Ubisoft has rebranded! Or, as it still has it’s familiar swirls, I should say “refreshed”. I like it! I really do. It’s “edgy” – literally.
Apart from the fact people in general don’t like change, I don’t understand where the hate for the new logo comes from, I quite like it. It feels like a natural progression. It’s monochromatic, simple. It looks a bit rough and unfinished with its thick lines and endings sticking out. Ubisoft in its write up says it wants to show its “graille the foil” (touch of madness).
The “O” in the text bit has a hint of the same swirl, which is a nice touch. Although the angles of the “O” and the swirl shape are uneven, which annoys me a little bit. There is no reason why they shouldn’t be the same angle.
What I’m most excited to see is the use of the new logo. Ubisoft’s previous logo has a plethora of permutations, motion idents, however you want to call them. Its shape takes form of the content it introduces.
A Brief History
Ubisoft a third largest independent publisher of video games worldwide, it has 29 studios in 19 countries and subsidiaries in 26 countries. Founded in 1986 by five Guillemot brothers in Carentoir, France. By the end of the decade it was expanding to other markets, including USA and UK. By 1993 it had became the largest video games distributor in France.
In 1986 Ubi Soft as a local video games distributor had a cool retro design.
By 1995 Ubi Soft became a creator, with its reveal of Rayman and other family-oriented titles. Hence the rainbow.
In 2003 Ubisoft has became more mature with Tom Clancy titles and introduced its famous swirly circular design. That existed in this form till this year (2017).
What better way to display my appreciation of Ubisoft’s old brand, if not by these awesome idents?
Ubisoft has a tradition on their titles to edit their logo motion ident to tease the content it introduces. Taking its colours and textures. As the games and storytelling developed and became more complex and intricate, so did the logo permutations.
In the last 14 years Ubisoft have created a substantial library of these idents. Here are some my favourites:
Assassin’s Creed (2007)
One of my first encounters of the motion ident, as I was falling in love with Assassin’s Creed, I was intrigued by the artistry of the glitchy interface.
Prince of Persia (2008)
A nice touch with finding a crescent moon in the logo.
A zombified version of the default animation.
Far Cry 3: Blood Dragon (2013)
A 80s retro take on the logo fitting perfectly this crazy DLC.
Child of Light (2014)
A pleasant watercolour-y animation for this stylish title.
Far Cry 4 (2014)
A brilliant way to display the Himalayan culture, with intricate pattern design and the animation of blowing powder inks.
The Crew (2014)
A sleak, quick animation, with glowing lights befitting a fast-pace car racing game.
Watch Dogs (2014)
A bird’s eye view of a digital city map, hacked to display the logo. Very cool animation.
Assassin’s Creed Syndicate (2015)
Logo built out of cogs depicts the Industrial Revolution setting of the game perfectly.
Far Cry Primal (2016)
This Far Cry game goes to prehistoric time, as you can see in this cool ident.
The Division (2016)
Using the graphic element of the glowing orange circle from the game, that merges nicely with the logo.
A cool print on the snow.
Watch Dogs 2 (2016)
In this Watch Dogs game they simplified it, and used the cool glitchy old computer graphics, used in-game by a hacker group called Ded-Sec. As if the logo is being hacked by them.
For Honor (2017)
For Honor comes screaming to round it all off! I believe one of the last uses (if not the last one) of the now old Ubisoft logo. For Honor – a faux-medieval multiplayer brawler, has a sleek 3D animation of weapons and armour of war converging and merging into the Ubisoft logo, to a battle cry voiceover.
Especially in the recent few years with the progression of technology, Ubisoft have been designing really good looking idents.
At the recent E3 conference we were able to see the new logo in action before every trailer, taking colour and texture of the presented content. I’m really glad this tradition carries on. And actually the new logo due to a more simplified minimalist form is more malleable for this treatment. Yet still maintaining its unique personality and style.