Background and Context
Objective and Goals:
Max Goodwin was tasked with designing the logo for “The Kickback,” an entertainment platform that blends gaming, lifestyle, entertainment, and education. The goal was to create a brand mark that resonated with the diverse and underrepresented community, including HBCUs, while also being bold enough to spark conversation within the culture. Given that “The Kickback” was an unknown brand, the logo needed to make a strong visual impact to drive awareness and engagement.
Target Audience:
The primary audience for “The Kickback” included university-aged students, particularly those attending HBCUs, who are passionate about gaming and culture. The design needed to appeal to this demographic with a timeless, yet contemporary approach, ensuring that it would remain relevant and recognizable over time.
Design Process
Research and Inspiration:
Max conducted extensive research into various elements that could inform the design, including video games, college teams, social groups, and community dynamics. A significant source of inspiration was drawn from collegiate sports across different eras, which helped to shape the logo’s aesthetic and symbolic elements.
Concept Development:
The initial phase involved several rounds of ideation, where Max explored different visual directions. Through collaboration with the executive team, the concepts were refined and pared down to the final version. Insights from these early stages, including sketches and drafts, highlight the evolution of the design.
Design Elements:
The final logo features a bold typeface, with additional logo marks for various applications. These elements were chosen for their visibility and impact, ensuring that the logo is easily recognizable and memorable. The design’s boldness and simplicity reflect “The Kickback’s” mission to be a strong, identifiable force within the gaming and cultural landscape.
Challenges and Solutions:
One of the main challenges was the tight deadline—the logo needed to be developed within 30 days for an upcoming event. Despite the time constraints, Max managed to deliver a design that met the client’s expectations. Feedback from stakeholders was promptly incorporated, ensuring that the final logo resonated with all parties involved.
Outcome and Impact
Final Logo Presentation:
The logo was presented to stakeholders through mockups and a presentation deck. The strategic unveiling highlighted the logo’s versatility and potential applications across various media. The response was overwhelmingly positive, with stakeholders, including HBCU representatives and members of the gaming community, expressing enthusiasm for the design.
Impact and Results:
Since its launch, “The Kickback” logo has been fully embraced by the broader audience. The logo has played a crucial role in raising awareness, securing funding, and supporting the production of events and merchandise, contributing to the platform’s mission of increasing representation and fostering innovation within the gaming industry.
Personal Reflections:
Max considers the project a significant success, having learned valuable lessons about collaborating with diverse teams and managing input from multiple stakeholders. He is particularly proud of how well the logo looks on large-scale applications, such as stage backdrops and billboards, which reinforces its strong visual impact.
Future Considerations
Future Applications:
Max envisions the logo being used extensively in future marketing efforts, including merchandise, live events, billboards, and digital platforms. There are no immediate plans for updates or iterations, as the current design has been well-received and serves its purpose effectively.
Visual Assets
Visual assets, including examples of the logo in use on websites, event banners, and merchandise, will be included to illustrate the logo’s versatility and real-world applications.
