ShawneeXP

Logo design for a developer-focused game accelerator

Project: Logo Design & Creative Direction
Client: Shawnee State University
Role: Logo & Visual Designer
Deliverables: Logo system, visual system, display graphics

At a time of hardship in the games industry, in 2024 Shawnee State University (SSU) launched ShawneeXP, a game accelerator program created to support sustainable game development and provide mentorship, funding, and community to studios. ShawneeXP also represented an opportunity to turn SSU’s existing strengths in game development into a sustainable source of growth, revenue, and industry partnerships while also supporting regional economic growth. The goal was to give the accelerator a logo that could do two jobs: make SSU instantly recognizable, and visually belong in the world of game design alongside other accelerator programs.

Designing a logo, starting with the name

As the brand designer for both SSU and the ShawneeXP program, I helped shape ShawneeXP’s identity from the beginning. Part of that process involved helping the team find a name suitable for the gaming scene and still belong to the university. "ShawneeXP" (XP = experience points) grew from that idea. It has a strong, memorable sound, and connects Shawnee State as a university with game design by using their shared elements: progression, learning, and personal growth.

Healing water

The name itself is the quickest link between the two brands. Beyond that, both logos are used together in the main logo lockup to make SSU as recognizable as possible. ShawneeXP brand colors expand on the SSU blue & gray to have a more vibrant look and feel. The two brands connect back to the university's setting on the Ohio River — in the "River S" logo mark of SSU, and in the visual language of ShawneeXP brand applications. Flowing water reflects ShawneeXP's roots, but also its stated purpose: to bring sustainability and healing to an industry in need. This ties naturally into the gaming world, drawing on the concept of healing water as a classic game mechanic many gamers will know. Soft and glowing gradients evoke a sense of calm, nature, and regeneration, which make an interesting contrast with the sharp lines, bold shapes, and metallic futurism of the XP logo and other design elements, which speak to the innovative and future-looking characteristics of ShawneeXP.

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