DICE, formally EA Digital Illusions CE AB, is a Swedish video game developer based in Stockholm, best known for the Battlefield, Mirror’s Edge and Star Wars Battlefront series. The studio was founded in 1992 and became a wholly owned subsidiary of Electronic Arts in October 2006. [1] Since 2025, DICE has publicly marketed itself together with Criterion Games, Ripple Effect Studios and Motive Studios as part of the Battlefield Studios group. [2]
Design and History
The current DICE wordmark has been in use since 2006, the same year Electronic Arts completed its acquisition of the studio. [1] The mark is a typographic lockup of the four letters “DICE” in a stylized, angular sans-serif form. An official SVG version of the logo, sourced from the company’s website, shows the wordmark rendered in a dark gray tone. [3]
Stockholm Design Lab, the Swedish multidisciplinary design agency founded in 1998 by Björn Kusoffsky and Thomas Eriksson, created a comprehensive design program for DICE covering corporate identity and product development. [4] The agency’s portfolio page for DICE confirms the project, though it does not specify a precise date for the identity work. [5]
Before the 2006 wordmark, DICE used a series of earlier marks. The studio’s pre-2006 identity included a circular “DI” monogram with concentric rings, introduced around 1998 and refined in 2000, which appeared on games such as Motorhead and Michelin Rally Masters. [2] The current angular wordmark first appeared on screen in Battlefield: Bad Company (2008), where an animation showed the letters assembling into a square before splitting apart. [2]
Meaning and Symbolism
The current DICE wordmark is purely typographic, with no separate symbol or icon. The letters themselves form the entire identity. In the 2008 on-screen animation, the four letters of “DICE” are shown fitting together into a square with a cross inside, visually suggesting that the wordmark’s angular letterforms interlock as a complete unit. [2]
Typography and Design
The DICE wordmark uses a custom geometric sans-serif letterform with angular, cut-off terminals. The letters are tightly spaced and appear to share a consistent stroke weight. The design was part of a broader corporate identity program developed by Stockholm Design Lab, which also produced custom type work for other clients including SAS, IKEA Food and the Moderna Museet. [4] The official SVG file of the logo is nominally 215 by 52 pixels, reflecting a wide, horizontal lockup proportion. [3]
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