GameU
A brand redesign that connects gaming, technology and learning, from a new symbol to real campaign applications.
Grow without losing the joy of play
GameU brings education, games and technology together to help young people build creative skills. The brand needs to excite students while giving their families confidence in the learning experience.
The existing identity had a playful personality but limited flexibility on contemporary digital platforms and marketing materials. The aim was to renew the same brand, retaining its energy while creating a clearer and more adaptable system.
A symbol built for digital worlds
The redesign draws from the visual world familiar to GameU’s students: digital spaces, modular construction and forms with depth. This creates a connection to gaming within the identity itself, without depending on artwork from a particular game.
The new geometric symbol brings the G and U together in one dimensional mark. A bold wordmark anchors it. Together they can act as a complete logo, a small avatar or a prominent graphic element in a larger composition.
A mark that leaves the screen
Cyan, deep blue and magenta allow both expressive and restrained applications. The symbol remains recognisable as the surrounding colour, scale and subject change, giving the team a consistent signature for many types of communication.
The applications test that promise beyond a logo presentation: shirts, bags, bottles and embroidery each demand a different level of detail. The identity keeps its character on those objects while providing a flexible framework for digital content.
One brand, new worlds
Campaign pieces introduce summer programmes and gaming activities through different visual worlds. Student imagery, game references and clear offers take centre stage while the GameU mark and information hierarchy connect the pieces to the same brand.
Minecraft and Fortnite related work shows how the system can accommodate themes that matter to students. The communication still has to explain the activity to families and provide an understandable next step. Energy and clarity work together.
More ways to express GameU
The visible result is a renewed logo and a set of brand applications spanning print, merchandise and campaigns. The shift from a strongly illustrative signature to a geometric mark gives GameU more ways to identify itself at different sizes.
The redesign serves two audiences at once: a stimulating experience for young people and a clear, credible presentation for parents and partners. These examples show the design system at work; they do not claim unmeasured commercial results.
Project and responsibilities
- Client
- GameU
- Scope
- Brand redesign, logo, visual system and communication applications.
- Credits
- Creative direction and design: Jesús Morillo. Work led as part of an agency team and presented as professional experience of Treees’ founder.
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