Koutchinski Type & Design
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Games Workshop

I’m writing this blogpost in English as my target audience is not only international, but more importantly: British.

I’m going to write about the Games Workshop Logo. In my last post – which was a general rant about the state of Fantasy and Design, I stumbled upon GW’s very strong trademark. What confused me was the state it was in. Therefore, I did some research and found some astounding features:

Digitalisation artefacts and sharp edges on multiple letters.

Digitalisation artefacts and sharp edges on multiple letters.

Inconsistent lines and line-widths.

Inconsistent lines and line-widths.

Overlapping or broken highlights.

Overlapping or broken highlights.

Broken geometry. You need to decide, which letter is in front. All the other letters have a clear hierarchy.

Broken geometry. You need to decide, which letter is in front. All the other letters have a clear hierarchy.


The logo looks very poorly digitised. Maybe just an error on the Wikipedia site, I thought. There is always a chance that a logo is used differently in the real world. Luckily, we have a shop in Stuttgart and I needed new paints anyway. After checking the signage (which is flawless), I found artefacts on packaging and advertising material. In conclusion: The logo that is used right now is broken. My theory is that at some point the vector file was unavailable, so someone autotraced an existing pixel file. That would explain the erroneous logo. Well, that one became the official one.

On the outside, everything is fine. No artefacts, just the AM issue, which is consistent on all used logos, including the packaging.

On the outside, everything is fine. No artefacts, just the AM issue, which is consistent on all used logos, including the packaging.

This is a new banner, and it looks alright on first glance.

This is a new banner, and it looks alright on first glance.

However it isn’t. Same issues - like the logo found on Wikipedia.

However it isn’t. Same issues - like the logo found on Wikipedia.


Obviously, I could not leave things as they are, so I rebuilt the whole thing from scratch. And to be honest: It was quite a challenge. The logo has many eccentric intricacies. Good practice, though.

I changed a few minor details, but mostly I just got rid of the trash. Moreover, I resolved the AM issue. The M is in front row now.


GW-Logo_06.jpg

While looking at my final outcome I felt like doing even more. How about bringing this from the 1980s to the 2020s? I saw a reddit thread from three years ago where a designer actually tried something like this before. But in the end, the commenters were right: It totally looks like Guitar Hero. What makes the GW logo unique are the colours and the funky 3d-look. The only thing that is really weird and needs an update are the letterforms.

So, this is my take on it.

Flat Design Version

Flat Design Version

Of course, I did a highlighted version as well. (It’s a conservative client after all) ;-)

Highlighted Version

Highlighted Version


Logo as it is, found in Stuttgart, Germany.

Logo as it is, found in Stuttgart, Germany.

Proposed Redesign

Proposed Redesign

Of course, this is only work in progress and I would love to hear your thoughts on this.