How PewDiePie’s rebrand shows gaming creators’ growing focus on brand safety
The leading YouTuber Felix “PewDiePie” Kjellberg announced a major rebrand yesterday. The Swede’s visual overhaul showcases how gaming creators are becoming increasingly aware of the importance of brand safety — and how endemic agencies are helping steer them into the light.
Kjellberg’s rebrand is the result of a collaboration between the prominent gaming YouTuber — who spent almost 10 years as the platform’s most-subscribed creator — and the gaming-endemic creative agency Paper Crowns. To replace previous brand assets, including Kjellberg’s psychedelic square and “brofist” logos, Paper Crowns designers came up with a host of visual assets based on popular aspects of Kjellberg’s content and fandom, including the creator’s pet dog Edgar, as well as his favorite video games.
“We thought, ‘Let’s replace the brofist.’ Let’s grow this up slightly, and also move away from any kind of rebellious connotation that could maybe be seen with a fist in a logo, and start to transition into something that is more contemporary, more modern, sleek and ultimately simple,” said Paper Crowns lead art director Lukas Haen.
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Source:: Digiday
