Logos are important, as any brand manager pitching his logo redesign services will tell you.

And, as your mother and Hallmark cards tell you, birthdays are important too.

Number 2 mobile publisher Gameloft has combined these two, using its 10th birthday celebrations to quietly unveil a new, grown up logo.

So instead of the colourful, lowercase 'gameloft', there's now a big shiny G on a black background.

We assume the Doctor Who bedspread and Action Man wallpaper in Gameloft's bedroom have been replaced with a mirrored ceiling and silk sheets.

When you were very young

And going back in time to 2000, it's also worth refreshing ourselves about those first tottering steps the company took in the gaming market.

"During the current year, GameLoft has positioned itself as a specialist in online games, set up operations in 12 countries and built a global network for distributing games via the Internet," says its first financial report.

Sales were €730,000 with a net loss of €2.4 million for the six months ending 31 August 2000.

The mobile games part of the business came about with Gameloft's (itself founded by some of the Guillemots) merger with the Michel Guillemot-founded mobile outfit Ludigames in 2001.