Glorious PC Gaming Race, the maker of the Model O , the GMMK Pro and different widespread peripherals, is altering its identify. In rebranding as Glorious, the corporate is hoping to go away behind a reputation tinged with racial overtones.

The firm was shaped in 2014. Its unique identify was a spin on the time period “the Glorious PC Gaming Master Race.” Game reviewer Ben “Yahtzee” Croshaw of Zero Punctuation fame sarcastically to poke enjoyable on the elitist angle held by some PC players that their platform of selection was superior to consoles. However, some players embraced the time period regardless of the phrase “master race” .

“While we remain committed to serving PC gamers and not taking ourselves too seriously, we have also grown and matured significantly as a brand.” Shazim Mohammad, the founder and CEO of Glorious mentioned in a press release. “When I started this company I never could have imagined we’d be where we are today. This new brand identity is more inclusive, accessible and representative of who we’ve become and the direction we’re going long into the future.”

Glorious, which mentioned its new identify “inspires positivity,” will begin updating its branding within the coming weeks. It will introduce a recent emblem and relaunch its on-line retailer with a special, to-be-revealed URL. Its upcoming merchandise will bear the brand new branding, as will the present product lineup. However, Glorious mentioned finishing the transition with its present peripherals shall be a multiyear course of.