Ubisoft’s new logo marks new era as digital and live games become its core focus

Say hello to Ubisoft’s new logo. Unveiled yesterday on the Ubisoft blog, the publisher said the ‘new swirl’ marks "a new era" for Ubisoft as it puts a renewed focus on its live and digital game portfolio, as well as its player-centric approach to creating its immersive, future game worlds.

While the new logo isn’t a huge departure from Ubisoft’s previous swirl, which first appeared in 2003, it’s certainly come a long way from the logos of Ubisoft’s past.

In 1986, Ubisoft’s first logo captured the full spirit of the era, and probably wouldn’t have looked too out of place in its own 2013 title, Far Cry 3: Blood Dragon. Then in 1995, Ubisoft got a lot more sensible with its Rayman-inspired rainbow, which the publisher says marked the company’s "shift from distributor to creator" as well as the fact that it was now making family-friendly content.

The rainbow then switched to that familiar swirl in 2003, following the acquisition of Red Storm and the creation of Ubisoft’s new Tom Clancy titles, showing a "more mature and diversified approach" from the publisher than ever before.

"Today, we create worlds – worlds that live as video games, comics, movies, TV shows, books, and amusement park rides," the publisher said in a statement. "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 thegrain de foliethat Ubisoft is known for.

"With this new look, we proudly embrace our role as a creator of worlds and invite you, the players, to continue playing, engaging, and growing with us. As we move towards our most exciting time of the year (E3!), you will see this new emblem take on the colors and textures of our worlds, and we can’t wait to hear what you all think."