Eidos from today has unveiled a new look and identity, aimed at re-branding itself and attaining a 'fresh, corporate image'. It seems Angel of Darkness did more harm than good. Ahem.
The new image includes a brand new logo (pictured left)
and the move as a whole seems not unlike the transformation that say... Rockstar Games undertook two years ago. Hmm.
Here is the CEO of Eidos, Mike McGarvey to explain their actions:
"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. It also reflects a company that is raising the quality bar and aiming for consistency across all disciplines."
"The old Eidos identity was designed 10 years ago for a video compression company - not with consumers in mind. The new logo has a sharp, streamlined and focused look that is aimed at the customer. There was no point in changing the style before having successfully changed the substance."
He then went on to say this:
"By embracing our new identity and mission - 'Committed to the Gameplay Experience' - Eidos will build a stronger brand and, in turn, a stronger business."
Right, like fancy new clothes will make up for poor quality software and lengthy game delays.