Global brand transformation agency Wolff Olins and creative powerhouse Wieden+Kennedy Amsterdam have partnered with renowned video game publisher Ubisoft to unveil the first-ever cohesive brand identity for Anno, the acclaimed real-time strategy game series. With this major rebranding initiative, the Anno franchise steps confidently into its next chapter—bringing together decades of gameplay innovation under one unified visual and strategic banner. This masterbrand aims not only to encapsulate Anno's core values but also to reinvigorate the wider genre of city-building and economic simulation games.
The Strategic Evolution of Anno: From Island Settlements to Global Masterbrand
Since its initial release in 1998, the Anno series has steadily cultivated a loyal global following, revered for its intricate city-building mechanics, immersive historical settings, and deeply engaging economic simulation. This real-time strategy franchise, created initially by Sunflowers and later developed by Ubisoft Blue Byte, carved a distinct niche within the gaming landscape. Its enduring appeal lies in the seamless fusion of macro-level planning with micro-level decision-making, allowing players to manage economies, negotiate with rival factions, and expand their influence across diverse islands.
Spanning seven major installments—including fan favorites like Anno 1404, Anno 2070, and Anno 1800—the series has consistently delivered compelling gameplay rooted in systemic depth and aesthetic richness. Yet despite this longevity, Anno remained fragmented in its visual and narrative identity. Each game stood as a solitary creative work, with no overarching branding or shared design DNA. Ubisoft recognized that this disjointed approach limited the franchise’s potential to be seen as more than just a collection of isolated historical simulations. Thus, the need emerged for a brand unification strategy that could sustain Anno’s legacy while opening the doors to broader cultural and commercial growth.
Unearthing the Need for Cohesive Franchise Identity
Over two decades of development saw the Anno franchise explore drastically different historical periods—from the dawn of modern capitalism in the 15th century to speculative futures in the 22nd. Each entry maintained consistent gameplay fundamentals, such as supply chain optimization, settlement management, and intercontinental trade. However, visually and narratively, these games varied wildly in tone and thematic execution. This artistic disparity, while creatively enriching, left the brand diluted in the wider strategy gaming ecosystem.
Ubisoft, observing the growing significance of intellectual property management in gaming, identified Anno as a prime candidate for strategic rebranding. Without a consistent masterbrand, the series lacked recognizability beyond its most die-hard fan base. This fragmented image constrained Anno’s growth potential in an era where cohesive branding increasingly defines longevity and transmedia expansion. In short, while the gameplay was consistently compelling, the presentation lacked the cohesion to match.
Recognizing this challenge, Ubisoft appointed Haye Anderson as the franchise’s first-ever brand director. Anderson’s arrival marked a turning point—a signal that Anno would no longer be a patchwork of standalone experiences, but a unified world-building platform with consistent tone, values, and aesthetic presence.
Building the World of Anno: Concept Meets Craft
With Anderson at the helm, Ubisoft commissioned global brand consultancy Wolff Olins, known for its expertise in designing identity systems that are both flexible and future-proof. Simultaneously, Wieden+Kennedy Amsterdam was brought in to develop storytelling assets that could bring the new Anno brand to life across video, digital, and social platforms. Together, these two creative forces collaborated to construct a complete brand system around Anno—one that celebrates its unique position in the strategy genre while modernizing its appeal for new audiences.
Central to their strategy was a brand ethos built around the concept of Crafted with Care. This idea highlights the granular attention players give to every building, road, and resource in the game. It elevates the series beyond cold mechanics into the realm of creative craftsmanship. Anno becomes more than a simulation; it becomes a canvas for expression through construction. This idea aligns beautifully with the game’s core proposition—thoughtful world-building as a form of artistic endeavor.
The identity system was developed to be modular and historically fluid. It needed to retain relevance whether the player was governing a medieval trading empire or orchestrating the supply chains of a distant-future metropolis. The modular approach also allows Ubisoft to continue experimenting with different historical backdrops without losing the cohesive visual language now binding the franchise together.
