PC Identification Mark
In creating the new box size the IEMA found itself in the unlikely position of platform guardian (where each console platform had a first-party publisher to oversee standardization matters, PC games by their very nature did not). As such, the industry pressured the organization to develop a platform identification mark which would unify the display and focus the customer's brand perception. Again the IEMA worked with publishers to create a new standard "PC" icon, and would provide its use on a royalty-free basis to the industry.
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“I would not unduly praise the virtue of restraint. It is often merely temperamental. But it is not always a sign of coldness. It may be pride. There can be nothing more humiliating than to see the shaft of one’s emotion miss the mark of either laughter or tears. Nothing more humiliating! And this for the reason that should the mark be missed, should the open display of emotion fail to move, then it must perish unavoidably in disgust or contempt.”
—Joseph Conrad (1857–1924)