Sega Re-Brand | Visual Standards Guide by LevelingUp_Space

SEGA

The Visual Standards Guide

Visual Standards Guide

Contents

Contents 02 Chapter 1 04

Brand Description

Mission Statement

Logo Evolution

Brand History

Keywords

14 Chapter 2 16

New Logo

Logo Anatomy

Size & Colors

Logo Variations

Logo Sizing

Logo Dont’s

32 Chapter 3 34

Typography

Color Guide Brand Stationery

42 Chapter 4 44

The New Sega

Brand Expansions

Visual Standards Guide

Chapter 01

Brand Description

Mission Statement

Logo Evolution

Brand History

Keywords

Visual Standards Guide

Brand Description

About Us Founded in 1960 in Honolulu Hawaii, Sega quickly became a titan in the video game industry. Sega Corporation is a Japanese multinational video game developer and publisher headquartered in Shinagawa, Tokyo. Their main objective is planning, development, sales and operation of games for home video game consoles, PCs and smart devices, arcade games, prizes and digital services. Sega’s international branches, Sega of America and Sega Europe, are respectively headquartered in California, and London. From 1983 until 2002, Sega also developed video game consoles. Sega was founded by American businessmen Martin Bromley and Richard Stewart as Nihon Goraku Bussan on June 3, 1960; shortly after, the company acquired the assets of its predecessor, Service Games of Japan. After the launch of the Genesis, Sega wanted a new series to compete with Nintendo’s Mario series. They created Sonic the Hedgehog who went on to feature in one of the best-selling video game franchises in history. Sonic the Hedgehog began with a tech demo created by Yuji Naka involving a fast-moving character rolling in a ball through a winding tube; this was fleshed out with Naoto Ohshima’s character design and levels conceived by designer Hirokazu Yasuhara. Sonic’s color was chosen to match Sega’s cobalt blue logo; his shoes were inspired by Michael Jackson’s boots, and his personality by Bill Clinton’s “can-do” attitude.

Visual Standards Guide

Mission Statement

To cultivate personal growth by motivating & encouraging people to better themselves in order to level up in their lives. 7

Visual Standards Guide

Logo Evolution Over the years Sega has gone through a few different iterations of the logo to keep up with the evolution of the company. Sega started off as Service Games of Japan. The name was shortened to Sega later on.

1945

1956

1975

1982 – Present

Visual Standards Guide

Brand History

1960

1966 1965

1969

1974

1960

1969

Founded by Martin Bromley and Richard Stewart

Sega was sold to Gulf and Western Industries.

1965

1973

Nihon Goraku Bussan acquired Rosen Enterprises to form Sega Enterprises, Ltd.

Sega released Pong-Tron, its first video-based game.

1966 The first electromechanical game Sega manufactured was the submarine simulator Periscope, released worldwide.

1973

1974 Gulf and Western made Sega Enterprises, Ltd., Sega Enterprises, Inc.

Brand History

1982

1989

1988

2002

1998

1982

1998

Sega developed its first home video game system, the SG-1000, alongside the SC-3000.

The Dreamcast launched in Japan.

1988 Sega released the Master System’s successor, the Mega Drive, in Japan.

1989

2022

2002 The Dreamcast, discontinued in 2002, was Sega’s last video game console.

2022 Sega is re-branded.

The Genesis was launched in New York City & LA.

Visual Standards Guide

Keywords

Keywords Competitive: Giving users something to look forward to with each game and helping people want to improve and better themselves with every play.

Evolve: Users will be able to push their limits and discover new things about themselves. The goal is to help users become better versions of themselves.

Enjoyment: The game allows you to forget problems and focus your mind on something else for a bit to relax and have fun.

Visual Standards Guide

Chapter 02

New Logo

Logo Anatomy

Size & Colors

Logo Variations

Logo Sizing

Logo Dont’s

Visual Standards Guide

Our New Logo The new logo captures and represents the soul of the brand—Provides challenges for users to overcome in order to improve and level themselves up. The shape of our new logo consists of letter S with an upward arrow created using the negative space. The new logo is made up of the combination of a symbolic mark and a word mark.

