Best Branding at PAXSouth
Video games tend not to have the best branding or branding extensions.
This is an observation Iâve had over the years and now that Iâve had some graphic design training, itâs even easier to spot. A lot of companies do a great job, such as Nintendo, Sony with Playstation, Microsoft with Xbox, etc. The big names have it down, or at least can consistently output the right results (there have been slip-ups such as the Wii U for Nintendo, but generally, theyâve got a good handle on branding and consistency).
But itâs most noticeable in new or indie video games, in my experience. Theyâre intent on getting the product out, but sometimes people forget the importance of good branding. Sometimes the logos are ill-designed, the names arenât thought out, and the expansions of these systems are inconsistent. The lack of touchpoints is also unfortunate in many cases, as many new games tend to rely mostly on their game as the main point of interaction.
At PAX South this year, I was pleased to see Song of the Deepâs full branding system neatly expanded, and to me was easily one of the best branding systems there. The game isnât even out yet, but theyâre definitely piqued interest across the board from attendees at PAX South.
The game is about a young girl who was raised on her fatherâs stories of the mystical creatures and life that resides deep in the ocean, but it isnât until he goes missing in the sea that she realizes that his stories are more than just stories, and she has to rescue him. You move through the girlâs hand-made submarine as well as swimming through more cramped parts of the side-scrolling levels. The game will be available for Playstation, Xbox, and PC.Â
First example was this pin. Besides being a lovely pin (good quality and a nice shape), the packaging it is held in is elegant, contributing to the under-the-sea theme of the game itself. It mimics an old time nautical map/compass with the grid lines, and makes for a nice, simple package. No extra fluff here.
This is the first instance of the logo, which is clean and interesting, works well in multiple colors, and, as youâll see later, works well with and without the type. It may not be the most elegant logo, but compared to many of the logos in gaming, it works really well.
Youâll also notice every touchpoint includes the interactive hashtag, #SongOfTheDeep. While this isnât my favorite, I think hitting people over the head with the hashtag is a good way to get people to use it or at least check out the tag on their favorite social media outlet.
Another example of the logo, this time with a beautiful light to dark gradient applied to it, implying depth as you descend deeper into the sea, which is also implied in this standing poster. This poster is also really nicely designed and the illustration reflects the art style of the game itself, which demonstrates the beauty of the ocean while also using those dark tones to imply a sense of unease as the character descends into the ominous depths. This was displayed on the edge of the display, which was in the middle of a large hallway in the convention center, and was very eye-catching to passersby. That is, if the painting didnât catch your attention first.
The above painting was in progress all weekend, from Friday to Sunday. The canvas is positively enormous, easily 50 feet tall. (Iâm not the best at guess-timations, but trust me, it was huge.) People stopped by throughout the convention to watch the artists at work, adding more and more to it until it was completed (above). That was one of my favorite ways to advertise and get attention, as it attracts to the imagery of the game, which is a pull, while also giving a sense of mystery and intrigue as to the story. (I also enjoy the red and green of the logo here.) Once again, the hashtag is prominent - quick, free advertising.
These T-shirts were given out for free to anyone who wanted one, and at conventions, everyone lines up for free stuff. Another smart move was that it also came with a hanger, automatically making it easier for consumers to hold onto as you can automatically hang it up in your closet as soon as you get it home. This minimalist style carries the already established themes through as well. This is the only time when Iâm not sure that the hashtag was the best idea. Why not just say the name of the game and then have the hashtag on the back?
And the last bit of free merchandise that I picked up was this sticker, which was also a demonstration of understanding their target audience. Gamers enjoy getting things to decorate their equipment as well, and stickers are a popular item at conventions for this reason. Also stickers are easy to place and can go anywhere, and donât take up much space - itâs easy to stick one in your pocket or purse for later.
I also appreciated the use of the logo for the letter âOâ, showing the versatility of the logo by itself. Doesnât this look like something that could go on a boat?
So this is a bit late because PAX South was in late January, but I wanted to share this system and congratulate Song of the Deep on a solid campaign and consistent system in a place where there is a lot of inconsistency or simply not enough thought put into it.
This is my first post analyzing graphic design, so any feedback or comments are welcome! Got other games or game companies with good branding I may not have seen? Let me know in my ask box, Iâd like to know!
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