I was asked by DeepMind to create an identity for our games studio. We didn’t want to be known just as DeepMind Games, instead we wanted to have our own distinct identity. After many rounds of voting we arrived at ‘Friends Electric’ (Though I still think we should have been called ’…With Lasers’).
I pursued three main routes, each taking inspiration from a key visual era of computer games, pixel, isometric and polygon. The pixel route (above) won out and became our identity for the brief moment in time when we existed as a games studio.