Ubisoft is a French video game publisher founded in 1986 by the Guillemot family. The company’s visual identity has evolved through four distinct logo generations, each tied to a major shift in the company’s business direction.
Design and History
Ubisoft’s first logo, introduced in 1986, was inspired by the distinct visual style of the 1980s, a period when the company operated as a local video game distributor.[1]
In 1995, following the release of Rayman, Ubisoft introduced a rainbow logo. The company stated this marked its shift from distributor to creator and highlighted its focus on family-oriented content.[1]
The swirl symbol first appeared in 2003. Ubisoft said this change followed the acquisition of Red Storm and the creation of new Tom Clancy titles, marking a more mature and diversified approach.[1] The 2003 logo was designed in collaboration with Seenk, a Paris-based design consulting agency.[2] At the time, the swirl was three-dimensional and featured a royal blue color.[3]
The current logo was revealed on May 31, 2017, marking the first major change since 2003.[1] Ubisoft described the new swirl as “an evolution” of its existing logo that marked a new era with an increased focus on live and digital games as well as a player-centric approach to creating immersive worlds.[1] The redesign was led by the design agency Method, which worked with the Ubisoft brand team to simplify the master brand identity into a more emblematic form.[4] The new identity officially launched in June 2017 in advance of E3.[4]
Meaning and Symbolism
Ubisoft’s official explanation for the 2017 logo states that the swirl and the letter O are both deliberately created to be reminiscent of hand-drawn shapes and represent the company’s “human qualities of enthusiasm, curiosity and the grain de folie that Ubisoft is known for.”[1]
The company described the new logo as “minimalist, modern and monochromatic,” serving as “a window into our worlds, giving a preview of what’s to come by highlighting the artistry that goes into creating them.”[1] Ubisoft also noted that the emblem would take on the colors and textures of its various game worlds.[1]
Typography and Design
The 2017 redesign included a custom typeface, Ubisoft Sans, created by Colophon Foundry for Ubisoft.[5] The font files carry the copyright line “Colophon Foundry for Ubisoft.”[5]
Method’s work on the identity involved producing a set of brand assets and a style guide that allowed Ubisoft to build on the equity of the swirl mark while showcasing its portfolio of games.[4]
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.
