Концепция ребрендинга компьютерного клуба «Данж»

Project Concept and Positioning

Goal: create a unique visual identity for a computer club — a power spot for gamers, esports, and entertainment

Core idea

• A dungeon where technology meets antiquity
• The atmosphere feels like a dark RPG: you walk into the club and it's like entering a shadowy dungeon.
• Contrast: neon and metal, medieval and esports, silence and rave.

The Brand Mark: "D" as the Club Symbol

The Dungeon logo starts with the letter "D", which plays a dual role: it's both the first letter of the name and a standalone club icon — a signature symbol, recognizable without words.

We deliberately put more into it than just a letterform. Its shape is the result of many iterations and tests. The goal was clear: create a mark that feels unique, like a personal seal or a modern take on a heraldic symbol.

Shape Details

• The crossed strokes inside the letter create a sense of enclosed space — an allusion to a dungeon entrance or a portcullis gate.
• The outer curve makes it visually large and massive, as if the letter were carved in stone or cast in metal.
• The proportions are balanced so the mark works on its own: as an avatar, emblem, signage, or engraving.

This "D" is not just part of a word — it's the primary element of the brand's visual identity. It can live independently: as a badge on the club wall, a pictogram, a digital totem.

The Logo

— is not just text. It's a visual artifact, as if carved into a dungeon wall or drawn by the hand of a legendary player before battle. It combines chaos, boldness, and mystique.

Core Idea

This is not just a word — it's a hand-assembled hybrid of different letterforms, where you can feel: experimentation with shape and associations of graffiti, cyberpunk, and street style. A sense of destructive Cyrillic rhythm — each letter feels like it's from a different world, yet they're united by a shared energy.

• "Д"— the primary visual anchor of the logo. Styled after a Latin D but rendered in cursive Cyrillic — it reads both as a sign and as a letter. The hook inside transforms it into an almost monotypic symbol resembling a "shield", "rune", "sword swing", or even a stylized entrance (to the dungeon?).
• "а" — almost Italian calligraphy — softness and rhythm; against the rest it works as a contrasting point of calm. It departs strongly from standard Cyrillic, creating a strange balance between gothic and calligraphy.
• "н" — made of straight and skewed strokes — as if assembled from different graffiti tags or broken signs.
• "ж" — the most aggressive, exploding outward. A visual burst, like crossed sticks, spikes, thorns — literally “a hard scene”. A direct reference to the idea of a raid, a clash, a battle.

The Logo in Real Life

In the neon version, the logo works as a striking accent, especially in a dark environment. The light outline emphasizes the shape of the mark and reinforces its recognizability and connection to the identity.

This execution fits well into the club's visual style — it adds dynamism, a sense of motion, and a modern digital context. Neon helps integrate the logo into an atmosphere close to game design.

Aesthetic: Darkness, Honor, Battle

We chose a hand-drawn black-and-white aesthetic inspired by Dark Souls, classic RPGs, and engravings. This approach immediately evokes dark fantasy motifs: the solitude of a knight, eternal struggle, meditative hopelessness.

Typography

The proven and versatile Proxima Nova typeface was chosen for the main body text. It ensures good readability both digitally and in print, and doesn't compete for attention, maintaining visual balance with the graphics and color.

In addition, a custom primary display typeface inspired by the logo's forms is planned for development. This will strengthen the brand's individuality and set an expressive character in large-scale accents, while preserving the recognizability and coherence of the club's visual language.

Additional Materials