Branding design

The Brief

Checkpoint is a digital gaming and esports service company focused primarily on Southeast Asia, with a target audience of teenagers who love online arena games.

Aiming to grow the company even bigger in the next three years, Checkpoint realized that its brand image and corporate identity were too old and boring compared to its own market. Checkpoint partnered with Gu with the following 2 main goals:

  • Redesign and development of a logo recognition system, font suitable for brand personality and target customers.
  • Identity design at touch points such as Event Gifts, Poster, Banner in residential areas, elevators, bus stations, …
The Big Idea

From the concept of “EXPLAIN YOUR STRENGTH” with the up, down, left, and right keys, GU has designed an unique font set for the logo, providing a strong sense of movement. To the up, down, left, and right buttons while playing, the viewers will accidentally find the familiarity and suddenly remember Checkpoint.




Phong Tran

account & Planner

Dung Hoang



The Process & Result

Featuring a youthful, fiery orange Tone, Checkpoint’s new identity creator has once again affirmed its applicability and is strongly reminiscent when applying its font and image details on outdoor identification systems (OOH).