The pioneering video game brand and interactive entertainment producer — today revealed an all-new logo as the company continues its 50th-anniversary celebration with a line-up of corporate announcements, video game reveals, licensing partnerships, and more. The new 50th-anniversary celebration logo, called “Borregas," is inspired by the Atari World Headquarters located on Borregas Ave. in the fabled tech startup hotspot of Sunnyvale, California.
The Borregas logo features the quintessential Fuji mark and a semi-transparent “50” in a 70s-inspired design. The new Borregas logo will complement the previously revealed “Sunnyvale” 50th-anniversary logo and be used in special upcoming merchandise and licensing collaborations. Merchandise featuring the new logo is available for preorder at atari.com.
“Design innovation was a fundamental driver and differentiator for Atari during the golden age of video games,” said Wade Rosen, CEO of Atari. “Every artist, designer, and engineer challenged themselves to reach creative excellence; it is a hallmark of Atari that persists to this day.” The Borregas logo is inspired by the colorful interior designs at the Borregas Ave. headquarters location where the Atari 2600 was conceived and some of the company’s most memorable titles were produced. From the early ‘70s to the late ‘90s, 1265 Borregas Ave. and neighboring buildings housed some of the best talent in the video game industry.