Symbol

Signature

Word mark

Visual Standards Guide

Logo Anatomy Using the negative space in the ‘S’ we get our X measurement that the entire logo is built on. If the design needs to be recreated then this diagram can be used for the proper measurements and spacing in the logo.

The wordmark is not written out using a font but made specially to go along with the symbol. The design is a serif typeface that combines thick and thin lines to create the name with an arc at the bottom. When combined with the symbol it adds to the illusion of the arrow shooting up created in the negative space of the S.

Visual Standards Guide

Clear Space These diagrams show the clear space required for each variation of the logo. Following these guides, no designs, text, or images should be placed within this space.

Visual Standards Guide

Logo Colors These are the color variations for the logo. We have our original gold and black logo but we also have a version that uses a grey color.

Golden Poppy

Jet Black

Dim Grey

Visual Standards Guide

Black & White Logo Here we see the logo in solid black and white colors. Taking into consideration that the gold color might not always be an option the logo can be recreated in solid black and white colors as well.

Use Black logo

50%

100%

Use White logo

Visual Standards Guide

Logo Variations Here we have the main signature, the symbolic mark and the word mark. Each is able to be used as a logo to represent the brand. The different versions can be used to represent the brand based on the circumstances.

This is the main signature of the brand. The combination of the symbol and wordmark. Based on the size chart this version should be used on applications that are larger than 10cm in size.

This is the main symbol of the brand, the ‘S’ with the upwards arrow in the center. This symbol should be used on smaller applications and can be used for a more minimal look. The symbol is recognizable enough to where it is able to stand alone without the wordmark.

Like the symbol, the wordmark can be used independently based on the size of the application. The unique way the wordmark is created distinguishes itself as a Sega logo making it recognizable without the symbol.

Visual Standards Guide

Logo Sizing This diagram shows the breakdown of the logo and where each version should be used based on the size of space it is being applied to. The logo should not be placed on anything that is below 1cm.

Version A

Version B

Version C

Above 50 cm

50 cm

20 cm

10 cm

5 cm

2 cm

1cm Below 1cm, do not print // minimum logo size is 1cm

Visual Standards Guide

Logo Dont’s As the face of the brand the logo must be treated with care and made sure it is used properly whenever it is used. Changing anything or recreating the logo in an inappropriate fashion will damage the brand and show inconsistencies that we do not want.

Do not stretch the logo horizontally or vertically.

Do not place the logo inside shapes if it violates the logo’s clear space.

Do not change the proportions of the wordmark and symbol.

Do not add any designs or textures inside the logo.

Do not curve the edges of the logo.

Do not place the logo on busy images causing the logo to blend in with the background.

Do not outline the logo.

Do not flip the symbol to face the arrow downward.

Do not turn the symbol the opposite way changing its orientation.

Do not place the wordmark above the symbol.

Do not add a gradient to the logo.

Do not change the typeface of the wordmark in the logo.

SEGA Do not rotate the logo at any angle.

Do not change the colors of the logo.

Do not lower the opacity of the logo.

Do not add a drop shadow to the logo or any type of blur effect.

Visual Standards Guide

Chapter 03

Color Guide

Typography

Brand Stationery

Visual Standards Guide

Color Guide The Sega brand has leveled up from its original color palette to this new one that represents its goal of progress and improvement. This color guide breaks down the colors making it easy for anyone using the logo to match the colors across all their platforms.

Printing

Digital

Pantone

R G B Hex

7408 C

100

247 190 0 F7BE00

Primary

Black 0 0 0 100

0 0 0 000000

Cool Grey 10 C

99 101 105 636569

White 0 0 0 0

255 255 255 FFFFFF

333C

46 217 195 2ED9C3

263C

207 191 247 CFBFF7

Black 6 C

26 26 26 1A1A1A

Secondary

Visual Standards Guide

Typography PRIMARY TYPEFACE: Neuzeit Grotesk is a Sans Serif typeface from the URW Type foundry. This typeface is to be used for headers and to highlight messages when working with anything related to the Sega Brand.

NEUZEIT GROTESK SECONDARY TYPEFACE: Adelle is a Slab Serif typeface designed by José Scaglione and Veronika Burian from Typetogether. This typeface should be used for any subtitles, or body copy for work related to the Sega brand.

