THE BRIEF.
Infinity E-Sports is a video game sports team that specialise in first-person shooter and combat games. I was commissioned to completely re-imagine the team's visual identity. I set out to create a pictorial logo, a word mark and some inspiring, print-based promotional merchandise that personifies the team's aggressive play-style.
[client work]
THE PROCESS.
How do you sum up the theme of infinity? After all, it’s a rather large subject. How do you take such a broad idea and form it around a team of video game enthusiasts? The skull seemed like a good place to start. It is widely recognised as a symbol of death and therefore hints at the aggression that I and my clients wanted to imply.
A skull also touches on something more sinister; an un-dead force. The un-dead cannot be killed, because they’re already dead. They’re immortal, in a sense. You might say that they are infinite. At this point, the ideas started to flourish. Infinity E-Sports would be branded and known as an unstoppable group. A fierce squad able to stand up despite being shot down.
We explored this idea further by penning the slogan: ‘We rise. We fall. We rise, again.’ – a phrase that can be looped over and over again. Bearing the all-important merchandise in mind, the slogan was built around popular items of apparel, such as the wrist band. Because of this, the slogan can be looped infinitely around a players arm. The slogan was also designed as a nod towards the ability of re-spawning in video games at large.
Why hexagons? Hexagons are the foundation for one of the busiest and productive habitats on earth – the bee hive. Bees, efficiency and team work are ideas that have become so synonymous we simply couldn’t have left this design idea untested. The hexagonal pattern allows for infinite repeatability and is symbolic of structural soundness. The logo was created with this idea in mind.
