Nintendo eShopCopied

Nintendo rarely announces a logo change, and the eShop's new look arrived the Nintendo way: in patch notes. Switch system update 20.0.0, released on 30 April 2025, was mainly about preparing the eight year old console for its successor. IGN reported its headline features, chiefly a system transfer tool for moving data to a Switch 2 ahead of that console's June launch, and noted that the update also redesigned icons.

The relevant line in Nintendo's own change log is almost comically terse: the colours of the Nintendo eShop and Nintendo Switch News icons on the HOME Menu had changed. In practice the eShop went from orange to red. Its icon on the HOME Menu turned red, the shop itself took on red styling and a slightly redesigned shopping bag symbol, and Nintendo's weekly eShop marketing assets soon switched to the same red branding and new logo. The purpose was alignment: the Switch 2 eShop used the red look, and the old console's store was brought into line before launch.

Later notes in Nintendo's change history show the shop continuing to evolve, with a redesigned layout and an option for the eShop colour to follow the system's dark theme.

There is a tidy logic to the change. The old orange made the eShop feel like a slightly separate service with its own identity. Matching the store to its Switch 2 counterpart makes it read as part of the platform rather than a bolt on, and it smooths the transition for players moving between the two consoles. Making the change quietly, a few weeks before the new hardware, means most users simply woke up to a redder icon and thought nothing of it.

The trade off is distinctiveness. An orange icon was easy to find among a sea of game tiles; a red one has to work harder to stand out among the many colourful game tiles around it, and the old orange had years of habit behind it. That is a small cost for a store that the company clearly wants to feel like part of the furniture. As a branding decision, this is housekeeping rather than reinvention, and it was done with appropriate restraint.