Life can get heavy. But when you step into the neon and the noise of a Dave and Buster’s, everything changes. There’s an energy, an air of possibility. Because that’s what Dave and Buster’s is—a feeling. A radiating, jubilant, Everyday Winning Feeling. So, for their new visual identity, that’s what we aimed to build.
Our main goal was to reduce the complexity of their previous system and dial up the DING DING DING. We began by retaining the logo’s iconic spherical shape, but removing the confines of the “button.” Now free to let loose, our “Dinbuster” logotype could explode, twist, and burst with larger-than-life dimensionality. Though we limited the brand’s dominant colors to orange and blue, we built a secondary palette and created gradients that mimic Dave and Buster’s brilliant arcades and bright, flashing lights. What’s more, we developed a graphic toolkit that influences all of the brand’s internal and external communications: a “night mode”-inspired UI design that’s built to entertain users every step of their journey and capture the celebratory magic of a night on the town.