A New Way to Play by Bruce Ting-Yu Chen

A NEW WAY TO PLAY

A NEW WAY TO PLAY SEGA Rebranding Guide

DO YOU STILL STAY AT HOME AND PLAY VIDEO GAME?

LET’S GO OUT AND FIND A NEW WAY TO PLAY.

Innovation distinguishes between a leader and a follower. â&#x20AC;&#x201D; Steve Jobs, American entrepreneur and inventor

CONTENTS 10

CH.01 OUR STORY

OUR HISTORY

TIMELINE

WE WERE

WE ARE GOING TO BE

OUR CLIENTS

CH.02 OUR NEW LOOK

CH.03 BEYOND THE GAME

IDENTITY

THE FUTURE OF SEGA

COLOR PALLETE

TYPOGRAPHY

GRAPHIC STYLE

BUSINESS SYSTEM

CHAPTER 01

OUR STORY

01â&#x20AC;&#x201D;04: old poster of SEGA games 01: Original Periscope Company 02: Old Arcade Game 03: 1990s SEGA Arcade Game Poster 04: Early SEGA Virtual Game Poster

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OUR HISTORY SEGA is a Japanese video game developer, also a publisher and software development company. At the beginning, SEGA was a pinball corporation. Then transforming into arcade game business. It was the first company providing arcade game in the US. Also it introduced the world’s first three–dimensional game in 1982. However, after failing to the competition with Sony in home console market in 2001, SEGA ceased continued production of its existing home console, marking the company’s departure from the home console business competition. While arcade development would continue to be the same, the restructure shifted the focus of the company’s home video game software development for other platforms.

TIMELINE 1983 first 3D console SG-1000

1986 MASTER SYSTEM

1967 the original logo of SEGA since

1954 SEGA was named by David Rosen.

1940 service game company

GOLDEN ERA OF SEGA

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1990

1995

1998

2001

GENESIS

SATURN

DREAMCAST

SEGA failed to SONY in console market.

1991 SONIC THE HEDGEHOG

WE WERE

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WE ARE GOING TO BE As a creative company, the new SEGA will encourage our clients to go outsdie. And help them go adventure and discover their imagination in playing games. The statement of SEGA is to combine imagination and innovation to find a new way to play.

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OUR CLIENTS Bob, 28, male, code name: bob_mighty

He is a gamer, loves to challenge other people and is really good in playing games. Bob grew up with video games. And enjoys sharing walkthrough with cyberpals. In digital world, Bob is famous for his gaming skills and sharp commons. He spends more than 10 hours on computer or digital devices everyday. At the same time, Bob is a blogger and an amateur writer for a online game magazine.

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Kevin, 33, male, code name: zorro_wiz

Kevin is a full-time manager for an accounting firm in Sacramento. He works hard, but his job is unfulfilling, and he spends his weekends playing video games, because in the digital world, his frustrations and lack of satisfaction melt away. A gadget geek, Kevin is always looking for and buying the newest technological appliances and devices. He subscribes to â&#x20AC;&#x153;WIREDâ&#x20AC;? magazine and follows the latest news from Apple.

Marvin, 16, male, code name: 2029

Marvin is an Otaku, loves animated arts, has no relationship experence, such as Japanese animations and comics. Since he was a child, he was a latch key child. Marvin grew up with these works of sub culture. The characters in comics and animations are Marvin’s best friends. For him, DC and Marvel are both the great publishers in human history. In addition, Marvin knows lots of unuseful knowlege about comics, even knows the name of Thors’ magic hammer is called Mjoinir. And recently, his favorite TV show is “the Big Bang Theory“.

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Mary, 40, female, code name: vampy_queen

Mary is a workaholic. She has no time to keep a serious relationship. Even she is very active, aggessive at work. She loves competition and does not like to lose. Mary wants to maintain her ability in this high competition world, but usually feels loneliness. However, after work, she does not have specific interest, and she also has an insomnia at night for some days.

Tom, 45, male, code name: i_luv_duff

To m i s a c o a c h p o t a t o . To m u s e d t o l ove outdoor activities and sports. But he is too busy to do these. At work, he is too busy to relax. After work, life for him is to sit in front of television and enjoy it. And Tom spends most of his life on watching television shows at home because for him, it is the most efficient way to have fun. Watching sitcom, “Family Guy”, or “The Simpsons” are his daily plans and relatively easy for Tom every week.

