EAT’s identity for streaming superstar Ninja reflects the authentic character behind the camera

LA and Paris-based branding studio EAT have collaborated with globally-renowned streamer, professional gamer and YouTuber Tyler Blevins – more widely known by his digital pseudonym Ninja – to craft a refreshed visual identity for his personal brand. Comprehensive and striking across its digital and physical touchpoints – from his profile avatars and online aesthetic to his slick clothing line – EAT not only had to consider the breadth of the project’s scope but also the scale of the content creator’s fanbase. Having amassed over 17 million followers on streaming platform Twitch, EAT was tasked with maintaining, and indeed pleasing, his existing fanbase whilst also appealing to a broader and more mature crowd.

Accomplishing as much and more, the resulting identity provides a calculated combination of graphic vibrancy, contextual acknowledgement and confidence – proving the space to conceptually and aesthetically grow as Ninja moves beyond the gaming space he currently inhabits. Leading with the physical feature most iconically associated with Blevins, EAT opted for Ninja’s distinctive blue hair as the brand’s ownable and adaptable logomark – further acting as a sophisticated graphic device for extended deliverables.

“Ninja wants to be seen as a mature and edgy icon, being an evolution of a game streamer only,” ​​Designer Gabriel Kolton tells us, “to express that, we brought together a modular and symmetrical layout system allowing the typeface and colours to pop,” acting as explicit, graphic motifs. “The organised and clean canvas also makes room for animation and movement,” Kolton remarks, “something that’s intrinsic to Ninja’s personality,” noting the energetic character of the man himself. 

The typography within the identity comes courtesy of HK Gothic by Hanken Design Co. – a sans serif that’s “readable, professional, and contemporary with unique wide letterforms,” Kolton remarks. “It’s the perfect fit for a world phenomenon that transcends the gaming industry,” he notes, “Ninja is an icon of contemporary pop culture and needed a brand that could keep his authentic essence alive,” reflecting his interest and open-mindedness within the wordmark’s contrast in widths. “It proudly proclaims the Ninja brand while championing variety,” Kolton concludes, “it is timeless, direct and high-end.”

EAT

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