RacerX
RacerX: Playful by Design
A speculative brand identity project for a conceptual gaming company
2025
— RacerX is a fictional 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.
SERVICES
Brand Identity Design
Project Overview
The objective was to design a brand identity that balanced simplicity, playfulness, and scalability while resonating with a diverse gaming community.
A conceptual brand identity system that establishes a bold, welcoming, and tech-forward visual voice for RacerX.
The RacerX project focused on crafting a clean, adaptable logo and visual system that emphasized accessibility, legibility, and personality. The brand needed to signal “serious fun” — energetic enough to attract committed gamers, yet inviting enough to welcome casual players and families. Research into competitors like Nintendo and Xbox revealed common design conventions (single bold color, sans serif wordmarks), which informed a strategic approach: keep the clarity of competitors while adding flexibility, warmth, and inclusivity through a distinct palette and playful geometry.
Approach
RacerX Brand Guidelines Mockup
The design approach combined simplicity with personality, creating a system that feels modern, approachable, and unmistakably RacerX.
To capture the essence of RacerX, I chose a bold sans serif wordmark anchored by an “X” shaped like a gaming controller’s d-pad, directly referencing play without leaning into childishness. The brand colors, deep magenta and signal yellow, differentiate RacerX from the industry standard while maintaining authenticity and warmth. A flexible logo system with clear rules for sizing, placement, and usage ensures legibility across platforms, while guidelines for typography and photography reinforce inclusivity and approachability.
Process
The process moved from audience research and competitor analysis to iterative logo exploration, refinement, and final system development.
I began by studying RacerX’s target audience of Millennials and Gen Zers, who prefer simplicity and authenticity in design. Competitor analysis of major gaming brands highlighted the importance of clean sans serif wordmarks and high-contrast palettes, but also revealed an opportunity for RacerX to stand out with more optimistic, tech-driven hues. From early sketches exploring icons and wordmarks, I refined the design to a combination logo: a strong, geometric wordmark paired with a flexible brandmark. After testing for scalability and accessibility, I codified the final design into a brand style guide detailing logo rules, typography, color palette, and photography direction.
This identity was built on the philosophy that gaming should feel simple, fun, and inclusive — never exclusive or intimidating.
Final Design
The final design delivers a clean, scalable logo and brand system that embodies RacerX’s playful spirit and commitment to accessibility.
The final identity system features a bold sans serif logo where the “X” doubles as a playful nod to a gaming d-pad. The color palette of deep magenta and signal yellow adds warmth and optimism while distinguishing RacerX from its red, green, and blue-leaning competitors. A full style guide ensures consistent application across mediums, with typography and photography guidelines reinforcing inclusivity, clarity, and fun. Together, the system equips RacerX with a strong, adaptable identity that demonstrates how speculative brand work can bring clarity and energy to a conceptual company.
Product Images
