Asmodee has been more recognized as a B2B brand within the industry, but as of June 3, 2025, that has all changed. The rebranding initiative, developed by Publicis Groupe's Carre' Noir design agency, aims to bring Asmodee's identity to the forefront for consumers with their new "Inspired by Players" tagline and "asmodee" lower case logo.

"At asmodee, we have made it our mission to create meaningful, shared experiences through our games to celebrate all players,” Asmodee CEO Thomas Koegler said in a statement accompanying the announcement. “During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that making asmodee a name that’s recognized, trusted, loved, and sought out by players around the world.”

This is a fairly big step for asmodee as their core company brand has often taken a back seat, on the consumer side, to the dozens of studios that the company owns and distributes.  The rebrand should help asmodee realign their games under one umbrella as a "seal of quality," It also gives the company an opportunity to publish games in its portfolio under the new asmodee brand, as opposed to a studio brand,  

The brand change comes a few months after asmodee was spun off from parent company Embracer Group (see "Asmodee Spin-Off Dates Set").