Zynga was blazing through the digital gaming landscape. Propelled by FarmVille's success and a fresh IPO under the ticker ZNGA, the company rapidly expanded its empire. Through frequent acquisitions, Zynga's game catalog was growing at breakneck speed.

However, this explosive growth presented a new challenge: How could Zynga evolve from a single-hit wonder into a cohesive parent company overseeing a diverse portfolio of games?

Our challenge was to evolve Zynga's iconic dog silhouette logo, capturing the essence of both Zinga the dog and Zynga the company—the new dog icon design needed to embody Zynga's core business qualities: fun-loving, approachable, humorous, and geeky cool.

We developed a versatile identity system to represent Zynga appropriately in all contexts: as a master brand, game producer, and game sponsor.

We created detailed identity guidelines to clarify the system and explain usage. The new identity was then extended to signage and interior design of Zynga's offices.