E3 - Electronic Entertainment Expo
Until 2019 and since 1995, the Electronic Entertainment Expo, better known as E3, was the world’s largest video games convention, where the industry’s foremost developers and publishers showcased their latest games, hardware and technology. Seminal moments such as the launch of the XBOX 360, PlayStation 3 and a host of game franchises, were experienced exclusively at E3. Held annually and primarily in Los Angeles, USA, this was a hugely popular and prestigious trade show for the $200 Billion video games industry.
Despite its unparalleled profile, I always felt its visual identity, especially its logo, did not do any justice to the brand equity it had deservedly earned over decades. The name ‘E3’ was synonymous with groundbreaking innovation in the games industry so there was no reason to ignore that equity. I reworked the static incumbent to produce a more dynamic icon, that reflected (see what I did there?) what the expo meant to the industry. The familiar colour scheme became not only a nod to the past, but a strong foundation to push the brand into the future.
