Case Study: Firaxis Games achieves a bold new player-centered identity with Pentagram

Firaxis Games unveils a new identity with Pentagram for its 30th anniversary

Firaxis Games, the renowned studio behind titles like Civilization and XCOM, faced a challenge with an outdated brand identity that was not optimized for modern digital platforms. Ahead of its 30th anniversary, the studio engaged the design firm Pentagram to create a new identity that would better represent its commitment to players and stand out in a competitive industry.

Pentagram developed a comprehensive new brand identity centered on the concept of "Playing with Fire," which visually represents the player as the axis around which the studio's creative energy revolves. The solution included a highly recognizable spark-and-swirl logo, a bespoke variable typeface called Firaxis FireSwirl, and a dynamic motion system. The new identity, which launched on the studio's 30th anniversary, provided Firaxis with a flexible and singular voice that cuts through the visual noise of game marketing and consistently represents its creative energy.

Firaxis Games