This one really looks like someone sat down with a vector editing program and said, " hey boss, this old logo is too hard to scale to new products. It gets old creating new raster files all the time. How about if I make a whole new logo as a vector SVG file? Then we don't have to hire an artist to redo the logo every time. We just grab this here file and voila!"
Ok, I know I'm reaching back a bit to reply to this, but I have some things to say here:
1) What does vector vs raster have to do with them putting the old logo on new products? It's not as if the print resolution of products keeps increasing.
2) Even if previous versions of the logo weren't, I can basically guarantee you the current "mythic orange" version of the old logo was done in vector software.
3) Why would they suddenly not have to hire an artist the next time they want to redesign the logo? Vectors aren't artist-defying magic.
4) SVG isn't used for vector work in print design, it's used for displaying vector graphics on the web. There is literally a 0% chance any internal artist or graphic designer working at Wizards would be using SVG as the format for their working files.
I get your point here, and you're free to have whatever opinion you want about the actual design of the logo, but it's in poor taste to be patronizing about industry work when you have no idea what you're talking about.
----------------
As far as the logo goes, I like the typefacing, I'm alright with the polished metal look, and I get going for something with more defined edges/shapes (it makes the logo stand out a lot more when you have to display it as a solid color, something the old logo doesn't lend itself especially well to). I don't even mind the admittedly kind of obnoxiously oversaturated Planeswalker symbol.
What bothers me is the balance here. The placement of "The Gathering" makes the whole thing feel bottom heavy, it makes the Planeswalker symbol look like it's sticking out at the top (despite actually being center-aligned with the word "Magic"), and it leaves a weird void at the bottom right that makes the whole thing feel completely off. I'm not asking for perfect symmetry, but some thought for balance in the logo would have gone a long way.
What bothers me about it even more is that the Magic Arena logo doesn't have this problem. I genuinely like that logo because, again, I'm OK with the other choices made here, and that logo has no balance issues. For that matter, neither did the old one. So why this one wound up being such a mess in that department is beyond me.
Does this new logo look like generic Microsoft Word crap? Yes. Does it ultimately matter? Not really. I have been playing since Revised and even though it is disappointing to see the old logo go away, I have survived every change in MtG for over 20 years. From 6th edition rules changes, to removing damage from the stack, to new borders, to split cards, you name it I have seen every cry baby the sky is falling I quit this game over exaggerated complaint ever. As long as the game itself is fine, that is what matters. MtG is a great game and no logo change however crappy it looks will stop me from playing. Yall need to get over it and move on.
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"People are the worst. The worst thing about music is that people play it." - Mike Patton
The only reason I still play Mtg is because of [a] nostalgia, [b] it is the most played cardboard cardgame out there. If they keep depreciating [a], some other game (b) will eventually kick them off their throne.
While I don't think it's anything spectacular, they know that enfranchised players are the least of their concerns with the design change. We're not their target audience; the younger ones playing Hearthstone, Pokemon, Yugioh, etc are the ones they seek out.
No veteran is gonna lose interest over a logo change. You'll play less (or quit) because of policy changes (like Reserved List), bannings, poor set/blocks, etc.
The only reason I still play Mtg is because of [a] nostalgia, [b] it is the most played cardboard cardgame out there. If they keep depreciating [a], some other game (b) will eventually kick them off their throne.
...I´m pretty sure a logo wont kill Magic
Exactly. That was my point in my post, a logo change won't kill MtG, but making the game bad could possibly make players stop playing.
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"People are the worst. The worst thing about music is that people play it." - Mike Patton
You sir are a gentleman and a scholar. I can't wait till I can play my bicycle land out, thus making me heckbent, while I have Nessie on the field. You know, so I can attack with my Pervert.
Another one of those ''Not a dealbreaker but makes the game just slightly worse'' decisions by Wotc. Gotta be careful not to make too many in a row though. However with their recent track record I'm not sure if this trend is going to stop.
