Context

Just Dance is a video game icon. Since 2014, they’ve released a new instalment every year, with each game sporting the same logo with only the year updated.

Ubisoft contacted us to create the logo for the 2027 edition, which would be the first to break with tradition by introducing a new, yearless concept: Decades of Hits.

Challenge

The central challenge was working with such an iconic logo and adapting it to accommodate a concept which spanned many eras of music.

Our redesign had to seamlessly and meaningfully integrate the new Decades of Hits identity into a logo which had historically always had the same layout.

Our Approach

We explored several approaches to achieve a look that would be just as relevant in the 1970s as it is today: a timeless aesthetic rather than one rooted in a specific era. We experimented with a number of different concepts, from a more 70s-style look to create a nostalgic effect, to the aesthetic of TV pop shows, as well as a magazine-style look and band stickers.

We designed the logo to evoke a mixtape: a sticker with a handwritten title, conceived as an object that transcends eras and generations. We then expanded on this concept with a teaser video, showing the logo’s evolution through the decades, from the 1970s to the 2020s.

It was particularly interesting to devise routes for each decade, especially the most recent ones like the 2010s where we don’t have much perspective, or the 2020s which we’re still in the middle of. How do you capture the visual essence of an entire decade in just a few seconds?

Collaborating with the Just Dance team was essential at every stage, from moodboards to discussions about the game’s direction. Ultimately it resulted in an artistic vision and video that really make you want to see where the game will take you next.