Logo and Branding: Jabberworx

Jabberworx is an independent Australian game development company who recently commissioned me (Richard Baird) to develop a new identity that would visually characterise the high quality nature of their games, their professional approach and playful sensibilities. The solution I delivered is based around the theme of ‘works’ (industry) and community from which I created a bespoke logo-type, three individual logo-marks and a pattern. Each of these elements can be combined to represent the wider ambitions of the company and the global community of gamers.

The letter-forms of the logo-type were developed from scratch and utilise stencil cuts and wide geometric forms to consolidate both technological and industrial aesthetics. The ‘ab’ pairing was adjusted to form a subtle infinity loop to represent endless gaming possibilities and adds another layer of depth. Three individual symbols were created to characterise the key brand propositions of high production quality, intuitive gaming mechanics and the concept of sharing experiences and achievements with a global community. These and the characters of the logo-type were kept intentionally bold, simple and geometric to contrast against the very organic and often frenetic nature of the games.

Drawing on the beehive, a place of activity, co-operation and sharing, the logo-marks hexagonal forms are built into a repeating pattern that analogises the complimentary union of the three brand propositions and are utilised on the back of the stationary and as part of the start-up screen. The large colour palette was developed to juxtapose and balance out the industrial and technological themes with playful tones that represent fun, inclusivity and diversity.