In this case, identity development went from a simple form to a complex one. The wavy lines are parallel, so they appear to be moving. The logo looks like a psychedelic ornament that distracts from reality through a paradoxical visual effect. This was directly reflected in his mark of visual identity. At the same time, he had an incredibly difficult period of psychological searches with a change in content style. The new logo was adopted in 2016 when a Swedish gamer partnered with Maker Studios to create a subnet called Revelmode. As a result, this combination turned out to be a very bold letter. They were surrounded by a gray mark – the first and last character from the word “PewDiePie.” By the way, it is the double “P” that is visible. To make the central element expressive and stand out clearly, he painted it blue, placing it on a dark background. The designer perfectly captured this similarity by combining the two in one. The fact is that the capital “P” from the nickname Felix contained a clenched fist inside. Several interesting images were concentrated in it at once, revealing the character of the user and the topic of his video blog. In this case, the logo was a creative game. Then the young man began to earn money by selling hot dogs at a kiosk and selling his creative paintings. When the blogger dropped out of college (in 2011), his parents refused him financial support. Felix bought a computer with self-earned money in the last year of his studies: he sold drawings created in Adobe Photoshop. For this occupation, he spent whole days. Sometimes he didn’t even go to school but went to play in an Internet cafe. Therefore, Kjellberg was very fond of video games. She was recognized in 2010 as the best IT specialist in the country. This was facilitated by the atmosphere in which the young man grew up because computer technologies surrounded him from childhood: his mother worked as an information technology director. So, he got music videos, short films, shows, comedy shows, and video blogs. Then he attracted massive attention with the changed style and content of the content. The most active periods in his blogging career were 20. In fact, he is one of the first owners of a personal (non-corporate) account that received a huge number of visits from unique users. After posting on his channel, the process of passing games in real-time with individual comments and curious remarks, the young man gained unheard-of fame. He came to YouTube in 2010, taking the pseudonym PewDiePie. Felix was born in Gothenburg (Sweden) in 1989.
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