They really think they are doing something good for the game.
Especially as they bank all their decisions on sale-numbers of recent sets.
If the sales go up, whatever they did in that time frame must for sure be good decisions (thats what they think at least).
----
They dont really care for the game itself, they just want to push as many changes as possible and see how far they can go without completely ruining the sales-numbers.
The moment sales drop, they will easily stop and change back, till numbers go up again.
If numbers decline, they just go and change whatever feels like changing and see what happens.
----
In the end, customers wont really buy more or less because a logo changes.
So no matter what, they will book this as a success, no matter what.
The game is called Magic. Magic is reminiscent of ancient and medieval times, which is why MTG planes aren't modern themes. Yet here is a logo replacing thematic text with (very poor quality) contemporary design which frankly clashes with the premise of the game.
Just a logo anyway I suppose. Make good products and it won't matter to me. Ixalan for example sold well regardless of logos. But it is awkward.
This hits the nail on the head for me. This doesn't feel anything like MTG. They are folding to Hearthstone style in every way. Change and evolution is good but not when you completely disregard your niche - that's when you lose yourself.
This one really looks like someone sat down with a vector editing program and said, " hey boss, this old logo is too hard to scale to new products. It gets old creating new raster files all the time. How about if I make a whole new logo as a vector SVG file? Then we don't have to hire an artist to redo the logo every time. We just grab this here file and voila!"
Ok, I know I'm reaching back a bit to reply to this, but I have some things to say here:
1) What does vector vs raster have to do with them putting the old logo on new products? It's not as if the print resolution of products keeps increasing.
2) Even if previous versions of the logo weren't, I can basically guarantee you the current "mythic orange" version of the old logo was done in vector software.
3) Why would they suddenly not have to hire an artist the next time they want to redesign the logo? Vectors aren't artist-defying magic.
4) SVG isn't used for vector work in print design, it's used for displaying vector graphics on the web. There is literally a 0% chance any internal artist or graphic designer working at Wizards would be using SVG as the format for their working files.
I get your point here, and you're free to have whatever opinion you want about the actual design of the logo, but it's in poor taste to be patronizing about industry work when you have no idea what you're talking about.
We can make it fair. Want to be patronizing of my industry? Feel free. My job is to prevent disasters.
The entire post is patronizing, that was the whole point. I don't think anyone believes that I actually think what I described was the whole process.
What I actually do believe is this is roughly on par with the new Pepsi logo. It's not New Coke, that ship already sailed. So WotC is effectively setting sail and throwing up a new Jolly Roger.
I don't get why wotc is so eager to make its audience forget that the game has more than 20 years of history
I actually believe that they'd feel genuinely accomplished if they could just erase the first 15 years of magic. Tons of broken cards, the reserved list, rules changes, all the old art that's considered outdated, disgusting or just outright offensive nowadays, yeah, they'd have reasons.
Speaking of art, this new logo is actually quite the ironic embodiment of todays magic art: it's bland, forgettable and without any charm or soul.
I'm SO SICK of the "too strong for Standard" argument. It's the new "Dies to removal". We can have a two mana 4/4 with a zillion abilities, but we can't just have Accumulated Knowledge. Makes sense.
Boy these reactions sound a lot like when they updated to the modern card frame 15 years ago. You'll get used to it guys, I promise.
i never got used to it and hate the new frame until today. sure the old one wasnt perfect and i wouldnt mind a rework, but the new one is just a generic mess. like the new logo. but i dont care about magic anymore anyway. the game has lost its soul years ago.
I don't like it much either. I don't know what exactly it evokes, but it's certainly not a game - it looks more like someone's attempt in college to design their own business card for a class project.
It's ironic to the highest degree that Wizards wants to kick off it's return to its oldest and most storied setting by destroying its old iconic logo.
You know what really would have gotten players excited? If to commemorate the return to Dominaria, Wizards put all of the new Dominaria product in packaging that is meant to evoke the old school packaging. If they printed all cards from the set in the classic card frame. That'd be cool. You know what's not cool? Doing things so one asked for.
