Branding 36 Teams

Client: Globehug
Mississauga, ON

Almost out of the blue we received a call and a request for a quote to design the brand for an online league for video gamers. The organization was to be called GlobeHug, and as First Person Shoot-em-up style games currently dominate the online users it became the focus for the corporate logo.

However the main design for the logo was only the start, the real challenge was to create team logos for all the major cities across North America (Canada and the United States).

The GlobeHug Logo Design

Developing a logo for an online gaming league introduces some interesting challenges. While many of the FPS video games are quite graphic some of the most popular titles have a direct connection to organized militaries.

The symbology present across the national defense groups form the Army to the Air Force is easily recognized. Stars, shields, artillery, striping and even animals and birds... Where does one start?

As we worked through different logo design options reviewing sketches with the client, exploring the extent we wanted to militarize the mark itself, a number of considerations raised themselves. What would the average age group for participants? How far were we willing to go with the image to appeal to FPS gamers, and was there an opportunity to appeal to a wider demographic?

After discussing a number of options some compromises were reached. By using a soldier silhouette which specifically is not engaging in aggressive action, reducing the number of clearly militaristic symbols we could create a finished logo design that spoke to the largest audience of online gamers without being over-the-top and aggressive.

Creating the team logos, all 36 of them...

Once the website brand had been developed it was time to address the multitude of city based teams that would be competing using the GlobeHug network.

It was decided quite quickly that as these teams played into the mindset of organized sports, producing the team logos in a style that suited the idea worked very well. It also permitted an additional benefit that the team logos could be applied across game styles and genres.

However it always come down to producing them, and as these symbols would very well be printed on t-shirts, caps and other paraphernalia it was important to recognize production limitations and realistic budget restraints. Some of these include limiting the number of colours in the logo design to ensuring finishing styles such as gradients were not used (as these are very difficult to produce with mainstream screening processes).

While some of the designs for the team logos were simple concepts which allowed a lot of experimentation to the specific style (such as the Knights, Gorillas, Mammoths etc), many of them involved a lot more thought (such as Cold Bloods and Butchers).

The designs went on...

and on...

and on...

and on... Really testing our abilities to continue to produce original designs. However, once the bigger picture started to become clearer our excitement built... But we still had more to do...

and more...

and more...

and more... well, I hope you enjoy looking at them, so which team would you support, personally one of my favorites was the Bombers.

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