Rare rebranded for 25th anniversary

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


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.


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!”