The Success of the Squid Game Branding
Plenty of brands have taken advantage of the popularity of Squid Game for their own campaigns, from McDonald’s Squid Game Meals in Australia to a Just Eat collaboration in the UK. The sinister and dystopian theme of the series is perhaps lost on them. But Squid Game’s own branding is a lesson in creating a coherent identity. Let’s delve into the visual communication used in the series.
The Squid Game Logo
The Squid Game logo is a perfect example of a unique and recognizable brand identity. The angular letterforms and geometric shapes feel playful but also a little futuristic and a little cryptic, hinting at the theme of the series. The original Korean logo is particularly clever: the circle, triangle, and square icons form part of the letterforms, allowing the name of the series to be abbreviated to “ojing-eo geim” (OJM or ‘ㅇㅈㅁ’). But in every language, the logotype is distinct from anything else on TV, showing how much meaning and recognition can be achieved with a bespoke typeface.
Squid Game Icons
Speaking of icons, the circle, square, and triangle are a constant throughout the series. The shapes come from the real South Korean children’s game from which the series takes its name, and they appear everywhere, from the card that prospective contestants receive inviting them to participate in the macabre game show to set decor. They also serve to identify the rank of the workers that herd contestants between games: circles for the lower-ranking workers, triangles for the armed soldiers, and squares for the managers. The creators were inspired by worker ants and employed these simple symbols as a way to depersonalize the workers while still communicating their different roles.
The Squid Game Colour Palette
Squid Game also masters the art of colour in branding, and here it shows us the power of simplicity. Clear colour choices were made for the uniforms and sets, with a predominance of pink and teal, colours we might associate with children’s games. Guards wear pink, a colour often associated with childhood, femininity, and glamour but here appropriated to convey danger. In contrast, the contestants’ uniforms are teal. The same colours appear in the sets and corridors in the game, backed up by supporting hues.
What is the Squid Game Font?
The Squid Game logo uses a bespoke typeface that was designed for the Netflix series with variations on its letterforms for different languages. Several type designers have attempted to recreate the look and feel of the typeface. These include Darrell Flood’s Game of Squids font (available for free at Dafont.com). Other type options that have some resemblance to the Squid Game font include The Shape of Things and Mandatory Plaything from Chequered Ink.
Conclusion
Squid Game’s branding is a masterclass in creating a unique and recognizable identity. By using a bespoke typeface, simple yet effective icons, and a bold colour palette, the series has created a visual language that is both memorable and impactful. The series’ use of visual communication is a lesson in creating a coherent brand identity that can be applied to a wide range of contexts, from television and film to advertising and marketing.
FAQs
What is Squid Game?
Squid Game is a Korean survival thriller created by Hwang Dong-hyuk and broadcast on Netflix. The plot involves a secret contest where players facing financial hardship compete in a series of lethal versions of traditional children’s games for the chance to win ₩45.6 billion (US$39.86 million). The games are organized for the entertainment of wealthy viewers and include the squid game of the title.
What is the Squid Game font?
The Squid Game logo uses a bespoke typeface that was designed for the Netflix series with variations on its letterforms for different languages. Several type designers have attempted to recreate the look and feel of the typeface. These include Darrell Flood’s Game of Squids font (available for free at Dafont.com). Other type options that have some resemblance to the Squid Game font include The Shape of Things and Mandatory Plaything from Chequered Ink.
How do I create a unique brand identity?
The Squid Game series is a great example of how a unique brand identity can be created. By using a bespoke typeface, simple yet effective icons, and a bold colour palette, the series has created a visual language that is both memorable and impactful. To create a unique brand identity, consider the following:
* Use a bespoke typeface or font to create a unique visual language
* Use simple yet effective icons to convey meaning and create a sense of recognition
* Use a bold colour palette to create a visually striking brand identity
* Be consistent in your visual communication to create a coherent brand identity
Remember, a unique brand identity is key to standing out in a crowded market. By following the principles outlined above, you can create a brand identity that is both memorable and impactful.
