The new identity has been in development for around 12 months now, with agencies Branded and Clinic working with the Warwickshire developer and publisher to create a new image that reflects the reinvigorated company.

The identity will be consumer-facing, with placements in-game and across Codemasters’ packaging and marketing materials.

“Codemasters has a very strong heritage in the UK market,” explained marketing director Nicky Hewitt. “But we felt that it was time to reinvigorate our image to reflect how the company has been reinvented since the arrival of Rod Cousens and our new management team.”

The new logo (seen on the cover of MCV this week) has been designed to be flexible to adapt to different executions, so it can be reproduced in 2D or 3D and in a variety of colour options.
“This is not just a corporate logo; it should reflect the ethos of what Codemasters is all about,” added Hewitt.

“If you look at something like MTV, their logo is constantly changing. And that’s where we’re looking. It’s quite a bold step, but we’re very excited about it.”

She added: “The identity can have different moods, depending on whether it is working or playing. When at work, such as in corporate literature, it is sophisticated, confident and business-like.

“However, when it is at play and being creative, on Codemasters packaging and marketing materials, it is out to have more fun, try new things and be enjoyed by everyone who might end up coming into contact with it.”

CEO Rod Cousens added: “The new Codemasters logo is bold and enigmatic and its introduction is a further milestone in the progress of the company. Much like our in-house talent, the new logo can flex its creative muscles. It doesn’t have a set colour; it may appear in a wide range of colour or tonal combinations.

“To that end, it’s a logo that always has an element of the maverick about it, something which reinforces the creativity and playfulness of Codemasters as a whole.”