Blizzard Entertainment Dumps Branding

Blizzard Entertainment has dumped the iconic branding from its popular games launcher. An update, which users first encountered late last night, changes the client’s icon from the logo into one just as familiar: that of Blizzard Entertainment.

That makes sense, as Blizzard first announced in September that it was “transitioning away” from the name.

“Over time, though, we’ve seen that there’s been occasional confusion and inefficiencies related to having two separate identities under which everything falls — Blizzard and,” the company wrote on its blog in the fall.

Yet this is the first and, for many longtime fans, most heartbreaking step toward the overhaul. When restarting the client after the automatic update, it will no longer bear any signs of’s familiar iconography. Instead, Blizzard’s app is now just called … well, Blizzard.

Devotees of games like World of Warcraft, StarCraft and Overwatch are mourning the change, even while they acknowledge that it’s a superficial one. A popular Reddit thread about the new logo finds many users waxing nostalgic about the days, just hours after the name change has been implemented.

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SOURCE: Polygon, Allegra Frank