Page 1

Brand Identity Guideline

Konami


Table of Contents

1.0 Introduction ..................................................pg 6 2.0 Design Process ...........................................pg 16 3.0 Symbol & Signature .....................................pg 22 3.1 Primary Logo..........................................pg 27 3.2 Vertical Logo...........................................pg 28 3.3 Signage Logo.........................................pg 34


4.0 Color & Typography .....................................pg 42 5.0 Business Stationery......................................pg 52 5.1 Mockup...................................................pg 60 6.0 Signage & Wayfinding .................................pg 64 7.0 Advertising & Promotion...............................pg 86


Company Introduction 1.0


Company Introduction 1.0

The Konami Group,

our aim is to continue to be an international corporation keeping our stockholders always looking forward with anticipation of on-going growth. We will continue to develop products and services that offer enticements to both our current and future customers.

Customer-Oriented

We believe our customers are the most important asset to our corporation. Keeping our customers in mind, we will provide the highest quality of services and products.

Konami Introduction Pg 7 - 128

Our Challenge

We believe in keeping our products and services up-todate, ahead of our competition with creative innovations and maintaining the leading edge of the “wow factor” that our customers depend on.

Response to Change

We believe that we must keep up with the changing times. Our customers expect us to continue with the quality of service, the first class innovative products while staying current with the changing business environment and expectations.

Code of Ethics and Compliance

We believe ethics and compliance is required to be maintained in our corporation not only for our customers but also for our employees. Our stockholders value these qualities as well as our customers. Our customers can trust that they will receive the quality of service and products they have come to depend on through the years. We comply with all the necessary laws, rules, regulations, prescribed practices, internal policies and procedures designed for our business environment.


The Company Brand

Konami Brand is creating a development shift from “The Consumption of Time” to “The Value of Time.” our goal is to give the consumer a fun, new, and inspiring experience. Turning Everyday Life into High Quality Life.

The Company Rebrand Komani needs to be rebranded to become morewell known in the United States. We are very popular in Japan as we are an international corporation specializing in digital entertainment, sports, gaming and amusement. Our competitors are Nintendo, SegaSammy, Square Enix, Blizzard and Electronic Arts (EA). Rebranding will help us be able to compete with these large corporations successfully. To accomplish this goal, Konami needs to understand who their target audience is.

Konami Introduction Pg 8 - 128


Business Type & Size

Mobile Games Computer & Video Games Cards Music, Videos/DVDs The Americas

International Business: Industry: Entertainment Video Games Headquarters: Tokyo Midtown, Minato, Tokyo, Japan

Konami Business Type & Size Pg 9 - 128

All Games All News Community Support Europe


All Games All News Community Support Asia

Konami Business Type & Size Pg 10 - 128

All Games All News Community Support


SWOT Analysis for Competitors

Sega Sammy

Square Enix

Strength

Profitability and Revenue Pachislot Market Animation Business in Japan

Franchise Multiplateform Story Writer

Weaknesses

Low Profitability In Japan Only

Target Marketing Undeveloped Franchise Same Game Play

Opportunities

New Products and Services Growth in Pachislot

Number of Fans

Threats

Competitors Consumer Spending

Rival Company Parents Haters

Konami Principal Business Pg 11 - 128


SWOT Analysis for Competitors

Nintendo

Blizzard

EA

Established Brand Reputation and Recognition Affordable Gaming

Global Market Fanbase Customer Response

Multiple Platforms Digital Presence Global Presence

Few Gaming Titles Brand Not Established

Copetitive Edge Norrowing Long Release Windows Innnovation

High Production Costs Specific Game Release Dates Segment Focused Software on Other Companies

Expansion Digital Technology

Expansion to Other Mediums Mobile Game play

Online Gaming Simulation Training Games Strengthen Relationship Interactive Gaming Products

Online and Mobile Gaming Industry Environment Lack of Diversification

Customer Demand Other Companies

Tough Competition Piracy of Games Rise of Mobile Apps & Games

Konami Principal Business Pg 12 - 128


The Principal Business 1.3 Has Four Sister Segments: Digital Entertainment

Health and Fitness

We produce a wide range of products. These products include mobile games, computer and video games along with trading cards to provide enjoyment to customers woldwide.

We operate health and fitness clubs in addition to designing, manufacturing and selling fitness machines. We also sell and wide variety of health products.

Gaming and Systems

Amusement Business

We design, manufacture, sell and service gaming machines along with casino management systems in the globally expanding gaming market.

We handle all business aspects related to arcade games, pachislot and pachinko machines from design and production to sales.

Each of our four branches can support our large customer base and our new innovative product lines.

Konami Principal Business Pg 13 - 128


Virtual Reality (VR) System The prospect of a new sister corporation called the “Konami Virtual Reality System” will help expand our annual revenue. This new corporation will benefit everyone from our customers, our employees and our stockholders. The VR system is designed to create a more real experience by using special

Konami Principal Business Pg 14 - 128

virtual reality glasses along with your mobile phone. Choose the Konami app and select your choice of virtual entertainment. The choices can be sports, casino games, video games, movies, health and fitness. There are age restrictions on certain material within these icons.


Design Process 2.0


Fun, Letter K and Play

K

Keywrods to Help Design the new logo The Three Keywords are: Fun, Letter K and Play

Business Name:

Konami

Primary Key Keywords: words:

Life, Joy, Pleasure Fresh, New Fun, Letter K

K1: Life

K2: Joy

K3: Letter K

1st idea

K New Fun

2nd idea

Fresh

K Joy

3rd idea

Fun

Play

Letter K

4th idea

K Fun

5th idea

Letter K

K Joy

Konami Design Process Pg 17 - 128

Letter K

Play

Letter K

K

Play

K4: Fresh

Fun

Combination:

Letter K

Concept Design for Logo To develop our logo, I used the “+” (plus symbol, the letter “K” and the “lessthan” (<) symbol. To create a better Konami identity.


