New York-based creative agency Sunday Afternoon has created the new visual identity and branding for Liquid+Arcade, the ad agency for the gaming and entertainment industry formerly known as Liquid Advertising.

The new look is inspired by early 1990s video games and arcades and accompanies the recently changed name, which became Liquid+Arcade in order to better reflect its full-service offering, which includes strategic development, creative work, fan-based integrated experiences and media valuations.

Sunday Afternoon acts as both a creative agency and artists’ rep company and was cofounded by Juan Carlos Pagan and Ahmed Klink. “Liquid+Arcade is an agency born out of the video gaming space, so that gave us a tremendous opportunity to lean into video game history and nostalgia,” says Pagan. “I spent many hours of my youth in arcades, and aimed to capture that neo-noir look and feel for the agency’s new identity.”

Sunday Afternoon worked with Liquid+Arcade to create the new logo mark and a custom logotype which is directly inspired by video game arcades’ neon signage. Its white, blue, red and magenta colourways also reference that era of gaming; while each character consists of an inner and outer stroke to “symbolise the duality of Liquid+Arcade as both a media and creative service agency,” says Sunday Afternoon.

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