Players cannot get sufficient of Treatment Leisure’s new brand By Ian Dean printed 14 April 23 Logos Lastly, a rebrand everybody likes.

6 months ago 3 min read

This is a uncommon factor nowadays, a rebrand everybody loves. After 20 years of getting the identical design, Treatment Leisure, the sport developer behind hit PS5 and Xbox video games Management and Alan Wake, has redesigned its brand, and followers love the outcomes. If that weren’t sufficient, there is a secret hidden in right here too.

After the disastrous HBO Max brand that stripped again the model to easily Max, it is easy to assume all mainstream rebrands are a multitude nowadays. In any case, Max is the identify of your mum’s boyfriend, not one in every of America’s largest streaming companies. For sport developer Treatment Leisure to rebrand after 20 years is an enormous step, however this signifies a break with the previous and celebrates the deft storytelling and innovation of right now’s Treatment.

The sport developer gained numerous plaudits for its final sport, Management, a dimension-shifting surrealist journey with an excellent visible model. The brand new brand embraces this facet of the studio; a visible id that represents the developer transferring forwards and experimenting with new concepts and artwork types.

The brand new Treatment brand has been designed to point out the developer is transferring forwards (Picture credit score: Treatment Leisure)

The brand new Treatment brand is constituted of three letter ‘R’s chopped and stitched collectively as if the letter itself is transferring; the curved proper aspect of the R is formed into an arrow and the factors of the character type additional arrows, pointing in new instructions.

On the Treatment weblog (opens in new tab) communications director Thomas Puha wrote: “We wish to create memorable worlds, tales, and characters so that you can expertise via our video games. We needed our new brand to replicate how we always evolve and proceed creating thrilling video games with the perfect folks. Nonetheless, it’s all nonetheless one Treatment the place brave creativity thrives. We hope you want the brand new look.”

Followers are pleased with the strategy, too. Author Ashley Esqueda (opens in new tab) took to Twitter to say, “Oh, this can be a GREAT new brand!” whereas artist Rowan (opens in new tab) wrote, “congrats guys you’re formally one million occasions cooler now”. My favorite is reserved for whoever writes the GOG.com Twitter (opens in new tab), as they easy typed: “you can say the previous brand scenario has been… remedied.”

Remedy logo; a R with a bullet design

The previous Treatment brand includes a hidden bullet designed into the letter ‘R’ – did you notice it? (Picture credit score: Treatment Leisure)

The brand new brand launched towards a wooded backdrop and teased a hidden message to followers. Together with Management, the horror sport Alan Wake has been an enormous hit, and the emblem’s backdrop references this 12 months’s sequel, Alan Wake 2.

The earlier Treatment Leisure brand additionally featured a hidden message, of kinds. The previous brand, used when Treatment was recognized for the Max Payne shooter collection, had a hidden bullet designed into the lifeless house of the letter R. I have been this brand for 20 years and have solely simply observed it.

We have been on a run not too long ago of poorly acquired brand rebrands, with the Nonetheless, the latest unattainable to learn Kia rebrand and Nokia’s transfer away from cellular getting followers of those manufacturers riled up. It is good, then, to discover a brand change met with pleasure and applause – I for one, love the brand new Treatment brand.

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