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New Logo for Ubisoft



Noted Jun. 1, 2017 by Armin

Industry / Entertainment Tags /


(Est. 1986) “Ubisoft is 10,000 creative minds spanning 6 continents. With around 85% of its staff devoted to game development, Ubisoft has the 2nd largest in-house creative team in the world. The company’s 27 different creative studios work hand-in-hand each day to deliver rich and innovative gaming experiences that reflect the creativity and diversity of their teams. This cross-studio collaboration model means every team member has the opportunity to participate in challenging projects based on brands including Assassin’s Creed®, For Honor® Tom Clancy’s Ghost Recon®, Tom Clancy’s Splinter Cell®, Tom Clancy’s Rainbow Six, Tom Clancy’s The Division, Rabbids®, Rayman®, Watch Dogs®, Far Cry®, The Crew®, Just Dance® and more.”

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Ubisoft blog post

Relevant quote
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 blog post

Images (opinion after)
New Logo for Ubisoft
Logo evolution. 1986!
New Logo for Ubisoft
Logo. (Couldn’t find a large version without any backgrounds, so this will have to do.)
Icon on other backgrounds.

The old swirl logo worked because of the shading and gradients that gave it some depth to feel like, once you got into one of their games, it was a rabbit hole you would come out of many days later. Video game and movie production companies usually benefit from a more realistic or detailed finish in their logos as they can animate them and present them in high-res glory, so the old logo worked great in that context. The old wordmark, though, that could only look worse in HD4000 or whatever TVs are pushing these days. That “S”! Ugh. Anyway… the new logo does what many other logos have been doing recently, which is to go flat. Ubisoft has taken this to the extreme not just by removing the shading but also the variation in line thickness that conveyed depth in the old one. Now it’s just one monoweight line across the board… no ink traps, no variation, just one long, curvy set of bezier points. The result is a heavy, static, almost oppressive icon. It’s a motionless swirl and I didn’t even think that was physically or graphically possible. The wordmark is sort of okay I guess but it adds to the overall dryness of the logo. The one good idea was the small shift in the “O” but even that gets lost under the weight of the swirl.

Thanks to Jodi Hoover for the tip.

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