I took part in the gargantuan effort to re-brand Backflip Studios in early 2012. In total, it was roughly 4-5 months of concepts and iteration, as we pulled ideas from our own in-house artists, two freelance branding specialists, and over 300 entries on a design contest website. Our goals with this branding project were not typical. The primary goal was to create a mark that would read well within a 16px area on our game icons in the App Store, knowing that this would serve as our primary market presence for the brand. Ironically, in the end the final logo was derived from a napkin sketch done by our VP of Marketing. The final mark reads exceptionally well and has helped bring at-a-glance brand recognition to the studio.