Frostbite, EA's graphics engine, renews its brand

Engine Frostbiteproperty of Electronic Arts, rreceive a makeover and a new identity for the brand. The previous logo was a handprint made up of splinter-like fragments. Now it is renewed with a new, more defined image, with a softer, lighter and minimalist tone. What EA previously defined as “an engine for exploring and applying proprietary technology to our own studios.” NOW

becomes, apart from the above“a collaborative innovation platform”.

Also promised “a renewed emphasis on partnership in partnership with our teams and our creators. » “Over the years, we have worked hand-in-hand with our studios to understand their development and technology needs. » “What we are doing is prioritizing changes that create more and better flexibility for innovation. This also means a positive experience for developers.

The meaning of the new Frostbite logo

Although the intention with Frostbite is to “unite and amplify” teams working with the business engine, there is freedom . Many studios owned by EA were free to use the engine of their choicethe clearest example is the saga Star Wars Jedi, Fallen Order or Survivorbecause both developed under Unreal engine. As EA points out, “it’s up to us to Frostbite“He is the main choice for our teams.”

As for the logo, they also talked about the most art istic part and its meaning. When the handprint was released, it was fractured. highlight the destruction of Battlefield

, title of the flag used by the engine. The change is because it’s now about “collaborative relationships that transform Frostbite from the inside out.”

“Built from consecutive and overlapping layers, our new handprint embodies how our teams learn from each other’s strengths. “They thus go beyond what is possible working alone. » “Each layer, like each element of Frostbite technology, is both a foundation and an innovation, allowing the layer above it to build a cohesive whole. »

The change of form, who opts for softer edges and the “softer forms” represent the company’s commitment to tackling the “harder aspects” of the engine. The company’s next big titles are in development in Frostbite, the upcoming Mass Effect, and Dragon Age Dreadwolf. From the Xbox area we will keep you informed of any updates in this regard, so be sure to visit our website.