Ubisoft‘s long-running Anno strategy game series has taken a significant leap forward with the development of its first-ever masterbrand. The cohesive brand identity for the franchise elevates Anno from a niche strategy game to a premier world-building brand. Let’s delve into the details of this partnership, exploring the rich history of the Anno series, the rebrand, and the exciting new trailer that sets the stage for the future of the franchise.
Unifying the Anno Franchise with a Masterbrand
The Anno series, spanning over 25 years and seven main installments, has captivated players with its historical settings and core gameplay of building and strategically developing settlements. Despite its cult following, the franchise lacked a cohesive brand identity until the appointment of Haye Anderson as the first-ever Anno brand director. Anderson’s vision to transform Anno into a top builder game led to the collaboration with Wolff Olins and Wieden+Kennedy Amsterdam, marking a significant shift in the franchise’s branding strategy.
An Iconic Brand Identity
To capture the essence of Anno, Wolff Olins crafted a brand identity centered around the concept of ‘Crafted with Care.’ This ethos reflects the meticulous attention to detail and the passion for world-building that has defined the series. Also, this powerful message, combined with the striking visual identity and innovative marketing strategy, creates a compelling story that resonates with both longtime fans and newcomers to the franchise.
Drawing inspiration from the historical settings of the game, the handmade brand identity incorporates an earthy color palette, chiseled typefaces, and intricate maker motifs. The customizable ‘A’ symbol, rendered in various crafted material textures, symbolizes the community’s collective mindset of craftsmanship, ambition, and the desire to build remarkable worlds within the game.
Pax Romana and the New Brand World
The comprehensive rebranding of the Anno franchise was unveiled at Ubisoft’s annual Forward conference, accompanied by the premiere of the trailer for the next game installment, Anno 117: Pax Romana. This epic game trailer, created by Wieden+Kennedy Amsterdam, showcases the grand scope of the game’s environments without revealing any gameplay footage. Instead, it invites players to join the community of crafters and creators, emphasizing the open frontier waiting to be shaped and leaving the building of the world to viewers’ imaginations.
Sneak Peeks and Reveals
Following the rebranding launch, Anno initiated a social media campaign offering fans sneak peeks and additional reveals of the upcoming game, Anno 117: Pax Romana. Through their Twitch channel, Anno provides an immersive experience, engaging with the community of strategists and world-builders, building excitement for the game’s release in 2025.
The Big Picture
The introduction of a masterbrand and a captivating trailer marks an exciting new chapter in the Anno franchise. By embracing a cohesive brand identity, Anno is now better equipped than ever to inspire its community of strategists and world-builders. The rebrand not only pays homage to the franchise’s rich history but also paves the way for future immersive gameplay experiences that will captivate players for years to come. With a solid foundation in place, Anno is ready to embark on new adventures, transport players to breathtaking historical settings, and empower them to shape their worlds. Whether it’s constructing bustling cities or engaging in strategic warfare, Anno promises an immersive and deeply satisfying gaming experience that will continue to captivate and inspire its community for years to come.
Also Read: Game-Changers: Winning Strategies for Effective Game Branding
