FunPlanet is a Swiss chain of recreation centers, combining in one building activities such as bowling, billard, laser tag, miniature golf, virtual reality games, and arcade games with restaurants and theme nights. FunPlanet was an institution some years ago, but in 2020, it needed a rebrand to attract a new audience.
Communication agency Bader designed a whole new identity for FunPlanet. It suits the new games and activities the recreation center offers, which are aimed at a wider target, not only families with children but also youngsters and adults who can spend the evening playing, dining, and drinking. Regarding this new context, FunPlanet needed to show how contemporary it is: to do so, Bader designed a logotype with the wordmark set in Media Sans Extended Bold from Production Type, accompanied by a circular sign. Its shape reminds us of a planet, in which we find back little bits of Media Sans letters (the drop of the a, the endings of the e). On the website, Media Sans Extended is paired with Finder by Black[Foundry]. The communication campaign shows trendy kids, teenagers and young adults having fun in different situations, which associate the place with their new target. The color code in RGB is also a reference to digital culture and a way to catch the attention of a generation born with the rise of digital technologies. The logotype is applied to all kind of mediums, such as the building, bowling balls, and also becomes a pattern for posters. The mobility of the logotype is a way to make the identity more contemporary, as the sign is not only a signature on the corner of a format, but a visual element in itself.