Games Workshop just revealed a bland new logo, and the internet isn’t loving it; here’s what it says about the company and Warhammer 40k’s current direction.
Updated on August 15th, 2025, by Rob Baer with new information and a video.
Let’s talk logos. Games Workshop just quietly dropped what looks like their new corporate logo on a job listing page, and to say it’s uninspired would be putting it kindly. Gone is the bold, metallic gold we’ve come to associate with the company that brought us chainsaw-wielding space monks.
In its place? A plain black-and-white font that screams, “We hired a rebranding agency that loves LinkedIn.”
The Logo That Launched a Thousand Facepalms
This doesn’t seem to be just a visual update; it’s a vibe shift. GW’s new logo looks like it belongs to a fintech startup trying to sell you “solutions.” Gone is any trace of fantasy or science fiction flair, replaced by a sterile, corporate stamp that could pass for any generic company.
And yeah, the community noticed. And everyone is saying the obvious: it’s bland, it’s boring, it’s corporate.
No Gold? No Soul.
Games Workshop without gold is like Space Marines without boltguns. The old logo had presence. It had weight. It said, “We make plastic crack and you love it.” This new one? It looks like it came from a default PowerPoint template.
The Grimdark Sun has been using Futura Condensed Bold for years!
It’s black, it’s white, and it says “Games Workshop” in a font that could be called “CorporateSans-ExtraMedium.” There’s no icon, no hammer, no gothic spires, not even a measly skull.
It’s just… there.
Branding Strategy or Midlife Crisis?
Even the small version navicon is super bland.
There’s some speculation that GW’s trying to shift focus to their product lines like Warhammer 40k and Age of Sigmar, rather than spotlighting themselves as a company. Makes sense from a corporate standpoint.
If they’re planning acquisitions or expanding globally, a neutral parent brand can help keep everything clean and tidy. With the Amazon series on the horizon, who knows? Maybe they are planning on expanding the IP more.
But that doesn’t mean hobbyists have to like it.
“A corporate font like that requires a new tag line like ‘Empowering Imagination.’”
Honestly, if we start seeing buzzwords like “synergy” or “stakeholder value” in White Dwarf, it might be time to jump ship.
The Warhammer 40k 10th Edition Parallel
The timing here feels too on-the-nose to ignore. Just like their logo, 10th Edition 40k stripped out flavor in favor of streamlined simplicity. Customization? Gone. Wargear costs? Slashed. Units without new kits? Off to Legends. It’s like GW wants to remove any rough edges that made their games feel personal.
It’s a consistent theme: clean, simple, and flat. Unfortunately, that applies to both the rules and the logo.
Final Thoughts From Us:
Image Credit: Daily Dose of Warhammer
This new Games Workshop logo is a perfect match for where 40k is headed right now: simplified and trying to look like it belongs on a balance sheet instead of a battlefield.
Will it grow on people? Maybe. Will it inspire the same loyalty as the old hammer-and-anvil design? Doubt it.
Until then, we’ll be over here painting tiny toy soldiers with more personality than GW’s entire new brand identity.
See How the 40k Logos Have Changed Over the Years
I think it’s fitting. They’ve removed all grim dark from the lore, and all customization in the game. Everything about it is corporate and lowest common denominator.
It’s a purely corporate logo and is a rehash of a more original one – we can still love and make use of the They’re a jewel in the crown of British manufacturing success stories and draw in billions. If they are after investment and their sustained growth planning in future with non- fans and corporate suits this is just what they have to do to look as serious as they already are on paper.
Saying it for what it is, good article, Just wow, i really don’t want to know how much they paid for that 2min effort in Microsoft paint. I mean yea the old logo is a little 80’s hair metal, but cmon this new look is way too far into meh?!.
I mean, the font name sounds like it was the art direction.
I thought this looked familiar, so I pulled out my 1980 copy of “Dr Who- The Game of Time and Space.”
Looks like they stole the Topman logo or used the designer of it. If you have to go and google that logo then it shows how totally unremarkable this new GW logo really is
The new logo is bland, sure. In their defence, they’re trying to gain some appeal in the wider audience. The old logo was very dated and whilst it had character, it wasn’t very appealing to people that aren’t already into figurines and tabletops. The new one is bland enough to be taken seriously by everyone. Bland is not always bad. I’d harp more on their practices, not their logo.
Great article. It’s such a shame as the old logo has so much soul and flavour. The soul is being ripped out of the company, and I’m losing interest in GW products and their games. Plenty of great games coming through to jump to with more personality. Trench Crusade come to mind.
Agreed..bladder than all hell.
Well GW now has the trifecta. They purged out the soul of their logo, the soul of the game. And said no to cosplay. Sad. Very sad. Oh and still charging a fortune for plastic.
Not an expert here, but I always thought that a logo was supposed to stand out, grab attention and say something bold about your company.
This new logo just seems so, bland. It’s almost like they’re embarrassed about themselves and trying to hide who and what they are.
Very bitter article, hard read. And alot of info just plain false.
Not one of your best.