The Finals is a free-to-play, team-based first-person shooter developed and published by Embark Studios AB, a Swedish studio founded in 2018 by former DICE developers including Patrick Söderlund. The game was officially revealed in August 2022 and launched on December 7, 2023, for PC, PlayStation 5, and Xbox Series X/S. The game’s visual identity, including its logo and wordmark, is owned by Embark Studios AB, with the official site noting that “THE FINALS and EMBARK trademarks and logos are trademarks or registered trademarks of Embark Studios AB.” [1]
Design and History
The Finals logo consists of a stacked wordmark in bold, all-caps lettering, with the words “THE” and “FINALS” arranged vertically. The mark is registered as a trademark in multiple jurisdictions. A Taiwanese trademark record lists Embark Studios AB as the applicant for “THE FINALS” with a filing date of February 10, 2023, and registration granted on June 1, 2024, with the design described as a flat, monochrome (ink-colored) mark. [2]
Embark Studios first filed for the “THE FINALS” trademark with the USPTO in 2021, and the project was initially codenamed “Discovery.” In a June 2022 response to a USPTO office action, Embark Studios confirmed the game would be sold and advertised under the trademark “THE FINALS,” describing the name’s intended connotation as “something to reach for.” [3]
In China, the wordmark faced trademark registration difficulties. According to a community report tracking the game’s Chinese release, the “THE FINALS” wordmark application was rejected, but a separate graphic logo mark filed in 2022 was successfully registered around late 2023 after a review appeal. [4]
Meaning and Symbolism
The name “THE FINALS” was chosen to evoke the game’s competitive, tournament-style structure. In the trademark response document, Embark Studios explained that the game features a “meta-game” layer in which characters compete in teams in a gameshow-like fashion, and that this meta-game is referred to in the game as “The Finals,” with the intended connotation being “something to reach for.” [3]
The official brand colors for The Finals include a cardinal red, recorded by Brandfetch as #D21F3C, along with a darker maroon tone (#6D101F) and white. [5]
Typography and Design
Embark Studios provides an official brand guide and content creator kit that includes “branding assets, official logos and fonts” for media and content creators. [6] The brand guide, hosted publicly, identifies the game’s title font as Saira, a sans-serif typeface, on page 29 of the official brand document. [7] A font identification forum also independently identified the game’s lettering as Saira Condensed Black. [8]
The official media kit, distributed through Embark Studios’ press page, includes logo files, color specifications, fonts, banners, wallpapers, and mascot assets, with some files provided as PSD sources. [9]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
