Angel Guleran

Case study: POG

Case study 02

POG

An identity for a streamer and content creator, built around a character with a whole range of reactions.

Sector
Streaming and gaming
Year
2025
Role
Identity · Character · Motion · Social
Scope
Logo to merch, one designer

Overview

POG is a streamer and content creator. The O in his name became a face, and that face became the whole system: logo, emotes, social, motion and merch.

Deliverables

Logo, character, motion, social and merch

Typeface

Ohno Softie and Poppins

Full deck View on Behance
Fig. 01 / The logo, in 3D3D loop · Blender

The challenge

Challenge

A streamer's brand has to react as fast as chat does.

POG needed a brand as loud as his streams. It had to win over casual viewers, give regulars something to rally around and work everywhere from Twitch and YouTube to a T-shirt.

Bold
Loud enough to stand out in a
crowded stream directory
Expressive
A mascot with a full emotional range,
not one pose
Flexible
One system across Twitch,
YouTube, social and merch
Structured
Playful, but built to grow
with the channel

01 / The character

The idea

The O in POG became a face.

One circle and two eyes. The character lives inside the wordmark, so every reaction is still the logo, and the logo can react to anything that happens on stream.

Base
The O from the wordmark
Expressions
Nine eye states, from hyped to knocked out
Formats
Flat, 3D and animated
Fig. 1.1 / Nine moods, one logoAnimated · After Effects
Fig. 1.2 / Expression sheetEyes only, on POG Pink
Fig. 1.3 / The O, in 3D3D loop · Blender

02 / System

The system

Eight loud colours
and one soft typeface.

Ohno Softie carries the logo and the headlines, Poppins handles everything that has to be read. Every colour runs at full saturation, so it holds up on a stream overlay and on a bus stop.

Main typeface
Ohno Softie
Secondary
Poppins
Palette
Eight colours plus white
Fig. 2.1 / Type and paletteOhno Softie, Poppins and nine colours
Poster on Violet Punch: You just got POG'd, in yellow and white Ohno Softie on a pink pill
Fig. 2.2 / Headline lockupOhno Softie on Violet Punch
Poster on POG pink: Ready to POG, as a sticker-style lockup with twitch.tv/pogstream above
Fig. 2.3 / Sticker lockupReady to POG
Sticker set on Violet Punch: Get POG'd, the pink face, angry eyes, crosses, Ready to POG, Lookin' good and two yellow arcs
Fig. 2.4 / Sticker setReactions, lockups and eyes

03 / Motion

Motion

On stream, the brand never sits still.

Every part of the system has a moving version: a logo reveal,
the full set of expressions and a looping 3D pattern for screens.

Tools
After Effects · Blender
Loops
Logo reveal, expressions, 3D pattern
Fig. 3.1 / Logo revealAnimated · After Effects
Fig. 3.2 / 3D pattern3D loop · Blender

04 / Stream and social

Stream and social

Made for the feed as much as the stream.

Profile, post and story templates in the same voice, so every upload reads as POG before anyone sees the name.

Platforms
Twitch, YouTube, Instagram and X
Templates
Stories, posts, profiles and banners
Three POG story templates on phones over lilac: Live now, You're never just one vibe, and Don't blink
Fig. 4.1 / StoriesLive, mood and reaction templates
The pogstream Instagram profile with the POG face as avatar
Fig. 4.2 / ProfileInstagram
A POG Instagram post: Let's bounce, with two eyes, on Violet Punch
Fig. 4.3 / PostLet's bounce
Laptop on yellow showing the POG profile on X with its banner and avatar
Fig. 4.4 / Profile on XBanner and avatar
Phone in a back pocket showing a POG story: It's time to POG
Fig. 4.5 / In the pocketStory template
Still of the 3D pattern: blue POG shapes, eyes and crosses on pink
Fig. 4.6 / Stream background3D pattern · Still

05 / In the world

In the world

From an emote to a billboard.

Out-of-home, merch and print reuse the same parts: the O, the eyes and the colours, scaled up and turned louder.

Out of home
Billboard, bus stops, posters and screens
Merch
Tees, cap, bucket hat, tote and stickers
Print
Business cards
Fig. 5.1 / Billboard3D corner billboard · Animated
Bus stop on a city street with a POG poster: Waiting for the hype?
Fig. 5.2 / Bus stopWaiting for the hype?
Bus shelter billboard: It's time to bounce, with the POG face
Fig. 5.3 / Bus shelterIt's time to bounce
Wall of POG street posters in the full palette along a pavement
Fig. 5.4 / Street postersWild posting, full palette
Model in a yellow tee with an all-over POG eye print
Fig. 5.5 / TeeAll-over eye print
Model in an oversized violet tee with sleepy eyes on the chest
Fig. 5.6 / Oversized teeEyes on the chest
Violet bucket hat with the POG wordmark in a laundry basket
Fig. 5.7 / Bucket hatWordmark
Skater in a turquoise Get POG'd tee holding a violet board
Fig. 5.8 / Skate teeGet POG'd
Orange cap with the POG wordmark on a court
Fig. 5.9 / CapWordmark
Pink tote bag with oversized POG eyes
Fig. 5.10 / ToteThe face, oversized
Folded violet tee with a pattern print and the POG wordmark on magenta
Fig. 5.11 / TeePattern print
POG sticker sheet on violet
Fig. 5.12 / Sticker sheetGet POG'd
POG business cards in pink, yellow, green and violet, falling over turquoise
Fig. 5.13 / Business cardsPrint

Credits

Credits

Logo, character, motion and merch.
One designer, start to finish.

Start a project Back to all work
Full deck on Behance
Design
Angel Guleran
Year
2025
Tools
Illustrator · After Effects · Blender
Typeface
Ohno Softie · Poppins
Platforms
Twitch, YouTube and social

Contact