Homa’s complete id is underpinned by a grid construction, which additionally acts as a framing gadget for surreal digital environments created by Ragged Edge to serve gaming characters.
Ragged Edge has rebranded gaming know-how lab Homa with a “symmetrical and exact” algorithm-inspired emblem and a world of “surreal landscapes” to deal with gaming characters, that are a part of the model.
Homa works by giving unbiased sport creators the instruments and data to show concepts into worthwhile video games. After accumulating a group of 200 individuals, 1 billion downloads of its video games and $165m (£136.6m) in funding, Homa wished to take the following step and construct a model to enchantment to a few totally different audiences.
Its new id needed to place Homa as “an ally for unbiased sport builders, appeal to the world’s finest engineers”, and avid gamers, says Ragged Edge co-founder Max Ottignon. The studio’s artistic director Luke Woodhouse provides that focusing on three audiences with “wildly totally different wants” was one of the difficult elements of the design course of.
Taking knowledge as a central theme, the studio generated a bespoke logotype made up of algorithmic varieties. This was drawn from scratch utilizing “a grid system with symmetrical and exact proportions”, says Woodhouse. When animated, the wordmark blinks into motion and demonstrates an algorithm sequence via geometric varieties, earlier than turning into static when the model identify seems.
The underlying grid system shaped the foundations of Homa’s id, making it really feel “precision engineered”, in response to Woodhouse. The grid acts as a framing gadget for the surreal landscapes designed by Ragged Edge, by which Homa gaming characters roam.
Although the characters seen throughout the branding exist already from Homa’s video games, Ragged Edge was tasked with constructing the dream-like worlds and environments that they inhabit. Woodhouse says that the problem was “making a world that would accommodate any conceivable character”, even characters that could be invented sooner or later.
Homa’s new id can be expressed by way of a brand new tone of voice, which Woodhouse says brings the model’s core thought to life “verbally in addition to visually”. He explains that how the model language seeks to convey an “clever angle” by merging “the laser-focus you’d count on of technical experience with the fast wit and creativeness of artistic genius”. The notion that “it’s not dishonest if anybody can do it” options regularly throughout the model, aiming to encourage unbiased sport creators to get entangled.
Ragged Edge additionally opted for a brand-new suite of colors and typography for the Homa rebrand. Its new vivid electrical pink was chosen to bridge the hole between “techy and inventive”, says Woodhouse. A typeface known as Aeonik Fono, by London-based foundry CoType – chosen for its “daring technical really feel” – is utilized throughout the model and set in several weights.
As one of many core touchpoints, the studio redesigned Homa’s web site and wrote the entire copy from scratch. Homa’s new id is reside throughout all bodily and digital belongings, from the Homa platform and its Web3 presence, proper via to Homa’s 4 HQs.