01 Business Folder Sketch

Fresh, New Fun and Excitement

Konami

With my peers suggestion, I was able to develop a better concept for the logo and the business folder. 2381 Rosecrans Avenue #200 El Segundo, CA 90245 310-220-8130 Konami.com

Konami

Back Ouside Cover

Front Ouside Cover Logo

Tagline

Address

03 Inside Business Folder Spread Concept Design for Business Folder

Konami Pg 18 - 128

02 Business Folder Sketch Concept Design for Business Folder


Demonstration Business Folder Concept Business Folder I designed a new demonstration business folder which incorporates the new Konami brand.

Konami Process Business Folder Pg 19 - 128


Secondary Identity I created the pattern for the secondary identity by cutting the arrows in half for the demonstration business folder. By cutting the arrows gives the illusion of movement. I began with a solid shape arrow in the color of orange. Next, I outlined the orange arrow using a stroke to remove the inside of the arrow. Doing this creates an orange outline of the arrow. I then erased half of the arrow creating the new secondary identity. To continue with the secondary identity, I took the half outlined arrow and created lines of different values of the color orange to develop the shape. This shape is used for the development of the signange and wayfinding.

Konami Process Business Folder Pg 20 - 128


Symbol and Signature 2.0


Business Name:

Konami

Primary Keywords: Key words:

Plus, Gamepad, Play K

K1:

K2:

Plus

Gamepad

K3: Play

Combination:

K

1st idea

K Gamepad

Play

2nd idea

Plus

K

K Gamepad

Play

3rd idea

Plus

K

K Plus

Gamepad

Play

4th idea

Logo Symbol and Signature

I designed the Plus new logoGamepad by using the “+” (plus) symbol to make it resemble an electronic D-pad game controller. Doing this helped construct the new Konami logo. 5th idea

K4:

K

K Play

K

K

Fun, Letter K and Play Konami Design Process Pg 23 - 128

K


Business Name:

Konami

Primary Key words:

Plus, Gamepad, Play K

K1:

K2:

Plus

Gamepad

K3: Play

K

1st idea

Play

2nd idea

Gamepad

K

K Gamepad

Play

3rd idea

Plus

K

K Gamepad

Play

4th idea

Plus

K

K Plus

5th idea

K4:

K Plus

Konami Design Process Pg 24 - 128

Logo Symbol and Signature

Gamepad

Play

K

K

Combination:

With these three ideas, I chose the second idea because of the emphasis on the D-pad controller. The meaning behind the “less than” (<) symbol represents two things. First, it gives the sense of globalized idustry theoughout the world. Second, it causes the ideas of fresh, fun and excitement to the viewer.


Logo Symbol and Signature

4

Student Name: David Fleshman Keywords: Fun, Play, Letter K Business Name: Konami

Konami

PANTONE C:0 M:0 Y:0 K: 100 R:0 G:0 B:0 Web hex: 231F20

1X

PANTONE C:0 M:0 Y:0 K: 0 R:255 G:255 B:255 Web hex: FFFFFF

2 3/4x

1/4x

3X

1/4x 1/4X

Konami

1X

1/2X

1X

1X

1/2X

1X

1X

1X 1/5X

1/4x

1/8x

2 3/4X

1/4X

Konami Fresh, New Fun and Excitement

1/4X

Konami 2X

Konami Design Process Pg 25 - 128

1/4x

1/4X 1/2X 1/4X


Logo Symbol and Signature

4 Colors

Student Name: David Fleshman Keywords: Fun, Play, Letter K Business Name: Konami

I chose to use the colors red and orange. The color red represents quality, class, inspiration, reassurance, joy and pleasure.

Konami

The color orange represents love and happiness in the Japanese culture.

PANTONE C:0 M:74 Y:100 K: 0 R:242 G:103 B:34 Web hex: f26722

1X

PANTONE C:21 M:100 Y:99 K: 12 R:178 G:32 B:37 Web hex: b22025

2 3/4x

1/4x

3X

1/4x

Konami

1X

1/2X

1X

1X 1X

Konami 2X

Konami Design Process Pg 26 - 128

1X 1/5X

1/2X 1X

1/4x

1/4X

1/4x

1/8x

2 3/4x 2 3/4X

1/4X

Konami Fresh, New Fun and Excitement

1/4x

1/4X 1/2X 1/4X


1 Primary Logo The Konami logo uses this as a primary logo for all primary identification.

1X

1/4x 2.75X

Never change any aspect of the typeface, symbol, color or their relationship to the logo.

Konami

1X

The X- Ratio:

Using 1 inch by 1 innch for the letter “K” and have a 1/4 inch for spacing.

1X

1/4x

1/4x

1/8x

Konami Fresh, New Fun and Excitement

1/4X 1/2X 1/4X

1/4x

2 Secondary Logo Use the secondary logo which isn’t used that oftern but can be when it is necessary. The three Konami logos are used as a secondary logo that promotes awareness of the parent brand name Konami. The vertical Konami logo can be used in formats which the horizontal logo can’t be satisfied.

1X

1X

1/4X

Konami Konami Logo Pg 27 - 128

1/5X

The design color and background color is an exception and are noted in these guidelines.

1/4X

2X

1X

Have a 1/4 inch space between the Konami signage above and below.

2.75X

1.1/4X

1/4X

The Konami signature logo can emphasis the signature more to either support the brand or give a new meaning behind the applications. The letter “K” can be used itself to represent how Konami could be using that letter later on as its new primary logo.


Vertical Logo You can use the Konami vertical logo when doing vertical applications such as poster, websites, mobile banners and flyers, etc. If the primary horizontal logo can;t fit spatially, then use the ispecially designed vertical logo

Use the primary logo whenever possible. Such as signs, exhibits, products, and promotional novelties. This is for only special usage and must have the same color and background guidelines as the primary signature.

Vertical Logo The stacked logo is for extreme vertical applications only.

