the fan

I had the privilege to be part of developing the event platform DICE’s logo, a branding project with the audience at the center of the stage. Collaborating closely with the team at DICE we created ‘The Fan’, a down to earth mascot that’s just what your friend group’s been missing.
Inspired by the company’s former diamond logo, the ambition was to create a new identity with a DIY feel that would capture the messy imperfections of a great night out.
With inspiration drawn from zines and stick and poke tattoos the design is approachable and relaxed, making it feel just like someone you’d like to go to a gig with. Balancing grungy textures and wobbly lines creating an iconic symbol with flaws in just the right places.
The design’s been featured in many OOH campaigns as well as the DICE app, where we also brought it into motion to accentuate the palpable tension and anticipation before the night kicks off.

Creative Direction - Frida Ek
Production - Animade, DICE 
Client - DICE