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Apologies if already posted elsewhere..

What does Warhammer mean to you? Club nights? Painting? Comradeship? Friendly competition? Or is it…

Hammers and eagles – they’re together at last.

Warhammer has been around for over 30 years, in various forms, but we’ve never had a single logo that unified the awesomeness of the entire Warhammer hobby – not just Warhammer 40,000 and Warhammer Age of Sigmar, but all that good stuff on the side – painting models, hanging out with your mates, amazing events, video games, T-shirts, the lot. Warhammer now means a lot more than models – it’s a way of life! So, we’ve made a logo designed to capture it all, featuring those two classic symbols of our worlds – hammers and eagles.

Some eagle-eyed fans may have noticed this logo already starting to crop up in a couple of places. When you see this Warhammer logo, you’ll know that something is officially part of your favourite hobby. What’s more, it’ll make getting your Christmas and birthday gifts easier for your friends and family – all they need to do is look for the logo.

It’s not every day that you get to consolidate almost four decades of miniatures, games, art, fiction and more under one symbol – so we thought it’d be the perfect excuse for a bit of a party! Soon, we’ll be bringing you an epic worldwide celebration of all things Warhammer – stay tuned on the Warhammer TV, Warhammer Age of Sigmar and Warhammer 40,000 Facebook pages for more.

Article: https://www.warhammer-community.com/2019/04/05/together-at-last/

The ending of the video certainly made me chuckle

I want hammer-eagles now!

 Overread wrote:
I want hammer-eagles now!

Clearly this means a new Lt

Is Duncan on vacation? The new painter is in the vid, but he isn't. Weird that one of the most recognizable faces is absent

Duncan is now enjoying some time off, he was at Adepticon before that.

I don't get it.

How does having a slightly different uninteresting logo tie into question about how people use their products or socialize with their products neatly placed for camera shots? Or...whatever vague end product they're aiming for here... I'm not really clear on that either.

Hmm. Maybe it's about making faction bias clear- Sigmarines and Space Marines over everyone.

 Overread wrote:
I want hammer-eagles now!

Funnily enough, there is already at least one near perfect match:



LotD codex incoming?

Then there's this:



So the concept isn't really all that new...

jeez look at that backpack. took ferrus right off my primarch to paint list.

I like it. I'm not clear on how they intend to use it, but I guess we'll see.

Darn it people stop giving me hammer eagles I want hammer eagles!! Eagles with HAMMERS!!

It looks like a continuation of rebranding the public face of the company from Games Workshop to Warhammer - it started with the shopfronts, now they're doing it more widely. It might start replacing Citadel on the paints and tools, etc.

This wasn't the April First post?

Either way doesn't really affect any players I don't think.

Slayer-Fan123 wrote:
This wasn't the April First post?

Either way doesn't really affect any players I don't think.

Except the inevitable price raise from the "cost of rebranding"

 AndrewGPaul wrote:
It looks like a continuation of rebranding the public face of the company from Games Workshop to Warhammer - it started with the shopfronts, now they're doing it more widely. It might start replacing Citadel on the paints and tools, etc.

Also might explain the Warbanner thing, if that is new branding of everything now of course they will pursue it with more energy...

It is a simple, striking, logo that conveys who they are. Sort of reminds me of the sports leagues general use logos to represent the field as a whole.

 VictorVonTzeentch wrote:

Slayer-Fan123 wrote:
This wasn't the April First post?

Either way doesn't really affect any players I don't think.

Except the inevitable price raise from the "cost of rebranding"

My business friends are all chuckling while looking at the GW reports. The prices should be getting cheaper as their business expands but they all predict it is only going to get more expensive. I honestly think this all has to do with how the public see Games Workshop. If you google them you get page after page of either extremist support from players, extremist hate from players or people hating both sides and calling the company bad words. My opinion is that in the more controlled environment "new" GW has made then a rebrandeing would help limite that over the next 3-5 years. Wouldn't be the first time a company has done this.

Honestly if you google any company you can easily find extremist hate. Heck computer games are getting worse for it right now with their whole "review bombs" happening on steam and similar sites where even something totally innocent or throwaway is blown into all kinds of insanity in game reviews. CA had it with Warhammer and most of their TW games when they added women generals to Rome 2; and they had it again when one of their community reps said a comment along the lines of "if you don't enjoy don't play".

There's a fresh protest wave now going through on old games for any developer putting new games into Epic's new store (as exclusives).


Finding rage is easy - really easy. Compliments are harder because fewer compliment so if yo usay its easy to find loads of supportive and positive fanboy comments then that's a really good thing for GW in itself.




As for prices I think that's always a grey area. I think one big thign to remember is that GW's production of their core product is done in the UK. So any production expansion is actually quite expensive; a lot of other companies that expand and cheapen their product often outsource so the cost of factories and equipment is reduced by them hiring manufacturing plants in china, India and the like. They can scale up far quicker and cheaper and that's before we even get to cheaper labour costs.

Another aspect to remember is that for all their popularity and brand awareness, GW is still a niche product. Worse its a niche product in a market pushing toward more and more digital - Lego, Meccano, Hornby - all things GW grew up with which supported it in so much as being other "hands on" hobbies are all dwindling or dead. Some, like Lego, have held on with movie-tie-ins whilst I think companies like hornby are reliant in an ever aging population. So GW has big investments to make in marketing as they are almost carrying the hands-on-toy themselves. That's a huge cost in itself and I think its why they are firing out marketing 7 days a week (that's pretty astounding when you think about it).

