In an industry where hundreds of titles launch each month, your game’s brand has to do more than just look good to the team behind the product. Whether you're a AAA publisher or an indie dev studio, building memorable video game branding is about understanding who you’re trying to appeal to (spoiler alert: it might not be you!), then shaping a distinctive, ownable visual identity that instantly connects with your target gamers.

At its core, great game brand strategy blends creativity with consistency. From your logo and key art, to typography, colour palette, and tone of voice - every visual and verbal element needs to tell the same story, loud and clear. Owning a visual identity which is distinctive, which cuts through, and which becomes a memorable shorthand for your product is key. Keep it simple, and above all, keep it consistent. Each consumer touch point can lean on, and build on, the brand recognition you’re working to build.  

Gamers don’t just buy, or play, they buy into worlds, stories, and vibes. A strong, ownable core visual identity helps your title stand out across stores, social feeds, trailers, and merchandise. It also builds emotional recognition: when fans see your font or icon, they instantly know what universe they’re stepping into.

And for indie games, great branding can level the playing field. It’s not about budget, it’s about cut through, clarity, style and consistency. Being small can be a marketing superpower - smaller teams can be bolder, making decisions which might not make it through the multiple layers of publishing management. 

At Fluid, we focus on turning creative ambition into brand systems that scale. That means everything from logo creation to brand  guidelines, brand toolkits, marketing assets including all important key art, and launch visuals that feel cohesive across every platform. We’ve worked on major games and indie titles alike, creating visual identities for the likes of Sony Playstation, Square Enix, Capcom, Bandai Namco, Zynga and more…

Want to know more? See how Fluid built the brand launch creative campaign for Deathsprint 66.

Whether you're launching a gritty cyberpunk racer or a wholesome puzzle platformer, we help shape your brand into something unforgettable. Need help building your videogame’s brand and visual identity? Drop us a line - we’d love to chat!