tap Games is a mobile gaming brand I created from the ground up as part of my Brand Identity for Startups course while pursing my master's at USC Irvine & Young Academy. I developed the full identity system—including the name, logo, color palette, typography, and brand voice—to bring clarity and cohesion to a casual mobile gaming platform. In a highly competitive mobile gaming space, I saw an opportunity to craft a bold, intuitive brand that would elevate the product, build user trust, and create space for future growth. The result is a modern, playful identity designed to resonate with busy, tech-savvy users looking for quick moments of fun throughout their day.
Challenge: Create a distinct and scalable brand identity for a casual mobile gaming platform in a saturated market.
Timeline: 9 weeks
Role: Brand Designer
Software: Figma, Adobe Illustrator, Adobe Photoshop
Style Guide
I researched a range of visual elements to define the tone and personality of the tap Games brand. I gathered inspiration from typography, color palettes, photography, illustrations, and textures that reflected the brand’s playful, fast, and accessible nature. These visuals set the foundation for a cohesive design direction and ensured alignment with our target audience.
The final logo for tap Games reflects the brand’s playful, quick, and energetic nature through a clean mix of lowercase and uppercase letters in the wordmark. I chose a vibrant orange and blue color palette—orange to convey energy and fun, and blue to add balance, trust, and a tech-forward feel. The logo was carefully refined for legibility and impact across both digital and physical touchpoints.
I mocked up and then built a refined black-and-white lettermark and wordmark, focusing on clean and legible fonts. I used the shape builder and pathfinder tools in Adobe Illustrator to ensure every detail was intentional and precise. This stage was all about refinement—perfecting the structure, balance, and clarity of the logo to create a polished identity.
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