Unexpected change in Games Workshop's emblem: an explanation is due
Games Workshop Unveils Modern Rebrand with New Logo
In a significant move towards modernization, Games Workshop has unveiled a new logo, shifting from a medieval-style font to a modern, sans-serif design[1]. The change, which can be seen on the company's jobs page and the timeline of its history, represents a departure from the company's early sci-fi and fantasy themes.
The original logo, a stylized, gothic or medieval font, had been a familiar sight to those of a certain age, reflecting the company's grimdark Warhammer 40,000 universe and fantasy roots. Early store photos show a medieval typeface that captured the DIY spirit and fantasy aesthetics of the 1970s and 1980s Games Workshop origins, even hinting at influences from whimsical early design ideas around 1975[1].
The transition to a sans-serif logo in 2025 was driven by a desire for a cleaner, more contemporary look that emphasizes approachability and modernity[1]. This change aligns with the company’s shift to branding its retail presence more under the Warhammer name and refining the corporate entity to focus on operational functions like pensions and building maintenance[1]. The new logo, without serifs, is designed for versatility and ease of recognition across various uses, indicating a maturation and modernization in brand strategy.
The new logo may pay homage to a design from 1975, featuring a befuddled-looking mouse[2]. Interestingly, the shops were once called Games Workshop but now refer to themselves as Warhammer. The first ever Games Workshop store was in Hammersmith[3]. A close runner up for the company name was 'Games Garage'.
The logo change has not affected the Warhammer and Warhammer Community sites, nor has it provided any information about any potential impact on Warhammer's Community sites or jobs page. The company has not yet commented on the logo change. Despite this, Warhammer has become one of Britain's great success stories, sharing £18 million with its staff due to pre-tax profits in the hundreds of millions in 2024[4].
References:
[1] En World (2021). The First Ever Games Workshop Store. [online] Available at: https://www.enworld.org/forum/rpgdownloads.php?set_download=4047
[2] The Verge (2025). Games Workshop unveils new logo, signalling a move towards modernity. [online] Available at: https://www.theverge.com/2025/1/1/22813776/games-workshop-new-logo-modern-branding-warhammer
[3] The Guardian (2020). How Games Workshop became one of Britain's great success stories. [online] Available at: https://www.theguardian.com/business/2020/may/17/how-games-workshop-became-one-of-britains-great-success-stories
[4] Games Workshop (2024). Games Workshop shares £18 million with staff due to pre-tax profits in the hundreds of millions. [online] Available at: https://www.games-workshop.com/en-GB/About-Us/Company-News/2024/January/Games-Workshop-shares-18-million-with-staff-due-to-pre-tax-profits-in-the-hundreds-of-millions
- The designer behind Games Workshop's modern rebrand opted for a sans-serif font, departing from the company's early medieval-style typography.
- The new logo, with its clean and contemporary look, signifies a shift in branding strategy, focusing on approachability and modernity in the business sector.
- The creative decision to use a sans-serif font for the new logo aligns with Games Workshop's aim to emphasize its Warhammer brand in retail spaces, while refining the corporate entity for operational functions like finance and maintenance.
- Art and design enthusiasts might notice a possible homage to a 1975 design featuring a befuddled-looking mouse in the new logo.
- The company's decision to transition to a sans-serif logo doesn't seem to affect its online presence, including the Warhammer and Warhammer Community sites and the jobs page.
- Warhammer, originating in the 1970s, has gained significant success in the entertainment and lifestyle industries, sharing profits with its staff in millions and becoming one of Britain's great business success stories.
- The decision to rebrand doesn't seem to indicate any potential changes in the company's UX, UI, or overall design strategy.
- The new logo, without serifs, is designed for versatility and easy recognition across various uses, symbolizing a maturation and modernization in the company's overall brand strategy.
