Electronic Arts

Electronic Arts partnered with Instrument to modernize its global brand system, creating a flexible identity designed to scale across games, platforms, and communities. Rooted in the principles Engaging, Confident, Progressive, and Connected, the refresh evolved EA’s visual language while preserving its iconic equity. The system introduced refined logo lockups, a refreshed color and typography palette, expressive heritage shapes, and a cohesive motion framework. Together, these elements enable dynamic, consistent brand expression across digital, social, events, and internal communications—empowering teams to move faster while staying on brand.