Brief
Maximum Entertainment, a globally integrated entertainment company that covers the full value chain of video game creation, development, and publishing, needed a fresh new brand that represented their professionalism and expertise in the video game entertainment industry, while still showcasing their creative and fun personalities who’s mission is to deliver magic to the gamer in everyone.
As the new parent company of various endorsed brands, including Maximum Games and Modus Games, Modus Studios and other game development studios around the world, Maximum Entertainment’s goal was to take the focus of games into a focus on entertainment, to move into different forms of entertainment and transmedia.

Challenge
Maximum Entertainment was quickly evolving and adapting as it grows in size and capabilities, so owning a visual identity that works at a corporate level, to investors and developers, and also appeals to gamers all over the world was a key feature in the design process. Something that feels like Maximum Games, which is more fun and not overly corporate but still professional, and features the letter “M”.

Process
Over the course of about 4 months, I worked closely with the CEO, President, and Director of Creative Services to workshop through rounds of research, brand strategy, concept exploration, concept refinement, and production of final assets that needed to be delivered to various departments to be implemented before our scheduled launch in February 2023.

Unique Solution
Magic is present in the creativity of game developers, the games they create, and in the hearts of the players. Magic is an evolving energy that empowers and strengthens its user. The fluid movement and ever evolving nature of fire, or a “magic flame”, lends itself to this concept. Paired with the bright blue of both Zordix and Maximum Entertainments indie publishing entity, Modus Games, and the letterform “M” which has been present throughout the company’s history (Maximum Games, Modus Games, Maximum Entertainment), resulted in the final logo mark that is the ideal blend of professional, corporate and fun.