start.gg identity

The new identity design for start.gg (formerly smash.gg) was recently made public. It was developed by Studio Mega who explained on their website that “Microsoft approached Studio Mega to design an identity that reflects the ever-growing and diversifying industry.” They describe their work as “a dynamic, adaptive visual system that allows them [start.gg] to frame up unforgettable moments and represent every unique personality that makes up start.gg.”

Regarding their choice of typefaces, they remark in an interview that they developed custom letterforms for the new logo of start.gg and used Monopol by Nguyen Gobber for headlines and Microsoft’s Segoe for supporting copy. Tyler Bell, one of the designers involved in the development of start.gg’s new identity elaborates on the headline typeface Monopol the following: “We picked Monopol for its emphatic presence and slight edge. […] In addition, we felt the subtle quirks of Monopol represent the diverse and eclectic group of individuals that make up start.gg.” Although the imagery used to document start.gg’s new identity design presents a comprehensive vision, in its current state, the new design system appears to be only partially implemented.