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THQ has a new logo. Wow.

Look at it, sitting up there like it owns the place. That’s THQ’s new logo, apparently designed to “epitomise the change, innovation and creative growth that are the cornerstones of the new THQ,” or so says Brian Farrell, THQ President and CEO. “By developing triple-A, innovative, original intellectual properties, attracting the top talent in the industry, and placing that talent first, THQ continues to redefine itself. This new logo seeks to capture that change and make it tangible.”

Allow us to take on the persona of the internet for a short moment: “Whatever, Farrell. This logo is obviously awful. Where’s the upper-left portion of the ‘H’? Is is supposed to slot into the ‘T’ like a jigsaw of some sort? Or is it suposed to be a lower-case ‘h’? In which case it’s backwards. And it looks like a chair. And what’s with that ‘Q’? It looks like something from Wipeout. Why’s it a different colour to the rest of the logo? Why’s it look so out of place? It looks like a bit of alphabet spaghetti that’s beginning to fall apart. Stop trying to be so cool THQ. Your logo stands for Toy Headquarters. That doesn’t even mean anything any more!”

Ugh. *Shudders*. That was…horribe. Now allow me to be sensible about the whole affair. It’s just a logo, a corporate front, and in actuality means very little. It certainly looks a lot cleaner and more refined than the old logo, which is nasty and tacky in comparison. But that’s neither here nor there. What’s important isn’t the logo itself, but what the logo represents. It’s the games and THQ’s new approach to the industry that’s really interesting. THQ’s strategy currently includes a portfolio of new IPs (Homefront, Devil’s Third, Guillermo Del Toro’s Insane) and established series (Red Faction, Warhammer, Darksiders, De Blob, Saints Row) as well as new, inventive products like the uDraw tablet for the Wii, which performed reasonably well over Christmas. We’ve also seen the company make a small move into the digital market in publishing the four games currently underway at Double Fine. Finally, we’re seeing THQ explore transmedia to a greater extent than most others, with the SyFy television movie Red Faction: Origins already underway, and other media such as comics becoming a greater focus with every new release. Let’s not forget that the studio recently worked with comic book artist/writer and Vigil Games’ creative director Joe Madureira.

So come on guys. Whatever. It’s a logo.If you don’t like it, get over it. There are far more interesting things going on at THQ than the changing of a typeface. We don’t think THQ is suddenly going to find itself on par with big hitters like EA and Activision in the coming years, but we do expect some interesting products from a company that has recongnised a change in the industry and is willing to change alongside it.

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  • son

    i liked the old logo better

  • a-pathetic

    You’re right in saying that it doesn’t mean much, but I still prefer the old one. Probably a sentimental connection with the old SmackDown! games. Boy did I ever lurrve SmackDown! games. They used to be good, I’m sure you recall. Hmm, better stop typing before I launch into a rambling nostalgia trip.