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It's ironic to the highest degree that Wizards wants to kick off it's return to its oldest and most storied setting by destroying its old iconic logo.
You know what really would have gotten players excited? If to commemorate the return to Dominaria, Wizards put all of the new Dominaria product in packaging that is meant to evoke the old school packaging. If they printed all cards from the set in the classic card frame. That'd be cool. You know what's not cool? Doing things so one asked for.
At the very least, they could've made all the packaging old-school. Used the original blue logo. Put Hurloon Minotaur's art on the booster boxes. Something retro like that.
At the very least, they could've made all the packaging old-school. Used the original blue logo. Put Hurloon Minotaur's art on the booster boxes. Something retro like that.
Okay, I get nostalgia's a thing and all, but I'll be the first to say that would look ugly as hell. I have no interest in moving backwards, especially with aesthetics. Classic MTG is a nice piece of the game's history, but I'm not alone in thinking the direction it's going in now is (while maybe not the BEST direction) an improvement.
That said, I also understand the gripes behind the modern look. It's generic, bland, and kinda non-committal to the fantasy genre. The unfortunate truth is that this look is the easiest solution to the problem of having to represent a much wider range of fictional possibilities. Magic isn't just about wizards casting spells and knights slaying dragons anymore. It's trying to reflect so many different cultures that they kinda have to be middle-of-the-road. I don't think a redesign of the logo is entirely necessary, but it's indicative of the direction they want to continue moving in. It's a good business decision.
In the end, I don't think it will really affect the product all that much. It's more just a peak into where they want to go with the game (or a clarified view of where they have been going for the past few years), which I think will be helpful overall. Better to set the right expectation for potential customers before they get into it than to adhere too much to what older players got used to a long time ago.
At the very least, they could've made all the packaging old-school. Used the original blue logo. Put Hurloon Minotaur's art on the booster boxes. Something retro like that.
Okay, I get nostalgia's a thing and all, but I'll be the first to say that would look ugly as hell. I have no interest in moving backwards, especially with aesthetics. Classic MTG is a nice piece of the game's history, but I'm not alone in thinking the direction it's going in now is (while maybe not the BEST direction) an improvement.
That's a fair statement. I was just spitballing ideas. And I wasn't suggesting a permanent change, just a one-time gimmick for older fans.
And you shouldn't underestimate nostalgia. It's a powerful thing when harnessed correctly, and plenty of franchises have lasted far longer thanks to nostalgia. An intelligent marketer knows when to harness nostalgia.
That said, I also understand the gripes behind the modern look. It's generic, bland, and kinda non-committal to the fantasy genre. The unfortunate truth is that this look is the easiest solution to the problem of having to represent a much wider range of fictional possibilities. Magic isn't just about wizards casting spells and knights slaying dragons anymore. It's trying to reflect so many different cultures that they kinda have to be middle-of-the-road. I don't think a redesign of the logo is entirely necessary, but it's indicative of the direction they want to continue moving in. It's a good business decision.
Except it is still about wizards casting spells and knights slaying dragons. Just with different robes on the wizards, and the knights are sometimes warriors instead, and the dragons get palette swapped. Even Kaladesh, the kinda-steampunk setting, leans more towards high fantasy than the retro sci-fi aesthetic normally associated with the genre. WotC themselves admitted it's more "aetherpunk" than "steampunk". The chrome logo would make more sense if WotC was willing to do modern or futuristic settings, but so long as we keep getting a million different settings that are just MtG's twist on real-world mythology, then the mystical font of the old logo works just fine.
And even ignoring all that, even if a new logo is needed to avoid stylistically clashing with Magic's varied settings, I'm 100% unconvinced that something this generic is the best way of doing that.
