Ubisoft unveiled a brand new logo today, bringing 14 years of that adorable purple swirl to a definite close. Its replacement logo, one Ubisoft describes as “minimalist, modern and monochromatic,” hasn’t escaped criticism given the atmosphere that is brewing around Ubisoft.

The logo itself is the fourth that Ubisoft has used in its 31 years of existence. The company shared some anecdotes about the old logos and put them on a nicely organized timeline.

The new swirl is an evolution of our existing logo that marks a new era for Ubisoft, one with an increased focus on live and digital games as well as a player-centric approach to creating immersive worlds.

It all started in 1986 with this rad design – a look inspired by the distinct visual style of the ’80s. At the time, Ubisoft was a local distributor of video games. Nine years later, Rayman was born and Ubisoft introduced the rainbow.

This marked the company’s shift from distributor to creator, and highlighted the fact that Ubisoft was creating mainly family-oriented content.

Ubisoft explained that the new logo helps redefine its place in the modern video game world.

Today, we create worlds – worlds that live as video games, comics, movies, TV shows, books, and amusement park rides. Our new logo is minimalist, modern and monochromatic.

With this new look, we proudly embrace our role as a creator of worlds. As we move toward the most exciting time of the year, E3, you will see this new emblem take on the colors and textures of our worlds.

You can’t look more like an empty shell than that!

Ubisoft is already under bombardment by a corporate entity looking to buy it out, and many fear that the Ubisoft who creates games that explode with life, such as Rayman Legends, Beyond Good & Evil, and even the charismatic Far Cry games, could be lost under the clout of heartless corporate takeover.

I’m not saying that the new logo is bad, but it doesn’t exactly have a lot of character to it. It has no color, in an age where color in games is making a comeback, and it looks like an empty seashell more than anything. When you talk about something being a shell of its former self, this logo perfectly captures that idiom in a single image.

It’s not the image you want to be giving gamers when they fear for your future.

Seriously, go back to that 80s logo! That seems more fitting of the trends gamers want to make these days, fun and bursting with character, rather than the inevitable path of corporate entertainment empires that many video game publishers are all but destined to follow.