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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

  • TheTygerfire - June 2, 2010 7:28 p.m.

    If they make more games that take me back to that special place in my heart they made with the N64 era, I don't care what the damned logo looks like.
  • Sunblast2099 - June 2, 2010 7:28 p.m.

    why would rare do such a thing....WHY....
  • Hydrohs - June 2, 2010 7:29 p.m.

    There was definitely nothing wrong with their old logo.
  • bluscorp - June 2, 2010 7:30 p.m.

    I also prefer the old one. But that said, its only a logo, i don't see the big deal.
  • PCG_Evan - June 2, 2010 7:30 p.m.

    Feels very modern and Euroooo, for better or worse. It's Helvetica, right? The same font as goddamned American Apparel? Ugh. But yeah, that weird gold badge thing felt dated.
  • tomthespesh - June 2, 2010 7:31 p.m.

    Why change WHHHYYY?!? The classic blue and gold IS Rare. The new one looks bad compared to everything not just against the old logo. :(
  • litrock - June 2, 2010 7:33 p.m.

    I like the new logo. It feels appropriately European in 2010. The old one reeked of overburdened 64 platformers. I just wish they'd put out a new game. Nuts and Bolts was a neglected gem of a game.
  • breener96 - June 2, 2010 7:34 p.m.

    Ewwwwwww! I used to love seeing the rare logo come onto the screen, but this will just be gay.
  • zigs - June 2, 2010 7:37 p.m.

    There's four distinct logos. Well, they're all indetical bar the coloured shape, which have four varieties: gold diamond, pink octagon, purple hexagon and a green circle. After seeing that, it makes me think that maybe they're separating into four sub-companies, or whatever. Like, in the same sort of way that EA has EA Play, EA Sports and EA Games, for example. So maybe, they will have a specific Natal division, a family game division, a division for more hardcore gamers and another doing something. If that makes sense. The logo is utterly shit and sterile, but I do think there's something behind the style, some big company changes they haven't announced yet.
  • MitchyD - June 2, 2010 7:39 p.m.

    What the hell? This looks like the logo to some crappy pharmaceutical company.
  • graboids - June 2, 2010 7:46 p.m.

    as someone who has designed corporate logos I think finding someone that likes this new logo would be... rare.
  • GamesRadarCheryll - June 2, 2010 7:46 p.m.

    The new logo, while sterile and lacking personality, is an improvement over that "Hey Mom, I just got Photoshop and check out how I can make shit shiny!" thing that was their previous logo. That partial R shape make the entire thing feel lopsided in a bad way, the RAREWARE looks like an afterthought (you know, in case you didn't get that that swoopy thing was part of an R) and that heavy gold frame screams 1990. Not to mention the textured blue looks like a prepackaged-desktop-wallpaper-from-Windows-95 background! Geez! All right, I'm done.
  • Tomsta666 - June 2, 2010 7:50 p.m.

    What's the problem? Companies re-brand themselves all the time. They've still kept the original logo is still there in spirit. If you ask me it looks cool, crisp and clean.
  • shadowarrior99 - June 2, 2010 7:51 p.m.

    I used to fantasize about Rare's logo, but not anymore. Cuz it died :(
  • theemporer - June 2, 2010 7:53 p.m.

    Rare is dead to me now.
  • Ensoul - June 2, 2010 7:56 p.m.

    I'm with zigs' thinking. Divisions abound! @GamesRadarCheryll Nostalgia may obviously having a strong hold on me but everything you stated is why the original is so great.
  • RebornKusabi - June 2, 2010 8:01 p.m.

    I frankly think the new logo is terrible but what do I know... I actually like Perfect Dark Zero >_>
  • bluscorp - June 2, 2010 8:17 p.m.

    I still don't see the problem. It's like if Rockstar changed there logo to a boulder under the stars or summit, yea it'd be a end of the era kind of thing, but I'd still love them.
  • Hurricrane - June 2, 2010 8:32 p.m.

    that caption completely sums up my feelings. That is one generic ass corporate logo
  • Amnesiac - June 2, 2010 8:37 p.m.

    Ech. More boring than watching manilla-colored grass grow.

Showing 1-20 of 58 comments

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