The Game Awards is an annual ceremony celebrating excellence in the global video game industry. Founded and produced by Geoff Keighley, it has become the premier event for honoring outstanding achievements in game design, innovation, and storytelling.

At The Game Awards, music acts range from major artists to orchestras performing video game scores. The Game Awards 2024 featured performances by Twenty One Pilots, d4vd, Royal & the Serpent and Snoop Dogg. As The Game Awards marked its tenth year, it needed an identity capable of reflecting both its legacy and its forward momentum.

We partnered closely with Geoff Keighley and his production team, applying THE ECHO™ framework to distill The Game Awards’ core values—celebration, inclusivity, and technical excellence—into a unified visual system. Our process ranged from strategic workshops to iterative design sprints, ensuring the new identity balanced legacy and futurism.

The new logo is a minimalist interpretation of the original Pentagram-designed mark, abstracted to its essential form. By simplifying the angel trophy into a bold, mono-linear mark, the logo works more consistently across all digital and physical touchpoints, enabling a more assertive presence.

An extensive library of frames and patterns—derived from the logo’s symmetrical geometry—provides flexible applications, from on-screen overlays to stage backdrops. Inspired by the sweep of angel wings, a dynamic system of linear and nonlinear elements introduces visual tension and directs focus to key moments, whether a winner announcement or a nominee highlight. The patterns and shapes allow The Game Awards to feature any artist, presenter, or game in a variety of framing and layering options within the TGA graphic system—making each communication feel unique.

A noble baroque gold, set against crisp black and white, anchors the color palette. This combination amplifies the ceremony’s high-fashion, high-quality ethos without veering into ornamentation. The primary typeface, Gellix—a monoline geometric sans-serif—reinforces the clean, futuristic tone and ensures legibility in editorial layouts and motion graphics. Gellix is paired with ABC Arizona Serif, a high-contrast, pointy serif that offers a modern-meets-Renaissance freshness.

The refined design system delivers consistency and flexibility, amplifying key moments—from winner announcements to nominee highlights—across digital, broadcast, and physical environments. The new identity has been embraced across broadcast, streaming platforms, event signage, live performances, and merchandise. It positions The Game Awards as a sophisticated ceremony that honors gaming’s most immersive and inspiring achievements—contributing to record livestream viewership.