Behaviour Interactive Inc. is a Canadian video game developer and publisher based in Montreal, best known for the multiplayer horror game Dead by Daylight. The company was founded in 1992 and operated for years under the name Artificial Mind & Movement (A2M) before rebranding as Behaviour Interactive in 2010.[1]
Design and History
The current Behaviour Interactive logo consists of a shaded square containing the word “bE” above the word “HAVIOUR,” a construction that visually splits the company name across two lines.[2] A Canadian trademark registration for the design, filed in 2012, describes it as a “black square with bE above HAVIOUR in all white letters.”[3]
The mark debuted in late 2010 when Artificial Mind & Movement announced it was changing its name to Behaviour Interactive. CEO Rémi Racine explained that the old A2M acronym had become an issue by 2008, partly because of an obscene interpretation of the initials, and that the company decided to change the name in 2009, taking a year to finalize the process.[4] The rebranding was also driven by the studio’s shift toward producing more original titles and building a stronger presence in the gaming community.[5]
The square-format “bE / HAVIOUR” mark has remained the company’s core identity since the 2010 rebrand. In 2024, Behaviour filed a new Canadian trademark application for a design referred to as the “BLACK SCRATCH LOGO,” described in the application as a claw scratch design with four vertical scratches, each topped with a skull variation, crossing one horizontal scratch.[6][7] This mark is associated with the company’s Dead by Daylight franchise rather than replacing the corporate square logo.
Meaning and Symbolism
The split presentation of the company name in the primary logo, with “bE” above “HAVIOUR,” creates a distinctive two-line wordmark within a square frame. [2]
Typography and Design
The logo uses a custom letter arrangement rather than a standard single-line wordmark. The lowercase “bE” and uppercase “HAVIOUR” are rendered in white lettering on a black square, as described in the Canadian trademark filing.[3] No official documentation identifies the specific typeface used in the mark.
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