Eidos rebrands with new corporate identity

Publisher Eidos has changed its logo and branding, effective from today, in a move which the company claims "marks the success of a turnaround programme and the beginning of a new era". Crikey

The main element of this new rebranding is a new logo, which you can see gracing this very story in all its pointy purple glory. The company also has a new mission statement tagline thing, "Committed to the Gameplay Experience".

The old Eidos logo was originally designed ten years ago for a video compression company, so the publisher obviously felt that it wasn't terribly relevant to a modern video game company any more.

"The new look marks the success of a turnaround programme and the beginning of a new era to underline our commitment and ability to deliver great games," gushed CEO Mike McGarvey. "It also reflects a company that is raising the quality bar and aiming for consistency across all disciplines."

At least it's not all hot air, we suppose - Eidos has indeed responded strongly to the massive criticism faced by Tomb Raider: Angel of Darkness and the past few weeks have seen Core managing director Jeremy Heath-Smith clearing out his desk, and the Tomb Raider franchise itself being transferred to Crystal Dynamics in the USA. We're not sure we'd describe Eidos as a company that is "raising the quality bar" just yet, but at least it's making steps in the right direction.