Rare turns 25 this summer, celebrates with rebranding

It’s hard to imagine that Rare has been around for a quarter of a century, but time catches up with all of us in the end. And time has run out for the old gold “R” which has been the symbol of the company for as long as I can remember them having a logo.

Behold the new Rare logo! It’s sleek and sexy and one of four versions that they released today. The others, which you can see in the gallery below, aren’t all that different. Just a different geometric shape in a different color separates them.

But what could it mean? Why does Rare need a collection of logos to choose from? Jinkeys, I think there’s a mystery afoot.

Conrad Zimmerman