Visual Development Guide
Visual Development Guide
CON– NTS
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Brand Overview [02-11] Logo Research Key Words
Logo Development [12-29] Logo Sketch Digital Sketches
New Look Finalization [30-43] Logo Details Final Logo Logo Competitors
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Brand Overview _Logo Research _Key Words
“Research is to see what everybody else has seen, and to think what nobody else has thought.” — Albert Szent-Gyorgyi, Biochemist
Visual Development Guide
Logo Research Logo History Service Games was founded in 1940’s Hawaii. Only when this company merged with Rosen Enterprises and Goraku Bussan to make coin operating games did the company name change to SEGA. From 1966 to 1975 the logo was red with a black outline. From 1975 to the present there is a blue and white outline. The contrast of the logo is easily apparent. The blue and white are contrasted brightly and the colors alternately pop out at you. This is also true with the older logo, but the red and black is a little calmer and less extreme. Both logos have a waviness to them.
New Logo The new logo will keep an upward trend and express future potential. It will follow the keywords (adventure, innovation, and advancement) to strengthen the brand’s soul — Get to the Next Level.
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Brand Overview
Present-Future
1975-Present
1966-1975
1966-1975
1960-1964
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Visual Development Guide
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Brand Overview
The Keywords Before designing the new logo, the brand’s soul inspired me in effective new directions to imaging the future look of Sega. What should I do to express the soul ‘Get to the Next Level’ on the logo? What kinds of new services should the new brand have? For the future development, the new brand and its logo will focus on encouraging users to get to next level not only in games, but also in life.
Adventure/K1 Sega provides a place where people can compete with others for control, or to feel mastery over a situation. They will enjoy the feeling of success which shows they are progressing in their abilities to live their lives as they choose. The challenges build users’ life skills.
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Visual Development Guide
Brand Overview
The Keywords Innovation/K2 For future development, Sega needs to innovate and explore new areas of technology to offer users new challenges and experiences.
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Visual Development Guide
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Brand Overview
The Keywords Advancement/K3 Sega encourages users to break through their comfortable zone. Do not live a regular life. Explore new areas like doing outdoor sports, exploring new high-technology devices or encountering things completely outside of your usual experiences.
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Logo Development _Logo Sketch _Digital Sketch
Logo Development _Logo Sketches _Digital Sketches
“A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.” — Paul Rand, Graphic Designer
Visual Development Guide
Logo Sketches According to the three keywords, I explore some sketches which express the soul. All the sketches are from three categories: symbolic marks, graphic marks and wordmarks.
Rough Sketches/1 Keyword 1: Adventure [Symbolic+Graphic+Word]
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Brand Overview
The design uses the two simple linked shapes of the first letter S of Sega to show the connectedness between lower and higher levels in the progression of the user’s goal accomplishments.
This logo design with two pyramidal shapes represents how each level is like a mountain that the user must climb to reach the next level.
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Visual Development Guide
Keyword 2: Innovation [Symbolic+Graphic+Word]
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Brand Overview
Keyword 1: Advancement [Symbolic+Graphic+Word]
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Visual Development Guide
Make the letter S and arrow connect easily. Keep S shape and combine with different arrows.
_Selected Versions
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Brand Overview
Strengthen the characteristics of changing, just use a simplified arrows to present the logo.
Uses positive and negative shapes to show the letter S on the prism.
Rough Sketch 2
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Visual Development Guide
This is the final chosen logo sketch. For the next step, I will try to make it heavier and pay more attention on the open space.
Rough Sketches/3 _Version 1
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The letter S combines with two triangles which show the upward trend.
Brand Overview
To strengthen the characteristics of the soul, I only use two simplified arrows to present the logo.
_Version 2
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Visual Development Guide
This logo shows the contrast between two different pieces. It’s good to show the trend that goes to the next level.
_Version 3
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Brand Overview
From the last time chosen sketch, the new one is more organized.
_Version 4
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Visual Development Guide
Digital Sketches After the rough logo sketches, there are several versions are chosen. I transfer them with digital sketches.
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Brand Overview
This is the final chosen logo. For the next step, I will try to make it heavier and make the open space organized.
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New Look Finalization _Logo Details _Final Logo _Logo Competitors
“A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.” — Paul Rand, Graphic Designer
Visual Development Guide
Logo Details The final sketch logo shows two pyramids shapes which means the new Sega will push users to get to the next level. After the final refinement, the logo shows more powerful.
Final Symbol
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Brand Overview
Symbol Anatomy/Symbol
4X
9X
X
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Visual Development Guide
Logo Details Symbol Anatomy/Word The end of each letter has a 45° angle which is same with symbol’s angle. Also, all the letters are fit in the squares.
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Brand Overview
Symbol Anatomy/Signature 9X
4X
9X X
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Visual Development Guide
Logo Details Color Palette Create different color symbols and choose the most harmony one. Our soul is to get to the next level. The color expresses motivation and positive attitude.
C:81
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M:31
Y:10
K:0
Brand Overview
Color Palette Exploration
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Visual Development Guide
Logo Component Exploration
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Brand Overview
Final Logo
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Visual Development Guide
Similar logos I search a bunch of similar logos and find that goodland company has similar symbol design with the new Sega logo. The goodland Logo is for a drone photography business based out of Santa Barbara, CA. Fortunately, the goodland has a different service with Sega.
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Brand Overview
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Blender ITC Franklin Gothic Eurostile LT Std SOFTWARE: Adobe Indesign, Photoshop, Illuststratior PAPER: Epson Premium Matte DESIGNER: Linlin Song TYPEFACE: