Electronic Arts’ Frostbite logo and videogame engine gets a rebrand
Electronic Arts (EA) has recently revealed a rebranding of its Frostbite logo and engine, with their development teams now having the liberty to explore and select alternative game engines for any of their future projects moving forward.
In their announcement, they emphasized on this new approach, explaining that their intentions are to now prioritize enabling their teams to work with the engine that best aligns with their needs and makes the most sense for their projects, a clear deviation from their prior policies.
Frostbite, initially created by DICE for the Battlefield series, gradually found its way to other EA-owned studios. Its application extended to various projects over many years, including the Dead Space remake this year and the assortment of annual sports franchises under EA’s umbrella.
The newly unveiled Frostbite engine logo bears a distinctive human handprint design, a notable departure from their previous hand logo designs, with a very innate human touch. Described in the announcement as a fusion of interwoven layers, it symbolizes collaborative relationships nurturing Frostbite’s ongoing evolution.
According to EA, the aim is to empower their studios, allowing them to always prioritize what they need in whatever direction they head towards, with them hoping that at some point Frostbite becomes the optimal choice for their studios, as their in-house engine keeps improving over time.
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