Sony has announced the formation of the brand identity Playstation Studios to unite all of Playstation’s first-party exclusives under one banner going forward. The branding will take effect on PlayStation 4 and 5 games later this year, and will only be featured on games developed and managed by Sony Interactive Entertainment’s Worldwide Studios organization. Sony has unveiled a new logo and an opening animation for the PlayStation Studios brand that will appear at the start of its games.
Watch the opening animation below:
“We are really excited about this,” says Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment. “Over the last few years — and even the last decade — the strength of the titles coming out from our studios has been stronger than ever. We have been thinking about how we unite all of these great games under one brand, and really the purpose of that is to make the consumer understand that, when they see this brand, they’re getting ready for a robust, innovative, deep experience that they’ve come to expect from games coming from PlayStation. So we came up with PlayStation Studios.”
In the words of Eric, the branding doesn’t stop at this new animation;
“You’ve seen the animated asset that will exist primarily during the beginning of our titles, but the brand will exist in a lot of different places. There are different, shorter animations that will exist in trailers… It will exist in advertising. It will be in any other creative assets, such as the game packaging and the game discs themselves.”
“We think this is a good way to let consumers know that, if they see it, then the quality games they’ve come to expect from us are here. And this brand will exist for well-known existing franchises, as well as brand new franchises that we have yet to explore.”
According to Eric, the opening animation will periodically be modified to include established franchises and characters and also show the evolution of specific franchises over the years.
The branding will take effect later this year, meaning that upcoming PS4 exclusives like The Last of Us Part II or Ghost of Tsushima won’t feature it.