The images below detail the FULL PROCESS of the BioShock Infinite: Clash in the Clouds DLC logo, from sketchbook doodles, to digital mock-ups, to the final animated product.
Above: Official logo for BioShock Infinite: Clash in the Clouds, by Irrational Games. Also shown are several pages from my sketchbook before I went digital.
Below: Original digital comps of the various other directions the logo could have gone, with references and a rough suggestion of how the logo might look when superimposed onto the WIP key art.
Below: As the key art was being finalized, lead character artist, Jorge Lacera, suggested that we consider bringing a vintage boxing match look to the overall design, so I went on a small exploration tangent to see what that might look like. Eventually it was just too difficult to resize well, so the logo was changed, but the key art kept a lot of that vintage "FIGHT" vibe.
Below: The official Clash in the Clouds trailer, with the final logo animated by Keith Shetler.
