Liquid+Arcade adopts ‘early video gaming vibe’ in rebrand

Creative studio and artist rep firm Sunday Afternoon, New York, took inspiration from early days of video gaming to create a new identity and brand building work for agency Liquid+Arcade.

Previously known as Liquid Advertising, the agency has worked with some of the biggest names in gaming and entertainment. The California-based shop recently changed its name to Liquid+Arcade to reflect its full-service offering, from strategic development to fan-based integrated experiences.

Sunday Afternoon worked with the agency to develop a new logo mark rooted in the world of early 1990s video games and arcades. It 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. 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,” says Jaun Carlos Pagan, co-founder and partner at Sunday Afternoon.