Skala

Game Design Today

Opening the door to a world of worlds

As part of our multi-year collaboration with Museum of Design Zurich (Museum für Gestaltung Zürich), we were tasked with creating the exhibition graphics and the advertising campaign for their exhibition ‘Game Design Today’. As the exhibition opens up a broad spectrum of thought-provoking worlds, its graphics had to provide the audience with clarity and structure. The promotional visuals on the other hand had to be immediately understandable in public, conveying the topic in the blink of an eye. Referring to both manual and digital interfaces in playful ways, our design provides orientation and plays on the shaping of fantastically imaginative worlds.

Industry Arts & Culture, Design & Architecture

Services Animation, Art Direction, Exhibition Graphics, Print & Editorial Design, Visual Identity, Wayfinding & Signage

Client Museum für Gestaltung Zürich

Team Marco Bach, Tunay Bora

Typeface Riforma

For the key visual, we envisioned a three-dimensional structure. Growing organically, it represents the creative process involved in designing a game. By merging this elusive, organic body with the solid, readily recognizable texture of a PlayStation 5 controller, an irritation is created. As a result, the exhibition theme is immediately brought across while at the same time, the fascinating feeling of discovering a new world is evoked.

Alluding to digital interfaces, we set all typography in simple, graphic beams. Reminding of loading bars and rendering screens, they are reminiscent of the gameplay of jump-and-run games and the climbing of stairs (leveling up). As they blur the background—a technique often used in video games—the feeling of looking directly into a game screen is replicated.

To balance the visual noise of the exhibits, our graphic design brings clarity to the exhibition despite its three languages. Playing with indents and silver foil, a new interface is created between the exhibition and its audience. Providing information in a sober, consistent manner, it elevates video games into an art form by treating them with refined sensitivity.

Our visual identity for ‘Game Design Today’ works across diverse media channels, from various printed products to animated posters, web banners and analog as well as digital exhibition graphics. While it creates a unified experience for visitors of all kinds, it opens the door to multilayered universe. For further visual identity case studies, visit our archive →.