Good Games with Great Style: Introducing Our New Look

You might have noticed something is a bit different around the Good Games website, Instagram, and everywhere really. Some new designs, pops of colour… a new font even! It’s not a total rebrand, but a brand refresh. A new look–refining the Good Games style to better reflect who we are.

We loved our old look, for a logo that’s 19 years old it has held up incredibly well. But the Good Games logo isn’t changing. The Amphiptere (not a dragon!) is so recognisable and we’re not letting it go. You can still expect to rock up to a Good Games and see this familiar dragon beckon you in for a fun time. Nevertheless, we felt that it was missing something. A little oomph to really share who we are. Here’s a look at what’s changing and why.

A tagline is more than just a catchy phrase, it’s who we are.

We know a games store is a special place. It’s not just where you get to enjoy your favourite hobby, debate which RPG classes are better, and meet new friends over a game. Asides from your local coffee shop, games stores are probably one of the few places where you’re on a first name basis with our staff and vice versa!

And even if you’re not a regular at your local Good Games, you can still picture your first time in a games store. There’s that sudden sense of wonder and awe when you walk in. That untapped potential for fun resting in shrink wrapped packages, neatly lined up on shelves. A wake up call that Monopoly and Scrabble are just the tip of the tabletop iceberg, and exploring its depths starts with a trip to the games store.

That sense of wonder, joy, familiarity and fun is what we want to capture in a bottle at every Good Games (can somebody make this a candle scent? Thanks.) We’ve always been a place where gaming meets joy—now our brand refresh makes it crystal clear. ‘Your Happy Playce’ isn’t just a tagline; it’s our promise.

We’re a small industry here. Small means you see everything other game stores do and there isn’t always a lot of space for inspiration when it comes to visual communication within the industry.

We have noticed a trend though. Game stores tend to either exude hyper-masculine, energy drink worthy marketing, or it’s a legacy store whose design language hasn’t caught up to modern day demands (we admit, Good Games probably used to fit in this camp.)

We wanted to find a happy in-between for Good Games. A brand that lives, breathes, and shares fun in everything we do. For everyone.

✅ We’re updating our colour palette to reflect the fun we bring to the table! Expect to see brighter and bolder colours!

✅ We’re adding a few more iterations of the Good Games logo. While you'll still see our original logo, you'll also see some more flexible and playful iterations.

✅ A double ‘g’ motif that is a playful nod to what our customers call us and our iconic Amphiptere (not dragon!) We don’t know when it started but phrases like, “I’m stopping by GG,” or “GG Chatswood is my local” are so common it feels important to solidify it as a part of our identity. You’ll spot the homage to the Amphiptere, with its tail and fire.

✅ A fun, inviting design language—because games should feel fun!

Good Games has kept its look for close to two decades now. We wanted our new look to not only be respectful to our history, but also what we want Good Games to be about in the future. It’s not getting a new look for the sake of it, but giving our brand a refresh while keeping true to who we are.

A place where we get to spread joy one good game at a time.

Look out for our fresh new look rolling out in stores and online! We’d love to hear what you think—drop a comment or tag us on social media with your thoughts as we work harder on keeping Good Games Your Happy Playce!