In the end, I don't think it will really affect the product all that much. It's more just a peak into where they want to go with the game (or a clarified view of where they have been going for the past few years), which I think will be helpful overall. Better to set the right expectation for potential customers before they get into it than to adhere too much to what older players got used to a long time ago.
It's also a peek into the thought process of the art department. Take that for what you will.
Me and my friends use plenty of this. Thank god they are with the old logo. Imagine how ugly they would be with this new logo.
I mean, yeah, the new logo won't look good on a grey background, but the old/current logo looks hideous on yellow and orange backgrounds, too. I'm still trying to parse real issues with the new logo apart from the general kneejerk reactions that changes of any quality receive, but I'm sure that "looks bad on a same-color background" falls into the latter category.
Looks sleek and professional. Too bad this a fantasy card game and not Goldman Sachs. I suppose it looks good, but it lacks the character that the first few had. Going through the article on the mothership was almost heartbreaking. I'll try to stay open, but I am not a fan.
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Honestly, I hadn't read the article before commenting on this change in my earlier post. Now that I have read the article, I find this change even more troubling.
This change isn't about the logo. It's about the direction of the brand and the product that will follow. THAT is what scares me.
From the article:
a gap opened between what is true about the brand and what is represented on its "banner"—the brand logo. Last year we felt that gap widening, so we set out to close it, committing ourselves to designing a new logo that respects our rich history while amplifying the qualities that make the brand strong going forward...
In what way at all, does this new logo respect the rich history? There is absolutely nothing indicative of the history here. The text is the NEW font, the Planeswalker symbol is now the focus and that is NEW, the chrome color identify represents something NEW. They even left the oversized "M" out of the design. The only things this logo has in common with the original identity are the characters that spell out Magic the Gathering.
...1993, the brand and its banner were very much in sync. Magic began as a card game with eclectic, traditional fantasy visuals and a hand-drawn logo to match.
This leads me to believe that eclectic, traditional fantasy is no longer part of the worlds they want to build...that saddens me because THAT is what separates this game from the competitors.
...In 1999, the logo had its first update: a tighter and more vibrant version of the high-fantasy original.
The design, still recognizable, goes through a color change and a slight update to the border of the text. Still aiming for a careful continuation of the brand identity
...It was solidifying new and ownable brand territory— building up the mystique of its enduring characters and worlds, all delivered with world-class art and a modern fantasy aesthetic. In 2015, the logo was refreshed again, this time to reflect an evolved visual fit and finish, and to adopt a new brand element that signals excitement and power: the color "Mythic Orange."
Evolution was still achieved even while shifting to a modern fantasy aesthetic...there is still some semblance of the brand's roots here despite many, many changes to the game.
In a number of ways, it didn't zero in close enough to the brand's modern fantasy core. Magic's visuals draw inspiration from many cultures and wonders from our world, as well as from wild imagination, reaching well beyond the medieval high-fantasy aesthetic from which the original logo was drawn. Additionally, Magic was centering itself around ownable features like Planeswalkers and high-concept worlds—the building blocks of a brand that can see itself not only as a game, but as an entertainment property.
Every iteration of the brand logo for the last 25 years has kept ties to it's heritage...until now.
Here is where they lose me because they seem to be describing the fact that they have lost themselves. They've ditched their core identity in an attempt to appeal to more cultures and more products rather than focusing on the game itself. I believe they are in danger of spreading themselves too thin and thus losing their ability to appeal to enfranchised players while not having enough of a unique characteristics to standout to new players.
This isn't about the logo for the sake of a logo, just as the article explains - it's about their direction as a brand. The logo does it's job perfectly. However, what it represents is not a move in a positive direction in my opinion. They have forsaken their heritage and frankly, that's really what this game has going for it more than anything. I believe that is why the return to Dominaria is so exciting for people.
Honestly, I hadn't read the article before commenting on this change in my earlier post. Now that I have read the article, I find this change even more troubling.
This change isn't about the logo. It's about the direction of the brand and the product that will follow. THAT is what scares me.
