“Reimagining Identity: The Evolution of the Call of Duty® Brand”

The iconic Call of Duty® franchise, a staple of the gaming world for over twenty years, has embarked on a transformational journey to redefine its brand identity. In this case study, we delve into a strategic visual identity overhaul, including integrating a diverse range of titles and modernizing the wordmark.

A key element of this evolution was the development of "Hitmarker", a custom typeface with variable characteristics. Symbolizing the brand's adaptability, this typeface permeates the entire Call of Duty® ecosystem, from the game interface to brand communication. It was designed to reflect the essence of the series: versatility, intensity and relevance to contemporary meme culture, acknowledging its roots in the 1965 typeface and its 2003 adaptation.

Moreover, the brand's expansion into various sub-brands, including Call of Duty® Warzone™, Call of Duty® League and its philanthropic arm, the Call of Duty® Endowment, required a consistent visual framework. This system ensures brand consistency across platforms while accommodating each sub-brand's unique identity.

The brand's visual narrative also included movement rules that reflected the dynamic energy of the game - quick strategic thinking and intense action. This approach has extended to collaborations with various cultural icons such as Snoop Dogg and 21 Savage, seamlessly integrating them into the brand world.

Overall, the Call of Duty® rebranding process is a testament to the brand's enduring relevance and its ability to evolve while remaining true to its core identity. This project not only unified the series' diverse elements, but also set a precedent for future expansions and collaborations, all under the banner of the "soldier in all of us" ethos.