From Dope Loop to Definitely Not Fried Chicken!

Hey everyone!

We've had some eally good insights into DNFC's staff on the last few dev diaries so we're changing pace a bit and taking you through the process of coming up with the logo and name for the game!

The logo and name went through countless iterations. The original name for the game in the initial pitch was Dopeloop, and still remains on the name of builds and project files. It was short and simple, but for new players it didn’t communicate the business cover up operation theme the game was going for.

People would often ask us to repeat the name, with the words “Dope” and “Loop” becoming misheard when said together quickly, and as such the meaning of the game being lost. The quest for a new name had begun; over the next months numerous names came and went, but we would always circle back round to Dopeloop despite its drawbacks, even going so far as to make a number of different logos.

We began to iterate on logo designs, despite the name difficulties. One idea involved a badge or name tag to represent those worn by workers in the game’s businesses: The Chicken Shop, and hence the chicken head on the badge.

The Chicken Shop was always top of the list when it came to businesses we wanted to include in the game as it seemed to perfectly fit the theme of cover up drug businesses; some definite Breaking Bad influences there.

From the badge came the idea of a factory style sign. This was around the same time we were considering just focussing the game solely on one plot that would be your drug factory, with no city or surrounding businesses. Ultimately the factory ended up becoming the central compound where the drug production takes place, and the sign concept formed the basis of the final logo once we settled on the new name.

The driving force behind the new name was to get across the idea that everything is not as it seems, giving rise to the “Definitely Not” part of the name. Sticking with the Chicken Shop idea from previous concepts it was only logical to directly reference that part too, and as such “Definitely Not Fried Chicken” came to be.

Further touches to really strengthen the theme included using spray paint for the “Definitely Not” text, as if someone wanted to expose the Fried Chicken factory. Silhouette icons below hinted to businesses in the game such as donut and ice cream shops as well as the weapons needed to defend your compound. Finally the abbreviation “Inc.” was added as a hint to players that this was a simulation game with production style gameplay.

We hope you enjoyed that journey through the various iterations of names and logos we went through!

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