From the article:
a gap opened between what is true about the brand and what is represented on its "banner"—the brand logo. Last year we felt that gap widening, so we set out to close it, committing ourselves to designing a new logo that respects our rich history while amplifying the qualities that make the brand strong going forward...
In what way at all, does this new logo respect the rich history? There is absolutely nothing indicative of the history here. The text is the NEW font, the Planeswalker symbol is now the focus and that is NEW, the chrome color identify represents something NEW. They even left the oversized "M" out of the design. The only things this logo has in common with the original identity are the characters that spell out Magic the Gathering.
...1993, the brand and its banner were very much in sync. Magic began as a card game with eclectic, traditional fantasy visuals and a hand-drawn logo to match.
This leads me to believe that eclectic, traditional fantasy is no longer part of the worlds they want to build...that saddens me because THAT is what separates this game from the competitors.
...In 1999, the logo had its first update: a tighter and more vibrant version of the high-fantasy original.
The design, still recognizable, goes through a color change and a slight update to the border of the text. Still aiming for a careful continuation of the brand identity
...It was solidifying new and ownable brand territory— building up the mystique of its enduring characters and worlds, all delivered with world-class art and a modern fantasy aesthetic. In 2015, the logo was refreshed again, this time to reflect an evolved visual fit and finish, and to adopt a new brand element that signals excitement and power: the color "Mythic Orange."
Evolution was still achieved even while shifting to a modern fantasy aesthetic...there is still some semblance of the brand's roots here despite many, many changes to the game.
In a number of ways, it didn't zero in close enough to the brand's modern fantasy core. Magic's visuals draw inspiration from many cultures and wonders from our world, as well as from wild imagination, reaching well beyond the medieval high-fantasy aesthetic from which the original logo was drawn. Additionally, Magic was centering itself around ownable features like Planeswalkers and high-concept worlds—the building blocks of a brand that can see itself not only as a game, but as an entertainment property.
Every iteration of the brand logo for the last 25 years has kept ties to it's heritage...until now.
Here is where they lose me because they seem to be describing the fact that they have lost themselves. They've ditched their core identity in an attempt to appeal to more cultures and more products rather than focusing on the game itself. I believe they are in danger of spreading themselves too thin and thus losing their ability to appeal to enfranchised players while not having enough of a unique characteristics to standout to new players.
This isn't about the logo for the sake of a logo, just as the article explains - it's about their direction as a brand. The logo does it's job perfectly. However, what it represents is not a move in a positive direction in my opinion. They have forsaken their heritage and frankly, that's really what this game has going for it more than anything. I believe that is why the return to Dominaria is so exciting for people.
Try taking it a step further. What's on every single box of Magic regardless of the language?
Now if you look at the new logo, how does that apply?
Try Googling McDonald's in say... Russia. China. Japan. UAE is interesting.
How about FedEx? I didn't even know they had a logo until I saw it written out in a different language.
Coca-Cola has some very interesting ones. I guess the red can or bottle itself is the logo?
Up until I read your post, I think Magic: the gathering was the brand. Just like Google is the brand regardless of the country. But now, I think Hasbro wants to localize the brand. So it's not Magic the Gathering but the Planeswalker symbol and... whatever language MtG translates to.
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1) What does vector vs raster have to do with them putting the old logo on new products? It's not as if the print resolution of products keeps increasing.
2) Even if previous versions of the logo weren't, I can basically guarantee you the current "mythic orange" version of the old logo was done in vector software.
3) Why would they suddenly not have to hire an artist the next time they want to redesign the logo? Vectors aren't artist-defying magic.
4) SVG isn't used for vector work in print design, it's used for displaying vector graphics on the web. There is literally a 0% chance any internal artist or graphic designer working at Wizards would be using SVG as the format for their working files.
I get your point here, and you're free to have whatever opinion you want about the actual design of the logo, but it's in poor taste to be patronizing about industry work when you have no idea what you're talking about.
