14 July

A lament for a lost video gaming era

For a long time I have been lamenting why computer games aren’t like the ones I loved to play in the late ’90s/early 2000s… games like SimCity 2000 and Age of Empires. Even the über-nerdy version of Scrabble I had on my computer back then, with tournament rules and rankings, etc.

Oh, the descendants of those games certainly exist, but they have lost all of the things that made them interesting to me. And there are no new games that really capture that spirit effectively anymore. (Even the new ones that ostensibly try to evoke that spirit… don’t. At least not for a purist like me.)

Finally today I realized why. Because back then the video game market was way smaller than it is now, and it only catered to hardcore nerds like me. These days, it’s so much bigger, and so much broader, that there’s (comparatively) no money to be made on the types of games I liked back then.

And the real tragedy for me is that I can’t even play those games I loved anymore, because I don’t have any hardware that can play them. There’s emulation, but these games seem to exist in a technological gap. Emulators are great for even older games, mostly console games, but I haven’t really been able to find a decent way to emulate these games that required more computing power. Then again… maybe I just haven’t been trying hard enough.

Brand New: Room 34 Edition

I’m a big fan of the blog Brand New. I like seeing the “before and after” of various brand identities.

Lately I’ve been contemplating a brand refresh of my own. I’ve been mostly satisfied with the current Room 34 Creative Services logo. I really like the “rings” design element, the color palette, and, even though it’s overused, the Avenir font:

But there are some things I don’t like about the logo. I’ve been getting a little tired of the colors (even though I like them); I’m increasingly regretting including the “.com” (even though I like the fact that my logo is my web address); and I don’t like the redundant “Room 34.” Plus, Avenir is overused.

So, today I took a first stab at a new identity. It has a new color palette, using one of my favorite colors, reddish-orange (or vermillion if you prefer a more poetic name for it), it eliminates the redundant text, and it switches to another of my favorite, but much less common, fonts: Proxima Nova:

I’m not 100% committed to this change yet; rebranding is a big undertaking, even for a business as small as mine. Switching to this new logo will require redesigning my website, my letterhead and my business cards. But I like the direction. I especially like the letterforms (or, I guess, numeralforms) of the “3” and “4” in Proxima Nova Black. So nice. The new logo is also more compact and scales down better than the old.

Update: Based on JW’s excellent recommendations (and a few observations of my own) I’ve made a few adjustments: 1) improved spacing between the “o’s” in “room”; 2) resized the rings slightly for better lockup with the text — the top of the “4” ring group is now aligned with the top of the letters in “room”; 3) slight change to the color in “CREATIVE SERVICES” so it is more readable on either a light or dark background.

Here’s the new version, on both white and black:

New Room 34 logo, revised
New Room 34 logo, revised