Sony PlayShow Product Identity

When Sony Pictures Television needed to brand and launch a new gaming platform called Playshow, they called on phD to design a playful & bold product identity.

IndustryEntertainment: GamingClientSony Pictures TelevisionEngagementBrand Identity, Brand Standards, Brand Extension, Character Design, Copy Writing


PlayShow is a gaming platform that leverages and promotes legacy entertainment properties and content in the digital space by combining game play, voice and video in one platform.

phD worked with Sony Pictures Television (SPT) to create the product identity for the beta launch of the gaming platform. The brief outlined the need to communicate a sense of fun and play while providing a flexible system to present the product brand in conjunction with various legacy entertainment properties such as JEOPARDY!®, the platform’s first offering.


We worked closely with the team at Sony Pictures Television to conceive and design a playful and emotive brand for PlayShow that captures the spirit of excitement and play millions of viewers associate with SPT’s legacy entertainment shows.

In addition to the brand identity we explored and developed guidelines for use with various existing show identities. We proposed an organic and dynamic identity that captures and conveys the range of emotions players might experience while playing their favorite games.

PlayShow Jeopardy has steadily built a following on the App Store, Google Play, Xbox, PlayStation, Apple TV, and Amazon Fire TV platforms. Experience it for yourself here.

As the cornerstone of the product identity we conceived and designed a logotype that marries the ideas of video and voice. Within the logotype is a character that captures and expresses the spirit of excitement and play millions of viewers associate with Sony Picture Television’s legacy entertainment shows.

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