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Citadel Colour is becoming Warhammer Colour

Warhammer Colour is the new name for our paints. For years our paints have proudly borne the name Citadel Colour, but we thought it was high time the name on the pot reflected the purpose of the paint inside it: painting Warhammer miniatures.

Warhammer Colour is the exact same paint you know and love – fantastic Base, Layers, Shades, and Technical paints, and of course the game-changing Contrast paints.

Over the next few weeks and months you’ll start to see paint pots and accessories branded with Warhammer Colour appearing in Warhammer stores, and your friendly local gaming stores.

So that just leaves the tools carrying the Citadel brand?

Wildly overdue.

Phasing out the Citadel brand is bizarrely overdue. It was moderately confusing 30 years ago, and it has remained so. I wonder why it stuck around so long? I mean, it's not as if it was ever a big problem, but large companies tend to be pretty focused on simplifying their branding, and it was easy to think that Citadel was a different company, because it was, almost fifty years ago. Was there a deep nostalgic affection for the name?

They can put whatever they want on the outside of the pot. But please, please don’t change the formula again. It’s been too many time already.

Wonder if they will change the shape/style of pot again?

Would have been a good time to switch out the deranged below-gak-tier flip tops...

 Nevelon wrote:
They can put whatever they want on the outside of the pot. But please, please don’t change the formula again. It’s been too many time already.

Wonder if they will change the shape/style of pot again?

They'll certainly change the pricing....

It's such a dumb, minor thing, but I haaaaate this. The announcement video that came up on IG is sending me.

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Could be worse. Have been worse.

But you are not wrong.

GW's Instagram puts it all in perspective...

https://www.instagram.com/reel/DVjBecLjRyN/?utm_source=ig_web_copy_link

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

 Inquisitor Gideon wrote:

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

What do you do with your gooey chunks of paint blobs?

 Lathe Biosas wrote:

 Inquisitor Gideon wrote:

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

What do you do with your gooey chunks of paint blobs?

Doesn't everyone eat them? I thought that was a feature of the system!

 Lathe Biosas wrote:

 Inquisitor Gideon wrote:

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

What do you do with your gooey chunks of paint blobs?

Rather expectedly, throw them away.

 Flinty wrote:

 Lathe Biosas wrote:

 Inquisitor Gideon wrote:

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

What do you do with your gooey chunks of paint blobs?

Doesn't everyone eat them? I thought that was a feature of the system!

I save mine on off to the side of my workspace until the once or twice a year I do a deep clean of the bench.

 Lathe Biosas wrote:
GW's Instagram puts it all in perspective...

https://www.instagram.com/reel/DVjBecLjRyN/?utm_source=ig_web_copy_link

This comes across as more like a problem they've made up just to give an excuse for this really. No ones going into a GW shop looking specifically for "Warhammer Paints" and then being too confused that literally the only paint in the shop isn't called that. I doubt they even consider what the name is.

 Mentlegen324 wrote:

 Lathe Biosas wrote:
GW's Instagram puts it all in perspective...

https://www.instagram.com/reel/DVjBecLjRyN/?utm_source=ig_web_copy_link

This comes across as more like a problem they've made up just to give an excuse for this really. No ones going into a GW shop looking specifically for "Warhammer Paints" and then being too confused that literally the only paint in the shop isn't called that. I doubt they even consider what the name is.

It’s probably not an issue in physical stores. Although having worked in retail, the stupidly of people has no lower bounds.

But online? For people not in the know, how would you know what the “official” paint is? Lot of room for confusion.

Makes sense to steamline and consolidate the branding.

 Inquisitor Gideon wrote:

 lord_blackfang wrote:
Would have been a good time to switch out the deranged below-gak-tier flip tops...

Oh i don't know, i find the cleaning of the rims rather therapeutic. Especially when you get a piece that just peels out in a solid piece.

Flip top cleaning ASMR is an untapped resource for sure

now they just need to make the paint, actually yknow.....GOOD.
I have moved past every GW color at this point. they are just now good paints anymore

 lord_blackfang wrote:
Flip top cleaning ASMR is an untapped resource for sure

PVA Glue Peeling ASMR is a thing if you want to go down that particular rabbit hole...

First they covered up the Witch Elves, now they're stripping Citadel off paint pots. Can GW make up their minds already?!

Yeah, this feels like a very lame (and pointless?) name transition and the redesign follows along the same line as the corpo slop of how places like McDonalds went from fun colors to corporate grey.

It also feels like the way its set up and written with Japanese characters as a way for GW calling out or wanting to directly compete against the new Gundam stuff that was shown by Bandai Namco, so curious if this is in response to that.

