Well then. It would seem that Ubisoft is going to see if tiger can change its stripes. What once started as a local distributor of games has now become a developer juggernaut. Titles like Rainbow Six, Assassin’s Creed, and Rayman have all come from Ubisoft throughout the years. The goal of this new logo is to try and usher in a new era. One it claims, to focus on the players, rather than simply the bottom line. Hopefully, they mean it, because Ubisoft has dealt with some major PR disasters like Uplay, the CEO calling 93-95% of PC gamers pirates, and all those buggy releases.
Ubisoft has gone through a series of different logos since first starting out about thirty years ago. The first logo was meant to capture the whole radical 80’s feeling. And I must say it does look like a radio station straight out of GTA: Vice City. So points for that. After the start of Rayman, and developing games for families and children, the company decided to add the rainbow. Once they acquired Red Storm and started doing the Tom Clancy series they opted for a more “mature and diversified” approach. And the newest logo? We’ll let them say it.
“We create 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.”
Apparently Ubisoft has heard all of the criticism levied against them and wants to try for a clean slate. After the most recent outing with Assassin’s Creed being torched for the buggy and highly scripted gameplay, Ubisoft took a moment to reflect. They realized gamers didn’t want some big grandiose story with stale gameplay and poor quality control. In an interview with the French magazine, Le Monde, company CCO, Serge Hascoet confirmed that they would place a greater focus on freedom of choice instead of forcing players to follow a narrative path. The hope is to place more focus on the game’s world rather than the single narrative, their games would feel more alive and less scripted.
If Ubisoft is serious about creating a better experience for their customers, then I’m all for it. Their games always carry massive amounts of potential, and they have proven they are capable of making fantastic games. If the new logo is step one for the new Ubisoft, then they have my full support. But after years of insulting their audience, releasing incomplete products, and blatant lying it’s going to take a real effort. Only time will tell what happens next.