” icon and a custom wordmark to match.
Exploration 10
A heavy wordmark paired with an icon nodding to a human figure and immersion.
Exploration 11
A playful wordmark and icon connoting a human and the counter form of an “A.”
Visual Identity
The final logo combines a deconstructed “A” monogram, that emphasizes negative space and a sense of immersion, with a bold wordmark.
The design system leverages gradients, bright colors, and holographic treatments inspired by gaming and streaming. Black and white contrasts those elements for an elevated aesthetic. A seamless pattern added another graphic element.
Primary Logo
Horizontal Lockup
Secondary Logo
Vertical Lockup
Pattern
Seamless Icon Pattern
Typography
The wordmark was set in our primary typeface — Atipo’s Chaney. The heavy weight and modern characteristics complimented our monogram and proposed art direction.
Chaney Extended
Primary used as display for headlines.
Acumin Variable
Secondary for subheads and body copy.
Gradients
Gradients were used as backgrounds and lighting effects. They provided a playful approach to color that felt at home in gaming and streaming. In motion the lighting shifts subtly for a vibey effect.
Diagonal Gradient
Horizontal Gradient
Radial Gradient
In Use
All of the elements came together across packaging, products, photography, social, and more. The GameStop team further expanded the visual language we provided and created a suite of gaming accessories and packaging.
Product photography courtesy of McGarrah Jessee