New BioWare Visual Identity

banter · Nov 19, 2019

This is it though, I think this is Bioware's make or break moment. A new logo for a new outlook. They're (attempting at) revamping Anthem and going to give Mass Effect another go. If they go well, Bioware will absolutely be back in the spotlight as a great developer. If they don't, well knowing EA, they'll probably be shuttered. Personally I hope they pull through. I'd like to see Anthem become something good, it's a great idea with horrible execution. As for Mass Effect, it's one of my favorite franchises of all time, so obviously I'd like to see it back in its prime.

Fachasaurus · Nov 19, 2019

I think this looks fantastic. And how they are implementing content and screenshots inside of it is really smart way of giving it context.

Great work for the rebranding team.

Mechaplum · Nov 19, 2019

vestan said:
https://www.underconsideration.com/brandnew/archives/bioware_hero_logo_animation.mp4

Is this fan made or official? That black "Your" text against the blue background can't be real.

vestan · Nov 19, 2019

Mechaplum said:
Is this fan made or official? That black "Your" text against the blue background can't be real.

It's a mockup but the actual content is official yes

m_dorian · Nov 19, 2019

What was wrong with the old one?

Bioware's problem in not their logo, it's their output. Maybe change that first and then start decorating.

Strings · Nov 19, 2019

As far as new logo designs go, it's not too bad. Lots of companies have done much worse.

SofNascimento · Nov 19, 2019

Even Bioware's logo is getting a remaster but not Mass Effect.

Keyouta · Nov 19, 2019

Doesn't make me think of Bioware.

Earvin Infinity · Nov 19, 2019

SofNascimento said:
Even Bioware's logo is getting a remaster but not Mass Effect.

Mass Effect Trilogy Remaster is bound to happen at some point. EA seems to be changing their stance on Remasters, as they are planning to release a few in their FY2021.

Richietto · Nov 19, 2019

Honestly the letter B is just a dumb looking letter and putting it in focus like this is not great.

rainz · Nov 19, 2019

Meh.. its..ok?
Would like to see their style guide thats about 30 pages and rationale behind including the characters in there. Seems a bit heavy handed but meh.
An agency got paid bank for this and it probably took a year.

Dice · Nov 19, 2019

The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

zombiejames · Nov 19, 2019

vestan said:
https://www.underconsideration.com/brandnew/archives/bioware_hero_logo_animation.mp4

This is going to be a collector's item when EA shuts them down in two years.

Admiral Woofington · Nov 19, 2019

BDS said:
Some executive who gets paid eight figures was like "Yes, this will change everything."

I don't like it.

[makes booty cheeks B logo]

"NOW people will love us again!"

Gxgear · Nov 19, 2019

Looks super generic. I'm sure someone got paid way too much designing that.

texhnolyze · Nov 19, 2019

Is orange the primary color? I like it, more modern looking that the boring old logo.

RandomSeed · Nov 19, 2019

They should change their name to ButtWare to match the logo.

Mechaplum · Nov 19, 2019

vestan said:
It's a mockup but the actual content is official yes

Makes sense if it's an internal mockup, but still that's a very basic mistake to make.

Deleted member 437 · Nov 19, 2019

Marcellus Wallace said:
B quality games

touche

boris_feinbrand · Nov 20, 2019

Van Bur3n said:
They're very "in" at the moment. Then two years from now someone will question your entire existence for daring to use a gradient.

When I was in school, gradients on logos or signets were considered a career killer. More so, it was seen as infantile and gaudy.

Bombless · Nov 20, 2019

RandomSeed said:
They should change their name to ButtWare to match the logo.

Goddamnit, I can't unsee it now, thanks.

Asbsand · Nov 20, 2019

BioWare sucks!!

Meanwhile Chris L'Etoile is back on Twitter and the outer worlds is good!

Thorn · Nov 20, 2019

Everything is minimalist these days.

parski · Nov 20, 2019

Dice said:
The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

Because it has sharp serifs? Give me a break. It has personality and legacy compared to the bland super generic new one. Regression for sure. Conveys only a death sentence.

Linde · Nov 20, 2019

terrible logo

TheMadTitan · Nov 20, 2019

As long as they don't slap any images into the B, the new one is fine, IMO. It's ugly when they do it, just like it was ugly when DC did it.

