Jagex Website & Brand Refresh
2026 marks a pivotal moment for Jagex, with a renewed strategic focus centring their identity around flagship brand RuneScape - the crown jewel at the heart of its DNA. The studio sought to clarify the company positioning and return to what makes the brand truly distinctive.
Fluid partnered with the team to translate this renewed direction into a refined brand identity and digital presence, subtly evolving the brand’s visual language to support a clearer, more confident positioning as “Jagex, The RuneScape Company”.
Jagex approached Fluid’s Brand and Digital teams to deliver a refreshed, refocused identity, and a completely new website, with Runescape firmly at its heart. Our approach began with brand strategy, anchoring the identity in everything quintessentially RuneScape, developing branding which could flex across multiple properties, platforms and future iterations.
The evolution was intentionally subtle but self assured and meaningful: a confident step forward that reflects the scale, ambition and creativity of the studio, without losing sight of its heritage.
Translating the world of RuneScape into a corporate brand system required precision. Drawing from in-game colour palettes, typography and iconography, we injected recognisable elements into the wider Jagex identity, ensuring the games remain front and centre. A regal palette of inky blue and gold establishes authority and confidence, while a reimagined ‘X’ - incorporating the RuneScape dragon - became a core distinctive visual asset across the system.
With the identity locked, we moved on to the creation of a new logo suite, including a primary mark, a standalone ‘X’ device and flexible variations to ensure consistency across different use cases. As with all Fluid brand work, the system is underpinned by comprehensive brand guidelines and supported by a striking master key art image featuring our X marque set amidst a magical landscape - inviting, intriguing, welcoming and authentic to the game experience - enticing players to dive in.
Fluid’s Digital team rolled the identity out across a complete overhaul of the Jagex website. Delivered to a tight timeline, the site balances a clear corporate structure with a blend of visuals hinting at magic and regal confidence, reflecting both the culture of the studio and the worlds it creates.
The result is a unified digital presence that showcases Jagex’s flagship games, celebrates its renewed focus and Runescape heritage, and sets the foundation for the next 25 years.
