Sunday Afternoon has rebranded the former Liquid Advertising, one of the leading ad agencies for the gaming and entertainment industries, now known as Liquid+Arcade. The early days of video gaming are the main inspiration behind sleek new identity and brand-building work.
Sunday Afternoon developed a new logo mark rooted in the world of early 1990s video games and arcades, then created a custom logotype inspired by neon signage using shades of white, blue, red and magenta. Each character consists of an inner and outer stroke to symbolize the duality of Liquid+Arcade as both a media and creative service agency.
"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," commented Juan Carlos Pagan, Co-Founder and partner, Sunday Afternoon, New York. "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."