Square Enix recently applied to trademark everything under “Square”, a name that retains the same publishing rights as “Square Enix.”

See for yourself. WARNING: Wall of text incoming:

“Square” TrademarkComputer game software; video game software; sound recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and fictional stories; audio visual recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and animated fictional stories; prerecorded compact discs featuring music; prerecorded video discs featuring music and animated fictional stories; mouse pads; straps for cellular phones; video game controllers; downloadable musical sound recordings; downloadable ring tones for mobile phones; downloadable wallpaper graphics for mobile phones; downloadable electronic publications in the nature of magazines, journals and newsletters in the field of computer games and video games. Providing on-line computer games; providing on-line video games; providing information on computer game strategies and video game strategies via computer networks and global communication networks; providing information on entertainment in the field of computer games, video games, card games, animated cartoons, comics, novels and magazines; providing on-line non-downloadable comics; providing on-line non-downloadable magazines, journals and newsletters in the field of computer games, video games, cartoons and general entertainment.

Square Enix Trademark: Computer game software; video game software; sound recordings in the form of optical discs, magnetic discs, tapes and semiconductor ROMs featuring music and/or musical entertainment; audiovisual recordings in the form of optical discs, magnetic discs, tapes and semiconductor ROMs featuring music, animation and/or entertainment; prerecorded compact discs featuring music; prerecorded digital video discs featuring music, animation and/or entertainment; prerecorded video cassettes featuring music, animation and/or entertainment; computer software for browsing and navigating through websites on global communication networks; computer software for sending and receiving messages and electronic mail; computer software for personal scheduling; decorative magnets; mouse pads; straps for cellular phones; sunglasses; memory cards; memory card cases; CD cases; computer keyboards; computer and video game joysticks; video game controllers; downloadable computer graphics software, namely, downloadable wallpapers or downloadable screen savers for the screens of computer displays or mobile phone displays; downloadable computer graphic software containing downloadable animated active wallpapers or downloadable animated screen savers for the screens of computer displays or mobile phone displays; downloadable video recordings featuring cartoon characters and/or video game characters; downloadable musical and sound recordings; downloadable game programs; downloadable electronic publications in the nature of magazines, journals, newsletters and manuals in the fields of computer games, video games and general entertainment.

It seems that Square Enix is aiming to move a lot of their video game publishing rights under the “Square” name. Could this be Square Enix’s attempt to take us back to the golden days, when the games we loved and honored with high marks came from team SquareSoft, or “Square?”

Considering the recent prequel/sequel poo-nami that Square Enix has generated, many fans have been unhappy with this titan studio and Square Enix has consequently experienced major financial losses. Did Square Enix really think we’d forgive them for the Final Fantasy XIV cluster fuck so quickly? It’s going to take a lot more than a name change to turn the Square Enix image around. Hopefully the upcoming Deus Ex, Tomb Raider, and Hitman all prove to be good enough to bring something positive along with the rebrand.

Nostalgia’s not enough to win me over. I might’ve fallen for it once upon a time with all of the Final Fantasy VII prequels and sequels, Squeenix, but it’s time for you to get more than just a face lift to make things right. Maybe throw in a boob job and some lipo and we’ll talk.

[Via Dual Pixels]