Visual Storytelling: From Artisanal Details to Monumental Ambitions
The visual direction for the rebrand pulls from a broad spectrum of cultural and historical references. Instead of opting for futuristic minimalism or generic fantasy iconography, the new identity favors authenticity, texture, and tactility. The color palette leans into earth tones—suggestive of parchment, timber, clay, and iron—materials that symbolize the labor-intensive spirit of civilization-building.
Typography plays a central role in this system. Hand-chiseled serif fonts and lettering inspired by classical engravings evoke the artisanal nature of the game while subtly reinforcing the historical fidelity that players expect from the series. These fonts are paired with bespoke symbols, badges, and motifs that echo old-world craftsmanship: blacksmith stamps, guild crests, stonemason patterns. The visual language evokes not only the aesthetics of past eras but the philosophies behind them—creation through precision and purpose.
One of the most versatile elements introduced is the new Anno emblem: a stylized, adaptable 'A' icon. This emblem can be rematerialized in various textures such as marble, bronze, woodgrain, or mosaic—reflecting the setting of each game while anchoring the franchise with a recognizable visual marker. This textured identity mirrors how players themselves adapt their strategies depending on era, terrain, and resources available. In other words, the emblem is as malleable and dynamic as the world it represents.
The Cultural Power of a Reimagined Trailer
To introduce the rebrand, Ubisoft premiered a cinematic trailer during its annual Forward event. Rather than showcasing in-game mechanics, the trailer opted for narrative immersion, taking viewers into the ancient Roman setting of the forthcoming Anno 117: Pax Romana. This installment takes the franchise to the height of the Roman Empire, offering players a new socio-political and architectural sandbox to navigate.
In the trailer, a charismatic town crier announces the player's rise to Governor, painting vivid images of boundless opportunity awaiting exploration. Sweeping landscape shots suggest vast lands untouched by settlement. Yet, gameplay is never directly shown. This absence is deliberate—it serves as an invitation rather than a demonstration. It entrusts players with the responsibility to imagine, to create, and to fill in the blanks.
This approach represents a philosophical shift in how Ubisoft communicates with its audience. Instead of showing what Anno is, they’re reminding fans what Anno could become under their stewardship. The choice not only reinforces the theme of imaginative agency but positions the game as a participatory experience rather than a predefined narrative.
Community and Content Strategy: Connecting Builders Across the Globe
To bolster the launch, a dynamic content campaign was deployed across social platforms, aligning with the studio’s vision of Anno as a community-driven brand. Teasers, lore vignettes, and developer diaries were rolled out to build anticipation and deepen the connection between players and the evolving brand world. One of the cornerstone moments of this rollout was a live-streamed session on Anno’s official Twitch channel, offering fans direct access to behind-the-scenes content, developer insights, and future roadmap discussions.
This campaign strategy emphasizes transparency, interactivity, and co-creation. Ubisoft understands that modern players value more than polished gameplay—they seek resonance, continuity, and a sense of shared authorship. The Anno rebrand acknowledges this cultural shift, turning community feedback and engagement into key components of the brand ecosystem.
Additionally, the rebrand opens the door for cross-platform integration, modding community support, merchandise, and potentially even transmedia storytelling. With a consistent brand narrative in place, Anno can confidently explore new expressions beyond gaming—documentaries, art books, podcasts, or collaborative community events—without losing its core identity.
Redefining the Strategy Genre with Vision and Consistency
While other real-time strategy titles often rely on militarism or high-stakes survival, Anno stands apart by celebrating the quieter power of creation. It’s not about destruction but development, not about conquest but cultivation. This subtle, yet profound difference is what makes the Anno franchise both meditative and intellectually rewarding.
By embedding this philosophy into its newly established brand DNA, Ubisoft is redefining how strategy games can present themselves to the world. The rebrand transforms Anno from a functional title into a narrative universe—one where strategic depth is celebrated, where aesthetic pleasure is prioritized, and where every player’s journey contributes to a larger cultural tapestry.
Moreover, the rebrand aligns with trends in gaming where players seek personalized, long-form engagement. In an age dominated by microtransactions and transient mobile experiences, Anno now positions itself as a rich, enduring world—a universe that rewards time, curiosity, and precision.
