Electronic Arts introduces new logo, brand identity for Frostbite engine

Electronic Arts announced a new logo and brand identity for its Frostbite engine, one that’s representative of how the engine has “evolved as a platform for collaborative innovation.” “Frostbite is EA‘s state-of-the-art, multi-platform game engine powering many of our biggest franchises,” the company said. “It was built to explore, evolve and apply proprietary technology specifically with, and for, our game studios – demonstrating how the intersection of creativity and technology is driving the development of immersive player experiences, and shaping the future of interactive entertainment. Today, we’re excited to introduce a new logo and brand identity for Frostbite, one that’s representative of how the engine has evolved as a platform for collaborative innovation. This rebrand reflects who we are today and signals not just a visual shift for Frostbite, but a philosophical one, with a renewed focus on partnership with our teams and creators. Over the years, we’ve been working hand-in-hand with game teams across EA to understand their development and technology needs better, prioritizing changes that create more flexibility for innovation and a positive user experience for developers. Frostbite is developed specifically for EA and we are deeply invested in building the best tools and technology for our games. In this new era, our mission is to unite and amplify the expertise and efforts of every EA game team that uses Frostbite, adapting to their unique needs in the way only we can. EA game teams are free to develop on any engine they choose. It’s up to us to make Frostbite the best choice for our games.”