Konami 1X

Vertical Logo Use approved digital artwork that maintains the correct relationship between signature elements. X-Ratio: 1 inch around the letter “K” and having each side measure 1/2 inch to make up a total of 2 inches. A 1/4 inch gap is needed between the letter “k” and the word “Konami.”

1X

1/4X

Konami Konami Logo Pg 28 - 128

1/4X

Konami 2X

Vertical Logo

1X

2X

1X

The stacked logo must never be smaller than 1 inch in size. The only exception to making it smaller than 1 inch is when it is needed on a small item like a pen or a watch. Whenever possible, use the primary logo as desigened.


Primary Logo Color Variations - professional Original Konami Logo Use the original Konami logo with white background.

2

1

Konami with Black background

Konami

You can use a black background for the orginal Konami logo.

Grayscale

3

You can use a grayscale version of the orginal Konami logo.

4

Colors and Glosy Surfaces

The Konami Logo can be the color beige. The Konami logo can be put on different surfaces like frosted glass or a glossy surface such as a name tag using the orginal Konami logo.

Konami Logo Pg 29 - 128

Konami

Konami Konami Konami


Primary Logo Color Variations - unprofessional

Konami Colors and Glosy Surfaces You can’t use a white version of the Konami logo on a black background.

Konami Logo Pg 30 - 128

Colors and Glosy Surfaces You can’t use a black version of the Konami logo on a white background.

Konami


Bad Logos Examples below show incorrect alterations and color usage of the Konami logo. Always use the approved artwork usagae. Never alter the Konami logotype to be smaller than 1 inch.

Konami

Stretch Logo

Konami

Skew Logo Never skew the logo in anyway.

Konami Logo Pg 31 - 128

Never stretch the logo in anyway.

Konami


01 Bad Logos

Konami

Never change the color of the Konami symbol to anything other than the Konami approved logo

m a

i

n o K

03 Background Color

Never chnge the background color of the orginal Konami logo especially using red or orange as it belnds into the red and orange colored “K” as part of the logo.

Konami Logo Pg 32 - 128

02

Konami Logo Horizontal

Never change the Konami logo horizontal or vertical in anyway.

Konami Konami


Konami Signature

“Fresh, New Fun and Excitement”

1 Konami Signature

Konami

The Konami signature logo consists of the letter “K” which is red and orange in color. The word “Konami” is black in color int eh Krungthep typeface. The tagline which is “Fresh, New Fun and Excitement” is red in color in the san serif font style.

Fresh, New Fun and Excitement

2 Konami Signature 1X

1/4x

1/8x

1/4X 2.75X

1.1/4X

Konami Fresh, New Fun and Excitement

1/4x

Konami Vertical Logo Pg 33 - 128

1/4X 1/2X 1/4X

1 inch around the letter “K” having 1/4 inch between the word “Konami” and the letter “K.” Place the tagline 1/8 inch below the Konami logo.


Konami Signature

“Fresh, New Fun and Excitement”

3 Konami Signature

1/4x

1/4x

Konami

Konami signature minimum size is 1/4 inch space around the logo.

Fresh, New Fun and Excitement

1/4x

1/4x

4 Konami Signature

Konami Fresh, New Fun and Excitement

Konami Pg 34 - 128

Konami signature minimum size is 1 inch spacearound the logo unless you need it smaller, then refer back to the section discussed in the primary logo.


Signature Color Variations Konami Signature

1

You can use the Konami signature logo with a white or light colored background.

2

You can use a black or dark colored background for the Konami signature logo.

Fresh, New Fun and Excitement

3

You can use a grayscale version of the Konami signature logo on a white background.

4

Konami Signature

You can use a black background on a pure white Konami signature logo if needed.

Konami Signature Pg 35 - 128

Fresh, New Fun and Excitement

Konami

Konami Signature

Konami Signature

Konami

Konami Fresh, New Fun and Excitement

Konami Fresh, New Fun and Excitement

Konami


Signature Misuse

1 Konami Signature

This is the correct relationship for the signature of Konami and elements. Always use approved digital signature whenever reproducing the Konami logo.

Konami Fresh, New Fun and Excitement

3 Konami Tagline

Never alter the relationship between the Konami logo and the tagline of the “Fresh, New Fun and Excitement.”

Konami Fresh, New Fun and Excitement

5

Tagline

Never have two taglines in the same logo.

Konami Signature Pg 36 - 128

Konami Fresh, New Fun and Excitement

2

Tagline

Never recopy the signature and put ontop of the original signature.

Konami 4

Tagline

Never change the color of the tagline “Fresh, New Fun and Excitement.” Don’t move the location of the tagline. It is not measured with a x-ratio.

Konami

Fresh, New Fun and Excitement

Fresh, New Fun and Excitement


Partner Logo Lock-Up Guidelines Vertical

1x

There will be times when Konami may want to partner up with other companies to make a better game like Square Enix or Nintendo. An example of corporations would be Bungie and Activision making a video game called Destiny 1 and Destiny 2.

1/4x

1/4x

2.75x

Companies Logo

1x

1x

1x 1X

1/4x

1/4x

2.75x2.75X

1/4X

Konami

1X

Using the Konami logo and a pattner logo, make sure you have enough space separting them.

1X 1/5X

When resizing the logos, make sure that they all have equal spacing. Because partner logos may vary in shape, the logos should appear optically equal even if they are not the exact same size. Please note that this is not the only manner in which both the Konami logo and a partner logo may appear within the same space. But if it is desired to place the two logos in close proximity, follow the guidelines above.

1X

1/4x

Konami

1/4X

Konami

1X

1X 1/5X

1x

Companies Logo

1x

1x

2.75x 1/4x

1/4x

2.75x2.75X

1X

1/4x

2.75x2.75X

1x

1X

1/4x

1/4x

2x 1/4X

1/2x

1X

1x

1/2x

1/5X

1/4x

Companies Logo

1x

1x 1/2x

1x

1X

1/2x

1/4x

1/4x

2.75x2.75X

1/4x

Companies Logo 2x

Konami Logo Lock-Up Pg 37 - 128

1X

Konami

1/4X 1X 1/5X


Partner Logo Lock-Up Guidelines Vertical Please note that this is not the only manner in which both the Konami logo and a partner logo may appear within the same space. But if it is desired to place the two logos in close proximity, follow the guidelines above. Please see instructions on page 37.

