In addition to a slimmer, sleeker figure, Sony’s updated hardware will also be sporting a streamlined logo. Future marketing materials will no longer feature the entire system name, spelled out in intimidating Spider-Man typeface, replaced instead by the Internet adopted abbreviation of PS3.
“We wanted to make sure that we set a new direction for the PS3,” said Sony’s Kaz Hirai, explaining the reasoning behind the change to Times Online. “I wanted to send the message internally that we are resetting the thinking, going back to our roots.”
The change is also practical, from an advertising standpoint. In addition to carrying on the tradition of the PS2 logo, the new PS3 logo’s fewer characters will allow for greater visibility. “When you have PlayStation 3 spelt out, the aspect ratio was such that if you wanted it on a billboard it became tiny,” added Hirai. “It didn’t work in terms of visibility.”
I wholeheartedly approve of Sony’s shortened moniker, but still think whoever came up with “The Hut” and “The Shack” should be beaten to death with their own severed limbs.