Ubisoft has a new logo, so let's all give our well-informed opinions on its design.

Personally, I feel the new logo was made to look as bland as possible so Ubisoft appears marginally less alluring to Vivendi, the huge corporation attempting to swallow it whole

I also think the slightly broken "O" is a subtle nod to goatse (if you don't know what that is, firstly: bless you, secondly: don't Google it), and that the new logo's similarity to the previous one is an acknowledgement by Ubisoft that it has a tendency to release Assassin's Creed games that are only marginally different from one another.

Also, it's clear that the logo is white because despite the diversity claim Ubi insists on putting before the title screens of its games, it is actually full of white supremacists. That's right, this logo is racist. Want more proof? The swirl looks a lot like the "OK" hand sign, which as we all know, actually means "white power!" and always has. Yes, even when used by divers, who use it to show their allegiance to Great White sharks.

Finally, a mistake has clearly been made with the logo, because the "S" isn't a dollar sign, right? Har har har! #flambé'd

Ubisoft sees it differently, of course: "The new swirl is an evolution of our existing logo that marks a new era for Ubisoft, one with an increased focus on live and digital games as well as a player-centric approach to creating immersive worlds," it said

"Our new logo is minimalist, modern and monochromatic. It’s a window into our worlds, giving a preview of what’s to come by highlighting the artistry that goes into creating them. The swirl and the letter O are both deliberately created to be reminiscent of hand-drawn shapes and represent our human qualities of enthusiasm, curiosity and the grain de folie that Ubisoft is known for.

"With this new look, we proudly embrace our role as a creator of worlds and invite you, the players, to continue playing, engaging, and growing with us. As we move towards our most exciting time of the year (E3!), you will see this new emblem take on the colors and textures of our worlds, and we can’t wait to hear what you all think."

The new black and white design replaces the purple swirl that debuted in 2003. At that time, Ubisoft had recently acquired Red Storm, and wanted something that reflected its more mature and diversified approach.

As you can see below, the company's first logo –unveiled in 1986, when the company was merely a distributor – was a doozy. It lasted nine years, only to be replaced by a rainbow design that reflected the company's shift from distributor to (mainly) family-oriented content creator.