The unique opportunity was given to artists and designers on the Forza 2 team to come up with a new logo and overall identity to the then recently named internal Microsoft Game Studio, Turn 10 Studios. From the start I tried to incorporate certain visuals elements commonly seen around racing events with the psychological visual forms representing fast and progressive.
The graphics below, show the creative process in reverese; from the final, through the refinements that resulted from concepting. This logo was submitted and chosen as the graphic that best represented Turn 10 Studios and their future direction. It is now seen and recognized by a broad demographic, worldwide audience, not only through the game, but through media outlets including print, online, television and film.
Client: Microsoft
Software: Adobe Illustrator
Circa: 2006
