Catalyst Black Brand Identity
Multi-resolution logo system for a cross-platform mobile game
The Challenge
Super Evil Megacorp's flagship mobile game, Catalyst Black, needed a scalable visual identity that would remain crisp and recognizable across vastly different contexts:
• Mobile UI: 16px app icons
• Social media: Profile pictures and thumbnails
• Marketing: Billboards and promotional materials
• In-game: Dynamic resolutions across mobile, tablet, and PC
The constraint: The existing logo concept was intricate and broke down at small sizes. My job was to refine it into a multi-resolution system without losing the brand's visual punch.
My Role
Brand Designer
Collaborated with Super Evil Megacorp's VP of Marketing and Art Director to create a complete logo package, social templates, and launch materials.
Note: I refined an existing concept—I didn't create the original mark. (I'd credit the original designer if I could identify them.)
The Design Problem
Complexity doesn't scale.
The original logo featured fine details that disappeared at mobile sizes. At 16px (favicon scale), the mark became an unreadable blob.
The directive: Maintain visual fidelity to the original concept while ensuring "clean and precise" readability at every scale—from 16px icons to billboard-sized promotional materials.
Design Strategy
1. Progressive Simplification
Instead of one logo forced to work everywhere, I created a multi-resolution system with deliberate modifications at each scale:
High Resolution (Marketing, Print)
Full details preserved. Intricate elements are visible. Gradients and fine linework intact.
Medium Resolution (Social, Web)
Simplified details. Thicker strokes. Reduced complexity while maintaining brand recognition.
Low Resolution (Icons, Favicons)
Maximum simplification. Bold shapes only. No fine details. Optimized for 16px, 32px, 64px.
Why this works: Each version is purpose-built for its context. No compromises.
2. Brand Architecture
I developed a complete visual system with hierarchical flexibility:
Primary Logo
Full Stack. Default for most applications.
Full Stack. Default for most applications.
Secondary Marks
Icon + Full wordmark, no ring. For vertical and horizontal placements.
Icon + Full wordmark, no ring. For vertical and horizontal placements.
Tertiary Mark
Icon + Full wordmark boxed. Alternative for social media and promotions.
Icon + Full wordmark boxed. Alternative for social media and promotions.
Icon
Icon only. For contexts where the brand is already established (app icons, social profiles).
Wordmark
Text only. For situations where the icon doesn't fit (headers, minimal layouts).
Text only. For situations where the icon doesn't fit (headers, minimal layouts).
This hierarchy gave the marketing team options without sacrificing consistency.
Key Design Decisions
Decision: Three Resolution Tiers
Choice: High, medium, low, with distinct optimizations for each
Why: Mobile games live on small screens but get promoted on large ones
Trade-off: More files to manage, but each context gets optimal quality
Why: Mobile games live on small screens but get promoted on large ones
Trade-off: More files to manage, but each context gets optimal quality
Decision: Multiple Icon Variations
Choice: Created standalone icons for 16px, 32px, 64px
Why: Automatic scaling creates blur; hand-optimized icons stay sharp
Trade-off: Upfront design time, but mobile platforms display icons perfectly
Why: Automatic scaling creates blur; hand-optimized icons stay sharp
Trade-off: Upfront design time, but mobile platforms display icons perfectly
Decision: Wordmark Standalone
Choice: Created text-only version with unique lockup
Why: Some contexts (social bios, minimal UI) don't accommodate full marks
Trade-off: Another file to manage, but it solves real layout constraints.
Why: Some contexts (social bios, minimal UI) don't accommodate full marks
Trade-off: Another file to manage, but it solves real layout constraints.
Deliverables
Brand Identity System:
• Primary logo (full)
• Secondary marks (condensed)
• Tertiary mark (icon only)
• Wordmark (text only)
• Multi-resolution icons (16px, 32px, 64px)
Usage Guidelines:
• Safe zone specifications
• Composition rules
• File formats
Launch Assets:
• 1-sheets for press
• Social media templates
• Promotional graphics (see Catalyst Black Promotions)
The Result
The logo system shipped with Catalyst Black's launch and remains in use across all brand touchpoints:
• Scales perfectly from 16px icons to billboard-sized promotional materials
• Maintains brand recognition across resolution tiers
• Supports marketing flexibility with primary/secondary/tertiary options
• Technical precision ensures consistency across external partners
• Works in-game across mobile, tablet, and PC via cross-platform E.V.I.L. engine
