James Glover: The strategic direction for the logo was simple: clean lines, a moody retro futuristic vibe, with a high octane sporting / lifestyle look and feel. These days, game logos have to exist in a huge array of media properties - often in small, crowded environments - so it’s vital to be distinctive and adaptable, working effectively to convey key messages.
Logo and name ideation grew and evolved together. During the name ideation process, we found our clear favourite - Deathsprint - worked best alongside a number, to evoke the game’s futuristic setting, and to reflect the iconic naming conventions of major sporting events such as London 2012. [The number] 66 worked beautifully - close enough to ‘666’ to be redolent of a hellish scenario, whilst providing a visual bookend for the capital D, along with the added bonus of sibilance and repetition, for impact and recall.
The 6s have neat, clean, fast flowing lines, with go-faster stripes adding dynamism and a sporting aesthetic. The font itself is adapted and modified from a pre-existing typeface, chosen for its clean, simplistic, striking lines. Whether stacked or long form horizontal, the bespoke logo lockups serve as the perfect visual shorthand for the entire campaign messaging.