Wicked Games Rebranding
Wicked Rebranding
Art direction, Graphic Design, Logo animation
Designer
Nemanja Baukov
Creative producer
Nađa Subakov
Senior animator
Ivan Pavlov
Junior animator
Mihailo Marković
Over the past three months, we’ve worked closely with @play.wicked.games , a game development company headquartered in Cyprus, which has recently expanded its footprint with offices in Belgrade and Malta. In close collaboration with their brand team, we tore it down to build it back up. We started with the symbol - a deconstructed fist in the shape of letters W and G, meaning resistance, defiance, resilience.
That was the whole vibe — crafting an identity that talks back in a sharp, bold, and unapologetically rebellious attitude. We backed it up with a colour palette dominated by black and white, but punched up with print-friendly shades of Vermillion Red and Persimmon Orange. Regarding typeface, we went with Euclid Triangle as the main font, with General Sans used in paragraph text, to create a balanced look.
With WG’s full brand launch just around the corner — spanning both digital and traditional channels — we knew we needed a system versatile enough to be interpreted in countless ways, by many different designers.
That’s why we deconstructed the shapes and angles of the Fist Symbol, to create a brand device. This element appears throughout our applications — from image masks to split screens — acting as a visual thread that holds everything together.
Finally, we animated the logo — and that’s when the brand truly came to life. Motion revealed the energetic, explosive spirit behind WG. Every movement, every glitch is intentional — from the way the symbol assembles to the precise pacing of the reveal. This was the moment the brand stopped being static and started to move with purpose.
In the end, the Wicked Games rebrand was more than just a project — it was the start of something special for Mother Studio, and a true collaboration with the incredibly talented designer Nemanja Baukov, to whom we owe a huge thanks, and our in-house animator Mihailo Marković who created these cool animations!