(Est. 2016) “London Shuffle Club is the UK’s first shuffleboard club has arrived, bang in the heart of Shoreditch. You’ll find six indoor lanes plus an amazing outdoor shuffleboard terrace with two rain-proof lanes and its very own Airstream cocktail bar. And everyone knows that no game should be played without a drink on the side. Sowe serve up the best cocktails, craft beers, and hand-made pizzas for your enjoyment while you play. Shuffle along now and try your hand at London’s newest gaming craze for the ultimate, fun get together.”
A New Kind Of Kick (London, UK)
As the UK’s first dedicated Shuffle venue the game requires a little explanation and education, therefore personality was key when translating to the brand. ‘For Fun, For Glory’ takes a unique playful stab at our crazy competitive nature. This is translated to a graphic language which is bold, playful and also a little bit crazy at times.
Images (opinion after)
The old logo wasn’t great but it wasn’t too bad either; just a bad combination of fonts and odd letterspacing. The new logo is a major improvement with the two-line “LONDON SHUFFLE” typesetting that yields a full-justified block of text that’s very pleasing — there are a couple of spots where the letters could have aligned even more perfectly across the two lines but the overall effect is well achieved. The 1980s-esque “Club” makes for a good contrast but the actual lettering or font is very wonky and the thick black blobs in the loops of the “l” and “b” are distracting. It reminds me of the 305 Fitness logo from a few months ago but with less finesse. Still, it establishes a kind of loose, Friday-happy-hour mood for the place. The logo is accompanied by a number of elements that don’t quite belong together — from the geometric patterns to the faceless people illustrations to the shuffleboard disc/stick monogram — but, one way or another, mostly aided by the unifying color palette, both in digital and interior applications, that in the end they come together to form a convincing, good-time-y whole. Perhaps I’m swayed by images of people out on the town having fun, together, but, overall, I like this.