Activision Design & Branding CALL OF DUTY by Dojo

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Industry Online Game
Media Design & Branding
Market United States
Agency Dojo
Executive Creative Director Geoff Edwards, Mauro Alencar
Creative Justin Macha
Released May 2011

Credits & Description

Category: Logo Design
Advertiser: ACTIVISION
Product/Service: ELITE
Agency: DOJO
Executive Creative Director: Geoff Edwards (Dojo)
Executive Creative Director: Mauro Alencar (Dojo)
Creative: Justin Macha (Dojo)
Media placement: Logo - Website/Packaging - 5/1/2011

Describe the brief from the client
Create a logo for Call of Duty Elite service.

Describe the challenges and key objectives
We had to create a logo that would appeal to online gamers and be versatile enough to stand the test of time.

Describe how you arrived at the final design

The goal was to create something as unique and smart as the brand itself. Elite was a new online platform for hard-core Call of Duty fans to enhance their gameplay and indulge in their passion. The logo needed to match the intensity of the players, while remaining simple and strong to fit with the current overarching brand identity. The ambigram was the perfect way to add a smart, subtle level to the logo and give it an esoteric feeling.

Give some indication of how successful the outcome was in the market
The logo was used across all media to promote the latest Elite program.