----------------
As far as the logo goes, I like the typefacing, I'm alright with the polished metal look, and I get going for something with more defined edges/shapes (it makes the logo stand out a lot more when you have to display it as a solid color, something the old logo doesn't lend itself especially well to). I don't even mind the admittedly kind of obnoxiously oversaturated Planeswalker symbol.
What bothers me is the balance here. The placement of "The Gathering" makes the whole thing feel bottom heavy, it makes the Planeswalker symbol look like it's sticking out at the top (despite actually being center-aligned with the word "Magic"), and it leaves a weird void at the bottom right that makes the whole thing feel completely off. I'm not asking for perfect symmetry, but some thought for balance in the logo would have gone a long way.
What bothers me about it even more is that the Magic Arena logo doesn't have this problem. I genuinely like that logo because, again, I'm OK with the other choices made here, and that logo has no balance issues. For that matter, neither did the old one. So why this one wound up being such a mess in that department is beyond me.
...I´m pretty sure a logo wont kill Magic
No veteran is gonna lose interest over a logo change. You'll play less (or quit) because of policy changes (like Reserved List), bannings, poor set/blocks, etc.
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Better!! it's better without the planeswalker icon attached to it.
Exactly. That was my point in my post, a logo change won't kill MtG, but making the game bad could possibly make players stop playing.
They really think they are doing something good for the game.
Especially as they bank all their decisions on sale-numbers of recent sets.
If the sales go up, whatever they did in that time frame must for sure be good decisions (thats what they think at least).
----
They dont really care for the game itself, they just want to push as many changes as possible and see how far they can go without completely ruining the sales-numbers.
The moment sales drop, they will easily stop and change back, till numbers go up again.
If numbers decline, they just go and change whatever feels like changing and see what happens.
----
In the end, customers wont really buy more or less because a logo changes.
So no matter what, they will book this as a success, no matter what.
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This hits the nail on the head for me. This doesn't feel anything like MTG. They are folding to Hearthstone style in every way. Change and evolution is good but not when you completely disregard your niche - that's when you lose yourself.
We can make it fair. Want to be patronizing of my industry? Feel free. My job is to prevent disasters.
The entire post is patronizing, that was the whole point. I don't think anyone believes that I actually think what I described was the whole process.
What I actually do believe is this is roughly on par with the new Pepsi logo. It's not New Coke, that ship already sailed. So WotC is effectively setting sail and throwing up a new Jolly Roger.
I actually believe that they'd feel genuinely accomplished if they could just erase the first 15 years of magic. Tons of broken cards, the reserved list, rules changes, all the old art that's considered outdated, disgusting or just outright offensive nowadays, yeah, they'd have reasons.
Speaking of art, this new logo is actually quite the ironic embodiment of todays magic art: it's bland, forgettable and without any charm or soul.
i never got used to it and hate the new frame until today. sure the old one wasnt perfect and i wouldnt mind a rework, but the new one is just a generic mess. like the new logo. but i dont care about magic anymore anyway. the game has lost its soul years ago.
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You know what really would have gotten players excited? If to commemorate the return to Dominaria, Wizards put all of the new Dominaria product in packaging that is meant to evoke the old school packaging. If they printed all cards from the set in the classic card frame. That'd be cool. You know what's not cool? Doing things so one asked for.
-Chandra Nalaar
That said, I also understand the gripes behind the modern look. It's generic, bland, and kinda non-committal to the fantasy genre. The unfortunate truth is that this look is the easiest solution to the problem of having to represent a much wider range of fictional possibilities. Magic isn't just about wizards casting spells and knights slaying dragons anymore. It's trying to reflect so many different cultures that they kinda have to be middle-of-the-road. I don't think a redesign of the logo is entirely necessary, but it's indicative of the direction they want to continue moving in. It's a good business decision.
In the end, I don't think it will really affect the product all that much. It's more just a peak into where they want to go with the game (or a clarified view of where they have been going for the past few years), which I think will be helpful overall. Better to set the right expectation for potential customers before they get into it than to adhere too much to what older players got used to a long time ago.
