Ubisoft unveils new "visual identity"

French publisher Ubisoft has announced a new rebranding initiative which sees the company adopting a new corporate logo and dropping the space from its name - all amidst a flurry of marketing nonsense, naturally.

The new "visual identity" for the company will be used as of today, and according to a statement from Ubisoft, the new emblem "symbolises, among other things, our forward-looking, energetic approach to business and our commitment to players around the world."

How exactly an animated logo which looks suspiciously like a trip down a plughole can convey that, while at the same time "reflecting the core strategy that has driven our growth all along" and making "a statement about our increasingly recognised position" is beyond us. That's why we're not marketing people, we suppose. Besides, we don't have ponytails.

Still, it's certainly nice that after years of insisting vociferously that journalists write the company's name as Ubi Soft, the company is apparently dropping the space and going with the altogether more sensible Ubisoft. We're not sure what forward-looking, market-leading, innovation-promoting synergistic things the lack of a space conveys, but we're sure they're fairly deep and meaningful.