Reimagining a Strategy Icon: The Transformation of Anno into a Global Brand
The Anno series, known for its deeply intricate gameplay rooted in real-time strategy and economic simulation, has long held a devoted, if somewhat niche, following. For over two decades, it captured the imaginations of players interested in constructing vast cityscapes, fine-tuning trade networks, and steering historical civilizations through complex socio-economic scenarios. Yet, despite its critical acclaim and solid fanbase, Anno had not evolved into the type of global franchise one might expect from a series with such a rich legacy.
That changed when Ubisoft appointed Haye Anderson as the first-ever brand director dedicated solely to Anno. With extensive experience in creative leadership roles—including a tenure at the globally recognized agency Droga5—Anderson brought both marketing expertise and personal passion for strategy gaming to the role. His arrival marked a defining moment for the franchise and set in motion a comprehensive rebranding process that would reposition Anno as not just a series of games, but as a premium brand experience in the digital strategy gaming universe.
The Visionary Approach Behind Ubisoft’s Strategic Rebranding
Anderson approached the franchise not as a marketer chasing short-term hype, but as a curator of an ecosystem with enduring cultural relevance. He saw that Anno was a rare blend of art and intellect—yet it had never been fully presented in a way that celebrated these attributes on a global stage. Instead of treating each game in the series as a standalone artifact, he sought to build a masterbrand—a singular yet flexible identity that could encompass all past, current, and future titles under one cohesive narrative.
The rebranding initiative was grounded in three key imperatives: first, to uncover and define the core narrative essence of Anno; second, to reshape its visual identity to resonate with both legacy players and a newer, more global audience; and third, to establish a framework that would allow the franchise to scale beyond gaming into broader cultural touchpoints. This included everything from live events and community hubs to educational content and merchandise. It was a bold, far-reaching strategy designed to transform Anno from a hidden gem into a visible leader in the world-building and real-time strategy genre.
Crafting a Brand with Endurance: Narrative Meets Innovation
At the heart of this transformation was the need to articulate what Anno truly represents. Unlike many other strategy games that emphasize conquest and combat, Anno has always stood out for its contemplative, constructive gameplay. It celebrates building, balance, trade, and harmony. Its challenge is not how efficiently you can destroy, but how skillfully you can develop a functioning society within historical constraints.
This nuance informed the direction of the new brand story. Rather than relying on loud marketing gimmicks, Anderson and his team worked to develop a voice for Anno that was intelligent, inviting, and future-facing. They created messaging that positioned players as architects of possibility—visionaries capable of transforming untouched land into flourishing civilizations. This not only aligned with Anno’s game mechanics but also differentiated it from competitors in the increasingly saturated simulation and strategy space.
Ubisoft’s decision to craft a masterbrand emphasized continuity across time. Whether in the Renaissance, the Industrial Age, or Ancient Rome, Anno is not defined by its setting—it’s defined by its philosophy. This insight became the keystone of the rebrand.
Collaborative Excellence: Wolff Olins and Wieden+Kennedy Join Forces
To bring this vision to life, Ubisoft enlisted two powerhouse agencies: Wolff Olins, internationally respected for building enduring brand frameworks, and Wieden+Kennedy Amsterdam, a creative agency known for its narrative richness and emotionally charged storytelling. Their collaboration ensured that Anno’s new identity would be as strategic as the game itself.
Wolff Olins undertook the structural foundation of the brand, building a flexible system that could accommodate different historical aesthetics while maintaining brand consistency. Their work included visual identity, brand tone, typography, iconography, and color systems—all centered on the newly developed idea of “Crafted with Care.” This concept mirrors the hands-on, detail-oriented nature of the gameplay and serves as a tribute to the dedication of its player base.
Meanwhile, Wieden+Kennedy focused on narrative execution, launching a visually compelling cinematic trailer that introduced the reimagined brand during Ubisoft’s flagship Forward event. With a town crier announcing the player's ascension to leadership in the Roman Empire, the trailer was a bold, theatrical statement of intent that embraced the grandeur of history while channeling the spirit of player agency.
