Gametime Rebrand – Thomas Yuen

→ Gametime Rebrand

DISCIPLINE

Branding & Identity

ROLE

Graphic Design, Art Direction

Gametime is a mobile-first ticket marketplace app that allows users to purchase tickets to live events. The app focuses on last-minute tickets as it strategically reduces ticket prices as time draws closer to an event's start, allowing the customers to buy tickets even after the game starts at a discounted price.

In early 2019, we undertook a brand refresh to ensure we have a foundation that is robust, extensible, and solidifies our position in the market as a mature and trustworthy brand. We focused on our primary asset – our logo, with the goal of making it more modern, functionally scalable, and convey clearer meaning aligned with our brand character.

As a member of the Gametime Creative team, I worked closely with the Brand team and together we created a new logo that clearly conveys a forward momentum that is consistent with our brand character. The wordmark and symbol work together to amplify signals of speed, simplicity, and ease representative of our brand.

LOGO EXPLORATIONS —

There are 3 challenges with the old Gametime logo. ¹ First, the meaning is ambiguous. The two elements — an arrow and a baseball diamond — are too abstract and too specific, respectively, to convey a strong and holistic identity of the company. ² Second, the wordmark and symbol lack cohesion, the wordmark is heavy and blocky which doesn't match the geometric, rounded aspects of the symbol. ³ Lastly, the diamond-shaped symbol exceeds the height of the wordmark with awkward negative space which is hard to work with, especially in small sizes which make the symbol looks oversized.

Part of the goal for Gametime in 2019 is to strengthen the bond with their customers, a brand refinement at the time will help solidify their market position with a mature and trustworthy brand. The challenge is to create a new identity that matches our brand characteristics — energetic, real, and unconventional — and also communicates speed, simplicity, and ease. Together with the team, we've explored 100+ variations; below are part of them.