TENSTAR

Visual Identity & Tournament Graphics

TENSTAR is a fun and inclusive esports organisation that is driven by passion and desire to become a new global leader within the industry.

The main goal for TENSTAR is to become the best-in-class and a household name within various titles. TENSTAR's DNA is to nurture professional players and supporting staff members to evolve them into all-stars. Creating a brand new opportunity for those that are yet to be given the chance, and developing the future generations to come.

MISSION: Create a new, complete identity to represent the company and its aims.

TARGETS: Company values, logo design, brand colours, typography and brand guidelines.

SIDE MISSION: Reinforce the brand with a strong visual style and design all social and tournament graphics accordingly.

_____________________________________________________________________________________________________________________________________________

BRANDMARKS

Where logo and theme were concerned, the client brief came without any existing concepts or constraints. While limitless exploration is exciting, navigating all of space without a map or compass can also be a daunting task.

I knew that I wanted to avoid an obvious star logo, but there was an extensive amount of ideas generation and back and forth with the client to find what would suit them the best. Rather than just stars, I expanded to all of space as a concept and they were excited about the idea of a mascot, so we explored subjects like androids, astronauts and their favourite animals to represent the brand.

BRANDMARKS

Having settled on the concept of an android to represent the brand, the next task was to develop this character and then translate it into a functional logo design. This meant exploring a multitude of androids in various shapes, styles and colours before reaching the design that would ultimately come to represent TENSTAR’s identity.

In time, the little android would become known as Comet.

A flexible logo means that the brand is always represented in the best possible way, across a varied range of formats and graphic styles.

As TENSTAR is an esports organisation, the logo needs to function effectively on various graphics commonly used within the industry, such as tournament schedules, matchups and broadcast graphics. Thus, the logo design features a comprehensive number of styles and colour variants.

_____________________________________________________________________________________________________________________________________________

TYPOGRAPHY

While the Sharktooth typeface accompanies the logo exclusively, Europa is the type family that was chosen to represent the brand. Europa is a perfect choice, not only for its aesthetic appeal but because “Europa” is one of the moons orbiting Jupiter and therefore perfectly in line with TENSTAR’s space theme.

BRAND COLOURS

TENSTAR’s new identity was really starting to come together! I used the android’s colour scheme to develop the brand colours, and once the brand guidelines had been finalised, the visual style for the social and tournament graphics had already started forming. It was exciting to develop a bit of a story for them, creating planets, spaceships and sci-fi/tech themed graphics. I took inspiration from the old comics I had read as a kid and used a half-tone pattern as an overlay to give the designs a retro print feel as a finish.

SOCIAL BANNERS

ANNOUNCEMENT & TOURNAMENT GRAPHICS

_____________________________________________________________________________________________________________________________________________

TENSTAR

Visual Identity & Tournament Graphics

_____________________________________________________________________________________________________________________________________________

DESIGNER: Inny Goossens

CLIENT: TENSTAR

AGENCY: DLC Studios

SOFTWARE & TOOLS:

NELO Visual Identity

RED BULL HOME GROUND

CREATIVE DIRECTOR: Sammy Lam

SUPPORTING DESIGNER (Mockups): Sandra Kallay