Create a visual identity, including typography and colour guidelines for Alibi, an indie video game publisher.
Alibi, a game publisher specializing in two distinct verticals, publishing and consultancy, sought an identity reflecting or hinting towards this duality. The theme of duality was to be prominently featured throughout, serving as a strong conceptual foundation. Initial concepts revolved around the notion of two faces symbolizing the dual aspects of the business, while maintaining a softer human element to the overall brand feel. Various explorations ensued, including iconography, morphic typography, and simple typographic treatments.
The preference remained for the two-face concept, leading to the exploration of multiple representations and configurations, ranging from minimal and geometric to realistic and detailed styles, as well as an icon-based route inspired by the Inca cross symbolizing duality. Several color palettes were investigated, with green and blue chosen for their alignment with the brand's values, duality concept, and strong visual appeal. The final identity was selected for its simplistic yet striking style, clear representation of duality, and potential for future expansion. Multiple variations of the identity were developed, including full, horizontal, and circular versions, along with a variation to accommodate complex imagery in future applications such as packaging and digital store assets.
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