Tencent Games is the world’s biggest video games developer and publisher, with hundreds of titles and millions of players. After an era of exponential growth and a shift in the industry from niche gaming to mass adoption, they needed a brand that represented their evolution and positioned them for the future of play on an international stage.
DesignStudio travelled to China and worked together with the Tencent Games team to discover the possibility of games and create a polished, forward-looking new brand expression for Tencent Games.
Mars HouVice President, Tencent Games
Working with Tencent’s leadership and design teams in China, we ran a series of workshops to set the strategic direction for the business. We defined a clear mission statement and supporting values to clarify Tencent Games’ role within the Tencent Group – as well as its positioning within local and international markets.
Tencent Games believes in the potential for play to connect people through shared experience, help us understand the world around us and bring joy and happiness through original creative experiences.
We set about bringing the mission to life with a concept not only designed to be familiar to gamers – but also appealing to a mainstream audience. At the heart of the visual identity is a sparkling monogram inspired by the visual language of positive moments in games: the Tencent Games Spark.
The Spark symbolises Tencent Games’ core values: the spark of a new idea, the spark of connection, and sparking of a moment of happiness. We gave the symbol different forms for different environments, from 'minimum to maximum sparkle', it comes to life on all touchpoints big and small.
Showcasing the creativity and imagination of Tencent Games in our wider graphic system, we champion original IP, with iconic games characters emerging from theme-based colour worlds.
The Spark has appeared on millions of apps around the globe, and will continue to signify the positive value of games wherever it's seen.
Tencent Games’ refresh journey is a story of in-depth cooperation between Chinese and Western teams to define the future of gaming. DesignStudio's process created a surprising spark for Tencent Games. The internal creative design team, TGideas has benefited greatly from the collaboration with DesignStudio and looks forward to the next cooperation.
Lava LiGeneral Manager, Creative Design Department, Tencent Games
Discipline
- Brand strategy
- Visual identity
- Brand films