With the introduction of the “Legend ID” Alienware refreshed its entire ecosystem of gaming products. To match this updated aesthetic a new visual identity was needed for retail environments.

Concerning the long and passionate history of the brand, the new Retail VID centered around four key design pillars — Bold, Focused, Future Minimal, and Premium. These pillars served as constant filters and also ensured that all graphic elements were strategically paying homage to the design and science behind Alienware products.

The hexagon graphic element in particular, is highlighted with purposeful lighting. It lives beneath and behind products as a symbol of performance.

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