1X

1/4x

2.75X

1/4x

2.75x 1/4x

1/4X

Konami

1X

1x

1/4x

2.75x

Companies Logo

1X 1/5X

1/4x 1/4x

1x

1x

1/4x

2.75x

1x

1/4x

1X

1/4x

1/4x

Companies Logo

Konami

1X

1/4x 1/4x

1x 1X

1/4x

2.75x

1/2x

1/2x

1x

1/4x 2.75X

1/4X

Konami

1X

1/4x

2.75x 2.75X

1x

1X 1/5X

1/4x

Companies Logo 2x

1/2x

1x

1/2x

1x

1X

1/4x

2.75x

2.75X

1X

1/4x

Companies Logo 2x Konami Logo Lock-Up Pg 38 - 128

1/4x 1x

Konami

1/4x 1/4X 1X 1/5X

1/4X 1X 1/5X


Incorrect Logo Lock-Up Usage The Konami logo and cobranding logo lock-up should be used according to the specifications in this brand guide. Always use the approved artwork provided and do not alter the logo in any way. Here are some examples of incorrect usage.

1 Konami

2

Companies Logo

Color

Do not change the colors of the symbol and logotype.

Do not create imbalanced logo-to-logo scale.

Konami

3 Konami

Companies Logo

Konami Logo Lock-Up Pg 39 - 128

Size Relationship

Companies Logo

Arrangement

Do not overlap the logos; follow whitespace rules.


Incorrect Logo Lock-Up Usage

1

Background

Konami

Do not set the logos on anything but a white field.

Konami

3

Konami Logo Lock-Up Pg 40 - 128

Effects Do not add effects to the logo or logotype.

2

Companies Logo

Distortion Do not distort the logo or logotype

Companies Logo

Konami

Companies Logo


Color and Typography 4.0


Color Primary Color Palette The Konami company features three corporate colors. The Colors: • Red • Orange • Gray

Konami KONAMI RED Pantone C: 21 M: 100 Y: 99 K: 12 R 178 G: 32 B: 37 Web Hex b22025

The two analogous color our red and orange. Each communicates specific attributes that represent the company and furthers the communication goals of the program. The Konami Red represents the use of quality, class, reassurance, joy and pleasure.

KONAMI ORANGE Pantone C: 0 M: 74 Y: 100 K: 0 R 242 G: 103 B: 34 Web Hex f26722 KONAMI Gray Pantone C: 21 M: 100 Y: 99 K: 12 R 178 G: 32 B: 37 Web Hex b22025

The Konami Orange represents love and happiness in Japanese culture The Konami Gray represents a neutral hue of medium value against a white background. It makes it appear dignified and redesigned signifying high quality.

Konami Primary Color Pg 43 - 128

Don’t use any other color for the logo.


Tagline Color

KONAMI RED Pantone C: 21 M: 100 Y: 99 K: 12 R 178 G: 32 B: 37 Web Hex b22025

Konami Primary Color Pg 44 - 128

The Konami company tagline has a single corporate color. The tagline represents

“Fresh, New Fun and Excitement”


Secondary Color Palette The secondary color palette is used for the secondary identity. The secondary identity can be used for the wayfinding system or applications. In addition to the corporate colors, the Konami includes a secondary color palette. When a promotional application requires other than the corporate colors, a color from the Konami secondary color palette may be used as well.

1

C 6 M 17 Y 20 K 6 R 222 G 198 B 185 Web Hex# dec6b8

2

3

C 3 M 17 Y 20 K 1 R 240 G 210 B 193 Web Hex# efd1c0

4

5

C 12 M 66 Y 80 k 3 R 211 G 112 B 68 Web Hex# d36f44

Konami Secondary Color Pg 45 - 128

C 12 M 34 Y 40 K 12 R 198 G 155 B 133 Web Hex# c59b84

C 12 M 34 Y 40 K 12 R 198 G 155 B 133 Web Hex# c59b84


Secondary Color Palette

6

C 9 M 50 Y 60 K 2 R 221 G 142 B 105 Web Hex# dc8d69

8

C 12 M 66 Y 80 k 3 R 211 G 112 B 68 Web Hex# d36f44

Konami Secondary Color Pg 46 - 128

7

C 23 M 68 Y80 K 24 R 158 G 87 B 56 Web Hex# 9d5638 9

C 0 M 74 Y 100 K 0 R 242 G 103 B 34 Web Hex# f26721


Typography Use Chicago FLF as the main typeface. As it is more modern for the U.S.A. audience. However, for a substitute typeface use Silom only. Any other typeface is off limits and it is not part of the Konami logo.

Konami Konami logo is using the Chicago FLF typeface

Chicago FLF

Silom

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwyyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789 !@#$%^&*()

0123456790 !@#$%^&*() Silom

ChicagoFLF Chicago FLF is the typeface used must frequently in the Konami name. It is a sanserif typeface. Another typeface similar to the Chicago FLF is the Silom for its style of lettering. Note: The orginal typeface was Chicago but it is no longer availabe on any system. Note: Make sure the Chicago FLF and Silom if used overlaps each other perfectly as shown in the example towards the right.

Examples: 1

Konami as Chicago FLF

Chicago FLF Overlap:

2 Konami as Silom Konami

The typography is the same from the kerning the leading the cap height, however the base height is only 0.007 in off.

Konami Typography Pg 47 - 128


Typography Use the Microsoft Sans Serif Regular typeface for the tagline. The reason why I used it because it does not give hierarchy or focus towards the tagline.