The Role of the Modern Brand Director in the Gaming Industry
In the past, gaming franchises were rarely seen as brands in the traditional sense. They were marketed around individual releases, with separate campaigns often disconnected from one another. But today’s players interact with franchises in more holistic ways—they don’t just play the games; they follow developer updates, engage with social media, attend virtual events, and invest emotionally in communities that grow around them.
Anderson understood this evolution. His role wasn’t just to supervise logos or trailers—it was to craft a living ecosystem where brand, product, and player coexisted fluidly. This required not just surface-level marketing assets but foundational storytelling architecture. The Anno rebrand had to feel true not only to its historical accuracy and design sensibilities but also to the motivations of its community: curiosity, mastery, expression.
Under Anderson’s leadership, Anno evolved into a symbol for creative intelligence. It’s not just a game you play; it’s a world you nurture. And in branding it this way, Ubisoft didn’t just elevate a game—they redefined what a strategy game franchise could be.
Merging Historical Integrity with Contemporary Design Thinking
A unique challenge in rebranding Anno was the need to respect its deep connection to historical authenticity while modernizing its appeal. Each installment in the series is tied to a specific era, from the Age of Discovery to futuristic colonization. The branding, therefore, had to function like a chameleon—malleable across different time periods yet instantly recognizable.
This was solved through an adaptable brand identity system. For instance, the introduction of a stylized “A” icon allows for material reinterpretation depending on the game’s historical setting—rendered in stone for Ancient Rome, wrought iron for the Industrial Revolution, and glass for futuristic timelines. Typography styles shift slightly to match the tone of each era, but the structure remains intact, preserving familiarity for long-time players while inviting in new ones.
The brand's color schemes similarly blend warmth, tactility, and subtlety. From ochres and terracottas to maritime blues and parchment greys, the palette evokes both nostalgia and sophistication. This design strategy reinforces Anno’s ability to straddle entertainment and educational storytelling without compromising visual coherence.
Positioning Anno as a Flagship World-Building Franchise
With the rebrand complete, Ubisoft is no longer treating Anno as a genre-specific offering—it’s now positioning the franchise as a flagship property. This shift redefines its future in several ways. First, it allows Anno to expand across platforms and formats, from traditional PC releases to potentially mobile spin-offs, console editions, and cloud gaming adaptations.
Second, it opens up opportunities for community-building on a much grander scale. Ubisoft’s investment in branded livestreams, developer Q&A sessions, lore videos, and community content hubs suggests a long-term plan for engagement that transcends individual game releases. Anno is evolving into a persistent universe—a living, breathing environment shaped not only by developers but by its players.
Finally, the rebrand makes Anno a contender in broader discussions about games as cultural artifacts. As more titles gain recognition for artistic merit, narrative innovation, and educational value, Anno’s detailed simulations and respect for history place it in an ideal position to become a reference point in that conversation. The franchise is no longer just about playing—it’s about learning, creating, and influencing.
Crafting Anno's Identity: A Design Philosophy Rooted in Precision and Passion
As the Anno franchise enters a new era, Ubisoft has made a pivotal decision to reimagine its identity from the ground up. This decision is not merely cosmetic—it represents a fundamental shift in how the franchise presents itself to the world, aligning brand storytelling with gameplay experience. The rebranding effort, spearheaded by global brand consultancy Wolff Olins, centers around a simple yet profoundly resonant concept: Crafted with Care.
This core idea encapsulates what Anno has always represented to its dedicated player base. More than a series of city-building games, Anno offers players a meditative, immersive space for constructing detailed worlds, optimizing production chains, and making deliberate strategic decisions. The branding needed to reflect this devotion to intricacy and intention. Every tile placed, every trade route planned, and every historical element woven into the game world reflects a player’s thought process. That same mentality guided the rebranding process, ensuring that the new identity would speak authentically to this community of creators, planners, and dreamers.
The Foundation of Thoughtful Game Branding
Wolff Olins approached the Anno rebrand with a philosophy rarely seen in the gaming industry—treating the visual identity as a system of meaning rather than just aesthetics. Their task wasn’t just to modernize the logo or create new color schemes. It was to articulate a holistic design language that could adapt across different historical timelines and game mechanics while remaining unmistakably Anno.
