WE AREGUDBOIS.
Building a friendly identity for an emerging esports team
GUDBOIS is an emerging esports team competing across multiple games. Its name plays on “good boi,” an affectionate internet term for a lovable animal. The challenge was to translate that approachable personality into a recognizable team identity—one that could stand out in esports and work across digital content and merchandise.
A mascot with a friendlier edge
Many esports identities lean on fierce expressions and intricate mascot illustrations. For GUDBOIS, I explored a different direction: a laid-back dog with a clear, memorable silhouette. Simplifying the artwork also made the identity easier to reproduce at different sizes and across merchandise.
From sketch to signature
The first sketches featured a smug-looking dog wearing a collar. Through several revisions, I softened its expression and replaced the collar with a bandana to give the mascot more personality. The final mark pairs a simplified silhouette with a restrained navy-blue gradient, keeping the identity playful without feeling overly aggressive.
CMYK: 16, 13, 0, 65
HEX: #30395A
CMYK: 31, 24, 0, 42
HEX: #445993
CMYK: 10, 7, 0, 16
HEX: #BCC4D6
CMYK: 16, 13, 0, 65
HEX: #30395A
CMYK: 31, 24, 0, 42
HEX: #445993
CMYK: 10, 7, 0, 16
HEX: #BCC4D6
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