CLIENT
The world leader in cross-platform, bite-sized games, offering 150 exclusive games, with titles such as Candy Crush Saga and Bubble Witch. It has grown rapidly to become the largest developer of games in the world on Facebook and a leader in mobile with over 108 million monthly players.
BRIEF
Our brief was to position King as the leader for this new form of gaming—the HBO or Pixar of the casual games world. An indelible mark of fun and quality that when attached to a game title would appeal to players everywhere. We wanted to create an iconic visual identity. The challenge was to keep the elements as minimal as possible—capable of working at 16 pixels square but scalable at the same time—whilst keeping its original name and crown logo.
APPROACH
We designed a quirky new logo writing King in the shape of a crown, and we created a brand that compliments the games rather than overshadow them. We recommended a shift from King.com to a simpler, more confident King. A brand fit for all platforms. We transformed an old-fashioned identity into a dynamic set of assets for online, on tablets, on Facebook and beyond. We created a new brand architecture system which will help King grow in the future and communicate to players with simplicity the diversity of their portfolio. King now has 50 million daily players with Candy Crush Saga being the most played game on Facebook. In Hong Kong alone, it’s estimated that 1 in 7 people play it. King’s focus on Bitesize Brilliance will help the game reach new heights of popularity. And as the company launches exciting new multi-platform titles, they have a clear positioning as the world’s number one in snackable entertainment.