ADELLE

Headings

Neuzeit Grotesk Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,. Titles, Subtitles, Header, Footer

Adelle Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,. Body Copy

Adelle Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,. Highlighted Message

Neuzeit Grotesk Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,.

Visual Standards Guide

Business Stationery Our stationery system will include a letterhead design, business cards, envelopes, pens, and a card that will tell you what branch of Sega it is. In this example I have shown the stationery system for the Sega Summer Camp. The stationery will include our logo, colors, and appropriate typefaces on each piece.

Card Size

Type Spec

3.5 in x 2 in

8 pt Adelle Light 12 pt Leading

May 2, 2022 Mr. Jay Shetty 767 Longview Avenue San Francisco, CA, 94102

lsimmons@levelup.us 650-267-0238 1310 Colony Street Palo Alto, CA 94020

Dear Mr. Shetty We would like to invite your kids to join the Sega Summer Camp this year. We have several summer camp activities this year including sports, music, acting, dancing, and much more. There are several programs that will keep you child engaged, each of our programs are designed to be educational, social and physical for the children. We hope to let the children explore activities that they find fun and engaging that may eventually help drive them in the future. The summer camp will take place from June 6 to August 12. Prior to coming to the camp we ask that you fill out the attached forms checking off which activities your child would like to participate in. The package prices and plans are also listed on this form along with the necessary documents that need to be signed. We are excited to see your child in our summer camp program. If you have any questions kindly let us know. Sincerely,

Luke Simmons

Paper Size

Type Spec

8.5 in x 11 in

8 pt Adelle Light 12 pt Leading

Visual Standards Guide

Chapter 04

The New Sega

Brand Expansions

Visual Standards Guide

The New Sega Products: [PR-01] Sega Strength [PR-02] Sega Trivia Night [PR-03] Sega Tracker

Services: [SER-01] Sega Seminar [SER-02] Sega Coaching [SER-03] Sega Meal Prep

Environments: [EN-01] Sega Fitness [EN-02] Sega Athletics [EN-03] Sega Boot Camp

Experiences: [EXP-01] Sega Survival [EXP-02] Sega Travels [EXP-03] Sega Office

Educational: [EDU-01] Sega Online [EDU-02] Sega Workshop [EDU-03] Sega Summer Camp

Events: [EV-01] Sega Games [EV-02] Sega Science Fair [EV-03] Sega Coding Challenge

Co-Branding: [CO-B-01] Sega x Reebok [CO-B-02] Sega x Khan Academy [CO-B-03] Sega x NCAA

Physical Improvement

[EN-01] [EN-02] [PR-01] [CO-B-01]

[CO-B-03] [SER-03]

[EV-01] [EXP-01]

Strength

Endurance

[PR-03] [EN-03] [EXP-03]

Emotional

Intellectual

[SER-01] [SER-02]

[EDU-01] [EDU-02] [EDU-03] [EXP-02] [CO-B-02]

[PR-02] [EV-02] [EV-03]

Mental Improvement

Visual Standards Guide

Brand Exploration The next step in the process is to start thinking of new ideas for what the brand can do moving forward that still stays true to their soul of leveling up.

Visual Standards Guide

Products [PR] [PR-01] Sega Strength

[PR-02] Sega Trivia Night

Introduction

Bringing the gym into your house

Test your knowledge against your family and friends

Description

These products would allow its users to set up a gym in their homes allowing people to get in the same workouts they would at a regular gym. The user is free to set this up however they prefer and would make achieving any fitness goals they might have a lot easier.

Sega Trivia Night will be a board game that tests your general knowledge on a variety of things. You can play this during a game night and see which person knows the most and challenge yourselves to win.

Mission-Focus

Sega Trivia Night reinforces our mission of wanting people to be their best selves by creating a game that will challenge their knowledge against others to see if they are they best or not.

Mission-Focus Sega Strength reinforces our mission to helping people level up in their lives by providing them with workout equipment in their homes to help make achieving their goals easier.

