Client: Cooler Master Technology
Brand: Cooler Master
Year: 2017
Services: Brand Strategy, Visual Communication, Packaging Design
COOLER MASTER VISUAL IDENTITY
Global Brand Identity Guidelines
In 2017, the Cooler Master Global Brand Marketing Team worked with shakes bkk to revise the brand identity for the Cooler Master brand on a global scale. With a shift from a pure PC DIY audience back to a rapidly growing gaming audience we faced the challenge of designing Cooler Master’s visual identity against already established Gaming brands such as Corsair and Thermaltake.
With a global roll out planned, the shakes team created a simple graphic element to bind all visual touchpoints together. The CM Stripe can easily be added to any brand communication, from social posts, packaging to print ads, and effectively strengthens Cooler Master’s brand colour assets against its competitors. The 150-page brand book and toolkit control all aspects of Cooler Master’s new identity from logo lockups, typography hierarchy, product-imagery, render settings and packaging design.
As of 2020 the Cooler Master brand has solidified its presence in the gaming industry and enjoys a global recognition of its purple and grey colour scheme among its core audience.
