The New Look of wtfast

A behind-the-scenes peek at our process

We’ve heard from some of you that you think wtfast could use a facelift. As always, we listen to your feedback and keep working to make the product even better every day.

Today we’re stoked to announce that we’re working on a new look for wtfast!

As a startup, we focus on spending time on the things that matter most to you guys — like improving our service for different games, internet connections, and locations. We do our damnedest to make sure we help players PWN as much as possible. We’re always looking for ways to speed up connections. And as it turns out, optimizing connections for every single packet of each player’s connection is kind of a pain in the ass from a technical perspective.

That’s why it’s taken us a bit longer than we would have liked to give wtfast a facelift. PWN first, make pretty stuff later, right?

Luckily, we have been thinking deeply about a wtfast facelift, and we wanted to give you a peek behind the curtains at the process.

We started with this logo in 2009:

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The daring fireball of 2009

This evolved into our current logo, keeping with the flame theme:

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The current wtfast logo — still lit

As we were exploring ideas, one concept that kept coming up is the idea of light. We explored some other ideas, like a chart, a puma, a peregrine falcon, a frigatebird, a missile, and a flaming castle… One of our networking wizards Alistar whipped up this little beauty:

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And one of our brilliant marketers Waffles came up with this logo of doom:

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Missiles are fast, right?

Then we asked our friends at Ryze and Get-It Creative to help out with some proper design ideas (even though we do secretly love the design magic of the missile and the flaming castle concepts). They got to work exploring some new metaphors, like a speedometer:

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And a rocket:

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Lightning in a bottle

Some times a great idea is sitting right in front of you.

The focal point idea that stuck the most was lightning. We wanted something to represent being bold, quick, agile, and a bit cheeky like our team.

We quite liked the fact that a lightning bolt could be modified to look a bit like a “W” when you tilted it a bit.

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Strong, sharp-edged strokes
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Some other lightning ideas

Not sure if it’s because we’ve watched this video too many times or not:

Next, we needed to decide upon the letter-forms. We explored a few fonts, but none of them quite felt like the right approach.

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We knew that we wanted a strong typographic treatment in the logo itself.

The best option was to develop something custom instead. The designer created glyphs that use the angles from the lightning bolt along with some more rounded edges to balance it out.

Here’s the end result — the new wtfast logo!

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A fresh new day for wtfast
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Some alternate colours for the new wtfast logo

The new look-and-feel of wtfast will start to appear over the coming weeks, so stay tuned for more! Expect some major cosmetic changes to our website and desktop app over the next few months.

Of course, this is just a starting point on the next leg of the wtfast journey. We have plenty of other ideas stewing for the future.

If you have any suggestions or feedback, please feel free to contact us any time at https://www.wtfast.com/contact

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