EA Refreshes Frostbite Engine with new logo

Game engines are an important tool required for video game development. While many have resorted to using licensed engines such as Epic Games’s Unreal Engine 5, EA is one of the many publishers to have created their own tech in the form of the Frostbite Engine. Being somewhat of a controversial engine, EA has now updated its branding – including a new logo.

Making the announcement on their website, EA stated “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.”

Discussing their new identity, EA continued, “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.”

EA then goes on to explain the new logo refresh and why they opted to keep the handprint as the core of its design, saying: “Constructed from consecutive, overlapping layers, our new handprint embodies how our teams build upon each other’s strengths, reaching beyond what is possible when they work alone. Each layer, like each piece of Frostbite technology, is both an innovation and a foundation, enabling the layer above it and building toward a cohesive whole.”

While likely all just marketing speak, EA’s Frostbite Engine has been the subject of criticism in the past due to EA’s enforcement of its use by studios who were unfamiliar with the engine – ultimately leading to substandard experience.

Since then, the publisher has loosened up, with devs such as Respawn using Unreal to develop its Star Wars titles. It will be interesting to see what direction EA takes with Frostbite moving forward.

Discuss on our Facebook page HERE.

KitGuru says: What do you think of Frostbite Engine? Does it produce impressive results? What is your favourite game engine? Let us know down below.

Become a Patron!