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Rare's Gold Logo Gets a Facelift

It will be missed. Probably.

Rare's signature "R," that upside-down sock with a chunk taken out of the heel, will no longer be the biggest part of the British developer's logo. Rare has rebranded, its old-school logo overhauled, giving off a fresh, cool, and simplistic vibe probably characteristic of what we'll see from the creator in a post-Natal world. 
 
The switch also reminds that Rare is still around. Its last two big console releases, Viva Pinata: Trouble in Paradise and Banjo-Kazooie: Nuts and Bolts, while well received, didn't fair well financially.

According to the press release, Rare believes "the timing is perfect" to show off its new look. This summer will mark the 25th anniversary of the developer, after all. "Both Rare and the games industry have seen massive changes over the past 25 years," studio head Mark Betteridge said in a statement, "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 head, 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!" 
 
Over the last 25 years, Rare has released a serious amount of games. Rare was responsible for Jordan vs. Bird: One on One and the NES port of NARC. It also handled or created a bunch of franchises including Battletoads, Killer Instinct, Donkey Kong Country, Banjo, Perfect Dark, and Viva Pinata. Rare made us tape cardboard onto our televisions to prevent Goldeneye 007 screen peeking, and got us scratching our heads over Conker's Bad Fur Day.

The new logos  (via Develop) are forward thinking, for sure. My gut tells me it's okay to like 'em. My gut also told me that Alpha Protocol was flat out going to rock, too. I don't know if I like my gut anymore. 
    
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Posted by BradNicholson
Rare's signature "R," that upside-down sock with a chunk taken out of the heel, will no longer be the biggest part of the British developer's logo. Rare has rebranded, its old-school logo overhauled, giving off a fresh, cool, and simplistic vibe probably characteristic of what we'll see from the creator in a post-Natal world. 
 
The switch also reminds that Rare is still around. Its last two big console releases, Viva Pinata: Trouble in Paradise and Banjo-Kazooie: Nuts and Bolts, while well received, didn't fair well financially.

According to the press release, Rare believes "the timing is perfect" to show off its new look. This summer will mark the 25th anniversary of the developer, after all. "Both Rare and the games industry have seen massive changes over the past 25 years," studio head Mark Betteridge said in a statement, "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 head, 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!" 
 
Over the last 25 years, Rare has released a serious amount of games. Rare was responsible for Jordan vs. Bird: One on One and the NES port of NARC. It also handled or created a bunch of franchises including Battletoads, Killer Instinct, Donkey Kong Country, Banjo, Perfect Dark, and Viva Pinata. Rare made us tape cardboard onto our televisions to prevent Goldeneye 007 screen peeking, and got us scratching our heads over Conker's Bad Fur Day.

The new logos  (via Develop) are forward thinking, for sure. My gut tells me it's okay to like 'em. My gut also told me that Alpha Protocol was flat out going to rock, too. I don't know if I like my gut anymore. 
    
Posted by JacDG

It's boring

Posted by dbz1995

It doesn't look as...Donkey Kong.

Posted by chogi

more blood!

Posted by Regal

Looks like Rare is opening up a pharmaceutical branch or something. 

Posted by Swaboo

dumb?

Posted by lordofultima

looks sleek, I like it.

Posted by Tebbit

I really like the look of it. It's fresh, yet reminiscent. Although it also looks like one step towards Rare becoming the Psygnosis > Studio Liverpool of Microsoft.

Edited by Toxin066

Their logo could be a George Washington beating a hooker with a salami and I still wouldn't care. I just want them to pump out games.
 
Edit: Good games.

Posted by Jayross

Its nice. 
 
And as the article points out, Rare will be changing quite a bit. Let's see what they have for Natal.

Posted by CodeMcK

You know, they probably payed some brilliant marketing designer $10,000 to come up with those logos...

Posted by TooWalrus

I liked the old logo, but at least it's incorporated into these new ones. I can see myself growing into it, I just can't wait for the next Banjo or Pinata game.

Posted by TheYear20XX

I dig it. I'd love to see Rare come back in a big way.

