Inspired by players

By placing players’ emotions and pride at the heart of its identity, Asmodee establishes itself as a gaming companion that resonates with the people who play.

As the world leader in board games, Asmodee draws on an exceptional portfolio of studios and iconic licences. Yet the corporate brand remained largely unknown to the general public, overshadowed by the popularity of its games and creators. The challenge was therefore twofold: to establish Asmodee as a strong umbrella brand capable of uniting a highly diverse ecosystem, while positioning it as a cultural reference for players.

We addressed this paradox by defining a founding idea — “Inspired by the players” — that celebrates the community and brings Asmodee closer to the people who bring it to life.

This transformation is embodied in a highly expressive identity. The logo, designed as a living emblem, conveys the brand’s dynamism and appropriates the codes of gaming to create a sense of occasion. Around it, a vibrant palette inspired by pop culture, iconic colour bands, speech bubbles and Asmodee Mojis create a playful, direct and engaging language with players, while allowing each studio to express its own unique universe.

Through this evolution, Asmodee has moved from being a discreet, institutional brand to a more distinctive and unifying one. A brand that no longer simply exists through its games, but creates a genuine emotional connection with its community.