Founded by five brothers in 1986, Ubisoft Entertainment SA is a French video game publisher, headquartered in Rennes. It is known for publishing several acclaimed video game franchises, including the widely popular Assassin's Creed. Its logo has changed a few times over the past decades, although the most recent update took place in 2017.
Ubisoft’s newest logo design is a new take on the company’s iconic swirl symbol. It is the first change in the French publisher’s logo since 2003, when Ubisoft introduced the swirl design.
Back then, it was three-dimensional and was displayed in a royal blue color. The updated 2017 version of the logo removed the royal blue and purple hues, instead displaying the logo in black and white -- including the swirl.
Instead of the colorful shading and gradients, which gave depth to the old logo, the new design uses thick black or white lines to form the swirl. This logo is thus poised to be more modern and sophisticated.
The new logo is also flat -- a trend that many other logos have been gravitating towards.
However, Ubisoft took this to the extreme by completely removing the shading and variation in line thickness that conveyed depth in the old logo. The accompanying wordmark of the company’s name has also seen a notable change, with more upright and condensed typography.
The font is more rounded now -- a far cry from Ubisoft's previously angular text. What particularly stands out is the letter ‘O,’ which has a slight dent to it, aligning in the same placement as the swirl above.
Following the black-and-white theme, the lettering and swirl maintain a classic yet modern look. They are reminiscent of hand-drawn shapes, and represent our human qualities of enthusiasm and curiosity that Ubisoft is known for.
In a statement, Ubisoft said that their new logo is “minimalist, modern, and monochromatic. It’s a window into our worlds, giving a preview of what’s to come by highlighting the artistry that goes into creating them.”
While the new logo may be devoid of color and depth, there’s still a lot of life in it. Ubisoft confirmed that while in use, the logo would have plenty of eye-catching customized animations. Viewing these animations through the lens of a black and white logo could make them all the more engaging.
All in all, the new Ubisoft logo is grounded in the company’s heritage while still maintaining a contemporary and forward-thinking look.
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