The early days of video gaming are a main inspiration behind a sleek new identity for agency Liquid+Arcade by creative studio Sunday Afternoon. Previously known as Liquid Advertising, the client has worked with some of the biggest names in gaming and entertainment. The recdent name change to Liquid+Arcade reflects its full-service offering, from strategic development and creative work to authentic fan-based integrated experiences and media valuations.
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Sunday Afternoon developed a new logo mark rooted in the world of early 1990s video games and arcades, then created a custom logotype inspired by neon signage using shades of white, blue, red and magenta. Each character consists of an inner and outer stroke to symbolize the duality of Liquid+Arcade as both a media and creative service agency.
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“Liquid+Arcade is an agency born out of the video gaming space, so that gave us a tremendous opportunity to lean into video game history and nostalgia,” said Juan Carlos Pagan, Co-Founder and partner, Sunday Afternoon, New York. “I spent many hours of my youth in arcades, and aimed to capture that neo-noir look and feel for the agency’s new identity.”
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Sunday Afternoon itself is a new creative model — a unique hybrid as an award-winning independent creative studio and an artist representation agency. Co-founded by partners Pagan and Ahmed Klink, Sunday Afternoon creates brand identities, campaigns, and all encompassing communications for clients of all sizes — including The New York Times, Pinterest, NPR, Ciroc, Under Armour, Denver Nuggets and others — and believes in a fundamentally diverse, progressive and forward-thinking approach to problem solving through design.
