We partnered with Roblox’s global design team to give their brand an upgrade that will match the boundless creativity their platform stands for. Born from our research and stakeholder insights, we crafted the central idea: Endless Possibilities. This became the foundation for a bold, flexible system that celebrates the community’s outpour of creativity, while unifying millions of eclectic virtual experiences.
Roblox is more than a gaming company. With just about every kind of experience to choose from, it’s a universe powered by imagination. From gaming to shopping, music to education, and social connection to live experiences, creators and explorers from all around the world bring its vibrant community alive.
But as Roblox grew, so did the need for a unified identity. The brand was missing guiding principles that would capture the dynamic energy of the platform while showcasing the depth and variety of its worlds. They needed a cohesive brand system that would reflect the chaotic fun users love, while elevating Roblox into a world-class experience that brands, partners, and communities want to be part of.
88.9M Daily Active Users: Roblox has nearly 89 million daily active users, growing 27% year-over-year.
20.7B Hours Engaged: Users spent over 20 billion hours on Roblox in one quarter alone.
At the heart of Roblox is its iconic tilted square, a detail that sat in plain sight this whole time without being fully realized. We used that 6-degree tilt to inspire an entire design system. It’s a symbol of anticipation and the kinetic snap of momentum that comes after, releasing joyful creativity. A perfect metaphor for a world that never stands still.
Roblox represented the next step in global digital culture. The new identity had to be just as intelligent and adaptable. Gone is the metallic, dimensional finish. The new Roblox logo is purely graphic, designed to be bold, timeless, and instantly recognisable. Stripped back to its essence, our mark scales effortlessly from a mobile icon to massive digital billboards. Simple, powerful, and unmistakably Roblox.
Sue Anderson, VP Creative, Roblox
As the heartbeat of a global community, Roblox’s identity now reflects its true scale and purpose: a space where people create, connect, and explore endlessly. Every detail of the system fuels creativity, ensuring Roblox continues to inspire and empower its users for years to come.
To design for Roblox, we had to live it. We played. A lot. And we didn’t stop there. We built a replica of the DixonBaxi studio right inside Roblox, using the platform itself to test, push, and refine ideas in real time. It’s not every day that we get to play for a living.