Similar To Similar To

Wits and Wagers, Trivia Pursuit, Linkee

BowFlex, Nordic Track, Peloton, PRX Performance

Differentiating Elements Differentiating Elements Sega Strength differs from other brands in that it comes with smart technology that keeps track of all your workouts so you can refer back to them and have a record of your improvements.

Sega Trivia will be different from other trivia games in that if will offer add on options where users can get extension packs in specific categories so they players are not just answering the same questions each time.

[PR-03] Sega Tracker Introduction Stay updated with your progress with every step you take

Description The Sega Tracker is a fitness band that is made for everyday use. It will keep track of steps you have walked, the calories burned, any workouts you do, and keep track of your progress which you will be able to access on your smartphone or online.

Mission-Focus The Sega Tracker underscores our mission of cultivating personal growth by encouraging people to better themselves by creating a product that gives them easy access to check their progress at any time.

Similar To Fitbit, Apple Watch, Garmin

Differentiating Elements The differentiating element of the Sega Tracker will be that you can control a lot more things than just fitness. If you are intermittent fasting you can track that, if you are counting calories while you eat you can also track that. It is designed to be an all in one type of product so you don’t need to have multiple apps to do everything you need.

Visual Standards Guide

Services

[SER]

[SER-01] Sega Seminar

[SER-02] Sega Coaching

Introduction

A space created for everyone to be motivated

One on one coaching to set yourself on a path to being your best self

Description This space would allow people to listen to motivational speakers and get inspired in their own lives. They can ask questions, get answers and meet others who might be in the same situation as them and wants to improve themselves as well.

Description Sega Coaching is designed for a person to go and talk to a professional about their problems, find a solution and build a plan to move forward in improving themselves and their situations.

Mission-Focus

Sega Seminar underscores our commitment to helping people improve themselves by giving them a space to come and get motivated and understand that they are not alone.

Sega Coaching reinforces our mission to pushing people to better themselves and win at life by giving them a space to bring their problems and help find solutions and ways of moving past them.

Similar To

Blessed and Unstoppable, Wealth Empowerment Summit

Wolf and Heron, Psychiatrist

Differentiating Elements

These seminars will be different from others in that they will allow people a chance to speak up and share their stories with the group rather than just listening to the main speaker talk the entire time. This will allow others to feel more involved and know they are not alone.

Sega Coaching will differ from other one on one coaching services in that the coach will be able to help to create a plan for the users and keep track of them as they follow it. This way they will be able to be sure that the users are staying on track and if they are not then other steps can be taken to helping them out.

[SER-03] Sega Meal Prep Introduction Helping eliminate the hurdles in the way of your success

Description Sega Meal Prep will be a meal prep service that sends food to your house cutting out the need for you to browse through grocery stores and buy the wrong foods. It comes with meal plans and instructions on cooking them so each meal you make is delicious and healthy for you.

Mission-Focus Sega Meal Prep underscores our mission of wanting users to better themselves and reach their highest potential by making sure the meals they eat are helping them with those goals.

Similar To Blue Apron, Hello Fresh, Freshly

Differentiating Elements The difference in the Sega Meal Prep will be that it will not only create meals for those who want to lose weight or bulk up but for those with health conditions as well. If a person is a diabetic and needs more of a specific food their personalized meal plans will include that in there so everyone and everything is accounted for.

Visual Standards Guide

Environments [EN] [EN-01] Sega Fitness

[EN-02] Sega Athletics

Introduction

Fitness centers designed for one on one training

Create your teams and face off against others

Description

Sega Fitness will be a place for people to go and receive one on one training to achieve goals they may have set for themselves, whether it is to lose weight, get stronger or leaner. This fitness center will allow you to work with one person who will help you stay on track and push you to becoming the best you.

Sega Athletics is a sports tournament where you can create your own teams and compete against other teams in a bracket style tournament.

Mission-Focus Sega Fitness reinforces our mission of pushing people to level up and be their best selves by giving them a place they can work on their fitness goals and have someone there to push and guide them along the way.

Mission-Focus Sega Athletics reinforces our goal to pushing people to achieving higher goals and bettering themselves through event that tests their physical and mental abilities.

