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Visual Strategy Guide

Visual Strategy Guide



Brand Overview [02-11] Brand Introduction Timeline

2 3

Audience Profile [12-25] Personas

Brand Grid [26-38] Current Grid Future Grid Competitors


New Identity _Our New Logo _Logo Components

“Design is not just what it looks like and feels like. Design is how it works.” — Steven Jobs, Chairman of Apple

“The nature of the games sparked competition among players, who could record their high scores … and were determined to mark their space at the top of the list.” — Riad Chikhani, Techcrunch Writer

Visual Strategy Guide

Brand Introduction SEGA is a Japanese multinational video game developer and publisher headquartered in Tokyo, Japan, with offices around the world. Sega developed and manufactured numerous home video game consoles from 1983 to 2001, but after financial losses incurred from its Dreamcast console, the company restructured to focus on providing software as a third-party developer. Sega remains the world’s most prolific arcade producer, with over 500 games in over 70 franchises on more than 20 different arcade system boards since 1981.

Our mission is to encourage users to get to the next level. Not only in games, but also in life. 06

New Identity

The Brand Soul—Get to the Next Level.

Visual Strategy Guide

Brand History This is the Sega history timeline which shows the important time points in the past.

In 1940, Martin Bromley, Irving Bromberg, and James Humpert formed Standard Games.

Sega designed and released the SG-1000 for the third generation of home consoles.

1965 1940

Sega released the System and the fir featuring Alex Kidd

1990 1983


10 Sega Enterprises derived its name from Service Games.

Sega launched the Game Gear to compete against Nintendo’s Game Boy.

New Identity

e Sega Master rst game d.

Sega launched the Sega Saturn in Japan.


Sega released its first app on the iTunes Store with a version of Super Monkey Ball in 2008.

2001 1994

2017 2008

2018 11

Sega introduced the Model series of arcade hardware.

Sega would cease production of the Dreamcast and develop software.

Sega of America announced its own Sega Shop.


Audience Profile _Personas

“There are three responses to a piece of design: yes, no, and WOW! Wow is the one to aim for.” — Milton Glaser, Graphic Designer

Instead of telling a story about how great your brand is, try telling a story that shows you completely understand and empathize with your customer and their life. — Lewis Howes, Businessman

Visual Strategy Guide

Personas As a video game design company, Sega has its special group of audience. Gamers play games together, share their experiences, and build connections with friends.

Eight Personas • • • • • • • •


Bookworm Tiger Mom Cosplayer Store Owner Game Designer Millennial Player Generation 1st Couch Potato

Audience Profile

Visual Strategy Guide

Persona _Bookwarm “Reading is my favorite thing. If there is only one thing I could do when I die, I will take my favorite books away.”

• Jennifer is always called a bookworm by her friends. She loves going to the school library on weekends. There is a librarian, Danna, who always introduces some popular books to Jennifer. • Jennifer is busy in her free time. She needs to work to pay her daily life and buy her favorite books. • She has a second hand car, a Mazda 3. She drives for half-anhour to Pazzia Restaurant where she’s been working for one year. • She loves Forever 21.The most important reason is that It is easy to find a popular T-shirt or a dress.


• Jennifer is proud of her brother, Henry, who will enter UTA to begin his college life. Jennifer Cook 26 Undergraduate Austin

• She is a good time manager. • Jennifer is not good socially. She just have two best friends.

Audience Profile

Persona _Tiger Mom “The education could decide who you will be.”

• Alice is a professional banker at J.P. Morgan. NY. • She loves to work with data and always work until midnight. • Alice has an 8 year-old daughter. After having a baby, Alice chose schools about her daughter’s primary school, middle school and college. • Alice reads Barrons, ELLE, the New York Times after she wakes up. • When the family has breakfast, they talk about their daily plan. • Organic food are Alice’s only menu, even though her daughter and husband doesn’t like these kinds of food.

Alice Godman 44 Manager New York

• Before her daughter go to primary school, she will do enough research about the teachers, students, the results this school has. After assessing these information, she will choose the best one for her daughter.


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Persona _Cosplayer “Cosplay make my life creative. Everyday looks like Halloween. Playing as other character, make me have another life.”

• Miriam is a dubber. The most important work she has is working for Sonic Boom. • She loves Sonic Hedgehog. When she was a little girl, she always sat by her brother’s side and watched him controlling the Sonic Hedgehog to run. • Sonic Hedgehog is the key to open Miriam’s cosplay life. • She is one of cosplayers of the Cosplay America. The CA is like a cosplay community. Miriam thinks cosplay is her whole life, and she could socialize in this community and talks creative thing with other cosplayers.


