Ragged Edge gave gaming lab Homa a logo that animates like an algorithm

Position Homa as an ally for independent game developers, attract top engineers and appeal to gamers, three audiences with wildly different needs.

Make data the theme: a precisely gridded logotype that animates like an algorithm sequence, plus surreal landscapes where Homa's game characters live.

Ragged Edge drew a logotype on a symmetrical grid, animated to blink into action through geometric forms. It built surreal landscapes for existing characters, a vivid electric pink, Aeonik Fono type, a new tone of voice and a rebuilt website.

The source reports no performance results. It says the identity was live across Homa's physical and digital assets, from its platform and Web3 presence to its four HQs.

In February 2023 Design Week reported that Ragged Edge had rebranded Homa, a gaming technology lab that gives independent game creators the tools and knowledge to turn ideas into profitable games. Homa had built a team of 200 people, 1 billion downloads of its games and $165m in funding, and wanted a brand that spoke to three audiences.

Ragged Edge co-founder Max Ottignon said the identity had to position Homa as an ally for independent developers and attract the world's best engineers and gamers. Creative director Luke Woodhouse said serving audiences with wildly different needs was the hardest part of the job.

Taking data as the central theme, the studio drew a bespoke logotype from algorithmic forms on a grid with symmetrical, precise proportions. When animated, the wordmark blinks into action and runs an algorithm sequence through geometric shapes before settling when the name appears. The grid also frames surreal landscapes designed for Homa's existing game characters, built to accommodate any conceivable character, including future ones.

The tone of voice pairs technical laser-focus with creative wit, and the line 'it's not cheating if anyone can do it' recurs to encourage indie creators. A vivid electric pink bridges techy and creative, and the typeface is Aeonik Fono by London foundry CoType. The studio rebuilt the website and wrote all its copy.

A grid-built logo that animates as an algorithm tells engineers the company is precise without a word of copy.

Putting existing characters into new worlds gave gamers something familiar while the brand gained a distinct look.

A voice that says anyone can do it speaks directly to independent developers, the audience Homa most needs.

When one brand must speak to developers, hires and players at once, anchor it in a single idea that is both technical and playful, and let the grid do the engineering talk.

The source reports no results. The new identity was live across Homa's platform, Web3 presence and four headquarters at the time of reporting.