Embracer Group is a Swedish games and entertainment holding company headquartered in Karlstad. Its visual identity was introduced in September 2019, when the parent company THQ Nordic AB changed its name to Embracer Group AB and launched a new website and visual identity on the same date.[1][2]
Design and History
The Embracer Group logo is a typographic wordmark featuring the company name. The mark was introduced as part of the corporate rebranding from THQ Nordic to Embracer Group, a change proposed to clarify the group structure and strategy with the parent company acting as a holding company.[1] The new name, brand platform and visual identity were presented in depth at the company’s Annual General Meeting webcast on September 17, 2019.[3]
The wordmark “Embracer” was filed as a trademark by Embracer Group AB in May 2019, ahead of the September rebrand.[4] The SVG file of the logo, hosted on Wikimedia Commons, was uploaded on September 17, 2019, the same day the new identity launched.[5]
The rebrand did not affect the company’s operative subsidiaries. THQ Nordic GmbH, Koch Media/Deep Silver and Coffee Stain remained unchanged under the new parent name.[1] The THQ Nordic brand itself was retained as a separate label within the group.[6]
Meaning and Symbolism
The name “Embracer” was chosen to reflect the company’s role as a parent group embracing its various creative and entrepreneurial businesses. The company describes itself as “a global group of creative and entrepreneurial businesses in PC, console and mobile games, as well as other related media.”[7] The strategic motive for the name change was to clarify the corporate structure and strategy, distinguishing the parent holding company from its operating subsidiaries.[1]
Typography and Design
The Embracer Group logo is a purely typographic wordmark. The SVG file dimensions are 500 × 158 pixels, indicating a wide horizontal lockup.[8] No official documentation identifying the specific typeface, exact color values or designer of the mark has been published by the company in the available sources.
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