Jogaderia - BRAND IDENTITY - BRAZIL, 2016
✦ PRESENTATION UPDATED IN 2024
Reimagining the visual universe of board games for a company that believes in life beyond screens.
Jogaderia is a company that provides board game rental services for events and companies. As a young brand, it promotes spending time away from screens and enjoying fun moments with loved ones.Our mission is to reshape perceptions about board games through design, demonstrating that they can be nostalgic, yet modern and dynamic.
BOARDGAMES PERCEPTION SURVEY
At the project's onset, we surveyed 72 potential clients, both young and adult, about their views on board games.
In summary, 46% of respondents enjoy board games and see them as a great form of group entertainment. This group associates games with attributes such as: collective, fun, and nostalgic. The rest of the respondents do not play, or only played in childhood. Currently, they consider board games to be childish, complicated, boring, and slow. In this way, our goal became to emphasize the positive aspects of the game and reinterpret the negative aspects through visual identity.
SYMBOLS PERCEPTION SURVEY
In a new round of interviews, we presented different symbols —related to board games and other abstract yet related — and we asked interviewees to associate these symbols with positive and negative attributes.
Considering the results, we then focused on the symbols associated only with positive attributes, identifying important visual keys:
PLURAL: Figures that form sets of objects.
Dynamic: Figures that represent quick games and action, such as tic-tac-toe and boards with paths to play with a dice). Asymmetrical shapes were also included.
Simple: Also figures that represent quick games and action and also basic geometric shapes.
SOLUTION
With the visual keys uncovered, we imagined four elements that can connect these attributes:
X and O from the tic-tac-toe game, a basic geometric shape, and a fast curve that represents a segment of a path. The result is a symbol composed of a set of objects that come together playfully to form the initial of the brand. We also use the symbol as a supplementary graphic, expanding it to form paths, similar to a game board. In the rest of the visual identity, we aimed to make an impact with our choice of typography and colors. This way, the brand stands out to the newer, more tech-savvy generations.
