Wed, Jun 02, 2010 | 12:00 BST
Rare rebranded for 25th anniversary
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-
29 comments
#1
Razor
02/06/10, 11:49 am
CVG were spot on: “looks like insurance company”
#2
Raining_Upwards
02/06/10, 11:51 am
“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.
#3
Raining_Upwards
02/06/10, 11:52 am
Oh and that logo makes them look like an ASDA affiliate.
#4
Gheritt White
02/06/10, 11:54 am
*cries*
#5
fj
02/06/10, 11:54 am
The branding equivalent of Ritalin.
#6
get2sammyb
02/06/10, 11:55 am
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.
#7
mington
02/06/10, 11:55 am
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
#8
Len
02/06/10, 11:56 am
The final nail in the coffin (though it could be said that happened a while ago)…?
Oh deary me…
#9
cookiejar
02/06/10, 12:10 pm
Now they just need to update their website. It looks like something off a Macromedia CD.
#10
Syrok
02/06/10, 12:20 pm
Rare Sports box art revealed
(Even box art images of Wii Sports are only available in low resolution… ^.^)
#11
Erthazus
02/06/10, 12:33 pm
They said that they are making Yoga game.
So, it’s the end of oldschool Rare.
#12
Freek
02/06/10, 12:40 pm
Meh. So long Rare, it has been fun.
#13
Whizzo
02/06/10, 12:41 pm
They should have changed it to this.
#14
daytripper
02/06/10, 12:43 pm
would laugh if they announce killer instinct 3
#15
Lupine
02/06/10, 12:46 pm
These would be perfect for budget toilet paper packaging.
#16
V_Ben
02/06/10, 12:48 pm
Oh god. That’s horrible.
#17
AHA-Lambda
02/06/10, 1:16 pm
wow guess all your future hopes for:
Conker
killer instinct
banjo kazooie
goldeneye
perfect dark
die with this logo
#18
Bulk Slash
02/06/10, 1:18 pm
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.
#19
Gheritt White
02/06/10, 1:25 pm
@17: You forgot Donkey Kong Country, Blast Corps and Jet Force Gemini.
#20
Len
02/06/10, 1:44 pm
@13: Don’t do that, I have blissful memories of those days…
#21
tenthousandgothsonacid
02/06/10, 1:48 pm
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…
#22
tenthousandgothsonacid
02/06/10, 1:50 pm
@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…
#23
The Hindle
02/06/10, 2:02 pm
Ahh Rare 375m Microsoft paid Lol thats all i can say regarding that.
#24
SplatteredHouse
02/06/10, 2:04 pm
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
#25
Catabu
02/06/10, 2:21 pm
Soon they’ll sell medical supplies!
http://img9.abload.de/img/care2r5i.png
#26
repent
02/06/10, 2:28 pm
@Catabu:
lol!
#27
onlineatron
02/06/10, 5:37 pm
@Catabu
lmao!
Why all the different colours though?
(PS. I like it)
#28
OlderGamer
02/06/10, 6:24 pm
R.I.P.
Rare.
#29
hitnrun
02/06/10, 9:18 pm
“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.