The Variable logo design process went in many directions before we arrived at the final version. The initial brand name was different and the team had done some early design exploration through AI. I began by expanding on their present vision, but the more we reviewed that design direction, the more the founders realized they wanted to explore something new. After a company name change to Variable, we started from scratch with original concepts. After a fresh discovery session, we arrived at the handwritten wordmark. Early on we had a toy block graphic element that accompanied the logo text, but shifted that to the hand-drawn triangle graphic element to maintain minimalism while still depicting early education.

This looks incredibly professional 🔥

Most gaming studios by default go with loud neons, aggressive shapes, and cluttered graphics. For Thorn, I went the opposite way, pure visual restraint.

Built a clean, modern wordmark paired with a dark palette, a sharp burnt orange accent, and locked-in brand guidelines so the identity stays consistent everywhere.

You can check out the full case study here: ThornCaseStudy

Going quiet and restrained for a gaming brand is a genuinely bold call when the whole category defaults to loud neon. Did you have to talk the client into that restraint, or were they already tired of the usual aggressive gaming look?