Square Enix

Games Publisher THQ Adopts New Logo

When it comes to video game publishing, there are successively fewer players. Digital distribution may be creating one or two new ‘publishers’ in the traditional sense, but for every ‘Valve’ there are a dozen box-based publishers going out of business because they can’t adapt quickly enough. Stability in the sector is in the hands of the first parties, the console makers: Sony, Nintendo and Microsoft. But as Nintendo seemed to be proving up until the release of the Wii, third-party support is still essential for a long-term business plan. Game publishing has seen a trend towards mergers, takeovers and consolidation in the decade. Electronic Arts remain massive, Activision even more so. Square-Enix grew from two Japanese developer-publishers into a single entity that merged with Eidos. And so on. Giants tend not to topple, so people remain concerned mainly about smaller houses like Take Two and THQ. In their slightly more perilous situation, THQ are leading that charge by re-branding their  Logo after the upheavals of the recession years. They wish to rebrand particularly after a period that saw them deal with layoffs and a significant, half billion dollar loss.

Even when changing its logo, THQ has a existing problem. The brand isn’t actually all the recognisable, and most people would be shocked to hear that ‘THQ’ stands for ‘Toy Head-Quarters’, a relic of the days when the brand made dolls and board games for properties like Home Alone. Calling video games ‘toys’ is something of an industry taboo nowadays, and it clashes with a future release plan that includes violent titles like ‘Saints Row 3′ and the speculative fiction title ‘Homefront’. In fact, the whole naming thing seems amusing when you consider that the ‘Play THQ’ spinoff are renowned for kid-friendly Pixar and Nickelodeon games. So, it’s an inevitable do over for THQ’s old Custom Logo Design, a serifed, monochrome digital style acronym in full ‘dynamic’ italicisation. The design really screams ‘nineties’ at you basically, and what little brand loyalty exists will weather the changes.

Is the latest logo design any better though? Here too, THQ seem to have just gone with a design that will date imminently. Emphasising regular widths in every aspect of the lettering, it’s a clean, uniform logo with a grey ‘TH’ and red ‘Q’. Some have suggested that the ‘Q’ is shaped like a question mark, but it’s difficult to tell why this would even be meaningful. The grey of the former is reminiscent of Nintendo’s logo since the middle of the decade. Citing ‘change innovation and creative growth’ for a ‘new THQ’, the logo also features tired rhetoric. With publishers like this labouring under industry conditions, such an unobjectionable yet completely forgettable logo is only going to harm a company.

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