Now we just need the GW CEO to release a video of them taking a bite out of their newest paint pot and we're set

 Grimskul wrote:
Yeah, this feels like a very lame (and pointless?) name transition and the redesign follows along the same line as the corpo slop of how places like McDonalds went from fun colors to corporate grey.

It also feels like the way its set up and written with Japanese characters as a way for GW calling out or wanting to directly compete against the new Gundam stuff that was shown by Bandai Namco, so curious if this is in response to that.

Now we just need the GW CEO to release a video of them taking a bite out of their newest paint pot and we're set

You drink out of the brush water pot, not the paint pot.

It might not be a bad call to have the upper management hit the trenches and push some plastic around, or paint a spacemarine. Obviously we’re not making burgers here, but show they are in the hobby.

Or they could just head down to Bugmans’ for lunch. Jump on the bandwaggon that way.

I’m entirely ambivalent.

Same paint, specific branding doesn’t really matter.

It's just a change in branding which is fine. So long as they don't change the paint colour names anymore I'm fine.

My mind is still stuck in the early 2000's when it comes to paint names and I haven't bothered to learn the new ones.

Also please move to dropper bottles! I spent last night cleaning dried paint out of the rim of a paint pot so the damn thing would close properly.

 Grimskul wrote:
Yeah, this feels like a very lame (and pointless?) name transition and the redesign follows along the same line as the corpo slop of how places like McDonalds went from fun colors to corporate grey.

It also feels like the way its set up and written with Japanese characters as a way for GW calling out or wanting to directly compete against the new Gundam stuff that was shown by Bandai Namco, so curious if this is in response to that.

Now we just need the GW CEO to release a video of them taking a bite out of their newest paint pot and we're set

the japanese characters are more likely streamlining and to get the warhammer into other hobby shops. and so they dont need to make 2 labels when they ship to japanj.

Thinking a bit more on it, is it just an indictment on society that things like this fall down to the lowest common denominator of having to go to the Warhammer shop (on your Warhammer bike?) to buy Warhammer games, Warhammer models and Warhammer paint with your Warhammer moneys. I'm waiting for the branding to be further dumbed down to just WH!!!

Is the idea that there is a company, that is the originator to a range of of game, model and paint lines that might have different names too hard for certain cohorts of people to comprehend?

I am also somewhat annoyed by the IG video as its kind of insulting.

 Nevelon wrote:

 Mentlegen324 wrote:

 Lathe Biosas wrote:
GW's Instagram puts it all in perspective...

https://www.instagram.com/reel/DVjBecLjRyN/?utm_source=ig_web_copy_link

This comes across as more like a problem they've made up just to give an excuse for this really. No ones going into a GW shop looking specifically for "Warhammer Paints" and then being too confused that literally the only paint in the shop isn't called that. I doubt they even consider what the name is.

It’s probably not an issue in physical stores. Although having worked in retail, the stupidly of people has no lower bounds.

But online? For people not in the know, how would you know what the “official” paint is? Lot of room for confusion.

They're already online, they can just Google it.

ccs wrote:

 Nevelon wrote:

 Mentlegen324 wrote:

 Lathe Biosas wrote:
GW's Instagram puts it all in perspective...

https://www.instagram.com/reel/DVjBecLjRyN/?utm_source=ig_web_copy_link

This comes across as more like a problem they've made up just to give an excuse for this really. No ones going into a GW shop looking specifically for "Warhammer Paints" and then being too confused that literally the only paint in the shop isn't called that. I doubt they even consider what the name is.

It’s probably not an issue in physical stores. Although having worked in retail, the stupidly of people has no lower bounds.

But online? For people not in the know, how would you know what the “official” paint is? Lot of room for confusion.

They're already online, they can just Google it.

People who are not in the know, or particularly interested, will be buying stuff from GW's official webstore, so its the only option. No googling is required really.

This saddens me a little bit. Feels like when they rebranded Games Workshop stores to Warhammer. All nuance and history must be sacrificed in the name of brand synergy. All Is Warhammer.

I'm not really buying the "customer confusion" angle. If you're in a Warhammer (bleh) store, and they have a big ol' rack of paints then guess what? They're the paints to use for Warhammer

And if you're NOT in a Warhammer (bleh) store, then Citadel is no more confusing than having Vallejo, Scale75, Coat d'arms or any of the other manufacturers. Hell arguably Scale75 is more confusing because what if you're not painting 75mm models with them? Maybe they'll melt!

I've worked in GW, nobody comes in asking for "Warhammer Paint", they come in asking for paint, or at worst model paints, and they're all pointed to the same rack. This is solving a problem that doesn't exist.

Brand Syngergy is important when you are trying to expand. because warhammer is TRYING to be a lifestyle brand now, NOT a game only.