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Charlie, 36, male, code name: skate4life

Charlie used to be an extreme sports athlete, until one day he lost his foot in a car accident. He still loves extreme sports and watches the X-Games on ESPN, but can no longer participate. His dream is to recapture the feeling of adrenaline and danger he used to experience on a daily basis.

Alex, 26, male, code name: dragonslayer

Alex is working in an advertisement agency. He believes in supernatural things and has interests in mystery. He loves big wild animals, monster, and mythical creatures. He reads mythology, plays video games which has a theme about monsters, such as “Monster Hunter” and “World of Warcraft”. He loves immagination and his favorite movie is “The Lord of the Rings” series.

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Josh, 31, male, code name: mj_kb2324

Josh plays in an amateur team in a basketball development league. He wishes someday he can have an opportunity to play in NBA. It is also his dream since he was a child. He knows lots of professional knowledge about the players and sports. Watching sports game with friends is enjoyable for Josh, but still can not be compared to play in NBA.

Imagination, Experience and Innovation

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As a creative company, the new SEGA will

just do some indooor activities. Besides, we will

encourage our clients to go outsdie. And help

also teach and train our customers about how to

them go adventure and discover their imagination

find a new way to play and love to play. Try to get

in playing games. We want to build connection

back the spirit of playing, to apply the spirit in

and create interactive system for our customers.

business, management and imagination. We will

In new SEGA, players will no longer play alone or

make our clients to love in playing again.

CHAPTER 02

OUR NEW LOOK

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IDENTITY Our New Mark

PRIMARY LOGO

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The concept of the SEGA signature is connected to the brand soul, “finding a new way to play”. Therefore, the new SEGA signature is designed as a play push button. For a small printed form, we deliver the secondary signature, which is a push button with a play symbol .

SECONDARY LOGO (FOR SMALL PLATFORM)

The Structure of the Logo 15.75 x

0.5 x

0.75 x

0.5 x

[X] is equal to the height of the play symbol of the SEGA logo.

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0.5 x

0.75 x

0.5 x

[X] is equal to the height of the play symbol of the SEGA logo.

Clear Space

X X X

[X] is equal to the height of the play symbol of the SEGA logo.

Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement [X]. Clear space [X] is equal to the symbol of play in the SEGA signature. The distance should be used to set off the logo both horizontally and vertically from other elements. Never use less than the minimum clear space. See clear space defined by x in the example at left.

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Application of the Logo

Minimum Size 10 pt, 3.55 mm

Misuse of the Logo

Do not resize the logo in any ways.

Do not place the logo at an angle.

Do not put the logos within any other shapes or logos.

Do not add drop shadows to the logo.

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Do not combine the logos with any other words, graphics.

Do not make patterns of the logos.

INNOVATION

Do not use logos in running copy or in a headline. TO COMBINE IMAGINATION AND INNOVATION TO FIND A NEW WAY TO PLAY

Do not place logo over four-color photography or illustration that impairs legibility.

COLOR PALETTE Cyan is our spot color. The sky blue, cyan color we choose is inspired by the clear, blue sky. As a creative company, we embrace all possibility. And we want to send a message to our customers: if you want a new way to play, there is no limit.

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SEGA BLUE

PRIMARY COLOR

PANTONE 299U 80C, 30M, 0Y, 0K 0R, 50G, 215B #0193D7

COOL GRAY PANTONE COOL GRAY 5U 35C, 30M, 25Y, 0K 175R, 175G, 175B #AEADAE

PANTONE BLACK U 0C, 0M, 0Y, 100K 0R, 0G, 0B #000000

SECONDARY COLOR

INNOVATIVE BLUE

CREATIVE BLUE

PANTONE 298U

PANTONE 297U

65C, 15M, 0Y, 0K

45C, 5M, 0Y, 0K

70R, 180G, 235B

125R, 200G, 240B

#47B2E8

#7ECAEE

TYPOGRAPHY Body Text Typeface:

Vitesse Light Vitesse light Italic Vitesse Book Vitesse Book Italic

For a brand, typography is an important part of visual communication; Vitesse is an important element for communicating the SEGA brand. With a modified rectangle with flat surfaces above and below, gently curved sides, and quick turns at the corners. Vitesse is matched to our SEGA signature, confident and stylish, it helps us to communicate in a persuasive way. Vitesse is designed by Tobias Frere-Jones and Jonathan Hoefler in 2010. In the same year, we published a sequel to the original Sonic series, trying to stand up from the decline. It is also the begins of a new era. Thus, we choose the slab serif of the 21st century, Vitesse as our primary typeface.

