KontrolFreek introduces a new brand identity to reflect the company’s growing “FreekNation” community
ATLANTA, Sept. 5, 2018 – KontrolFreek® unveiled a new brand identity designed to celebrate its upcoming 10-year anniversary and the company’s passionate “FreekNation” gaming community. The rebrand, which encompasses a new logo, visual mark and updated color palette, creates a visual representation of the strong and growing community of gaming enthusiasts and KontrolFreek evangelists.
“Our new branding puts a face to FreekNation, allowing us to better connect with our active and passionate community and, more importantly, help them better identify with one another,” said Ashish Mistry, CEO of KontrolFreek. “By incorporating our legacy controller shape into the new logo design, we maintain continuity while advancing the company beyond our core thumbstick product. This upcoming 10-year milestone is exciting and further bolsters our dedication to creating great products and experiences for gamers.”
The new design highlights the evolution of KontrolFreek, from a creator of gaming accessories to a performance gaming gear and lifestyle brand. Since its founding nearly 10 years ago, KontrolFreek has amassed a passionate customer base, surpassing four million touchpoints. This community, dubbed FreekNation, is made up of millions of engaged gaming enthusiasts who share their love and passion for the company’s gear and the lifestyle it represents.
New Logo and Brand Identity: Bold and Energetic
To develop an authentic brand that continues resonating with the FreekNation community, KontrolFreek’s creative team sought input from real users. It was important to create an attitude the whole gaming community could get behind – competitive, yet positive and fun. Each element of the logo also reflects the idea that simple designs can make a big impact, like the hallmark FPS Freek® Performance Thumbsticks from which KontrolFreek was born.
Developed by combining its heritage with its vision for the future, the new KontrolFreek icon merges distinct elements to craft a strong visual identity. The circular shape represents KontrolFreek’s flagship product line, Performance Thumbsticks. The company’s vintage controller shaped logo is present in the visor of the new icon. The mouth was inspired by the company’s Gaming Cables and reflects the connection felt among gamers. These elements work together to create an icon that expresses the determination, ambition and dedication FreekNation invests in gaming and KontrolFreek in its community.
The company’s color palette has been updated to be more video game console-neutral, while keeping continuity with the previous logo. The new brand colors now better represent the company’s diverse community, which plays a variety of video game systems, including PlayStation, Nintendo Switch, PC and others. KontrolFreek’s new primary brand color is a stone-like purple, which induces feelings of both stability and ambition. The green has been retained as a nod to the company’s legacy, but has been updated to a more vibrant and energetic tone.
The new brand identity can be seen across all of the company’s consumer touch points, including its website, social media channels, products, packaging and merchandising.
Headquartered in Atlanta, KontrolFreek® is the leader of the #FreekNation gaming community and a global performance gaming and lifestyle brand found in more than 9,000 retail locations across 40 countries. The company’s innovative product lines of Performance Thumbsticks®, Performance GripsTM and accessories for Xbox One, PlayStation 4, Nintendo Switch and PC maximize comfort, increase accuracy and improve performance for an enhanced gaming experience.
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