Logifuture: one brand from two companies

When Logispin and Novafuture merged, two market leaders had to become one company people could believe in. I helped design the brand that did it, and it is still in use years later.

Designer, later Head of Creative, at Logifuture in Malta from 2020 to 2023, working with the CMO, CPO and leadership team and a set of print and merchandise vendors.

Problem

Logifuture was born from a strategic merger between Logispin and Novafuture, two market leaders in their own right, serving the betting and gaming technology sector. Each had heritage worth keeping and people loyal to it.

The new brand had to do four things at once. Preserve what mattered from both companies, signal one united entity, communicate progress, and stretch from screens to print to office walls.

Craft

A hexagon for six sides of one company
The hexagon stands for stability, balance and unity. Its six sides carry facets of both companies; the core stays, the new sides complete the shape. It works as a logo device, a pattern and a spatial motif.
Hexagon pattern from the brand manual.
Neon green, on purpose
In a saturated market a newly merged company needs to be seen. Neon green brings visibility and energy, reads as growth and a fresh start, and reproduces consistently on screen, where the business lives.
Colour system.
One system, many surfaces
Logo lockups, typography, iconography and layouts were built to flex from digital interfaces to print, merchandise and interior vinyls, so internal teams and external vendors could apply the brand without guessing.
Logo lockups and usage.
A year of alignment, not a reveal
Over more than a year I worked closely with the CMO and CPO and presented regularly to the CEOs and leadership, so the brand had buy-in before it had a launch date. Concept took 3 months, design development 4, and roll-out 5 more and counting.
Launch campaign concept.

Outcome

3 + 4 + 5Months of concept, design and roll-out (and counting)
2 → 1Market leaders merged into one brand
6Sides of the hexagon, one for each facet

The brand brought both companies' heritage into one identity, earned broad stakeholder consensus, and was applied across digital interfaces, print, merchandise and physical offices.

What I value most came later. Years on, the brand is still true to itself, alive and in use. Along the way my role grew from designer to Head of Creative.