GoBadri

Project Name	Magic Plus entertainment center
Project Type	Branding
Project Date	May, 2025
Project Location	Cairo, Egypt

OVERVIEW

The purpose of creating an integrated identity system is to establish a comprehensive and flexible framework that allows the visual identity to adapt seamlessly across different applications. Given that the brand operates in a field characterized by significant visual diversity and variation, enforcing a rigid system could limit the identity instead of supporting it. Therefore, it was essential to develop a responsive and adaptable system—one capable of embracing this diversity while maintaining a cohesive and consistent brand presence.

Old Logo

On the left side appears the previous logo, a visually appealing mark with a unique concept, yet one that significantly restricts the flexibility of the visual identity and requires key structural refinements. In the following section, we present a video that illustrates our vision for the transformation based on the original idea, demonstrating how we developed a range of visual elements inspired by it. We will later explain how these elements can be effectively integrated into a clear and efficient identity system. The core concept lies in defining distinctive visual components, such as the “+” symbol, and emphasizing icons closely associated with the PlayStation platform to strengthen and differentiate the visual identity. Additionally, we refined the character shown on the right to serve as a mascot within the new identity—supporting the platform’s goals and adding a more dynamic and unique visual personality.

What do we have?

Full Logo

This is the full version of the logo, complete with all its elements and compositions. It is recommended to use this version whenever possible, as it offers a comprehensive representation of the identity and communicates it clearly and effectively.

Reduced Logo

This is the standalone logo without the tagline. It can be used freely across various applications, as it maintains clarity and independence in representing the brand identity.

Logotype

This is the wordmark without the icon, recommended for use in small or confined spaces where simplifying the elements is necessary while still preserving the clarity of the brand identity.

Vertical Logotype

An alternative arrangement of the wordmark designed to provide maximum flexibility in use, ensuring it adapts seamlessly to various spaces and design applications without compromising the clarity or consistency of the brand identity.

Icon

This visual element is derived from the logo, created by combining the distinctive “M” from the logomark with the plus sign (+) in the brand colors. It represents the concept of “PLUS” in a way that aligns seamlessly with the overall visual system.

Slogan

The tagline was designed using the same custom font as the brand logo, with a reduced weight compared to the primary logo. This ensures that the two do not visually compete when displayed together, maintaining a clear visual hierarchy and emphasizing the primary logo as the most important element.

Vertical Slogan

An alternative layout of the tagline designed for maximum flexibility, enabling it to adapt to various spaces and formats while preserving the clarity of the message and its alignment with the overall visual identity.

Slogan Icon

This icon was derived from the tagline to serve as a visual representation of the logo in small or limited spaces.

Mascot

This is a redesigned version of the previous logo, now used as a mascot that can fully replace the logo if needed. It also adds an extra visual dimension to the brand and overall identity.

HOW DO WE LOOK?

Primary Version

In this design, we focused on highlighting the key words that embody the essence of our brand. The English typeface was crafted in a style inspired by the PlayStation font, a distinctive typeface specifically designed to align with the brand identity. This choice helps strengthen audience trust and creates an immediate association with the world of PlayStation gaming. Colors were carefully selected to convey the concept of “Magic” from a technological perspective, using cooler tones that evoke innovation, technical sophistication, and a sense of reliability and transparency. Drawing inspiration from PlayStation’s iconic symbols—the square, triangle, circle, and cross found on the controller—we integrated these shapes into the “+” symbol to represent “Plus,” the core service offered by the brand. The result is a professional and elegant logo that embodies a strong, contemporary, and sophisticated brand identity.

What did we hide?

Through our in-depth study of the target audience, we found that most gaming enthusiasts prioritize equipping their play spaces with RGB lighting—a trend so widespread that major tech companies in the gaming industry now incorporate it into their product designs. Based on this insight, we recognized the importance of connecting with our audience indirectly, by engaging their collective subconscious. We position the brand as a close friend who understands their interests, shares their passion, and offers guidance and support in gaming. This approach strengthens trust and builds an emotional and behavioral connection, making the brand feel more relatable and approachable to its audience.

Colors

Color Expression

trust worthy

easy

displant

As shown, the main element used to represent the page—specifically the profile image—is the mascot. It was chosen for this role for two key reasons. First, to avoid a drastic and sudden shift that could break the connection with existing customers. The mascot serves as a shared visual link between the old and new identity, allowing the transition to feel smooth and familiar rather than confusing. Second, the mascot functions as a humanized symbol that embodies the brand’s personality. It represents the gamer we are speaking to and aiming to engage. With this in mind, we often use the mascot as a welcoming figure to greet customers and reinforce the friendly, interactive tone of our communication.

As for the cover image, it serves as the space where the remaining visual identity elements can be showcased in a complete and cohesive way. Highlighting the tagline here is especially important, since it does not appear in the main profile picture. For this reason, the tagline is prominently featured in the cover image to draw attention to it and reinforce its presence in the audience’s mind. This approach strengthens brand recognition and ensures that all components of the visual identity are presented in a balanced and harmonious way.

In this context, we are dealing with a completely different scenario. While the “plus (+)” symbol remains a constant and central element across all designs, the other components have been noticeably adjusted to suit the nature of this particular use case. The full logo has been replaced with the icon, as it offers greater clarity—especially for mobile users, where visual space is limited. The mascot has been presented in vibrant, eye-catching colors to add a lively visual character that draws attention. Additionally, both the wordmark and the tagline have been used together, reinforcing cohesion among the identity elements and ensuring the message remains clear and consistent across various contexts and platforms.

On the right side, you can see one of the post designs, where the logo is used prominently and clearly, accompanied by the tagline displayed on the right in a large and attention-grabbing type. In the top-left corner, the mascot is placed as a supportive visual element. The “plus (+)” symbol—derived from the logo—was used as the largest element in the composition, serving as the visual anchor around which the rest of the elements are arranged. This approach strengthens the audience’s mental association with the brand and reinforces its presence throughout the design in a consistent and well-thought-out manner.

SLOGAN

Let’s redefine the meaning of play. “PS” no longer stands only for “PlayStation”—it now represents “Play Plus,” a limitless and ever-engaging gaming experience. Through this identity, our goal is to build a unified community for Egyptian gamers, where they can explore the PlayStation universe more deeply and access every service and support a player might need. We are not simply offering a platform; we are creating an interactive space that meets the needs of the gaming community and celebrates their passion.

“PS” has now become more than just an abbreviation; it is formed from the first letter of Play and the last letter of Plus—as if these two letters embrace the very essence of play itself. Through this symbolic structure, “PS” embodies the deeper meaning of the experience we offer: continuous, seamless, and enjoyable gaming—an experience that begins with Play and ends with Plus, expressing a limitless world of entertainment and connection among players.

Slogan Logo

The tagline can be condensed into the initials “PP” in a distinctive graphic form, as shown in the image on the right. This stylized shape can be used in motion graphics and in generating various visual forms to enrich and reinforce the visual identity—an approach that will be demonstrated later.

Brand Applications

Below are some of possible brand applications that can be used

Plus Cards

The front side of the card features the mascot in a large, prominent size, with the main logo clearly displayed beneath it. At the bottom, marketing phrases such as “الغالي يرخصلك” and “إحنا أرخص بلاس في مصر” are included. The front side also presents essential information in the top frame, such as the code’s validity period and its price.

The back side of the card features the main area where the code is written, placed prominently at the center. Above it, the tagline appears vertically from top to bottom on the left side. The empty space on the right is decorated with a large, stylized version of the tagline icon. At the bottom, there is a QR code linking to the social media pages, along with the icon logo.

Magic Plus

Branding Project