How We Crafted the WeChat Game Video Logo: From Concept to Dynamic Branding

#01 WeChat Game Video

WeChat Game Video is a newly launched video service that uses command‑stream technology to generate videos after a game match, allowing users to review and record their most exciting moments.

#02 Concept Idea

Current Goal

As a new service, we aim to quickly gain user understanding and recognition by establishing a concept that users can instantly associate with, reducing comprehension cost and creating resonance.

We derived the concept from both the service’s attributes and user cognition, extracting familiar ideas that users can easily accept.

Through user research, we asked first‑time demo users what they expected from the service, gathering feedback that highlighted the desire to “record and revisit spectacular game moments.”

Key words extracted from user perception and service understanding include “high‑energy,” “competition,” “power,” and “speed,” which inspired visual metaphors such as “time‑travel tunnel,” “flash,” and “light beams.”

#03 Design Direction

After defining the concept, we explored visual directions like “traversal,” “flash,” “light,” and “tunnel.” Two main approaches emerged: graphic‑driven and typography‑driven.

Graphic‑Driven

We combined the “flashback” concept with game video attributes, using motifs such as a play button merged with a time‑tunnel and high‑energy moments.

Typography‑Driven

We emphasized bold, sans‑serif lettering with strong angles to convey power, competition, and speed, integrating graphic elements like light beams into the letterforms.

Further refinements added rounded corners and subtle glow effects to reinforce the “flashback” idea.

Color Palette

Colors were chosen to reflect “game,” “memory,” and “WeChat” branding, exploring three directions: high‑contrast red/blue for competition, gradient laser‑like hues for nostalgic ties, and a brand‑specific green gradient representing WeChat.

#04 Dynamic Logo

The logo is primarily used as an end‑card animation for game videos, so a dynamic version was essential.

Storyboard & Concept

The animation depicts a “crazy time‑travel tunnel” with a cosmic background, emphasizing traversal and flashback.

Sound Design

Audio combines a space‑travel whoosh with a TV‑turn‑off click to reinforce the futuristic feel.

Other Applications

Static and watermark versions were created for various scenarios, including black‑and‑white contexts and video watermarks with minimal bleed to maintain compatibility across game footage.

In summary, the brand serves as a bridge between the product and user imagination, delivering a clear, vivid concept that enhances recognition and conveys the excitement of game video highlights.