That said I think their greatest burden is keeping themselves on the highstreets at a time when many other highstreet stores are pulling out or just going into administration. Food and mobile phones are fine, but many other highstreet shops are just closing doors. GW keeps themselves there and I think that will have an impact on prices as it directly affects their overheads. Of course it also benefits them - they know that providing a clear and visible place to buy and game keeps the hobby alive. Local clubs can be good, but they can also fall apart really fast or end up with an aging membership or just a friends circle with little expansion. Or, (worse for GW) they can expand into other brands.


I can see logic that higher sales and increased volume of sales can reduce prices to customers; but at the same time I think the eway GW produces and distributes means that stable prices might be the best we can hope for.

I like it.

 ProtoClone wrote:
It is a simple, striking, logo that conveys who they are. Sort of reminds me of the sports leagues general use logos to represent the field as a whole.

How does it convey who they are? They don't make hammers or sunbeams. (If eagles had a wing like that, they'd definitely be extinct)

The biggest thing that it conveys is that the major lines of the logo lead up to the <TM> in the upper right. Top line, the line of the 'hammer' and the outside frame form a nice big arrow to ----> TM

Seems to me that WARHAMMER in big letters on boxes and books sold more than any amount of little doodles (which makes the blurb in the article about friends and family buying gifts weird- things were already branded sufficiently).

Warhammer, Citadel, Black Library, Games Workshop. Four different brands not always obviously connected.

If you don’t understand logos or branding, Voss, the there’s not a lot of point in posting, especially with random hatred. Branding encompasses more than a logo or a colour scheme... it’s everything down to language used and tone of voice. The video is as important as the image in saying “this is who we are now. We take this very seriously but don’t mind a laugh at ourselves too.”

This new logo is just part of their ongoing rolling rebrand, as others have said. It combines iconic visual elements of both their main product brands into one simple overarching company logo.

Of course it wasn’t designed to “point to the TM”, “show faction bias” or to somehow claim they sell actual hammers or eagles. Boots don’t sell boots, Shell don’t sell shells and MacDonalds don’t sell Golden Arches.

Behold:

The CHICKENMALLET

 Adeptus Doritos wrote:
Behold:

The CHICKENMALLET

Ding ding ding, we have a winner!

Needs more Skulls...

The logo doesn’t do much for me TBH. It’s very “right now” rather than iconic IMO.

I like it, it looks good.

 lolman1c wrote:
My business friends are all chuckling while looking at the GW reports. The prices should be getting cheaper as their business expands but they all predict it is only going to get more expensive.

Then sorry, your friends are terrible at business. As much as I'd like lower prices, it makes zero sense to slash them when you sell everything you produce and struggle to produce more due to outside factors. All that would do is decreasing revenue and resources for expansion to make the production bigger while not selling even one more box to your customers, effectively handing money to other companies for very little reason...

 Manchu wrote:
The logo doesn’t do much for me TBH. It’s very “right now” rather than iconic IMO.

Good way of putting it.

I think it would have been better if the aquila half still featured a head. The aquila has after all been a very identifiable symbol used by GW for a very long time. A simple, even more stylized aquila wing doesn't seem as recognizable to me.

That said, given the size of the TM, this is probably a much enlarged version that is going to look different when sized as the Citadel logo on a box, so maybe this is the maximum amount of detail they wanted for the purpose.

 JohnnyHell wrote:
If you don’t understand logos or branding, Voss, the there’s not a lot of point in posting, especially with random hatred. Branding encompasses more than a logo or a colour scheme... it’s everything down to language used and tone of voice. The video is as important as the image in saying “this is who we are now. We take this very seriously but don’t mind a laugh at ourselves too.”

Don't mistake confusion at wastes of time for hatred.
So break it down for me. Who are they now? How are they meaningfully different than 'who they were' last month or last decade? What does the logo or video tell you anything about that?

And why in the world does any of it matter to anyone who want to buy a box of plastic models?

This new logo is just part of their ongoing rolling rebrand, as others have said.

What ongoing rebrand? This is the company that made space marines 30 years ago, and still makes space marines. And other models, but whatever.

It combines iconic visual elements of both their main product brands into one simple overarching company logo.

Yes. It says Warhammer at the bottom. The image is superfluous.
Is the logo going to cause a measurable uptick or downtick in the sales of Warhammer 40,000: Space Marine boxes? I have doubts.

Of course it wasn’t designed to “point to the TM”, “show faction bias” or to somehow claim they sell actual hammers or eagles. Boots don’t sell boots, Shell don’t sell shells and MacDonalds don’t sell Golden Arches.

Right. But the golden arches have been associated with McD's for literally decades, it's a visual shorthand designed for people passing by on the highway. It's a recognizable symbol associated with a specific company, advertising its presence. This is a randomly stylized hammer with a trademark. It speaks to nobody and symbolizes nothing, and thus needs text on the logo itself to even explain what it is.
That isn't even vaguely iconic or useful for sales. If it is replaced by a different symbol next month or next year it won't matter in any way. If McDonalds or Shell replaces theirs, it will cause confusion and lost sales, as people won't know to stop at their businesses.