Posted by aurahack
@CodeMcK: I wish company logo design payed $10,000 each job. I could afford to buy a car o.O
Posted by skrutop

*sharp intake of breath*      *yawn*

Posted by Insectecutor
@CodeMcK said:
" You know, they probably payed some brilliant marketing designer $10,000 to come up with those logos... "
"I thought about Rare and I thought what is Rare? Gems are Rare. That's how I came up with the Rare Gem Suite. Then I asked for £150,000."
Posted by Pie

So this means that there doing a lot with natal right? 
Are they gonna release the "wave sports"?

Posted by Dany

They made the wrong move, it should have been a triangle.

Posted by Hot_Karl

It looks like a public relations company logo now. 

Posted by JJOR64

Not bad.

Posted by Willy105

I don't like it.
 
It looks generic.
 
Rare is not generic, it's rare.
 
GET A BETTER LOGO.

Posted by WinterSnowblind
@VinceNotVance said:
" It looks like a public relations company logo now.  "
Exactly.  As a graphic designer, to me this screams them trying to turn their image into more of a proffesional style image that will appeal more to casual based, non gamers.  Perhaps I'm jumping to conclusions, but I don't think it's a coincidence they've done this just before the launch of Natal, which they're heavily involved in.
 
Although if this leads to a redesign of their website, I'm all for it.  That thing is a fossil.
Posted by dezvous

Go go gadget Typography!

Posted by Gizmo

Slow news week, eh?

Posted by metalsnakezero

Not liking the new look only because the letters are pretty standard, which is a bad thing since Rare is suppose to be a outstanding company. 

Posted by harrypmgaga

It's funny how Rare are all "Microsoft" now, but the orange diamond reminds me of SCE's orange diamond.

Posted by Jayzilla

If you haven't played nut and bolts then you dont know how capable rare still is of making games of the highest caliber. There new logo does nothing to back me up on that though.

Posted by teh_destroyer

I could probably make a better logo with Paint :/

Posted by Olivaw

Minimalist logos are the future, people. GET ON THE TROLLEY.

Posted by mosdl
@Tebbit said:

" I really like the look of it. It's fresh, yet reminiscent. Although it also looks like one step towards Rare becoming the Psygnosis > Studio Liverpool of Microsoft. "

Oh to lament the old days of Psygnosis - Lemmings, Destruction Derby (need ps3 version!)
Posted by Milkman

The logo looks alright. Now make a new Viva Pinata.

Online
Edited by Chocobo_Blitzer

Well it's not very lustrous.... fitting, I suppose.

Posted by Hockeymask27
@dbz1995 said:
" It doesn't look as...Donkey Kong. "
Yep as soon I saw the words rare and Logo.  
Dk2 rare opening poped into my head. 
Posted by Kralle

Retarded logo - give us KILLER INSTINCT

Posted by Detrian

Those logos are so shit it hurts. Nothing attracts you eyes, nothing is appealing.
 
Fitting for such an useless company I guess.

Posted by Tregard

I'm like the only person who likes this

Posted by 88Fingers

I hope they are going to announce a new game at E3.
Give me Perfect Dark 2 or a new Conker game and I'll be happy.
go RARE !

Posted by PapaLazarou

Old look is better.

Posted by HandsomeDead

Nice modern logo for a boring, relic of a company. Let's hope this is a sign that they're getting with the times.

Posted by Jolt92

Wow. So boring.

Should have sticked with the old one.

Posted by grugvoth

This should be the logo they bring back :-) (showing my age slightly but they ruled even more in those days than they did in the NES to N64 eras).
Posted by clubsandwich

looks meh to me.

Edited by EthanML

I don't get why there are different colours/versions?

Posted by patrick
@Tregard said:
" I'm like the only person who likes this "
Don't worry, it's just cool to hate new things.
Posted by MisterMouse

I Like the new logo it is nice.

Posted by TheGreatGuero

I don't like it so much, but I'm glad they haven't abandoned the old logo entirely. It's still there in its shape.

Posted by olrak

Killer Instinct 3?

Posted by Camurai

I like it. It looks businessy but I can imagine seeing it fade into view on my TV in glorious HD. 

Posted by Soapy86

   
Nothing will ever beat this. 

Posted by spartan1017

so, which will be announced at e3 (with natal support), perfect dark 2 or killer instinct?

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