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E3 finally gets a new logo

It’s been more than 20 years...

Gamers and trade representatives wait to enter on the opening day of E3 2015
Mark Ralston/AFP/Getty Images
Michael McWhertor is a journalist with more than 17 years of experience covering video games, technology, movies, TV, and entertainment.

Next year’s E3 is going to look a little bit different, thanks to a new logo for the annual video game expo that has been in dire need of a rebranding.

The Entertainment Software Association, the video game industry trade group that has hosted E3 since 1995, didn’t make much of a fuss about the new logo, which now appears on its website and social media accounts. But here’s a look at the new E3 branding, courtesy of the ESA:

The Entertainment Software Association

That revision will apparently show up at E3 2018, which will take place June 12-14, 2018, in Los Angeles.

And if you’ve somehow forgotten what the previous E3 logo looks like — even though it’s more than two decades old now — here’s a reminder of what once was:

The Entertainment Software Association

A simplified version of that logo was used in recent years:

The Entertainment Software Association

While opinions on the new E3 logo will surely be divided (brand redesigns invariably are), it’s nice to see the show’s organizers join us in the 2000s.