Our workplace culture is extremely important to us. We'll always work hard to be known as a top workplace in the industry. There are certain things that will always remain the same. "Our mindset is about exploration and experimentation," Schneider said. And while the entire point of the brand is arguably to provide other people with a known quantity-something that gives them an idea of what to expect from an otherwise unknown thing-there also needs to be change to avoid stagnation. Schneider is careful to make clear the studio doesn't want to break away from the old perceptions of its brand it merely wants to expand them to reflect its current and future direction. "And that is a big reason why we went through our rebrand, to make sure we weren't painting ourselves into a corner with the games we'd made in the past while we could look ahead to the future and focus on an always-exploring mentality that encapsulates who we are, who we've been for a long time, and who we want to remain and where we're headed in the future." What we needed to do was make sure our visual identity was aligning with our vision for the future. ![]() That logo has a certain fun, cartoony look to it, but our games have more range than that. "You see it and you might think Ratchet & Clank, because we introduced that logo part and parcel with Ratchet in 2002 and updated it for Going Commando in 2003. "When you looked at the logo we had for the last 15 years, it means something to people," Schneider said. ![]() Speaking with at the Montreal International Games Summit last month, Insomniac chief brand officer Ryan Schneider said that was a contributing factor in the studio's recent decision to rebrand. It's still working on a AAA Sony exclusive in the form of the much-anticipated Spider-Man, but it has also produced smaller scale games like Song of the Deep, exclusives for other platforms like Oculus and Xbox One, and even an assortment of titles for mobile devices and Facebook.ĭespite that diversification, for some people the Insomniac brand still boils down to its old mainstays. Since then the studio has expanded its portfolio tremendously. ![]() A decade ago, the Insomniac Games brand meant AAA-scope Sony-exclusive series like Ratchet & Clank and Resistance.
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