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Rare rebranded for 25th anniversary

Wednesday, 2nd June 2010 11:48 GMT By Patrick Garratt

newrarelogo

Microsoft’s rebranded Rare to look like a casual, lifestyle brand. Wonder why?

The UK studio’s got its snazzy new look thanks to its 25th birthday. That’s Microsoft’s excuse, anyway. This is probably happening because Rare’s about to announce several Wii-clone Natal titles at E3.

Just saying. PR and logos below.

RARE GETS BRAND NEW LOOK AS IT TURNS 25

LONDON – 2 June 2010 – British developer Rare is to celebrate its 25th anniversary in the games industry this summer. Such a landmark provides a natural opportunity to reminisce over what has been a hugely impressive presence throughout that period, and to prepare for an equally influential future with a brand new look.

Throughout Rare’s lifespan, the world of videogames has morphed from the cottage activity of the ’80s into a thriving and vibrant entertainment industry, easily as significant as music and films in today’s market. Rare is extremely proud to have been at the forefront of this metamorphosis.

Now, as the company focuses its vision on an even more exhilarating future, the timing is perfect to introduce a distinctive new look. So Rare is thrilled to unveil its new identity, encompassing a brand new logo and branding soon to be extended to a full website relaunch at www.rare.co.uk.

The new logo is both modern and classic, adjectives that could be applied equally well to Rare itself.

Announcing Rare’s new look, Head of Studio Mark Betteridge said: “Both Rare and the games industry have seen massive changes over the past 25 years, and right now it feels as if both we and the industry are continuing to evolve at an ever-increasing pace. With this landmark anniversary coming up, and knowing that we have a really exciting future ahead, we felt now was the time to have a new image more in keeping with an innovative and creative entertainment company which aspires to be around for at least the next 25 years!”

-Ends-

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29 Comments

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  1. Razor

    CVG were spot on: “looks like insurance company” :D

    #1 4 years ago
  2. Raining_Upwards

    “Both Rare and the games industry have seen massive changes over the past 25 years, and right now it feels as if both we and the industry are continuing to evolve at an ever-increasing pace. With this landmark anniversary coming up, and knowing that we have a really exciting future ahead, we felt now was the time to have a new image more in keeping with an innovative and creative entertainment company which aspires to be around for at least the next 25 years!”

    Wowsers, haven’t the wheels fallen off of that infernal ‘Mii-too’ wagon yet?

    How about a decent platforming Banjo title and a third Killer Instinct?

    No?

    Ok then.

    #2 4 years ago
  3. Raining_Upwards

    Oh and that logo makes them look like an ASDA affiliate.

    #3 4 years ago
  4. Gheritt White

    *cries*

    #4 4 years ago
  5. fj

    The branding equivalent of Ritalin.

    #5 4 years ago
  6. get2sammyb

    Someone on Twitter said it looks like a 90′s skateboard brand. I agree with that notion.

    I don’t see why they need to change their logo to appear more casual. They can still release Natal Fitness with their old gold logo.

    #6 4 years ago
  7. mington

    That logo makes them look like a company that makes tennis balls

    to be fair though, the old logo was utter gash and 2000 and late

    #7 4 years ago
  8. Len

    The final nail in the coffin (though it could be said that happened a while ago)…?

    Oh deary me… :(

    #8 4 years ago
  9. cookiejar

    Now they just need to update their website. It looks like something off a Macromedia CD.

    #9 4 years ago
  10. Syrok

    Rare Sports box art revealed

    (Even box art images of Wii Sports are only available in low resolution… ^.^)

    #10 4 years ago
  11. Erthazus

    They said that they are making Yoga game.

    So, it’s the end of oldschool Rare.

    #11 4 years ago
  12. Freek

    Meh. So long Rare, it has been fun. :(

    #12 4 years ago
  13. Whizzo

    They should have changed it to this.

    #13 4 years ago
  14. daytripper

    would laugh if they announce killer instinct 3

    #14 4 years ago
  15. Lupine

    These would be perfect for budget toilet paper packaging.

    #15 4 years ago
  16. V_Ben

    Oh god. That’s horrible.

    #16 4 years ago
  17. AHA-Lambda

    wow guess all your future hopes for:

    Conker
    killer instinct
    banjo kazooie
    goldeneye
    perfect dark

    die with this logo :(

    #17 4 years ago
  18. Bulk Slash

    Is it because Rare’s output over the last 10 years has been so rubbish that they now resemble a vapid lifestyle brand that has nothing of substance to offer?

    The company that made GoldenEye, Diddy Kong Racing, Banjo-Kazooie, Blast Corps, Jet Force Gemini and Conkers BFD don’t exist any more.

    #18 4 years ago
  19. Gheritt White

    @17: You forgot Donkey Kong Country, Blast Corps and Jet Force Gemini.

    #19 4 years ago
  20. Len

    @13: Don’t do that, I have blissful memories of those days…

    #20 4 years ago
  21. tenthousandgothsonacid

    You know, Rare was started when Chris and Tim Stamper flogged Ultimate:Play The Game off to U.S. Gold. I wonder if they’re still at Rare or whether they did a bunk (again) when Rare got bought out by Microsoft. Either way, those studios both went crap very quickly when sold, I guess the talent went too…

    #21 4 years ago
  22. tenthousandgothsonacid

    @me Nope, they did a bunk from rare too http://en.wikipedia.org/wiki/Tim_and_Chris_Stamper
    I guess they spend their time bathing in cash nowadays…

    #22 4 years ago
  23. The Hindle

    Ahh Rare 375m Microsoft paid Lol thats all i can say regarding that.

    #23 4 years ago
  24. SplatteredHouse

    What, Games? No! I’m here about shoes! These guys told me on the phone about a new stockist just established, and so I need to find out if they’ve any in my size – that brand logo’s something else <3

    #24 4 years ago
  25. Catabu

    Soon they’ll sell medical supplies!

    http://img9.abload.de/img/care2r5i.png

    #25 4 years ago
  26. repent

    @Catabu:

    lol!

    #26 4 years ago
  27. onlineatron

    @Catabu
    lmao!

    Why all the different colours though?

    (PS. I like it)

    #27 4 years ago
  28. OlderGamer

    R.I.P.

    Rare.

    #28 4 years ago
  29. hitnrun

    “How about a decent platforming Banjo title and a third Killer Instinct?”

    Rare essentially disbanded 10 years ago. You might as well ask “Atari” to finally make a good follow up to the 5200.

    #29 4 years ago