PRO ALLIANCE
Logitech G
branding
branding
When Logitech G was concepting the Pro Alliance, they needed a logo and series of icons to represent their five pillars. The vision of the organization being a community resource, lead by experts, dedicated to the development of pro-gamers in these key areas; Equipment, Health, Psychology, Skill, Teamwork.
They wanted a mark that fit with their existing brand (clean/geometric/scientific), but felt exclusive, fashionable, and high performance. An identity closer to an athletic brand, that would still fit into the aesthetic of an e-sports event.
︎︎︎ Geometric
︎︎︎ High performance
︎︎︎ Exclusivity
︎︎︎ Fashion
They wanted a mark that fit with their existing brand (clean/geometric/scientific), but felt exclusive, fashionable, and high performance. An identity closer to an athletic brand, that would still fit into the aesthetic of an e-sports event.
︎︎︎ Geometric
︎︎︎ High performance
︎︎︎ Exclusivity
︎︎︎ Fashion
![](https://freight.cargo.site/t/original/i/5af34abcc91b3ed0a3078420ecace5c52e511f352bbf2be6ce9df5320af8743e/Artboard-1.png)
![](https://freight.cargo.site/t/original/i/6dc92a6d8c37ec9ad3a62439bb4edbb04085388de6fdaca3e976c0ef6af6d7be/Artboard-2.png)
![](https://freight.cargo.site/t/original/i/74478521a344a8a8dbf5d357fa9877fa13bc50eaa132a14f5aced33662a40660/Artboard-3.png)
![](https://freight.cargo.site/t/original/i/7330cfb3896fcd3eed468897f1bd8435e4abfb4b5665b3f7f06e8426867adf8a/Artboard-5.png)
![](https://freight.cargo.site/t/original/i/2d2e4479fe1d31787b64d77ecee2dee3063bcbe2a265edb0ffff842037c9b51d/Artboard-7.png)
![](https://freight.cargo.site/t/original/i/c917f6fd90d9de79073140ec649f8beaa36c35849a62888c6a36f7a4f86466e2/Artboard-8.png)
![](https://freight.cargo.site/t/original/i/8d0590b71ff401bfb9603d58d7341b86887af5fa3e3edb1b5d6a08ab3f8419c7/Artboard-10.png)
![](https://freight.cargo.site/t/original/i/fc66e6da91c0e1e01f4d5366c6debc5859f2ea2b07c0b5fe48dcd3e54db19425/Artboard-9.png)
![](https://freight.cargo.site/t/original/i/9ad085bdd363f7b74872759b72236fcc836479c687febe2830985d0aa5fdb630/diagram.png)
![](https://freight.cargo.site/t/original/i/0e05aab9e61a0d15b746bd9ad97f1aba41d50573355cd28a6c51828d86ed3e5a/Badge.png)
![](https://freight.cargo.site/t/original/i/3af7911debfe8411a77f939e00574197948618f907985561531221b00f83ec0f/Logo.png)
![](https://freight.cargo.site/t/original/i/287fd32bef2334394500e0f188147e5b9568273ae244b3b4dabac7fceb304066/Shield.png)
iconography︎︎︎
![](https://freight.cargo.site/t/original/i/3cf232336ca05b664a403fc88921152dc6c4fa237f1f6e6d1f2efbe734eb81cf/GPA_Equipment_1color_white.png)
![](https://freight.cargo.site/t/original/i/5750ab79f696b9204e8d39617e6b761a2aa8fe78fcdec52367c7c25b3c2ad1ac/GPA_Health_1color_white.png)
![](https://freight.cargo.site/t/original/i/b1c2f1851af23afb1f639748871b2ee3416f273976c60437ace0db810e1e5d07/GPA_Psych_1color_white.png)
![](https://freight.cargo.site/t/original/i/5ef979b6c6df92f06edab8d545310fd7bb96c0e41378106bf71339c88a214d18/GPA_Skill_1color_white.png)
![](https://freight.cargo.site/t/original/i/8c8071447d298e71d4d938f1b03c1b68afc805cf7a93708e0c159fad4a757974/GPA_Teamwork_1color_white.png)
I developed and presented around 10 marks, which is about 5 times more I typically would for a branding presentation. They quickly narrowed their choice for further development.
This particular mark was made feel monolithic, like a mountain, a bunker, a ziggurat with “G” rising up like a sun. It was refined into the main shield logo, a badge version, and a simpler type-only small version.
I used the repeating angle and rhombus shapes from the main mark to extend the brand into the five pillar icons.
This particular mark was made feel monolithic, like a mountain, a bunker, a ziggurat with “G” rising up like a sun. It was refined into the main shield logo, a badge version, and a simpler type-only small version.
I used the repeating angle and rhombus shapes from the main mark to extend the brand into the five pillar icons.
![](https://freight.cargo.site/t/original/i/e10d33305d2c7e2ac68931df8ddb74d8ffc8f10f99238ca1a5f000abedac9edc/mock-up1.png)
![](https://freight.cargo.site/t/original/i/80b0e36fb3fd6a3821ca0277d00a078bd5e4f69d8879e1129a39ed958a014347/mock-up2.png)
![](https://freight.cargo.site/t/original/i/9e20ed3eb496e95f7b38364ec19a5960360b6d9ca86290a3433f97c32e40d3f7/Beanie-Mockup.png)
![](https://freight.cargo.site/t/original/i/c4ba0ec681f9623edeb304272cf88b1e99693d0ac70d18a558080e6af71855b6/Mockup_Tote.png)
![](https://freight.cargo.site/t/original/i/c9782c4df881e2399fa53525bd174e260525a5852677bd3825b753f561a912a1/WindbreakerMockup.png)
![](https://freight.cargo.site/t/original/i/f49223d844cbffe2ed0daf6ced25e7abff0b4a2699ca2d72e8900c0fb4013001/mock-up3.png)