A portion of a CVG interview with Ubisoft's Jade Raymond...

CVG: Ubisoft has a huge library of much-loved franchises already, some of which aren't updated as much as fans might like. Can you explain the need to create new IP, alongside reinventing old ones?

JR: I think it's important for us to continue to focus on the existing IP because there are those things that have really big fan followings. Imagine for example if they stopped making Batman movies, games or comics... there would be a huge fanbase that would be disappointed. We have a really strong fanbase for Splinter Cell and stuff like that, so we have to continue to push that forward.

The logo. I know from the internal team perspective, people in games really want to create something new and leave their stamp. Maybe in your career you'll start working on a game that you don't care about as much but you're just excited to be in the industry, then hopefully you'll graduate to work on a game that's your dream and then maybe the next step you take is to create your own thing once you get to a certain level of seniority.
Our industry I think is different from any other because it's not just the creative director or the designers who are creative - everyone is passionate and has their game idea. You can talk to anyone from a programmer, to a tester or a texture artist and they're all in the games industry rather than other industries because they have this idea for a game they wanted to make. You just have that kind of passion where people want to come together and see those ideas eventually take shape in a game.