The agency Fellowkids has unveiled a fully refreshed identity, including a logo and system aimed at the fan culture of gaming and sports. The brand is now perceived as part of the community rather than an outside observer. The look feels lively, emotionally charged, and open to constant change.
The identity was developed by the studio Kiln. A character in a hoodie became the central element of the design, acting as a carrier of fan moods. The hoodie serves as a sign of belonging and a means of communication. The character shifts between emotions and reactions, reflecting joy in victories, bitterness in losses, and a sense of support during difficult moments.
The visual environment is filled with references to gamer culture. Scenes feature gaming rooms, consoles, and collectible figures. The overall atmosphere recalls the early 2000s aesthetic with nostalgic details and saturated accents. The entire system is modular, allowing materials to be assembled for presentations, events, and merchandise.
The previous logo featured an FK monogram and associations with motorsports. The idea of interwoven letters had potential, but the color treatment felt harsh and poorly balanced. The new approach completely shifts the focus. The logo is now expressed through a hooded character that loosely recalls an iconic image from an animated series. Some details remain debatable. The proportions of the head feel odd, the hood opening is star-shaped, and the eyes resemble coffee capsules. The full-body version, with hands in pockets and hoodie drawstrings, looks more convincing and partly explains the facial shape, yet the eyes continue to raise questions.
The wordmark is based on an octagonal typeface with uniform character width. The letters look engaging, but the initial FE characters raised above the rest give the impression of careless composition. The system includes alternative glyphs with an ironic tone in the spirit of The Designers Republic.
Despite questions around the logo form, the updated Fellowkids identity stands out for its bold attitude and youthful energy. The system avoids rigid boundaries, favoring freedom and a close connection with gaming and sports fan communities.
