The Call of Duty video game franchise known for its action-packed experiences and smooth gameplay, has quickly become an icon in the gaming world and a prominent presence in internet culture, embraced by YouTubers, content creators, and fans alike. The game franchise has made quite a sensation among modern gamers due to the brilliance in the graphics and in-game experience the game offers to both smartphones and console gamers.
The Call of Duty franchise has sold over 425 million units life-to-date worldwide, generating billions in revenue. Its popularity is bolstered by engaging multiplayer modes, captivating single-player campaigns, and action-packed co-op modes, so a full package of content and a commitment to delivering continuous updates for the community. The game has recently underwent a rebrand unifying all the Call of Duty franchise games under one Masterbrand. Let’s explore more about this rebrand.
A New Era for Call of Duty
Koto, a renowned brand and digital studio, has recently unveiled the fruits of its two-year collaboration with the video game giant, Call of Duty. The collaboration had three main objectives to address the challenges faced by the franchise. These objectives were to develop a unique identity for the individual series while still maintaining cohesion within the broader Call of Duty franchise, to resonate authentically with its diverse player base, and to enhance well-loved assets without undergoing a complete overhaul. However, the ultimate goal of this collaboration was to bring consistency and a clear sense of identity across in-game experiences, premium titles, marketing strategies, and partnerships.
The Power of Collaboration: Koto and Call of Duty
Celebrating their work with Call of Duty spanning around two years, Koto has reshaped the Call of Duty identity and ensured a cohesive and engaging brand presence across premium titles, live game experiences, esports, and philanthropic endeavors. The collaboration began with Activision’s ambition to unify the Call of Duty franchise, which boasts 23 titles spanning more than two decades. Koto’s response was to refine and codify an identity that could seamlessly spread across in-game experiences, premium titles, marketing strategies, and growing partnerships.
Koto has tackled a diverse array of projects before in their previous close collaboration with the game franchise, including the creation of the Call of Duty Masterbrand Identity and Guidelines, introducing a new Franchise Logo and the Custom typeface, ‘Hitmarker’. Koto also provided support for the launch of premium titles such as ‘Call of Duty®: Modern Warfare® II’ and ‘Call of Duty: Modern Warfare III’, evolving with the live game and seasonal game content—such as the Call of Duty: WarzoneTM Identity, and introducing the ‘Call of Duty: WarzoneTM Mobile Identity.
This culminated in the creation of a Call of Duty masterbrand identity and guidelines, as well as a new franchise logo and custom typeface. The new identity integrates easily with marketing, social media, web, and live service experiences, unifying the franchise and creating a cohesive Call of Duty experience.
Hitmarker: A Typeface for the Modern Gamer
Koto introduced a bespoke variable typeface, ‘Hitmarker,’ inspired by military heritage and modern gaming sensibilities. Designed for use across the entire franchise, ‘Hitmarker’ supports over 300 languages, making it suitable for the franchise’s global audience. It debuted within in-game UI for Call of Duty: Modern Warfare III.
A Legacy Reimagined
Activision’s Call of Duty franchise spans games and culture. However, after two decades of games and diverse brand touchpoints, the Call of Duty brand had naturally evolved, often needing more consistency as assets changed annually, with reinventions tied to each premium title launch.
*All images and media used are a courtesy of Koto
Overall, Koto’s work is a remarkable example of how to balance the need for modernization with a commitment to authenticity. It’s not a complete reinvention, but rather a meticulous refinement that manages to preserve the essence of what made the original work great while bringing it into the present day. Koto’s attention to detail is evident in every aspect of their work, from the choice of materials to the design elements.
Final Thoughts
The collaboration between Koto and Call of Duty represents an evolution, not just in design but in the way a gaming franchise defines its identity. As Call of Duty ventures into new gaming realms and platforms, this partnership stands as a testament to the power of design in shaping and unifying the essence of a beloved gaming phenomenon.
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