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(Fogra 39)Job:08-30930 Title:RP-Design Logo
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A Closer Look
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A while back, Odopod called and had me do
some ideation for Zynga, the leader in gaming
design. At the time I was working on the front,
log-in page for Facebook, which is a partner
with Zynga.
Initially, I chose to use the existing mark
because it reduces well and has brand equity
as an excuse to allow for a leash that wakes up
the dog when it’s time to play. Then we went
broader, to a circus—the big tent. As I look back
on the exploration, it’s funny. I only had two or
three days to work so I jumped in and started
right away, not realizing I had spelled the name
of the company wrong! (Zynga is with a
y
not
an
i
). The rest of the ideas are various iterations
of the company owner’s dog Zynga in various
forms; with a trophy, as a line (to show connec-
tions) and so forth.
In the end, the agency (and client) did the right
thing; nothing. The existing Zynga silhouette
could not be improved to an extent worthy of
an identity overhaul. When I see it now as I play
Words with Friends (owned by Zynga) I have to
say it reduces well and does its job.
This circus tent entrance feels like the best solution for this project. It’s graphic, contemporary, and communicates well. The tent graphic
invites you into Zynga’s arcade and makes you feel like you could immerse yourself in a boundless alternate universe of gaming forever.
Many gamers are attracted to gaming for the achievements, leveling up,
and awards they win along the way. Sockwell speaks to this successfully
by incorporating the trophy icon into the logo to resemble the letter Y. The
added equity of the existing bulldog interacting with it in various ways
brings it all home. (opposite page, top)
DESIGNER / ILLUSTRATOR: FELIX SOCKWELL
CREATIVE STRATEGIST: GUTHRIE DOLAN
CLIENT: ODOPOD
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:196
001-272_30930.indd 196 9/2/13 11:03 AM
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:197
001-272_30930.indd 197 9/2/13 10:15 AM
1 9 7
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I enjoy imagining the animation potential of this progression of
a leash evolving into the logotype and then tugging at the dog,
encouraging him to play. This would have taken some precise
animating, but would have been extremely engaging as an
online banner.
These explorations are reminiscent of the decorative drop caps
you’d find in children’s books or illuminated manuscripts. They
are very playful and have a hand-rendered look and feel. If
court jesters from the middle ages had uniforms, I could see
these logos being embroidered onto the left chests.
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:197
001-272_30930.indd 197 9/2/13 11:03 AM
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