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App Identity

Creating a Strong Brand Identity for Your Overwolf App​

Building a strong brand identity for your Overwolf app is essential for standing out in a game-centric environment. This guide provides simple, effective best practices to help shape a recognizable and cohesive brand.

Since Overwolf apps exist within the branding of a specific game, it’s common for apps to use game-related assets like items, champions, or stats. While this can enhance familiarity, it’s crucial to establish a unique identity for your app. This ensures users can clearly differentiate between the game and your app, making your brand recognizable and memorable. Taking inspiration from the game is fine, but your app should feel distinct and not just an extension of the game’s UI.

Additionally, when building your app’s identity, avoid cross-game compliance. This is why it’s important to have a distinguished visual language and tone, even if inspired by the game. Be mindful of the game’s guidelines for third-party content (Link to game compliance). You must ensure your app complies with these guidelines, as we won’t be able to publish an app that breaks them or infringes on someone else's intellectual property.

Best Practices for Building Your App’s Brand Identity

1. Define Your Brand Personality​

  • Decide your app's tone and style – Is it techy, minimal, fun, medieval, or something else?
  • Ask yourself, "If my app were a person, who would it be?" – Where would they work? What brands would they buy? What are they interested in?
  • Align branding with your app’s purpose and audience – Define the core value your app delivers, whether it’s analytics, insights, clarity, visibility, or coaching.
  • Focus on a clear brand essence – While your app may have multiple aspects, distill its identity into a core concept rather than trying to include everything at once.

All of these will help you establish a chohisev understanding of your product and better define the visual language and logo of your app’s brand.

2. Establish a Unique Visual Identity​

  • Logo & Icon – Your logo should be simple, scalable, and instantly recognizable. Avoid using game assets directly or over complicated logos.
  • Color Palette – While you can draw inspiration from the game, ensure your app has its own distinct color scheme. Stick to a clear, balanced palette with a defined base color and a standout CTA color. Avoid using too many colors that could clutter the design.
  • Typography –Choose clear, readable fonts that align with your app’s style. Use distinctive fonts for main titles and marketing sections, but prioritize readability and clarity for long-form or informational text to ensure a smooth user experience.
  • Consistent UI Elements – Ensure that all UI components, such as buttons, icons, backgrounds, and menus, follow a unified visual language. This means using consistent colors, shapes, and styles across these elements to create a harmonious and predictable user experience. Consistency in UI elements also reinforces your app’s brand identity and contributes to a polished, professional look.

3. Balance Game Integration with Brand Recognition​

  • Use game assets strategically, ensuring they complement—not define—your app’s look.
  • Maintain a clear distinction between your app’s UI and the game’s UI to prevent user confusion.

4. Maintain Consistency Across Screens​

  • Your desktop, overlay, and in-game UI should feel like they belong to the same app.
  • Keep the same colors, fonts, and icon styles across all views.

*Let’s add the webinar video here, and we’ll add some examples of brand books and UI style guides.