• She plans to make herself up as Hedgehog at the next CA event. She also learns to make clothes by herself. Miriam Chambers 20 Actress North Carolina

• She buys a Sonic Hedgehog Dress from Amazon. But when she wears it, nobody know she is so she wants to redesign this Sonic clothe. • She still likes animation series. She learns to dubber for the characters in the animation series.

Audience Profile

Persona _Game Store Owner “The customer service at this location is unreal. Once I bought a game that was a bust and when I brought it back, they just gave a new one on the spot!”

• Patric has played video games for over 15 years. He enjoys feeling the mastery situation. • When he decided to open a video store, he just wanted to play games all the time. Owning a video game store is the right choose for his life. • Patric is nervous and scared because less and less people come to his store after digital games released. • Patric plans to close his store and spend one month traveling to Japan. During the his childhood, he often played Japanese video game. Traveling to Japan, he want to go Super Potato which is an old-time arcade. Patric Cook 36 Game Store Owner New York

• He always invites some old friends to play video games at his home. They fight together in the game, talk about the old memory when they were young. • Patric has seven same gray T-Shirts. He is not good at dress up. • He doesn’t like talking with his wife who always stops him playing games.


Visual Strategy Guide

Persona _Game Designer “Provide fun to others is my job.”

• He lives in San Francisco and work for a game design company. • Jimmy has a happy childhood. His father always play a home console with him. • He wants to keep this old memory that he played with his father. It is the reason he become a designer. He hopes design more games which provide fun for father and son. • After working for half a year, Jimmy will travel to other countries. He doesn’t like super city. • He talks with citizens and collects their old fairy stories. He is very interested in children’s game. He always watch them to play, after knowing the rule of game he will join them.

22 Jimmy Loconsolo 27 Game Designer San Francisco

• He collects LEGOs, especially Star Wars. Jimmy bought the Millennium Falcon last year and used one week to build the ship. He thought the ship will take him two days to build it if he didn’t do other things. • Jimmy puts his stuff everywhere. He lives in a small apartment. The messy environment makes him comfortable.

Audience Profile

Persona _Generation 1st “I studied making sushi in Japan when I was 19 years old. It was a hard time, but I always went to play a coin-operated amusement machines near the store where I was working in. I miss that period and hope to go back to Japan again.”

• Brandon has been making sushi for 33 years. When he was boy, he decided to be a Sushi chief. • After 19 years old, he went to Japan and worked at a small sushi restaurants. • Even though his apprenticed for 5 years under a sushi chef, he is appreciate that period. • The coin-operated amusement machines relax him after work. He plans to take back this machine when he comes back to America. • When he goes to Las Vegas, he always play the Casion coin operated slot machines. Not for earning money, but he wants to go back to his old memory when he was working in Japan. Brandon Garrett 54 Chef Seattle

• He also likes to collect game coins.


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Persona _Couch Potato “I don’t understand people who are busy earning money. They work hard to support their life. I don’t need to work but I could pay for my food.”

• John Walters does not always go to outside. He is not good at making friends. • John orders Escape New York pizza every two days. He prefer the Great Escape which has smoked bacon. • He enjoys watching others in trouble. He collects incorrect stories and sends to different social medias. • He spends all his time playing video games which came from an old neighbor who moved to other place. • John plays his music loud. His neighbors has called the police for several times. It does not work.

24 John Walters 35 High School Cleaner Burbank

• He likes his job. After working for a while, he play phone games on the roof top. • John doesn’t like sporting because he is easily to feel tired.

Audience Profile

Persona _Millennial Player “If my parents agree I can play game, I think I will stay at my room for my whole life.”

• Kevin is focus on fighting with other users when he plays mobile phone games. • Sometimes, he invited his friends to play computer games at his home. • His parents control his time to play this digital games. But it seems not to work. • Kevin doesn’t like her litter sister’s birthday. His parents always take them to the Disney World on that day. He thinks Disney World is for the little girl who has a day dream. • He likes Universal Studios. There are lots of exciting games. Fortunately, his father plays with him. Kevin Nelsen 8 Primary Student Los Angeles

• He loves the Golden State Warriors. He is saving money and collect plastic bottles to return for money. • Studying is useless. He thinks he is clever enough and doesn’t need more knowledge.



Brand Grid _Current Grid _Future Grid _Competitors

“To design the future effectively, you must first let go of your past.” — Charles J.Givens, Writer

Visual Strategy Guide

We Were These images show the lives of past Sega users. People watched rode bikes around the neighborhood, played games with friends at home, had activities at backyard.


Brand Grid

Visual Strategy Guide

We Will Be Our new services will encourage users to go outside more, challenge themselves, and enjoy a high-tech life.