Similar To Big 3, AAU (Amateur Athletic Union)

Differentiating Elements Similar To 24 Hour Fitness, Orange Theory, Crunch Fitness

Differentiating Elements This fitness center will differ from other places in that everyone in this environment will be partnered with a trainer. The trainer will be assigned to keeping the user on track and making sure they produce results. Many people enter the gym not knowing what to do and are afraid to make themselves look bad but Sega Fitness will help them through that.

The differentiating elements in Sega Athletics will be that it will be one large tournament including various sports and not just one specific game. All people are welcome to compete and create their own teams.

[EN-03] Sega Boot Camp Introduction Come put your skills to the test

Description Sega Boot Camp will be a camp where users will be put through intense training. This will include various types of exercises and courses they will have to run while competing with other participants.

Mission-Focus Sega Boot Camp underscores our mission of pushing users to their limits in order to get them to the next level by putting their strength and endurance to the test and challenging them to over come it.

Similar To Crossfit, ShapeUp, Orange Theory

Differentiating Elements What will be different about the Sega Boot Camp will be that they will only last a month. Everyday participants will be given new challenges. The courses will be designed so that not only will participants be required to be physically strong to get through them you will also have to be mentally prepared to figure out courses.

Visual Standards Guide

Experiences [EXP] [EXP-01] Sega Survival

[EXP-02] Sega Travels

Introduction

A survival challenge where people are challenged to survive in an unknown location

Experience new cultures and understand the different lifestyles in one trip

Description

Sega Survival will gather people up and take them to unique places where they will be challenged to survive and find their to an end point. The location maybe be a different country where they do not know the language or have any money and have to survive on their own.

Sega Travels is a program that gives people the opportunity to travel to different and unique places and stay there while they learn about the history of the place and about the culture of those that live there. This experience allows people to understand and appreciate the different lifestyles people have besides their own.

Mission-Focus Sega Survival reinforces our mission to challenging and pushing people to reach new levels by challenging them to survive using just their skills and knowledge against other participants.

Mission-Focus Sega Travels reinforces our mission to challenging people to improve themselves by giving them the opportunity to learn about other cultures and expanding their knowledge of the world.

Similar To Survivor Man, Man vs. Wild, Alone

Similar To Classic Journeys, Eldertrek, Kensington Tours

Differentiating Elements What will be different about Sega Survival will be that the locations will vary more than other game shows. People might be dropped in the middle of cities where they have to figure their ways to base with no money.

Differentiating Elements What will set Sega Travels apart from other Travel and tour companies will be that they will teach you about the history of the place you are visiting and talk about the culture of that area so you ca get a better feel of the place and appreciate it more while increasing your own general knowledge.

[EXP-03] Sega Office Introduction Giving people the Office experience

Description Sega Office would give people a chance to experience the work environment for their career paths. They would be presented with challenges and tasks they need to complete that might occur in a regular day to day basis in a work environment that they would need to complete.

Mission-Focus Sega Office reinforces our mission of wanting our users to push past their limits to achieving that next level and they are able to do that with this experience by understanding challenges they might encounter and learning ways to handle them.

Similar To Day One Technologies, Assima, Infopro Learning

Differentiating Elements The difference in Sega Office will be that users will come out having learned something even if they decide this is not the job for them. They will understand work culture that can be carried on to other jobs.

Visual Standards Guide

Educational [EDU-01] Sega Online

[EDU] [EDU-02] Sega Workshops

Introduction

Online courses teaching skills to help users move forward in their careers

Workshops designed for high school and college students to prepare them for applying for jobs

Description

Sega Online will be an on line platform that users can go to and learn skills that help them improve on skills needed in the workforce that will help them advance forward. Whether they want to learn to get better at public speaking, better communication skills, time management, etc.

Sega Workshops are designed for students to come and learn about things live giving speeched, preparing for interviews, writing resumes, and much more that can help them when they are applying for jobs.

Mission-Focus Sega Online underscores our mission to pushing people to improving themselves and reaching the next level by educating and acquiring the necessary skills needed for the workforce.

Mission-Focus Sega Workshops reinforces our mission of wanting our users to pushing their limits to reach new heights by giving the youth a chance to learn important skills before they enter the workforce.