And you shouldn't underestimate nostalgia. It's a powerful thing when harnessed correctly, and plenty of franchises have lasted far longer thanks to nostalgia. An intelligent marketer knows when to harness nostalgia.
Except it is still about wizards casting spells and knights slaying dragons. Just with different robes on the wizards, and the knights are sometimes warriors instead, and the dragons get palette swapped. Even Kaladesh, the kinda-steampunk setting, leans more towards high fantasy than the retro sci-fi aesthetic normally associated with the genre. WotC themselves admitted it's more "aetherpunk" than "steampunk". The chrome logo would make more sense if WotC was willing to do modern or futuristic settings, but so long as we keep getting a million different settings that are just MtG's twist on real-world mythology, then the mystical font of the old logo works just fine.
And even ignoring all that, even if a new logo is needed to avoid stylistically clashing with Magic's varied settings, I'm 100% unconvinced that something this generic is the best way of doing that.
It's also a peek into the thought process of the art department. Take that for what you will.
I mean, yeah, the new logo won't look good on a grey background, but the old/current logo looks hideous on yellow and orange backgrounds, too. I'm still trying to parse real issues with the new logo apart from the general kneejerk reactions that changes of any quality receive, but I'm sure that "looks bad on a same-color background" falls into the latter category.
EDH Decks
UWB Oloro, Ageless Ascetic's spring of life
RUG Animar, Soul of the Elements and friends... lots of them
WBG Karador king of two worlds (value and attrition)
WRKalemne's Angels
BRUG Yidris's Wild Party
UWBR Breya's Terrifying Tinker Toys
UBR The Pretender
BWTokens
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BWGUSeance Insanity
URUR Bloo
This change isn't about the logo. It's about the direction of the brand and the product that will follow. THAT is what scares me.
From the article:
In what way at all, does this new logo respect the rich history? There is absolutely nothing indicative of the history here. The text is the NEW font, the Planeswalker symbol is now the focus and that is NEW, the chrome color identify represents something NEW. They even left the oversized "M" out of the design. The only things this logo has in common with the original identity are the characters that spell out Magic the Gathering.
This leads me to believe that eclectic, traditional fantasy is no longer part of the worlds they want to build...that saddens me because THAT is what separates this game from the competitors.
The design, still recognizable, goes through a color change and a slight update to the border of the text. Still aiming for a careful continuation of the brand identity
Evolution was still achieved even while shifting to a modern fantasy aesthetic...there is still some semblance of the brand's roots here despite many, many changes to the game.
Every iteration of the brand logo for the last 25 years has kept ties to it's heritage...until now.
Here is where they lose me because they seem to be describing the fact that they have lost themselves. They've ditched their core identity in an attempt to appeal to more cultures and more products rather than focusing on the game itself. I believe they are in danger of spreading themselves too thin and thus losing their ability to appeal to enfranchised players while not having enough of a unique characteristics to standout to new players.
This isn't about the logo for the sake of a logo, just as the article explains - it's about their direction as a brand. The logo does it's job perfectly. However, what it represents is not a move in a positive direction in my opinion. They have forsaken their heritage and frankly, that's really what this game has going for it more than anything. I believe that is why the return to Dominaria is so exciting for people.
Try taking it a step further. What's on every single box of Magic regardless of the language?
Now if you look at the new logo, how does that apply?
Try Googling McDonald's in say... Russia. China. Japan. UAE is interesting.
How about FedEx? I didn't even know they had a logo until I saw it written out in a different language.
Coca-Cola has some very interesting ones. I guess the red can or bottle itself is the logo?
Up until I read your post, I think Magic: the gathering was the brand. Just like Google is the brand regardless of the country. But now, I think Hasbro wants to localize the brand. So it's not Magic the Gathering but the Planeswalker symbol and... whatever language MtG translates to.