Welcome to
the next level of sega.
SEGA is a multinational interactive entertainment corporation, most well known for iconic series like Sonic the Hedgehog and arcade games.
to be this good takes ages, to be this good takes sega.
The brand was founded by Martin Bromley and Richard Stewart in 1946 as Service Games, providing slot machines. Since then, the company moved to Japan and delved into interactive entertainment from arcade games, home console and video game development and publishing.
Through this rebranding, SEGA is looking to evolve beyond interactive entertainment. The new SEGA can show what the next level of your life would look like from the moment you wake up at your home, to school and work and when you want to escape to experience something new.
FROM SERVICE GAMES TO SEGA: THE BRAND HISTORY
go beyond
the next level.
We provide fulfilling challenges to the passionate looking to evolve so that they can reach the next level.
SEGA’s Mission Statement
In the fast paced modern world, it can be hard to find time and capital to experience outside the routine of daily life. The new SEGA will provide improved enriching experience not only in entertainment but other aspects of life as well via new products and services at the convenience of the user. SEGA can show what the next level of your life would look like from the moment you wake up at your home, to school and work and when you want to escape to experience something new.
The key phrases are compact method to view the rebranding direction in a distilled format. They were chosen through the three keywords that encapsulates SEGA.
rebranding direction
Keywords & phrases
Improving on pre-existing components, making a more efficient and productive means.
fulfill
It’s About the Journey.
Positive reinforcement helps to maintain the motivation to reach the goal of going on to the next level.
challenge
No Pain, No Gain.
Finding new potential to unlock through challenging your limit and overcoming it.
evolve
Change for Excellence.
Collects the first stage of the rebranding process and begin the narrative of the brand story.
Book 1
You can read the details about the next level of SEGA and the development process in the following four guides.
visual strategy guide
Encapsulate the identity development process from initial ideation to final form of the identity.
Book 2
visual Development guide
Documents the new identity system and standards, setting up transition to the brand extensions.
Book 3
visual standards guide
Depicts the possible paths future can take in the form of brand extensions.
Book 4
brand extension guide
brand guides
do me a favor,
plug me into sega.
We looked at brand narrative, gaining an understand of SEGA by looking at the brand history and mission statement. By determining what SEGA’s brand soul is, we can now find a direction on how to rebrand SEGA.