EA Logo Customizer

The problem Jenna brought to us was a familiar one: Electronic Arts had just launched new branding, and instead of that new brand showing up consistently, it was fragmenting almost immediately. Unapproved logo variations were spreading across lunchrooms, Slack blasts, and email footers. The “creativity” was getting out of hand, and her team didn’t have the capacity to review every request. The brand was being eroded not by bad intentions, but by people just trying to get things done without a clear, easy path to the right assets.

The answer wasn’t more brand guidelines — it was making the correct thing the easiest thing.

How it works

We built a web-based logo generator that pairs the rules of the new logo structure with the immediacy of self-service. You type in your team or department name, pick your logo variant (Employee Community or Digital Sub-Brand), and the tool outputs your logo in three approved color ways, ready to export as transparent PNG or SVG. The whole thing is password-protected with a custom login page — the first time I’d built one from scratch — so it stays internal without requiring any IT infrastructure. It lives on Netlify, which means it can be transferred to EA’s own account whenever they’re ready.

Why it scales

What I find compelling about this pattern is how it shifts the bottleneck. Before, the constraint was designer availability — someone always had to touch an asset before it could go out. Now the constraint is the tool itself, which means the brand rules are baked in and enforced automatically. Anyone who needs a logo for a press release, a presentation, an event badge, or an email signature can generate the right one in under a minute. The design team gets their time back, and the brand stays consistent across every context where it shows up.

That’s the real value of building tools like this: you’re not just solving today’s request, you’re removing an entire category of future requests.