Rebrand concept and design for the latest evolution of EA’s powerful, multi-platform game engine Frostbite. Frostbite is the preferred game engine used in most of EA’s AAA games, including the new FC24 and Madden24.
Retaining the heritage of the original hand iconography, the new look branding enhances the collaborative innovation behind the platform and the development of the players’ immersive and interactive experiences. The organic frosted layering symbolises the human-led and future-facing nature of the brand in-game engine technology, echoing the ethos and mission statement behind Frostbite: to empower creators to shape the future of gaming.
Clients: Frostbite Game Engine https://www.ea.com/frostbite
It is also the core piece of EA’s one-team strategy, which involves sharing technology between studios and creating a shared language for EA developers.We wanted the new hand logo to represent the connection point between the artist and the machine.
Our solution was to design a simple hand imprint on the computer screen made from precision optical lenses. The optical nuance of the curved lenses embodies the picture-making process and focuses on next-level technology. The brand idea allows for customisation and has been specifically designed for flexibility while retaining strong brand continuity and presence.