Playrix is an international mobile game developer known for titles such as Gardenscapes, Fishdom, Homescapes, and Township. The company was founded in 2004 by brothers Dmitry and Igor Bukhman, originally in the Russian city of Vologda, and later moved its headquarters to Dublin, Ireland. [1] [2]
Design and History
The Playrix logo has long featured a green dragon as the company’s symbol. In 2017, the design studio Ony was tasked with updating the corporate identity and reworking the logo, which was described as “infantile” and no longer associated with serious development and technology. The studio upgraded the “infantile heavy set green dragon” from the old logo into a full mascot character. [3]
The new dragon, nicknamed Rix, became a full and recognizable part of the logo and the broader design system. The character was designed as graphic and two-dimensional, with a lively facial expression capable of displaying many emotions. According to Ony, the lettering in the logo was drawn specifically to match the character, with all font elements repeating the dragon’s graphic features, so that the text and the hero merge into one structure while also working separately. [3]
Since most Playrix products feature a rich, textured visual style, Ony developed a simple shape-and-color design system intended to complement the bright worlds of the games. The design incorporated color split blocks and playful graphic elements such as circles, scattered dashes, and triangles, resulting in a recognizable “playrix-frame.” [3]
Meaning and Symbolism
The dragon has been the symbol of the company since before the 2017 redesign. Ony chose to stylize the dragon as the hero of a fictional game, giving it charisma and a lively personality. The mascot Rix has since become an absolute symbol of the company, used in promotional materials, on the company’s Instagram, as a mascot, and as a souvenir given to new employees. [3]
Typography and Design
According to Ony, the letters in the Playrix logo were custom-drawn to match the dragon character, with all typographic elements repeating the character’s graphic features. This custom lettering allows the text and the mascot to function as a single integrated structure while remaining usable independently. [3]
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