Branding Vision
Marvel World of Heroes is the first game in the Marvel franchise where you can become your own Marvel superhero in the real world. The logo reflects the game's tone: optimistic, engaging, and focused on the player's personal superhero journey.
Design Insights
The Marvel World of Heroes logo is more than just a visual identifier—it embodies the essence of the game and the world it represents. Our goal was to create a logo that visually bridges the player's journey of becoming their own Marvel superhero in the real world. To achieve this, we infused elements from the game's UI, the concept of unity between players and superheroes, and the iconic portal system that allows users to traverse realms.
The UI Angle
We mirrored the game's dynamic UI in the logo by incorporating the distinctive angles from the interface, ensuring the branding feels connected to the in-game experience.
The W
The "W" is crafted from two "V" s, symbolizing victory for both players and their Marvel superhero allies, reflecting the collaborative spirit of the game.
The O Portal
The "O" represents the game's portal system, capturing the concept of traveling between realms. Its circular design signifies exploration and the blending of digital and physical worlds
Color Treatments
We applied a wide range of color treatments within the logo design, paying homage to the multiverse feature of the game — and the iconic Marvel Studios introduction video. Our original R&D work influenced and informed many of the color palettes and graphical elements within the logos.
A Year-Long Design Process
Collaborating with a mega-franchise like Marvel presents a significant challenge involving working with various departments, teams, and stakeholders on the client side. The logo design underwent fifteen (15) rounds of redesigns and color explorations, extending the design process to one full year.
Game Launch Key Art
Teaser
Niantic Labs and Marvel Games proudly announce the MARVEL World of Heroes launching in 2023. Create your own superhero and team up with your favorite Marvel Heroes in the real world!
— All Rights Reserved and Produced by Niantic Labs and Marvel Games —
App Icon
Merchandise Mock-Ups
15+ Visual Styles Explorations
The complete visual styles R&D here
— All Rights Reserved and Produced by Dreamspace —
Bound
This style explores the 2D grid layout in depth. The essential commands are designed as 3D buttons and located on the top of the screen. We placed the UI contents in the infinity space behind it.
It is a playful and unique 2D and 3D space combination that transports the user into their imagination of the Marvel universe.
Bright Version
Display
The display is our intelligent approach to a clean layout, infusing a bold color palette into the theme.
The three-color system — Blue, Yellow, and Orange — indicates the level of the user, and it's also fully customizable.