Similar To Envision Experience, Education Rebound

Similar To Masterclass, Lynda.com, Skillshare

Differentiating Elements The difference in these classes will be that the instructors will walk you through the process and work with you on creating projects and material that you can use in your portfolio.

Differentiating Elements These workshops will work one on one with students to create their resumes, work on interview prep and job preparation. They will run simulation interviews so students get comfortable in that environment.

[EDU-03] Sega Summer Camp Introduction Summer Camps for children to make their summer vacation fun and educational.

Description Sega Summer Camps will be made for elementary and middle school children to attend to during their summer breaks. They will be allowed to pick from a variety of activities that they want to learn and will spend the summer learning these things. Courses will be ranging from learning to code, to sports.

Mission-Focus Sega Summer Camps reinforces our mission of wanting people to become their best selves and by providing children with options of choosing what they wish to learn from a young age we are hoping to set them up for success in their futures.

Similar To Galileo Summer Camp, iD Tech Camp, Camp Olympia

Differentiating Elements What will be different about these camps will be that they will be run similar to a school where kids can pick which courses they want to learn and take those courses rather than having to do everything.

Visual Standards Guide

Events [EV] [EV-01] The Sega Games

[EV-02] Sega Science Fair

Introduction

A challenge to push you to your limits

A place to bring all of your crazy inventions to life

Description

The Sega Games are a triathlon that is designed to push its contestants to their limits, they will be challenged to perform physical activities that will test their strength, and endurance. The goal of this event is for people to have a goal they can set for themselves to reach.

The Sega Science Fair will be a place where adults and children can bring in their inventions and projects to show off. This is a chance for participants to get creative and bring their greatest ideas to life.

Mission-Focus

The Sega Science Fair underscores our mission to challenging ourselves to be the best by creating a space for people to bring out their creativity and shine.

Mission-Focus The Sega Games underscores our mission to push past our limits and achieve what we set our minds to by challenging its users to compete not only with others but with themselves as well.

Similar To Golden Gate Stem Fair, County Science Fairs, Shark Tank

Similar To Spartan, Ironman, Escape from Alcatraz

Differentiating Elements The difference in these races will be that participants will be able to set a time for themselves to beat when they enter and their goal will be to beat that time. This will add another thing that they will have to work to beat.

Differentiating Elements These science fairs will be open to everyone young and old. There will be investors there who will be looking for projects to invest in and the best ones can be taken forward and created.

[EV-03] Sega Coding Challenge Introduction A competitive coding challenge for students

Description Sega Coding Challenge will be a 24 Hour event open to all students who know how to code. Participants will be assigned a task to create functioning apps and the best coders will be given an opportunity to showcase their skills in coding.

Mission-Focus The Sega Coding Challenge reinforces our goals of challenging our users to push the limits to achieve new levels by creating a competition where they can compete against others and prove their skills.

Similar To Techgig, Code-A-Thon

Differentiating Elements The difference in the Sega Coding Challenge will be that the coders will be working on their own to complete their tasks and the categories will be divided by the different languages.

Visual Standards Guide

Co-Branding [CO-B-01] Sega x Reebok

[CO-B] [CO-B-02] Sega x Khan Academy

Introduction

Forming new ways of reaching your peak

Improving the mind and body

Description

Sega and Reebok will partner together to create new platforms, and products for their users to help them in their journey to becoming their better selves. These products will be designed to help improve performance, help keep better track of everything and allow people to easily manage their goals.

Khan Academy creates on line tools to help educate children by creating short videos with tutorials, exercises and tools to help learn. By working with them Sega can help branch that out to creating lessons, videos and tutorials from more physical activities such as learning the basics of sports. It will become a place to learn basic moves and exercises children can do in order to get familiar with a sport they may be interested in.

Mission-Focus Sega x Reebok reinforces our mission to pushing our limits and becoming our better selves by creating products and services for people to use and implement into their daily lives.

Mission-Focus Sega x Khan Academy underscores our mission of helping people level up in their lives by giving them the tools needed to take that first step to learning something new.

Similar To Adidas, GymShark, Fabletics