MainStream
A bold identity for an esports bar bringing gaming into the mainstream.
As esports continues to grow, physical spaces for gaming culture have lagged behind. Traditional sports bars weren’t built for esports, and existing gaming venues often feel niche, temporary, or disconnected from broader social culture.
The insight was simple: for esports to feel truly mainstream, it needed a space that felt social first, competitive second. A place where gaming could exist comfortably alongside food, drinks, and community.
New Studio created a bold, distilled identity to anchor that idea. The logo reduces the brand to a single, memorable gesture: five circles forming an abstract “M,” representing players, teams, and moments converging in one place. Designed to be flexible and instantly recognizable, the system translates easily across signage, merchandise, and everyday touchpoints, positioning MainStream as an esports bar built for collective play.
Pathways
- Creation
Sector
- Food & Drink
Scope
- Brand Identity
- Logo
- Packaging
Partner
- Jonathan Lin
Year
- 2022
The circular design elements in the logo are a nod to the social and fun atmosphere of MainStream, with the circles representing cups or drinks, as seen in the popular game of beer pong. The shape of the logo also references gaming controllers, adding another layer of meaning that resonates with the target audience.
The use of five circles in the logo is significant, as it reflects the team size in many competitive esports games, such as CSGO and Valorant. This connection reinforces MainStream's identity as a hub for esports enthusiasts and gamers, providing a platform for them to come together and compete as a team.
The circles in the logo also represent people coming together, emphasizing the community aspect of MainStream. The bar is not just a place to drink, but a place to play, watch esports, and connect with others who share a passion for gaming and esports.
Next Project
SOROS
