San Francisco-based University Games is kicking off its 35th anniversary under refreshed branding and with a full slate of monthly events.

“We begin the celebration of our 35th year with the introduction of our new company logo,” says Bob Moog, co-founder and president. “This logo symbolizes our unique mixing of learning and fun. The red letter ‘U’ stands for University and takes one back to our beginnings as a learning company in 1985. The ‘G’ stands for Games, which represents the fun that we inject into every product we release. Together, the red and the blue ‘UG’ overlap creating something unique with the color purple. The merging of learning and fun is where we stand alone in offering our games and puzzles to families around the world.”

Moog further explains that the company takes its new branding seriously. “Some companies focus on learning, others on fun. We do both!” he says.

Later this month, the company will debut UG Studios, which it describes as  “a livestreaming, high-octane content channel dedicated to games and puzzles.” The dedicated YouTube channel will feature correspondents in San Francisco, London, and Sydney, with a programming slate set to include game demos and interviews geared toward gamers around the globe.