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The Internet Reacts To Ubisoft’s New Logo

Alex Walker Avatar
Alex Walker

Ubisoft’s logo is changing. Not to the funky retro stylings of the 80’s, but something a little more … plain. But that’s OK, because the internet has already come up with plenty of improvements.

Meant to symbolise the company’s transition to live services, Ubisoft’s new logo has been met with a mixed reception, to say the least. On the nicer side of things, the new logo has reminded everyone of how good the publisher’s branding was in the 80’s:

The swirl isn’t new for Ubisoft – their old logo was effectively a more detailed swirl – but the stark, minimalist design has become perfect fodder for, well, the internet. One noted that it looked eerily like Madara’s mask:

Some unfairly remarked that the logo was unfinished, drawing parallels back to some of Ubisoft’s more troubled releases like Assassin’s Creed: Unity. Others questioned its design merits, with the broken O in the company name being singled out:

Comment from discussion Say Hello to the New Ubisoft Swirl.

For some people, the logo reminded them of Sonic:

And some people wondered whether Ubisoft was taking inspiration from Malcolm in the Middle.

Perhaps the harshest comparisons came from those who took the swirl as an indication of water being flushed, or something else:

People haven’t just taken the piss, mind you. One user on Reddit knocked together a few quick concepts, some with colour and others without, illustrating alternatives that Ubi could have rolled with:

It wasn’t all a negative reception, with several users pointing out that the Ubisoft font had gotten a much-needed update. The new logo will also still be customised from time to time, as Ubi likes to do with their games:

For my money, the new logo will probably be a lot more malleable when it comes to customisation. That’s what people really appreciate the most when they fire up a new game, although it is pretty hard to go past the Outrun stylings of Ubisoft in the 80’s.

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