Konami Fresh, New Fun and Excitement

Konami Signature is using - Microsoft Sans Serif Typeface

The Microsoft Sans Serif Regular typeface

Microsoft Sans Serif Typeface

is a light condensed sans-serif that compliments Krungthep Regular typeface by providing a rich contrast in weight. Because of its relatively thin stroke, words set in this typeface are deemphasized.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Konami Typography Pg 48 - 128

01234567890

!@#$%^&*()


Typography Correct specification of letter spacing, word spacing, and line spacing depends in part on the selected typesetting equipment.

Therefore, the examples on this page establish the visual standard for correct spacing between letters, words, and lines of type, regardless of the source.

Because so many different typesetting systems are available, each one is continuously revised and improved, it is not possible to standardize one specification that will yield uniform results from all sources.

When ordering typography for graphic signatures, ask the supplier to visually match the correct examples on this page. Note: Correct spacing is neither too tight nor too open, as shown in the examples. This visual standard applies to typography used in graphic signatures of all sizes in all media. To maintain this visual standard while optimizing legibility, additional spacing may be required when: • the method of reproduction is coarse, as in flexography • the viewing distance is great or varied, as is the case with signs • the viewing conditions are unusual, as is the case with moving vehicles

ChicagoFLF Too Tight

This is an example of Chicago FLF Regular, spacing set too tight.

Correct

This is an example of Cheicago FLF Regular spacing set correctly.

Too Open T his is an example of Univer se 68 set too open.

Microsoft Sans Serif Regular Tyeface Too Tight Correct

Konami Typography Pg 49 - 128

This is an example of Microsfot Sans Serif Regular, set too tight. This is an example of Microsoft Sans Serif Regular, set too tight.

This is an example of Microsoft Sans Serif Regular set correctly. This is an example of Microsoft Sans Serif Regular, set correctly.


Typography

Fresh, New Fun and Excitement FRESH, NEW FUN & EXCITEMENT fresh, new fun & excitement

Fresh, New Fun and Excitement Fresh New Fun and Excitement

Fresh, New Fun and Excitement FRESH, NEW FUN AND EXCITEMENT fresh, new fun and excitement

Specify typography used in graphic signatures as follows: • Use initial capital letters followed by lowercase letters and use “and” correctly. For all component and affiliate communicative names, secondary word marks, generic product or service names, and titles. Do not use all capital letters or all lowercase letters in signature typography and using & as a symbol. • Capitalize only the “first letter of each word” and use lowercase letters for the balance of the Company logo and add the , after the word Fresh. (Note: Because this slogan has three keywords, it does not end with a period but, it must have a , between the words Fresh and New Fun.) • Use initial capital letters followed by lowercase letters, or capitalize the first word only, as desired, for other messages such as brochure titles. Do not use all capital letters or all lowercase letters in signature typography.

Konami Typography Pg 50 - 128


Business Stationery 5.0


1.7 inch

Konami

3.5 inch

5.2 inch

1.9 inch

7.09 inch

2.5 inch

1 inch

2.7 inch

1 inch

1 inch

Business Letterhead Measurements

2381 Rosecrans Avenue #200 El Segundo, CA 90245 Phone: 310-220-8130 Fax: 310-220-8690

1.7 inch 2.7 inch July 27, 2017

Gadi Avigzer Projcet Manager Northstar Moving Corporation

Dear Gadi, Words alone can not express my gratitude for the support you and your Northstar crew provided me during our office relocation project. Moving a company of 100 employess is no easy task. However, the attention to detail and personal care given to everyone here at Konami, gave us an enormous amount of confidenceknowing our every need would be met. From beginning to the end, your assistance was invaluable and for that you will never be forgotten. Gadi, your Northstar crew are rare gems and surpassed all of our expectations. Whatever was needed, you were there and for that you have our unanimous praise.

7.2 inch

Whenever we need to move again, we would with out hesitation, use Northstar’s services. Thanks again for a job well done,

7.5 inch

8.1 inch Sona M. White Facilities Manager

Konami Business Stationery Pg 53 - 128

4.42 inch

10.23 inch

3.5 inch

1.39 inch 1.69 inch

8.9 inch

7.1 inch


Business Card Measurements Follow these measurements as a guideline. The Letterhead: In the signature line, it can be at 7.5 inches and 8.1 inches. Note: it can be more room if need be below to increase the 8.1 inches to 8.5 inches. The business card: Is measured at 0.25 inches around for typography space and making sure the type does not get chopped off. The hierarchy for any business card means to put more emphasis on the most important points, and less emphasis on the least important. In designing the business card, the company brand logo goes first, next is the employees name in microsoft Sans Serif 12 pt, font, employee job title is below the employees name in microsoft San serif 9 pt font and last is the employees contact information in microsoft San Serif 7 pt. font. Envelope: Is measured at 4.56 inches to give the Konami brand logo space in order not to get cut off or folded improperly. The inside Envelope: The pattern is from the business folder. Note: There is a .1 inch gap between the logo and the address of the envelope. Please follow that guideline.

1.95 inch

0.25 inch

Konami

0.717 inch 1.0 inch

Konami Business Stationery Pg 54 - 128

1.36 in

Phone: 310-220-8130 Fax: 310-220-8690 Sona.White@konami.com Konami.com

3.1 in

Facilities Manager

1.86 in

0.36 in

1.0Rosecrans inch Avenue #200 Sona M. White 1.2 in 2381 El Segundo, CA 90245


Outside Dimension Business Envelope

4.2 inches

4.56 inches

3.36 inches

Konami Konami

2381 Rosecrans Rosecrans Avenue #200 2381 El El Segundo, Segundo, CA 90245

3.9 inches 4.0 inches

4.3 inches

6.78 inches

6.0 inches

5.0 inches 5.2 inches

5.1 inches

7.0 inches

Inside Dimensions Business Envelope

Konami Business Stationery Pg 55 - 128

8.9 inches

4.22 inches

4.85 inches


Cut off the corner

4.59 inches

5 inches

9.5 inches

4.5 inches

1.925 inches

18 inches

Konami

Konami Konami 2381 2381 Rosecrans Rosecrans Avenue Avenue #200 #200 El El Segundo, Segundo, CA CA 90245 90245 310-220-8130 310-220-8130 Konami.com Konami.com

10.83 inches

Fresh, Fresh, New New Fun Fun and and Excitement Excitement

6 inches

12 inches

6 inches

Final Business Folder I picked this because of the placement of logo, the tagline and the address. Also, the letter “K” needed a thicker stoke to go along with the other secondary identity thickness. Follow the measurements exactly, ortherwise the Konami business folder can’t be reproduced.

