(Est. 2004) “Roblox helps power the imagination of people around the world. As the largest growing social platform for play, over 44 million players come to Roblox every month to create adventures, play games, roleplay, and learn with friends. We call it the ‘Imagination Platform’ and believe everyone should have the right to play on it. That is why Roblox is freely available on all modern smartphones, desktops, Xbox One, Oculus Rift, and soon on Daydream and Cardboard.” (Additional info from Wikipedia: “As of fall 2016, Roblox has over 500,000 game creators designing games, and 30 million active monthly players, who have logged more than 300 million hours of game play.”)
Over the past few months, we’ve been working hard to design a clean, timeless brand mark that stayed true to our roots of simplicity and BLOX. The new logo is a testament to our cross-platform vision, as well as our commitment to helping power the imagination of kids of all ages around the world. It’s also scalable, allowing us to integrate it into different mediums over time.
I had never heard of Roblox before but I'm clearly in some minority given the amount of people that play it. Not knowing anything about the game previously, I would have assumed, based on the logo, that it was some kind of prehistoric adventure with characters like in The Flintstones, which is not at all what the game is about. I still don't quite get what it's about but it looks like some combo of Minecraft and The Sims and LEGO, all of which are better reflected in the new logo. The new logo is built from Gill Sans Ultra — it's been a while since I've written that font name — with the "O"s replaced by squares that look like the aesthetic of the game. While Gill Sans Ultra ranks among my least favorite typefaces, it works perfectly fine here lending a subtle hint of playfulness while the square pegs hint at a customizable, in-progress dynamic and make for a perfect social media and app icon. Overall, a solid update.
Thanks to Andy Liang for the tip.