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Rare struggles to regain relevance with new logo

 
Above: "Blah" and "Boring" combine to make "BLAHRING!"

You’ll have to pardon our nostalgic gripes today. Yes, Rareware is certainly no longer the digital powerhouse it once was. Many of Rare’s founders have parted ways with the company since their acquisition by Microsoft, so it’s not like the folks behind Donkey Kong Country, GoldenEye, and Cobra Triangle are still held aloft alongside today’s next-gen developers. That said, we’re not here to forecast darkness in the periphery of our rose-tinted glasses. Rare’s still got life left in it. Viva Piñata kicks ass, and the company is responsible for the adorable Xbox Live Avatars, currently the best custom character creator on any console.

 
Above: And so on...

To mark the company’s newly dedicated focus on Project Natal, as well as its 25th anniversary (of the name Rare, the developer actually began several years earlier under the name “Ashby Computers and Graphics Ltd.”) Rare is rebranding itself with the new set of logo variations you see above. Look, we understand that Rare may very well be better suited to making motion control games than creating more sequels to Banjo-Kazooie. If you’re going to compete directly with Nintendo, who better than the developer responsible for a giant percentage of its legacy… But why so damned boring, new logo?!

Standing at a quarter of a century, the Ol’ Gold and Blue shield was about as close as you can get to timeless. And what’s the point of waving around the classic pedigree if you’re going to delude it with a sterile design fad ripped from Apple? Or are we just being cranky old farts today?


Above: Us

Let us know what you think about Rare’s new look in the comments below.

Jun 2, 2010

Game music of the day: Donkey Kong Country
"Aquatic Ambiance" for that ass!



Game music of the day: GoldenEye
"Control Station" is almost as iconic as the Bond Theme



Game music of the day: Blast Corps
It's called "Simian Acres," NOT "Cotten Eye Joe"


 

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58 comments

  • CAPST3R - June 6, 2010 9:31 a.m.

    I'd never seen Rare's logo until now. It's feckin' ace! I completely agree with you, GR, that logo should never have to die.
  • SwampRock - June 5, 2010 9:49 p.m.

    I don't care if they change the logo, as long as they make either: a kick ass perfect dark game OR a kick ass new killer instinct. As long as they do either one they will be forgiven in my eyes and their new logo will be reinforced with new greatness. And the different shaped R's have to mean something, there's no way Rare could be so indecisive and just simply put up four different ones.
  • soren7550 - June 4, 2010 11:09 p.m.

    Looks like crap. However, if the rumors of Perfect Dark 2 being announced at E3 2010 are true, then the logo is forgiven.
  • oryandymackie - June 4, 2010 8:43 p.m.

    That looks like something you'd see on the back of a Superdry or Jack Wills jacket, to be honest. I don't like Superdry. I don't like Jack Wills.
  • Smeggs - June 4, 2010 6:43 p.m.

    Maybe I just don't get it? They still have the symbol of their old logo in the new one, I don't judge game designers on their logo I'll judge them for the shitty and or non-shitty games thye pump out.
  • sly123321 - June 4, 2010 12:04 a.m.

    Nothing wrong with the old one but it does remind me of kids games.. the new one is just ugly
  • Javv - June 3, 2010 9:40 p.m.

    @ Rojoco: once you see it...
  • Picnic1 - June 3, 2010 9:06 p.m.

    The blue and gold badge logo of Rare was actually discontinued in 2003 (according to Wikipedia- I wasn't sure of the exact year), not 2010. Between 2003 and 2010 a simplified version without the badge background was used.
  • JADENkOTOR - June 3, 2010 5:09 p.m.

    I guess you have to be an older guy like me to really have that connection to the old nostalgic logo even if some think it looked outdated... Seeing that logo pop up for so many years on soooo many great titles its hard to see it go. Its silly but it brought back memories of my younger days of gaming all the way back to when the arcade was still cool. @ crumbdunker: I never see my avatar unless i go to my profile page and if yours looks like you, you may be a closet avatar lover
  • grizzly311 - June 3, 2010 2:41 p.m.

    I wish it were a more dramatic change. That just says expect more of the same with slight update.
  • nicobellandi - June 3, 2010 9:35 a.m.

    I like it, but I couldn't care less... the quality of their logo isn't going to affect their games. They are still gods in my eyes, your all just overreacting!
  • Frootaloom - June 3, 2010 7:45 a.m.

    I can see what they are trying to do here, they should just do it differently. Maybe just tweaking the old logo would be better.
  • Imgema - June 3, 2010 7:45 a.m.

    Their original logo reflects a great developer who made amazing games that nobody could top or even reach. Today, they are just a mediocre developer house and they know it. They know that they are not going to release any more revolutionary, amazing titles like the ones they used to make when they were working with Nintendo. They will probably focus on Natal shovelware. At least they are honest and respect the old fans, so they make this change because nobody wants the legendary golden logo, the one that reflected Donkey Kong Coutry, Goldeneye, Banjo Kazooie, Perfect Dark, etc, to be slapped on future shovelware and mediocre party games. So, personally, i think this change is the best thing Rare has done since they joined Microsoft. Now the only thing left to do is to change their name and RARE will have the respectful death it deserves. We don't want another Sonic Team.
  • Spybreak8 - June 3, 2010 7:44 a.m.

    If my OXM Crystal Ball is anything to point fingers towards a new PD then a new logo is fine with me!
  • GoodGuyWithACrappyJob - June 3, 2010 4 a.m.

    And change claims another. This change, ironically, only makes it very generic. Fascinating how company brains work... Change=Good -> Different=Unique Yet, even now they still don't add up...
  • coolgov - June 3, 2010 3:44 a.m.

    Before, I could easily identify Rareware was. Now, I won't be able to distinguish them from a company making iPod sleeves.
  • McAwesome73 - June 3, 2010 3:40 a.m.

    Sadness... Wow. What possessed them to go so drab?
  • Crimmy - June 3, 2010 2:54 a.m.

    Really Rare, you're dumping that awesome logo. Well, I'll never forget it.
  • masewindu - June 3, 2010 2:32 a.m.

    I think that the new logo reflects the way it's going. It's not the same company It once was, things change.
  • Tenfey - June 3, 2010 12:54 a.m.

    Should change their logo and name to Rare(ly makes good games anymore).

Showing 1-20 of 58 comments

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