Inside Final Business Folder Business Stationery

Konami Pg 56 - 128

Note: Remember to cut off the corner. of the final business folder.


Business Letterhead

Konami

2381 Rosecrans Avenue 2381 Rosecrans Avenue #200 #200 El Segundo, CA 90245 El Segundo, CA 90245 Phone: 310-220-8130 Phone: 310-220-8130 Fax: 310-220-8690 Fax: 310-220-8690

July 27, 2017 July 27, 2017

Gadi Avigzer Projcet Manager Northstar Moving Corporation

Gadi Avigzer Projcet Manager Northstar Moving Corporation

Dear Gadi,

Words alone can not express my gratitude for the support you and your Northstar Dear Gadi, crew provided me during our office relocation project. Moving a company of 100

Words alone is cannonot express gratitude for support you and your crew employess easy task.myHowever, thethe attention to detail andNorthstar personal care given provided me during ourKonami, office relocation Moving aamount companyof of confidenceknowing 100 employess is to everyone here at gave usproject. an enormous no task.need However, thebe attention to detail and personal careend, given to everyone herewas at oureasy every would met. From beginning to the your assistance Konami, gave us an enormous amount of confidenceknowing our every need would be invaluable and for that you will never be forgotten. met. From beginning to the end, your assistance was invaluable and for that you will never be forgotten.

Gadi, your Northstar crew are rare gems and surpassed all of our expectations.

Whatever was needed, yourare were there for that our unanimous Gadi, your Northstar crew are gems and and surpassed all you of ourhave expectations. Whateverpraise. was needed, you were there and for that you have our unanimous praise. Whenever we need to move again, we would with out hesitation, use Northstar’s

Whenever services. we need to move again, we would with out hesitation, use Northstar’s services.

Thanks again for a job well done,

Thanks again for a job well done,

SonaM. M.White White Sona

Facilities Manager Facilities Manager

Business Card

Konami Sona M. White Facilities Manager

Konami Business Folder Pg 57 - 128

2381 Rosecrans Avenue #200 El Segundo, CA 90245 Phone: 310-220-8130 Fax: 310-220-8690 Sona.White@konami.com Konami.com


Outside Business Envelope

Konami 2381 Rosecrans Avenue #200 El Segundo, CA 90245

Inside Business Envelope

Konami Business Folder Pg 58 - 128


Mockup 5.1


Mockup Station System Created on the MacBook Pro using Illustrator, and Photoshop.

Konami Mocku Pg 61 - 128


Folder Created on the MacBook Pro using Adobe Illustrator and Adobe Photoshop.

Konami Mockup Pg 62 - 128


Signage and Wayfinding 6.0


Signange and Wayfinding New Secondary Identity Use this new secondary Identity for the wayfinding system and the secondary color palette for Konami.

Width

1X 1X 1/3X 1/4X

Konami Signage & Wayfinding Pg 65 - 128

1/2X 1/3X 1/4X Human Scale

1/2X

Use human scale for signage and measurement.


Signange and Wayfinding

Konami

P

Street Signs Custom street signs hang from light poles or stands which can be used to guide people into Konami. Since they can be seen from a great distance like across a parking lot, the banners are a good place to display the Konami identity.

Konami Signage & Wayfinding Pg 66 - 128

For optimum legibility, the capital letter “K” in the word Konami should be used in all banner as recommended in teh use in the graphic hieracy.


Signange and Wayfinding

1x

.75x

Parking

P

1X

2 1/4X

1X

Street Banner Custom street sign banners can be placed stratigically around the parking lot to maximize usage. This will allow a person to see at a great distance in even being ablt to spot where their vehicle is located.

Konami Signage & Wayfinding Pg 67 - 128


Signange and Wayfinding

1/4 X

Parking

1/4 X

1X 1X

5X

Welcome 1X

Konami

Street Banner Custom signage like the “Welcome Sign” can be placed in front of the store. Please use the primary logo on the signage, inlcuding the secondary identity.

Konami Signage & Wayfinding Pg 68 - 128

Note: The Konami Welcome Signage may not be used alone. It must always be accompanied by a graphic signature with the full signature of Konami, as shown in the examples above.


Signage and Wayfinding 1.

Konami 2.

3.

Konami

7. 6.

4.

5.

Welcome Konami

Main Entrance Into Konami Display of the front of the store entrance. #1. Secondary Identity: is attached to the building with cables. #2. The Konami signature is on a light beige color scheme that is approved with light color scheme from the guidleines.

Konami Signage & Wayfinding Pg 69 - 128

#3. Behind the word Konami, there are lights illuminate the sign at night. #4 & #5. the inverse secondary identity: it is painted on the wall. #6 & #7. Konami Architectural Base- The secondary identiy is painted on the side and around the building.

Note: The Konami store may not be used alone; it must always be accompanied by a graphic signature with the full signature, as shown in the examples on this page.


Signage and Wayfinding

Konami 2.

Konami 3.

7.

Side of the Konami Building #2. The Konami signature is on a light beige color scheme that is approved with light color scheme from the guidleines.

Konami Signage & Wayfinding Pg 70 - 128

#3. Behind the word Konami, there are lights illuminate the sign at night.

#7. Konami Architectural Base- The secondary identiy is painted on the side and around the building.