Brand Grid

Visual Strategy Guide

Current Competitors There are 10 companies are current competitors with Sega. All of them create and release video games.

Capcom is an industry leader in the video game industry for 25 years, Capcom’s legacy of historic franchises in home and arcade gaming are testaments to an unparalleled commitment to excellence.

Nintendo is one of the world’s largest video game companies by market capitalization, creating some of the best-known and top-selling video game franchises.

Namco is a Japanese corporation that operates game centers and theme parks, but is best known for its previous identity as a video game developer and publisher.

SQUARE ENIX is a Japanese video game developer, publisher, and distribution company that is best known for its Final Fantasy, Dragon Quest, and Kingdom Hearts role-playing video game franchises, among numerous others.


Brand Grid

VALVE Corporation is an American video game developer and digital distribution company headquartered in Bellevue, Washington.

Sony Interactive Entertainment is an American multinational video game and digital entertainment company and is a wholly owned subsidiary and part of the Consumer Products and Services Group of Sony Corporation in Japan.

Midway Games was an American video game developer and publisher. Midway’s franchises included Mortal Kombat, Rampage, Spy Hunter, NBA Jam, Cruis’n, and NFL Blitz.

Konami is a Japanese entertainment and gaming conglomerate. It operates as a product distributor, video game developer and publisher company.

35 SNK is a Japanese video game hardware and software company, successor to the Shin Nihon Kikaku and current owner of the SNK video game brand and Neo Geo video game platform.

Rock is a music video game developed by Harmonix, published by MTV Games and Electronic Arts. It is the first title in the Rock Band series.

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Adjacent Competitors There are 10 companies that produce gaming products that users wants to purchase. All of these brands offer users similar video games and accessories.

Nintendo is a gaming brand that consists of four home video game consoles, as well as a media center, an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines.

Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment.

LG comprises four business units: Home Entertainment, Mobile Communications, Home Appliance & Air Solution, and Vehicle Components, with Starion India as its main production vendor for refrigeration and washing machines in the Indian sub-continent.

Xbox represents a series of video game consoles developed by Microsoft, with three consoles released in the sixth, seventh and eighth generations respectively.


Brand Grid

resident evil is the sequel to Resident Evil: Retribution and the sixth and final installment in the Resident Evil film series, which is loosely based on the Capcom survival horror video game series Resident Evil.

Wii U is a home video game console developed by Nintendo, and the successor to the Wii.

Cocacola is a carbonated soft drink[1] produced by The Coca-Cola Company.

Switch is the seventh major video game console developed by Nintendo.

37 B&B Italia SpA is an Italian modern furniture company whose products are sold worldwide.

Pizza Hut is an American restaurant chain and international franchise founded in 1958 by Dan and Frank Carney.

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Aspirational Competitors To explore the future development of Sega, 10 similar brands along with their development trends must be researched.

Sony Playstation VR is a VR platform developed by Google that is built into the Android mobile operating system. Compatible phones that follow the platform’s software and hardware specifications are used in the Google Daydream View VR headset.

Cosplay America is an event for cosplayers to meet, share, and learn about the art and craft of cosplay and costume making!

Disneyland Park is the first of two theme parks built at the Disneyland Resort in Anaheim, California, opened on July 17, 1955. It is the only theme park designed and built under the direct supervision of Walt Disney.

UC Berkeley Extension is a continuing education institution headquartered in Westwood, California, on the campus of the University of California, Los Angeles.


Brand Grid

PokĂŠmon GO is a free-to-play, location-based augmented reality game developed by Niantic for iOS and Android devices. is an Internet service for young people that provides information, support and resources about mental health issues and enable them to develop resilience, increase coping skills, and facilitate help-seeking behavior.

Mental Health America of California is a not-for-profit organization dedicated to the welfare of individuals with emotional problems and advancing mental-health research. AMHF is established to organize educational seminars and to disseminate its knowledge.

Brockenhurst College is in the tertiary sector providing education in a wide range of courses for many different ages. The college is based in the village of Brockenhurst in the New Forest in Hampshire, England.

39 Nantahala Outdoor Center is known for offering guided trips of kayaking, canoeing, and rafting trips.

Rock Games Social Club is a music video game developed by Harmonix, published by MTV Games and Electronic Arts. It is the first title in the Rock Band series.

Blender ITC Franklin Gothic Eurostile LT Std SOFTWARE: Adobe Indesign, Photoshop, Illuststratior PAPER: Epson Premium Matte DESIGNER: Linlin Song TYPEFACE:

Visual Strategy Guide  
Visual Strategy Guide