At the heart of the Crafted with Care philosophy lies a reverence for thoughtful creation. Every player action in Anno is a decision within a living system—this core principle had to guide how the visual identity was formed. Rather than relying on loud, saturated visuals or exaggerated motifs common in other game franchises, Wolff Olins opted for grounded tones, historically inspired textures, and motifs that felt hand-touched. This not only honored Anno’s gameplay mechanics but also created a sense of timeless elegance, distinguishing it from competitors in the real-time strategy and world-building genres.
This was not branding as packaging—it was branding as world-building. The creative team treated every component, from iconography to typography, as a layer in a deeply considered digital universe. That approach brought cohesion to a franchise that spans centuries of in-game history, from the Middle Ages to the Roman Empire and beyond.
Building a Living Brand: Flexibility Across Time
One of the most unique challenges facing the Anno brand was its broad historical scope. Unlike franchises set in fixed worlds or futuristic settings, each Anno game is situated in a different time period. This means that the branding system needed to work equally well whether the game is set in ancient Rome, the Renaissance, or the early Industrial Age.
To address this, Wolff Olins devised a modular identity structure that allows the brand to morph in tone and detail without losing its core attributes. For instance, the centerpiece of the visual identity—the stylized 'A'—was designed to be reinterpreted across eras. In Anno 117: Pax Romana, it might appear engraved in marble, reminiscent of imperial Roman stonework. In Anno 1800, it could take on the ornate appearance of cast iron, echoing the industrial revolution's forged infrastructure. This gives each game its own unique aesthetic while retaining brand continuity.
Beyond aesthetics, the flexibility also extends to the storytelling tone and community-facing language. Whether addressing veteran players of classic entries or welcoming new ones to upcoming releases, the brand now speaks with a consistent voice—calm, intelligent, and imaginative. It celebrates the craft of strategy, making the experience more meaningful for players who value process over spectacle.
Artistry in the Details: A Design System Inspired by Makers
Every decision in the new Anno visual identity ties back to the idea of maker culture. The design team wanted the brand to feel as though it could have been built by an artisan—a cartographer drawing a map, a stonemason chiseling a crest, or a trader marking cargo with a guild symbol. These references to craftsmanship are embedded in every element of the design system.
The color palette favors natural, timeworn hues: sandstone ochres, maritime blues, forged steel greys, parchment ivories. These shades evoke a tactile sensibility, grounding the player in worlds that feel storied and authentic. The typography, too, is bespoke—hand-carved serif fonts reminiscent of old press type, with ligatures and flourishes drawn from archival documents and monument engravings. The result is a system that feels both intimate and monumental.
Additional graphic motifs—such as illustrative maker’s marks, compass roses, trade route lines, and architectural sketches—can be deployed selectively across packaging, in-game UI, website design, and merchandising. These layered visuals are not just decorative—they communicate Anno’s heritage, creativity, and immersion.
Wayne Deakin, Global Principal at Wolff Olins, emphasized this handcrafted philosophy in the brand’s development: “Our goal was to create a visual identity that didn’t just look digital but felt as though it could live in the physical world. It had to feel like something carefully assembled, a reflection of the Anno player’s experience—measured, detailed, and deeply personal.”
Branding for Builders: Aligning Identity with Player Mindset
Most game brands focus on action, chaos, or domination. Anno, by contrast, is about architecture—both literal and metaphorical. It’s about laying foundations, orchestrating systems, and watching them grow. The branding had to reflect this mindset of intentionality.
The Crafted with Care principle became the axis around which everything rotated. From narrative copy to trailer direction, from community content to digital assets, everything now embodies this sense of considered creativity. The tone of voice used across platforms is warm, insightful, and inspiring. It recognizes players as thoughtful strategists, not just passive consumers.
Moreover, the branding invites players to be co-creators of the Anno universe. With every building placed, every trade route established, and every population contentment metric managed, players shape a world that feels alive. The brand now reflects that dynamism, making the transition from game franchise to player-driven creative platform. It says: You are not just playing this game—you’re building it.
This subtle reframing positions Anno uniquely within the competitive landscape. It’s no longer just a simulation—it’s a tool for digital artisans to express themselves through logic, design, and historical insight.