Signange and Wayfinding

Main Lobby Main Lobby

Merchandise

Casino Room

Restrooms

Game Room

Staff

Sports Room

Konami

Konami Signage & Wayfinding Pg 71 - 128

When entering the main lobby, you will find signage that can guide you throughout the building. You will also find Konami new product video game systems that are free to play for all geusts.


Signange and Wayfinding

Left side of Main Lobby The Merchandise sign is hanging from the ceiling with wire where it can be easily seen. The restrooms are located in the main lobby on the left side. The signage for the restrooms are screwed into the wall. The restroom signs for both men and women are white standard size doors with appropriate images.

Konami Signage & Wayfinding Pg 72 - 128

Left Side of Main Lobby

Restrooms

Merchandise Women

Men


Signange and Wayfinding Left Side of Main Lobby

Employees Elevator

Floor 1

Employees Elevator

101 Staff Room Upstairs

1 4 7

*

2 5 8 0

3 6 9 #

Left Side of Main Lobby Walking further down the left side of the lobby, you will find the “employee only” elevator and stairs to be used in case of emergency for staf personnel. The red arrow button on teh elevator that takes emplyoees upstairs has values of the color red in it to symbolize the Konami secondary identity.

Keypad If an employee chooses to use the stairs instead of the elevator, they have to either scan their employee badge or enter their own individual passcode on the keypad next to the door to unlock the door. Above the keypad is a locator sign for the stairs and the employee staff room. Konami Signage & Wayfinding Pg 73 - 128


Signange and Wayfinding Office Presdent Hideki Hayakawa

Office Presdent Hideki Hayakawa

Office Presdent Hideki Hayakawa

Office Presdent Hideki Hayakawa

Left Side Lobby The individual employee slider signage frame is made from polished silver and attached to the wall, next to the door, using screws to attach it. The employees name is engraved on the silver plated name plate which slides into the frame.

Konami Signage & Wayfinding Pg 74 - 128

Office Staff Room

Office


Signange and Wayfinding

Right Side of Main Lobby

Main Entrance Sports Club Restrooms

Floor 1

Floor 1 Game Room

2

Casino Room

3

Right Side Lobby The Main Entrance, Sports Club and another Restroom signage also hangs from the ceiling with were to be easily seen by all. The elevator signage is screwed onto the wall next to the eleavtor indicating where to find the game room and the casino room.

Konami Signage & Wayfinding Pg 75 - 128


Signange and Wayfinding

Right Side of the Main Lobby

102

Sports Club

Right Side of Main Lobby The sports club is located on the right side in the main lobby. The entere sporss club room has clear glass around the exteior so people can look in and look out. Inside the sports club are various exercise equipment, an indoor heated swimming pool and fitness classes for employees to use before or after work, or lunchbreaks.

Konami Signage & Wayfinding Pg 76 - 128


Signange and Wayfinding

Floor 2

The elevator signage attached to the wall with screws is large enough to add more elevator floors when they expand.

Floor 2 Main Entrance 1 Casino Room

Second Floor

3

Restrooms

Game Room

Second Floor On the entire second floor, you will find the Game Room. The game room houses numerious arcade games of various Konami themes. These games required tokens to play them. It also has a snack and beverage bar which also takes tokens to purchase. On the second floor, you will also find restrooms on either side of the area.

Konami Signage & Wayfinding Pg 77 - 128


Signange and Wayfinding

Floor 3

Floor 3 Main Entrance 1 Game Room

2

Third Floor The elevator signage attached to the wall with screws is large enough to add more elevator floors when they expand.

Restrooms

Restrooms

Pachinko

Slots Machines

Third Floor On the entire third floor, you will find the adult casino that is divided in half. One half has slot machines and the orther side has Pachinko games. No one under the age of 21 years is allowed on this floor. The signage supports a casino environment On this floor too, you will also find restrooms on either side of he area. Konami Signage & Wayfinding Pg 78 - 128


Signange and Wayfinding Measurements

Width

1X

1/2X

1/3X

Height

1/4X 1X

1/3X 1/4X 1/2X 5/16X 1/16X 1/8X

3/16X

1/4X Measurements Use the measurements for the signage dimension as a guideline for the “X” ratio.

Konami Signage & Wayfinding Pg 79 - 128


Signange and Wayfinding Measurements

Merchandise

Casino Room

Restrooms

Game Room

Staff

Sports Room

1/2X

5X

Measurements Add the design element if there is no wall element right behind the sign. Design Arrow Element

Design Wall Element

if the design wall element is not present then add the design arrow element on the signage as it hangs from the ceiling with were for easy visibility. Use the measurements for the signage dimension as a guideline for the “X” ratio.

Konami Signage & Wayfinding Pg 80 - 128


Signange and Wayfinding Measurements

3/16X

3/16X

Merchandise

101 Staff Room Upstairs

3/4X

2.5X

3/16X

3/8X

Restrooms

Women 3/8X

Office

1 1/2X

1 1/2X

2 1/4X 3/8X

Men

3/8X

Presdent Hideki Hayakawa

3/8X

Office

Office

Presdent Hideki Hayakawa

1 3/4X

Presdent Hideki Hayakawa

1 3/4X 1/4X

Office Presdent Hideki Hayakawa

1 1/4X

1 3/4X Office Staff Room

1/4X

1 1/4X Measurements Use the measurements for the signage dimension as a guideline for the “X” ratio.

Konami Signage & Wayfinding Pg 81 - 128


Signange and Wayfinding Measurements 1/8X 1/4X

Restrooms

1/8X

Game Room

1/4X

9X

1/8X

Restrooms

3X

Restrooms

1/8X

1/8X

3X

Pachinko 4X

Restrooms

3X 1/4X

Slots Machines 4X Measurements Use the measurements for the signage dimension as a guideline for the “X” ratio.