Mivey · Nov 20, 2019

Don't understand people bemoaning the death of "old BioWare". that company hasn't existed for over a decade now. I hope this EA subsidiary can make some better selling games soon, otherwise, they'll face closure, which would be sad for the people working there unless EA can offer them other positions.

seroun · Nov 20, 2019

Dice said:
The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

Love Bioware but godness gracious who the fuck thought of that logo. Looks like something a 12 yo would do for their gaming youtube channel with 50 suscribers.

S I C K O · Nov 20, 2019

soulless

Bansai · Nov 20, 2019

B stand for BAD I presume?

Don't like the design, seems too slick, like something for a crypto-currency or silicon valley tech company.

Gundam · Nov 20, 2019

Dice said:
The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

Incredible.
Even a plain text logo can't escape the stupid "western Dude Bro" slander

VN1X · Nov 20, 2019

I'm a western dude bro and am sad that their old logo is gone now.

Asbsand · Nov 20, 2019

I always think BioWare sounded stupid, so I'm happy I can now call them "B".

...Or BWare

rras1994 · Nov 20, 2019

Dice said:
The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

I see people having a go at you with this, but you are absolutely right. The old logo fit right into the old marketing for games which was completely guy focused. The new one feels a lot more open and neutral.

Good4Squat · Nov 20, 2019

Hope it is a sign of good things to come.

SigSig · Nov 20, 2019

The new logo isn't amazing, but the old one was a mess. A welcome change.

Gundam · Nov 20, 2019

VN1X said:
I'm a western dude bro and am sad that their old logo is gone now.

Hey bro you gonna get the new mass effect bro? I hear you can bang mad chicks bro

Nahhhh dude they fucked up the bioware logo. It's too corporate and nerdy, like it's not western anymore dude

Shit bro you're right

Quinton · Nov 20, 2019

Featuring unforgettable BioWare heroes like the Inquisitor and Casey Hudson, I see.

VN1X · Nov 20, 2019

Gundam said:
Hey bro you gonna get the new mass effect bro? I hear you can bang mad chicks bro

Nahhhh dude they fucked up the bioware logo. It's too corporate and nerdy, like it's not western anymore dude

Shit bro you're right

This was this morning's water cooler conversation to a tee!

Gundam · Nov 20, 2019

Gotta say that blue is horrendous. I would have gone with that cyan they did for the Mass Effect one or like a pink. Like generally kept it to either bold or light shades, not mix both.

Quinton said:
Featuring unforgettable BioWare heroes like the Inquisitor and Casey Hudson, I see.

Yeah that looks so goofy to me. "What game is that?"

DFG · Nov 20, 2019

Thorn said:
Everything is minimalist these days.

Just like their games

danmaku · Nov 20, 2019

They went from bland to even more bland. But I love crazy overdesigned logos, so I'm not the target audience (is there a target audience for logos?).

Dice · Nov 20, 2019

Gundam said:
Hey bro you gonna get the new mass effect bro? I hear you can bang mad chicks bro

Nahhhh dude they fucked up the bioware logo. It's too corporate and nerdy, like it's not western anymore dude

Shit bro you're right

It looks exactly like it came from the type of company that made this shot :P

New logo is way less harsh, and even if you didnt like my assessment, it was definitely in need of a change, for a game company the logo was rough and way more edgy (literally and figuratively) than it needed to be (its a kinda cheesy sci fi font)

Nightfall · Nov 20, 2019

It's a nice logo but hopefully that's not the only change they made

Gundam · Nov 20, 2019

Dice said:
It looks exactly like it came from the type of company that made this shot :P

New logo is way less harsh, and even if you didnt like my assessment, it was definitely in need of a change, for a game company the logo was rough and way more edgy (literally and figuratively) than it needed to be (its a kinda cheesy sci fi font)

I don't think BioWare ever has had a good logo, but I hate the phrase "dude bro"

RavFiveFour · Nov 20, 2019

What is everyone's favorite developer logo? I've always loved Neversoft's

Oneself · Nov 20, 2019

The old logo was terrible, change is a good thing. While this one is better, I'm not convinced it's great though.

FallenGrace · Nov 20, 2019

RavFiveFour said:
What is everyone's favorite developer logo? I've always loved Neversoft's

Simple, iconic, stands out, and has years of history, good or bad.

HereticGrin · Nov 20, 2019

View from the toilet's perspective.

artemis · Nov 20, 2019

Dice said:
The old game logo was a lot of what's bad with game company logos... Particularly western devs who needed these sorta...aggressive and bold fonts to appeal to dude-bros across the North America.

The old logo was the 'bad part' of "geeky". New one is definitely more professional and I like the flexibility.

Reads like a parody.

New BioWare Visual Identity

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