A Strategic Identity with Emotional Resonance
What makes this rebrand particularly powerful is its emotional depth. It acknowledges that Anno is not just intellectually satisfying—it’s emotionally rewarding. The satisfaction of seeing a well-balanced economy, the pride in optimizing a perfect island layout, the nostalgia of historical immersion—these are emotional experiences. The Crafted with Care branding captures that.
Rather than trying to compete with louder, faster-paced titles, the Anno brand embraces slowness and subtlety. It encourages players to linger, to notice, to iterate. This stands out in a market driven by instant gratification. By aligning its visual identity with this emotional cadence, the brand builds long-term loyalty and distinguishes itself in the global strategy game arena.
Additionally, the branding carries a sense of responsibility. It respects the time players invest in the game. It respects history and its lessons. And it respects the community, who often spend hundreds of hours refining their playthroughs, sharing stories, and building guides. The new branding doesn’t just market to players—it honors them.
Ready for the Future: A Scalable and Sustainable Identity
One of the most forward-thinking aspects of this branding strategy is its scalability. As Ubisoft looks to the future of Anno—whether through new releases, mobile versions, cloud gaming, or even cross-media ventures—the brand now has a flexible infrastructure to support growth.
The identity system is built with digital ecosystems in mind. Its layered components can adapt to social media campaigns, Twitch live streams, educational content, or branded experiences at conventions and expos. It can scale down for mobile screens and scale up for cinematic presentations. This modularity ensures the brand will remain coherent across formats and platforms, no matter where it goes next.
Crucially, the brand is also sustainable—not just in design, but in message. By rooting it in the concept of care and craft, it aligns with long-term trends in gaming culture: mindful play, creative agency, and community ownership. As game development evolves and player expectations grow, Anno is now positioned as a franchise that understands its role not just as entertainment, but as a shared space for intelligent creativity.
Artisanal Design Inspired by History
To manifest this narrative, Wolff Olins drew visual inspiration from traditional crafts, period-specific motifs, and historical architecture. The result is a tactile, earthy design system infused with timeless aesthetics. The color palette features grounded, natural tones—reminiscent of aged parchment, raw stone, and handcrafted textiles—drawing players into a world that feels lived-in and genuine.
Typography is another key component. The new typefaces are designed to evoke classical chiseling and letterpress printing—linking the written word to Anno’s deep ties to history and human ingenuity. The custom iconography system includes maker’s marks, artisan flourishes, and engraved elements, creating a sense of heritage across every touchpoint.
A standout feature of the visual language is a modular 'A' symbol. This custom insignia can be rendered in various materials and textures—stone, wood, metal—allowing it to adapt dynamically depending on the historical context of each game. It becomes a symbol of time and transformation, a visual anchor across changing eras.
A Cinematic Launch into the Roman Empire
The rebrand was officially unveiled during Ubisoft’s annual Forward event, where the next major entry in the franchise, Anno 117: Pax Romana, made its grand debut. Set during the zenith of the Roman Empire, the game represents both a chronological shift and a bold artistic reinvention for the series.
To accompany this milestone, Wieden+Kennedy Amsterdam created a cinematic trailer that introduced the new Anno identity without resorting to traditional gameplay footage. Instead, the short film immerses viewers in a sweeping Roman world through the voice of a town crier—a character who acts as both a narrator and symbolic guide.
As he proclaims the player’s ascension to the role of Governor, vast, untouched landscapes appear—begging to be shaped by the viewer’s strategic hand. This narrative device cleverly sidesteps conventional exposition in favor of evocative storytelling. It treats viewers not as passive observers, but as dreamers and designers ready to create something extraordinary.
Immersive Storytelling Without Showing the Game
The choice to avoid gameplay footage in the trailer was intentional. W+K’s creative leads, Ed Olhagaray and Ramona Todoca, wanted the story to mirror the imaginative potential of Anno itself. By withholding direct gameplay visuals, they invite curiosity and spark anticipation—urging players to envision what their own Roman cities could look like.