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Display Typeface:

TUNGSTEN

Our display typeface, we choose Tungsten, which is also designed by Tobias Frere-Jones and Jonathan Hoefler in 2010. Tungsten is a typeface that is a compact and sporty sans serif. As a display typeface, it is not just loud, but persuasive.

Tungsten Medium Family:

Vitesse Book Family:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Vitesse Light Family:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

GRAPHIC STYLE In order to create a unique graphic element, we break the SEGA signature into different parts and use the play symbol, frame and round rectangle as our graphic elements. In the layout design, we will apply our unique graphic elements with images.

Play Arrow

Round Rectangle Play Button Shape

Rules

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Rounded Corner

Photography in Round Shape

BUSINESS SYSTEM Business cards, letterhead and envelopes help reinforce the visual identity of SEGA. We also apply our graphic element into this system.

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Finding a New Way to Play

DATE: December, 1st, 2014 TO: Scott Dadich Editor in Chief of WIRED magazine 520 Third Street, Ste. 305, San Francisco, CA (415) 276 5000

Dear Mr. Dadich: The air is getting colder, the holidays are near, a time for celebration with those we hold so dear! SEGA of America, Inc. cordially invites you to join us for a festive holiday celebration!

Hajime Satami, CEO of SEGA

Business Card

350 Rhode Island St #400

visit us on:

San Francisco, CA

a-new-way-to-play.com

(415) 701-6000

Letterhead

CHAPTER 03

BEYOND THE GAME

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The Future of SEGA

ORDINARY

Tutorial Program

Gamified Learning

Self-training

Tutorial Kit

Sportswear

Visual Communication

Customize Training

Consulting Course

Coach

Time Management

Brain Development

Pro Sports Skills

Improving Course

Interactive Course

Traning Camp

Personal Assistant

Gamification Education

Pro Sports Experience

Institute

Truck Tour

Educational Kit

EXTRAORDINARY LEARNING

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Arcade Game Cafe

Adventure Tour

Outdoor Wears

Agencies

Game Software Developer

Rebrand Arcade Game

Member Only

Community

Customize Game Club

Social Skill Improving

Global Treasure

Survival Skill

Workshop

Hunting Team

Training Camp

Personal Virtual Friend

Theme Park on

Live Survival Game

Program

SEGA Island

Festival

Survival Kit

New 3D Virtual Interactive Game

Interactive Toy

Customize Robot

PLAYING

3D Virtual Interactive World

SEGA is the first game company who applied 3D concept into a home console. In the future, we will provide a new 3D virtual interactive game, includes new home game console, 3D virtual helmet and other applied devices. We start as a game company, it is our responsible to provide a new way to play video games. Following our spirit, finding a new way to play, the device will not only apply in game industry but other fields such as military or business training.

–New 3D Virtual Interactive Game –Business Training –Military Training –Pro Athletic Training

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Customized Training Coach

Some activity or game builds on long time of training. Especially for the pro athletics, training is part of their daily life. SEGA training will provide you a system of training. It includes personal coach, customize training course and personal assistant. We know if you want to be successful, or win a game, you have to be ready, well-prepared. Through training, we believe our clients will find a new way to play the game.

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–Personal Fitness Training –Customize Training Course –Personal Training Coach –Professionl Sports Skills Training

Experiencer’s Sportswear

Since SEGA will provide personal training coach, we also extent the branch to sportswear. To play safety, tools are important part in game. A better equipment will give you not only protection but a better chance to win. Therefore, SEGA will also provide you a more comfortable, safety, customize sportswear. These sportswear will includes s e l f - t r a i n i n g f u n c t i o n . P l a y e r s c a n wear this equipment and record the status during the training and set the daily goal for personal training. Clients can also use the device to connect the SEGA training community, we will hire the best professional athletics to teach our clients some tricks and skills in sports. –Sportswear and Equipment –Self-training Sportswear

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–Brain Development Program –Brain Development Online Course –Community of Brain Development –Brain Development APP –Brain Development Website

In order to find a new way to play, SEGA thinks brain development is a very important part for our clients. SEGA will put in brain development researches and base on this research, we will provide an interactive program for our clients. We understand our clients love to think, use brain in their life, but at same time they might have some problems need to be improved. Such as improving concentration, logical or strategic thinking. We will provide website, APP, on line course and lecture tournament for our clients.

