Since the console launched in 2006 until the official announcement of the new, slimmer machine, the PS3 has been written in the same font used for Sony's Spider-Man 3 movie.

What's more, the official way to type out the name was in ALL CAPS.

The new console iteration ditches both in favor of either the PlayStation 3 or simply the PS3. There's new font, too! When asked by The Times why the font was changed, Sony Computer Entertainment exec Kaz Hirai replied that the company wanted to "set a new direction for the PS3." And what better what to do that than by resetting the logo, Hirai asked.

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The new PS3 Slim — which Sony is selling at a loss — also helps Sony transition into a new chapter in the PS3's lifespan.

The logo change, however, was inspired more than merely giving the console a re-start. "On a practical level, when you have PlayStation 3 spelt out, the aspect ratio was such that if you wanted it on a billboard it became tiny," Hirai said. "It didn't work in terms of visibility." Thank tiny text for for killing the Spider-Man font. Thank you, tiny text.

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Sony boss reveals plans for PlayStation [Times Online]