Branding / iconography

Serious gaming:
the synergy of play

Serious gaming:
the synergy of play

Visualizing the interaction of mental and / or physical efforts in mastering a new skill, and experiencing growth throughout the process.

Visualizing the interaction of mental and / or physical efforts in mastering a new skill, and experiencing growth throughout the process.

Challenge

Challenge

In 2024, Grendel, a serious games company, needed a new brand to modernize and differentiate their educational subcategories. Since gaming and education can seem like opposites, it was exciting to develop a brand concept that bridges this gap. How can we visually represent the complex, non-linear process of learning and growth, highlighting the connection between learning and playing?

Objective

Objective

The goal is to create a visual identity that captures the essence of learning through playing, showcasing the journey of mastering new skills, with its inherent mistakes and successes, as a dynamic and evolving process.

Exploring a visual language: the synergy of learning and playing

Exploring a visual language: the synergy of learning and playing

Visual concept

Visual concept

Symbiotic Patterns: The identity is built around overlapping patterns, symbolizing the interaction between learning and playing. These patterns continuously evolve, reflecting the non-linear nature of growth and change.


Dynamic Visuals: By incorporating elements that shift and overlap, the design illustrates the fluidity and adaptability inherent in the learning process.


Room for Error: The visuals intentionally leave space for imperfections, celebrating mistakes as integral to growth and mastery.

Result

Result

The result is a living, breathing visual identity for that embodies the philosophy of learning through playing. This dynamic identity adapts and grows, just like the skills it represents, creating a powerful and recognizable brand that encourages continuous learning and evolution.

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Yes de Jong is a digital designer based in Berlin, DE.

Yes de Jong 2025

Yes de Jong is a digital designer based in Berlin, DE.

Yes de Jong 2025

Yes de Jong is a digital designer based in Berlin, DE.

Yes de Jong 2025