From towering skyscrapers to intricate dark alleyways, Night City was always meant to portray a visually diverse and menacing metropolis in CD Projekt Red’s Cyberpunk 2077.  

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In their commitment to building a deeply immersive experience and enhancing the ambiance of a virtual world, CD Projekt Red actually hired real urban planners to help create this vast supercity. They also entrusted Secret 6, to authentically set dress diverse establishments from inviting neon signage on all the different storefronts and restaurants along the City Center Corporate Plaza, Jig Jig Street in Japantown, Kabuki Market, and Little China in Watson, uniquely creating branding graphic designs for a vast variety of tangible packaging –from alcoholic and non-alcoholic bottles, cigarettes, magazine covers/centerfolds, pizza boxes, and snack wrappers. 

A Vast Variety: “Anything Is Possible In Night City”

Our team was tasked to create over 140 individual logos, based on CD Projekt Red’s briefs. Branding required extensive research before we could hone in on our expertise in iconography, marketing, and art.

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Window view and street from V’s first apartment in Watson

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Stores and Restaurants in Kabuki and Little China, Watson

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The logos needed to catch the eye of the players, and be highly believable even if they existed in an imagined world. Additionally, they must align with the widely diverse fictional businesses they represent and cater to within the markets and districts they were found in. 

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To achieve this, we presented a wide range of options for each logo in the game, gradually narrowing down the choices until we arrived at the final selection. Logos such as Stinky Tofu and Spunky Monkey, still remain amongst our team’s favorite creations!

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Sample Logo Sketches For Cyberpunk 2077

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CD Projekt Red emphasized that "anything is possible in Night City." This served as a catalyst for our team to explore bold and unconventional ideas. The need for variety was paramount, prompting us to generate a wide spectrum of proposals, ranging from conventional and safe to more risque designs.

Engaged Collaboration And Commitment To Quality

To successfully complete our task, collaboration was crucial. We had frequent meetings and engaged in detailed feedback rounds with CD Projekt Red, which enabled us to also fully immerse ourselves in the game's environments. 

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The CD Projekt Red team was highly impressed with Secret 6's ability to quickly deliver results, ask pertinent questions, and take the initiative in proposing innovative ideas and possibilities to bring their creative vision to life.

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This collaboration played a key role in achieving the vibrance and visual impact players now experience as they scan the city’s skyline and immerse themselves within the urban labyrinth of Cyberpunk 2077.

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