You’re building a game, not a toothpaste brand. So why think about branding at all?
Because even if you’re not “marketing” yet, your studio already has a brand. It’s in the way you talk, the art you share, the vibe your Discord gives off. Branding isn’t just a logo. It’s how people feel about your studio, your games, and the world you’re creating.
That said, most indie teams don’t have time for 50-page brand decks or three-month naming exercises. So here’s what to focus on—and what to skip—for a branding foundation that actually helps.
✅ Start Here
1. Get clear on your vibe
Are you cozy and wholesome? Slick and tactical? Weird and unhinged (we hope in a good way)?
That personality should shape everything from your studio bio to your UI tone.
Tip: If your game was a band, who would it be? That shortcut helps teams articulate vibe fast.
2. Choose a name you’ll still like in 2 years
Cool. Available. Spellable. Not cursed on SEO. (Looking at you, Xzqla Studios.)
If you’re between game names and studio names, prioritize the studio. It’s the umbrella you’ll use long-term.
3. Lock a simple visual system
You don’t need a logo with 7 custom ligatures. But you do need a look that works across social posts, trailers, and storefronts.
Pick 1–2 fonts, a color palette, and a wordmark that’s readable at 48px. Save the wild visuals for the game itself.
4. Define your voice
Do you write like a narrator? A gremlin? A best friend?
Your tone of voice affects everything from patch notes to pitch decks. When it’s consistent, people start to recognize you.
❌ Skip This (For Now)
🚫 Obsessing over a logo
A wordmark or even just a clean font is fine. Focus on being memorable, not perfect.
🚫 Rebranding mid-project
Unless your studio name is a legal issue or deeply misaligned with your direction, don’t pause your game to do a full rebrand. You’re better off finishing the game, then polishing the brand.
🚫 Copying big studios
You’re not Blizzard or Riot. You don’t need a style guide with 300 logo lockups. Keep it scrappy and scale when you grow.
Branding isn’t a luxury. It’s leverage.
A solid brand helps people remember you, back you, and come back for the next thing. It helps streamers shout you out, press write about you, and fans rep your work. It’s not just for marketing—it’s part of the game experience.
If you need help figuring it out (or just want a second brain), we’re here for that.