Konami Signage & Wayfinding Pg 82 - 128


Signange and Wayfinding Measurements

Wall Sign 1 1/2x RESTROOM

4x

Measurements

3/4X RESTROOM

1 1/4X

Konami Signage & Wayfinding Pg 83 - 128

Use the measurements for the signage dimension as a guideline for the “X” ratio.


Signange and Wayfinding Measurements

Main Entrance Sports Club Restrooms

1/4X

3 1/4X

1 1/2X

1 1/2X

1/2X

1/4X

Floor 1 Game Room

2

Casino Room

3

102

Sports Club

1 1/4X

Konami Signage & Wayfinding Pg 84 - 128

1/2X

Floor 2 Main Entrance 1 Casino Room

3

1 1/2X

1/2X

Floor 3 Main Entrance 1 Game Room

2

Measurements Use the measurements for the signage dimension as a guideline for the “X” ratio.


Advertising and Promotion 7.0


Uniform Konami has decided to update their old uniforms to be more consistent in all their branches along with being more professional looking for their clientele. This new unified look consists of short of long sleeved polo shirts which has the Konami logo embroidered on the left front side. Below this log the employee must wear their glossy name tag.

Konami John Doe Staff

Name Badge

Konami

John Doe Staff

Konami Advertising & Promotion Pg 87 - 128

Konami employees name badge is glossy in color with a magnetic backing. It has the Konami logo and colors. The employee name is in black lettering allowing for their names to stand out from other companies and be more approachable. Apply secondary color palette, as well.


YOUR ACCOUNT

Login

1000 PTS

Konami

Add/Check Balance

Environment Konami’s updated mobile app has new icons and a more appealing color scheme. This makes it more attractive and eye catching towards the secondary color palette. The new mobile app device can link up to the new VR system. This new app will give the user a better experience in virtual reality. The five icons in the app allows the user to pick from arcade, sports, casino, movie or sports events.

Konami Advertising & Promotion Pg 88 - 128

1

1

A

Konami Updated Mobile App connects to casino, fitness, movies, arcades and sports. This app includes messages through your email on the total amount of money you purchases per room.

Your Name A

Mobile App

Casino Username

Arcade 1

2

.....

Sporting Fitness

Sporting Events 1

1

Sign In

Movies

Messages


01 Website Development A developmental process consists of an approved layout.

Konami

Japanese

Home

Package

English

Search

Service

Contact

Welcome New members get 15% off the package price of the VR multi-sensory experience.

Buy Now

Basic Package

Deluxe Package

Premium Package

Basic Package:

Deluxe Package:

Basic Package:

Includes Fitness, Gaming and Casino

Includes Fitness, Gaming, Casino and Sports

Includes Fitness, Gaming, Casino, Sports and Movies

02 Website Do not use graphic signatures for page titles, subtitles, portfolios for any decorative purpose. In addition, the header must be in white only. Don’t apply any background color as it will blend in with the other colors used. It will also go against the Konami brand guideline.

03 Three Column Grid The three-column grid is shown for demonstration purposes only.

No recommendation is implied regarding the use of this grid in program applications.

Konami Advertising & Promotion Pg 89 - 128


Advertisement 1

Advertisement 2

The reason why I feel that the second advertisement is stronger is because of the golden ratio movement.

Konami Advertising & Promotion Pg 90 - 128


Golden Ratio Rule and Billboard Environment Use the golden ratio rule for any advertisement like billboards. The ad has movement and flows like the example above.

Konami Advertising & Promotion Pg 91 - 128

For billboard advertising, choose an appropriate photograph which will incorporate the entire canvas of the billboard. It is important to place the Konami logo below the photograph in the lower right hand corner.


Kiosk 1 The Kiosk 1 can be up against the wall of a store or outside a storefront.

Konami Advertising & Promotion Pg 92 - 128

Both Kiosks are lightweight, made of cardboard with build in electronics so they are easy to carry and set up.

The standing portable exhibit shown in the Kiosk above can be shipped anywhere fast.


Kiosk 1 Enironment As shown, the standing portable Kiosk 1 measures 8’ in height and 1.5’ in width. For the poster it measures 24” x 36”. To assemble the Kiosk #1, each separate stand or panels can be removed and be reassemble with tiny screws.

Konami Advertising & Promotion Pg 93 - 128


Kiosk 2 The kiosk 2 can be placed in the middle of the room or any place outside or inside. For example, it can be used on the street in front of a storefront or even inside different stories. Each kiok are lightweight, made of cardboard and with built in electronics so they are easy to carry and set up. The modular elements permit a variety of exhibit configurations to suit a wide range of budgets for any company. For assistance in assembling this new VR system, please contact a Konami representative

Konami Advertising & Promotion Pg 94 - 128


Kiosk 2 Enironment As shown, the standing portable Kiosk 2 measures 8’ in height and 4.58’ in width.

Main Lobby

Merchandise

Casino Room

Restrooms

Game Room

Staff

Sports Room

To assemble Kiosk #2, each seprate stand can just be carried on their own bcause they are lightweight.. The standing portable Kiosk 2 measures 8’ in height and 1.5’ in width.

Konami

Konami Advertising & Promotion Pg 95 - 128


Logo Animation Storyboard Storybored & Video Created on the MacBook Pro using Adobe Illustrator and finishing it up on Adobe After Effects.

Konami Advertising & Promotion Pg 96 - 128


Logo Animation Storyboard Added Slot Machine Sound: https://www.youtube.com/watch?v=jpT7_1OkjA4 Konami Logo Sound: https://www.youtube.com/watch?v=Uav4tpwzRyc

Advertising & Promotion Konami Advertising & Promotion Pg 97 - 128


Fresh, New Fun and Excitement

Konami 2381 Rosecrans Avenue #200 El Segundo, CA 90245 310-220-8130 Konami.com

Profile for dFleshman

Konami Re-branding Guideline Book  

To redesign and develop Konami to speak more towards today's audience.

Konami Re-branding Guideline Book  

To redesign and develop Konami to speak more towards today's audience.

Profile for dfleshman
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