Ubisoft unveiled a brand-new Swirl logo. The evolution of their current swirl represents a new era for Ubisoft.
Ubisoft’s Swirl wasn’t always a part of their logo. In their early years, the company’s mark was distinctive, but very different from the swirl we know. Prior to 2003, the company opted for unique, yet very representative logos. Back when Ubisoft was but a local video game distributor, during the 80’s, the style was flashy and “rad”, as the company puts it.
When Rayman was born, one of Ubisoft’s most renown character icons, the rainbow over the brand was introduced. This announced that the company turned from a distributor, to a creator. Compared to the first logo, this new one looks boring and bland. However, things turned for the best as we entered the new millennia!
2003 is an important year for Ubisoft. Out of the blue, “the swirl appeared on the scene and once again signaled a shift. It followed the acquisition of Red Storm and the creation of new Tom Clancy titles”. This important acquisition gave the company a more “mature” and “diversified” approach towards gamers and the video game industry as a whole. The Swirl came with a high pitch “water drop-like” noise – this was a auditory signal that what you were about to see was made by Ubisoft.
Almost 15 years later, the Swirl develops into something a lot more refined and ‘minimalist’. Ubisoft no longer focuses solely on video game development, but has instead decided to reach out to a far larger audience. Now, Ubisoft creates worlds.
“Today, we create worlds – worlds that live as video games, comics, movies, TV shows, books, and amusement park rides. Our 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. The swirl and the letter O are both deliberately created to be reminiscent of hand-drawn shapes and represent our human qualities of enthusiasm, curiosity and the grain de folie that Ubisoft is known for.” Ubisoft (via UBIBLOG)
E3 is upon us and I am more than confident that Ubisoft will talk in detail about their new swirl during their dedicated press conference. Why now? What does it represent? What are the short, mid and long-term projects for Ubisoft? A lot of the questions might have an answer by the next couple of weeks. I personally hope to hear more about what will they be achieving and what new elements will they bring to the gaming industry.
Set aside the games, can Ubisoft truly prosper in the non-virtual “real” world? I believe that so far, they have demonstrated what they can and can’t do – it is definitely the promise of an exciting future for the company and its followers!