Brand & Icon System · 2025
Shadowhunter Systems
A blazing icon system and digital identity for a game-server and IT hosting business.
What this project is
Shadowhunter Systems provides IT support, web hosting, and custom game-server tooling for ARK: Survival Evolved communities, alongside Shadow PoS, a point-of-sale product for bars and restaurants. The brief covered the full visual system: a mark, a full animated icon library for their bot and server tools, and marketing collateral across three distinct product lines.
The challenge
Three different audiences — gamers, small businesses buying hosting, and bars and restaurants buying a POS system — all needed to recognise the same brand. And a tools business with dozens of individual features needed each one to get a clear, distinct icon without commissioning fifty unrelated illustrations.
Creative direction
A single fire-outline treatment became the system's signature: a circular frame, a flame edge, one glyph per feature. Applied consistently across the logo, the full feature-icon library, and every promotional card, it means the brand reads instantly whether it shows up as a Discord banner, a service icon, or a landing-page ad — a large library that still feels hand-built as one system.
How it came together
The mark
A flaming SH monogram, built to hold up animated or static — on its own, or locked up with the full wordmark.
An icon library, one system
Individual server and bot features, each translated into its own icon — all sharing the same fire-outline treatment so the full set reads as one considered library rather than accumulated one-offs.
One fire-lit system, carried across a logo, an icon library, and three very different product lines.
