U.K. developer Rare is preparing to overhaul its branding as the studio celebrates its 25th anniversary this summer. The developer will also be launching a new website in conjunction with its new logo.
"Such a landmark provides a natural opportunity to reminisce over what has been a hugely impressive presence throughout that period, and to prepare for an equally influential future with a brand new look," said Rare in a statement. "Throughout Rare’s lifespan, the world of videogames has morphed from the cottage activity of the ’80s into a thriving and vibrant entertainment industry, easily as significant as music and films in today’s market. Rare is extremely proud to have been at the forefront of this metamorphosis."
The logo is apparently "both modern and classic, adjectives that could be applied equally well to Rare itself." Interpret that how you will.
Head of Studio Mark Betteridge said: “Both Rare and the games industry have seen massive changes over the past 25 years, and right now it feels as if both we and the industry are continuing to evolve at an ever-increasing pace. With this landmark anniversary coming up, and knowing that we have a really exciting future ahead, we felt now was the time to have a new image more in keeping with an innovative and creative entertainment company which aspires to be around for at least the next 25 years!”
Rare has seen its ups and downs since being acquired by Microsoft in 2002. Arguably, the studio has yet to really leave its mark on the Xbox, but Microsoft still has big plans for Rare as the developer continues to expand. Rare could finally be a huge asset to Microsoft when the company launches Project Natal later this year. It's clear that Rare is focused on Natal and excited by its potential.
