Long-time game developer and publisher Codemasters unveiled a new corporate identity today, that will be introduced across the company’s packaging and marketing materials.

The new identity was developed in association with leading strategic brand consultant Branded; the new logo and typeface were designed by Clinic, a creative communication specialist. The new design will be seen first on titles scheduled to ship in June, including Hospital Tycoon, Colin McRae: DiRT and Overlord.

“The new Codemasters logo is bold and enigmatic, and its introduction is a further milestone in the progress of the company,” said Codemasters CEO Rod Cousens. “Much like our in-house talent, the new logo can flex its creative muscles.”

“It doesn’t have a set color; it may appear in a wide range of color or tonal combinations,” he continued. To that end, it’s a logo that always has an element of the maverick about it.”

Founded in 1985, Codemasters began developing games primarily for the ZX Spectrum, but also produced titles for systems such as the Commodore 64, Atari 8-bit, Amstrad CPC, and then later the Commodore Amiga and Atari ST. More recently, Codemasters is best-known for its TOCA Racing series, the Colin McRae Rally series, and the Operation Flashpoint franchise.

Nicola Hewitt, marketing director at Codemasters, commented, “The identity can have different moods, depending on whether it is working or playing. When at work, such as corporate literature, it is very sophisticated, confident and businesslike. However, when it is at play and being creative, on packaging and marketing materials, it’s out to have more fun, try new things and to be enjoyed by everyone who comes into contact with it.”

Codemasters officials would not comment on how the new corporate identity would behave when it was feeling a bit down and moody.

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