RacerX
RacerX: Playful by Design
A speculative brand identity project for a conceptual gaming company
SERVICES
Brand Identity Design
RacerX is a San Francisco–based gaming company imagined as a leader in family-friendly, accessible games for people of all ages and abilities. Developed as a speculative design case study, this project explores how a bold, modern identity system could position a brand like RacerX to resonate with its audience and stand out in a competitive industry.
To capture the essence of RacerX, I designed a bold sans serif wordmark anchored by an “X” shaped like a gaming controller’s d-pad—referencing play without feeling juvenile. The deep magenta and signal yellow palette sets RacerX apart from typical gaming brands while maintaining warmth and authenticity. Rooted in research on Millennial and Gen Z audiences who value simplicity and honesty, the design evolved from sketches and competitor analysis into a flexible, geometric logo system with clear rules for use across platforms. Final testing for scalability and accessibility informed a comprehensive brand guide outlining logo usage, typography, color, and photography direction to ensure cohesion and inclusivity.
This identity was built on the philosophy that gaming should feel simple, fun, and inclusive — never exclusive or intimidating.
