Venturethree changed the brand name from King.com to King and redrew the identity so that it could sit as a crown in different applications.
The new identity is based around the concept of ‘bitesize brilliance’ and, says Venturethree, aims to ‘position King as the leader in cross-platform, snackable entertainment experiences’.
The new identity has been developed for applications online, on tablets, on Facebook and beyond.
Venturethree says the name-change helps the 10-year-old brand ‘feel a little less ‘90s dotcom’, while it also aimed to ‘transform an old-fashioned identity into a vibrant brand world’.
Stuart Watson, creative director and partner at Venturethree, says, ‘We wanted to create an iconic visual identity that could sit alongside HBO and Pixar as a mark of the highest quality in entertainment.
‘We designed a quirky new logo writing King in the shape of a crown – capable of working at 16 pixels square but at the same time scalable enough to make a big impact.’
Venturethree was appointed to the work in July 2012 following a pitch.