Anusha Farooqui

Design Arcade – Branding

Crafting a bold visual identity that merges arcade energy with design credibility.

Context

Design Arcade is my thesis project — an interactive platform where designers learn by playing games. Alongside the game design, I developed a complete brand identity that reflects both the excitement of arcade culture and the discipline of design education. The identity needed to be versatile enough to work across digital screens, print applications, and potential merchandise.

Design Arcade is my thesis project — an interactive platform where students and young professionals practice design principles through play. This case study focuses on how I built a brand identity that bridges the excitement of arcade culture with the credibility of design education.

Deliverables: Logo System, Color Palette, Typography, Mockups, Brand Guidelines

Scope

Brand Identity

Logo Design

Typography

Visual System

Applications

Timeline

2 Weeks

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Challenge

Context

The challenge was to design a brand that felt playful enough to attract students and young professionals, but structured enough to be trusted as an educational platform. Many edtech brands lean too corporate, while game brands lean too casual. Design Arcade had to stand confidently in both worlds.

Deliverables: Logo System, Color Palette, Typography, Mockups, Brand Guidelines

Challenge

Build a visual identity for Design Arcade that instantly communicates both learning and play. It had to feel bold enough to attract young designers, but structured enough to be taken seriously in an educational context.

Process

Research & Insights

I began with keyword mapping and moodboards that captured the desired tone — bold, minimal, and geometric. Inspiration came from Bauhaus design principles and classic arcade aesthetics, both of which emphasize structure and play.

Design Development

I explored multiple logo directions, experimenting with the initials “DA” and forms inspired by a game controller. After several iterations, I refined a flexible logo system that worked as a monogram, wordmark, and symbol. Typography choices reinforced the identity’s design roots, while a vibrant palette brought energy and playfulness.

Application / Testing

To validate the system, I applied the identity across UI screens, posters, and merchandise. These applications showed how the brand could shift between digital and physical contexts while remaining bold and recognizable

Outcome

The final identity is a cohesive system built on a flexible logo, vibrant color palette, and structured typography. It communicates the essence of Design Arcade: playful yet credible, modern yet rooted in design tradition. This project reinforced the importance of balancing visual energy with design clarity — a lesson that shaped not only the identity, but also the way I think about branding as a system.