Bauer Graphics was approached in the Spring of 2008 to design the concept surrounding a new type of video game store. Over the course of the project we were able to prove our competency at creating the big idea through careful attention paid to each small detail.
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Create the brand identity for a new video game store, as well as differentiate it from other chain stores within the same retail segment. Gametag is based in the Portland, Oregon area with plans of offering franchises around the country. We started this project by redefining what it is to be a part of a video game “club.” What sort of design would signify that this video game store is THE place to be? Our design team explored options relating the “tag” concept in the store’s name “Gametag” back to the notion of “membership” with other gamers like themselves. Creating the logo identity to signify the personality of Gametag as a brand was most challenging, as we knew it would be used as a form to be applied to the rest of the branding design.
The final design was created with the idea of “badge” or insignia” in mind. Gametag will be a place that all gamers can identify with, and feels like they belong. This concept of a “dog tag” was created to be used as not only the logo, but also to be a meaningful and useful form that could be used throughout the store’s interior, as well as tag shaped business cards, price tags, and name badges for the sales personnel.
The finished designs met client criteria & expectations, while also providing a unique solid foundation as a new brand in the cluttered video game marketplace.
