US based independent game developer, Primal, required a new brand identity that reflected their unmistakable passion and drive. After initial discussions and brainstorming sessions it was evident that the core values were courage and instincts. The lion’s head motif was created and seemed the perfect fit, reflecting bravery and being the visual epitome of animal instinct and primal strength. The electric blue palette was chosen for it’s invigorating effect and distinctive look.
The identity is predominantly found on the company’s stationery, publications and various items of apparel worn with ‘pride’ by employees and friends alike.
