Donna Newlun

RacerX needed an identity that communicated gaming without suggesting that the company offered only racing games. The brand also needed to appeal to players of different ages and abilities while feeling welcoming, current, and technology-oriented.

Competitor research showed that many gaming brands rely on dark palettes, complex logos, decorative typography, and imagery associated with specific genres. Although these choices can create strong identities, they can also limit accessibility and versatility. I chose to differentiate RacerX through a simple logo, bright saturated colors, clean typography, and an inclusive personality.

I used the shape of a gaming directional pad in place of the “X,” creating a connection to gaming that was not limited to one genre. Green and purple provide strong contrast and support the brand’s energetic, technology-inspired character. The simplicity and spacing of the design allow it to remain recognizable at different sizes and in digital or print applications.

The final style guide extends beyond the logo to define the complete identity. It includes the mission, audience, personality, tone of voice, typography, color specifications, clear-space requirements, acceptable color variations, improper uses, image placement, and sample applications. These guidelines help different users apply the identity consistently while protecting its readability and recognition.

The finished identity presents RacerX as friendly, inclusive, and modern. The project demonstrates my ability to move from research and strategy to a usable visual system rather than treating a logo as an isolated design.