The trailer's voiceover doesn’t just narrate; it beckons. The town crier becomes an avatar for the game’s spirit—boisterous, passionate, and inviting. The message is simple yet evocative: Your canvas awaits. Now build it.
Extending the Rebrand Across Platforms
Alongside the cinematic trailer, Ubisoft launched a social media campaign that carries the rebrand’s messaging into the digital realm. Short teaser videos, behind-the-scenes glimpses, and player-centric content are designed to engage the vibrant Anno community and welcome newcomers into its fold.
A key event in this rollout is a livestream scheduled on the official Anno Twitch channel, taking place on June 18. During this broadcast, developers and creative teams will share further insights into the game’s mechanics, art direction, and the inspiration behind Anno 117: Pax Romana. It also serves as a forum for fans to connect, react, and speculate on what lies ahead.
Building a Franchise Identity with Longevity
The Anno franchise is more than a series of games; it's a collective creative exercise in world-building. With this new brand identity, Ubisoft is laying the foundation for Anno’s continued expansion—not just as a game but as a lifestyle brand for strategic thinkers and digital artisans.
The brand’s tone of voice now strikes a delicate balance between wisdom and playfulness. It acknowledges the intellectual depth of the series while remaining accessible and light-hearted. This duality appeals to both longtime fans and curious newcomers, inviting all to participate in a shared legacy of creation.
Future-Proofing a Beloved Franchise
With the Crafted with Care identity now integrated into every facet of Anno—from game trailers to community events and social channels—the franchise is poised for sustained growth. Ubisoft has established a blueprint that can scale across future releases, spin-offs, merchandise, and potential transmedia ventures.
The rebrand acts as both a celebration of what Anno has accomplished and a declaration of where it’s heading. It marks a shift from isolated game experiences toward a holistic world-building universe—one where player creativity, strategic planning, and historical exploration intersect.
A Community-Centric Approach to Game Branding
What truly sets this rebrand apart is its deep respect for the Anno player base. Rather than dictating a new direction, Wolff Olins and W+K Amsterdam co-created a narrative that reflects how players see themselves: as architects, visionaries, and caretakers of imagined civilizations.
This community-focused approach ensures the brand feels authentic, emotionally resonant, and inclusive. It positions Anno not just as a game you play, but a world you inhabit—and help shape.
Final Thoughts:
The comprehensive rebranding of the Anno franchise by Wolff Olins and Wieden+Kennedy Amsterdam is more than just a visual overhaul—it marks a significant turning point in the evolution of one of gaming’s most enduring strategy titles. With over 25 years of intricate city-building, economic planning, and historical storytelling under its belt, Anno has long occupied a cherished space among fans of real-time strategy. Yet until now, the franchise lacked a unified identity that could tie together its deep heritage and guide its creative trajectory forward. This rebrand fills that gap and does so with striking clarity, intentionality, and artistry.
By anchoring the brand platform around the idea of Crafted with Care, the creative teams have articulated what has always been implicit in the Anno experience—that every game is a careful balance of design, logic, and aesthetic joy. The new identity doesn't just modernize the franchise; it amplifies what made it special to begin with. The earthy color palettes, handcrafted typefaces, and adaptive iconography don’t simply reflect the past; they invite players to reshape the future in a way that feels both imaginative and deeply rooted in craftsmanship.
This is branding that respects the intelligence of its audience. Instead of relying on spectacle or gimmicks, it leans into what fans love most: the satisfaction of building something meaningful, the immersion in richly layered historical contexts, and the pride in watching virtual civilizations come to life. The decision to launch the rebrand alongside Anno 117: Pax Romana—and to do so with a trailer that eschews gameplay in favor of narrative tone-setting—further reinforces this player-first philosophy.
Looking ahead, this repositioning sets the franchise up not only for its next game release but for broader cultural relevance. With a solid foundation of visual identity, consistent messaging, and emotional resonance, Anno is now equipped to scale across multiple platforms, reach new demographics, and inspire a broader audience of creators. It’s no longer just a series of games—it’s a shared universe of strategic thinking and creative empowerment.
In every sense, Anno is no longer merely about history. It’s about building the future—one player, one settlement, one story at a time.