Brain Development Interactive Course

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Business Training –Leadership Development Course –Creative Marketing Strategy –Time Management Consulting –Strategic Thinking Development –Employee Training

SEGA is a creative company, we make games, build interactive device and create a new way to play. We know in the business market, there are huge potential in marketing, reorganizing and strategy. These fields all need innovation for a new way to improve, create possibility and get profit. SEGA will provide a new strategic thinking team. To aim the new innovate thinking for marketing, cooperation strategy and employee training. In the help of SEGA, every company can find a new way to play in the business market.

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Festival Event Organizer –Members Only Event –Festival Event Designer –Commercial Event Organizer –Festival Organizer –Special Event for Clients

Members Only Event

We have a big group of clients who have loyalty to our brand. SEGA takes it serious and is very thankful. Thus, for engaging and uniting this community, we will hold some festival for our clients. The event will include different sorts of purposes. The member only event will be held as a private event, only for our loyal clients. The supreme festival is for the commercial purpose, for introducing our new products and spread our spirit, finding a new way to play. The unique festival is for our specific clients who loves arcade game lifestyle. This one will be a connection for our brand, to connect the history of SEGA with our way to the future.

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Experience Tournament Truck New SEGA is an experience design company, we encourage client to get experience in person. Therefore, we provide truck tournament. We will use this to spread our spirit, finding a new way to play and also educate our clients a new way to play and work. At the same time, we will include gamification program, business training and brain development program in the truck. Clients will experience these in person and we think this is a better persuasive way for our brand.

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Adventurersâ&#x20AC;&#x2122; Travel Agencies

We understand most of our clients love adventure, they need different life experience and activities to forget the boring ordinary life when they are taking a break. Therefore, SEGA bring you a travel agencies, which focuses on adventure, discover and excitement for our clients. Even though we will bring you to go adventure and to the wild, uninhabited place, that doe not mean you are in danger. We promise to give a adventure traveling tour combining with excitement and 100% safety. Join our special trip, you will find a new way to play in traveling.

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–Adventure Traveling Tour –Customize Game in Adventure Traveling –Survival Skills Training Program

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One of our company’s goal is to bring our client to go out, to the nature, to do some activities outside. Though we are a game company, used to stay indoor activity, our new goal is combining indoor and outdoor activity. To encourage our client to meet friends, playing outside, in the nature will be a good way. In that way, SEGA will no longer be one indoor game company but the company will help you find a new way to play no matter in indoor or outdoor activities.

–Outdoor Activity Place Consulting –Outdoor Game Design –Survival Skill Training Camp –Survival Kit

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Personalized Robot

Robot is the future. For our company, building a

–Personalized Robot

personal, customized product for our customers

–Self-Training Competitor Robot

is our ultimate goal. Personalized robot is the

–Military Training

product. In order to achieve that, SEGA will extent

–Pro Athletic Training

one of our branch to a customize robot company.

–Personal Assistant

We will focus on building an interactive, safety, and fit to our customer’s personality.

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SEGA Island SEGA will buy some inhabited islands for holding events for our clients. On this island SEGA will design a customized game for the clients. That includes survival game, competition or alien attacks. The goal for this island is to create a cohesive emotion for our clients, or play the game through cooperation. We want educate our clients the ability to survive and the importance of cooperation. It is also very suitable for a company to build their collective solidarity through the challenge in SEGA island.

102

–Company Sports Competition –Live Survival Game –Member Only Customer Game Club –Global Treature Hunting Team –Theme Park on SEGA Island

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104

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106

You can discover more about a person in an hour of play than in a year of conversation. â&#x20AC;&#x201D;Plato, Philosopher

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To combine imagination and innovation to find a new way to play. â&#x20AC;&#x201D;the Brand Statement of SEGA

A NEW WAY TO PLAY SEGA Rebranding Guide

WRITING IMAGES EMAIL

Bruce Ting-Yu Chen Flickr, Google, Shutterstocks tingyo.chen@gmail.com

SCHOOL

Academy of Art University

COURSE

2014 Spring //

INSTRUCTOR TYPEFACE

gr 604

Vitesse, Tunsgten

PRINTER

Epson Pro 3880

BINDERY

Self Bound

PAPER

Nature of Identity

Hunter Wimmer

Epson Premium Presentation Paper

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SEGA Rebranding Guide

2014 by Bruce Ting-Yu Chen