lg2’s bespoke wordmark for video game developer Ludia perfectly mirrors the 16:9 ratio of a screen
Working across Montreal, Toronto and Quebec City, lg2 is Canada’s largest independent creative agency, working across both branding and architecture. Partnering with a client of similar scale, the studio have developed the visual identity for Ludia, a global and industry-leading Montreal-based mobile video game developer in need of an update to mirror the energy and expertise they house.
Harmoniously working across the interior and architecture of their Montreal studio, the playful and personality-driven identity flourishes within both digital and physical spaces; taking advantage of the opportunities the bespoke interior provides, as well as harnessing the tech-savvy context of the company. Effortlessly combining 3D renders and vibrant colours with a stoic type treatment to compose a confident and balanced aesthetic.
This typographic confidence begins with the custom wordmark – the dimensions of which perfectly replicate the 16:9 ratio of a screen. “Our aim was simple: literally show that Ludia is dedicated to mobile gaming,” lg2’s David Kessous and David Beauchemin tell us, “we were lucky enough to work with a word with very few letters,” they add, opting for condensed letterforms to optimise the use of space. “The final logo design is simple, distinctive and communicates the company’s stature,” they note, “the large, solid letters signal that Ludia is a serious, world-class company.”
Supporting their bespoke letterforms is the implementation of Production Type’s Stratos, whose pragmatic and playful structure not only complements the wordmark’s expressive functionality but also mirrors the attitude of Ludia itself. “Stratos immediately caught our eye during the research phase,” Kessous and Beauchemin recall, “the proportions between its upper and lowercase letters make it unique,” highlighting the appropriate friendliness of the typeface’s horizontal terminals and rounded punctuation in its lowercase letterforms. “The condensed capital letters echo the logo directly, of course,” they add, concluding, “in the end, we achieved exactly what we were looking for through a unique and expressive visual play of lower and uppercase letters.”