To your next level
The new logo of SEGA reflects the idea of fulfilling challenge to evolve to the next stage. It achieves this by utilizing the visual element of ascending incline in the shape of ‘S’ from SEGA.
Logo Anatomy
Here is the breakdown of the logo in its components, as well as how the symbol and the logotype is constructed. Please note the angle from the symbol carries over to the typography in the logotype.
Vertical logo
horizontal logo
Clear Space
To standardize the proportion, one of the side from the hexagon shape of the symbol was chosen as the base measurement ‘x’. From here, the precise clear space was determined for both version of the signature.
Typography is based on Stratum 2 Bold type.
Scale & Sizing
For the best legibility of the logo, please follow this size chart when using at different scales. The chart aims to provide the version of the logo that is the most suitable at that size.
Typography
The three main typefaces to be used are Stratum, Input Sans Condensed and Neue Haas Unica. These types were chosen as their clean lines and shapes best reflect SEGA’s vision in evolving to overcome the challenge, and has a good legibility.
Color Palette
The primary color of SEGA is the vibrant red, reflecting the passion and the strong will to over come the challenge to evolve oneself. In addition to the red, the rich yellow and the teal is used to fit the occasions where the red is less appropriate.
Do & Don’ts
There are occassions when it is not intuitive on how to apply the logo. The list below shows how to use the logo in the correct way in general and in certain situations.
Do
Use white logotype when the background value is 40% or lower brightness. When it is over 40%, use black logotype.
Don’t
Don’t use white logotype on light backgrounds.
Don’t change the logo’s bounding color.
Don’t use gradient to replace the colors.
Don’t outline the elements in the logo.
Don’t use other typefaces.
Don’t add color to the ‘S’ or the logotype of the logo.
Use alternate colors for the logo where suitable.
Don’t alter the scale of the logo by skewing it.
Don’t add drop shadow.
design process
creating the new face of sega
The following is the first round of rough and sketches to become the new logo for SEGA. Around 100 ideas were drawn for each of the key phrases. The ideas were camped by similarity. The most persuasive ideas were selected to refine upon from these sketches below . Here is selection of the rough sketches.
Challenge
No Pain, No Gain.
Evolve
Change for Excellence.
Fulfill
It’s About the Journey.
further development of the logo
From the last iteration, Challenge was chosen as the camp to further develop and refine the idea of. The following is the second round of sketches to find the new face of SEGA.
Challenge: Stairs
Challenge: Fire
Challenge: Arrows
refining the logo development
In this third round, the next step was taken by taking hand sketched designs to digital refinement. Three designs from the previous chosen camp was further developed upon by creating both black and white version and colored version.
Challenge: Arrow + Stairs
Challenge: Arrow + Fire
Challenge: Arrows + Pressure
getting ready to deploy the logo
Having chosen the Challenge: Arrow + Stairs as the final definite direction of the new logo, the following explores the minute details in the shape and colors in the logo.
Rewarding Challenge
To give the previous design a more stable form, the design was put in a hexagon container. The hexagon shape serves to both fit the silhouette of the ascending ‘S’, but it is also the symbol of the achievement from succeeding the challenge.
Visualizing the Challenge
Various color schemes were explored to best represent the logo, depicting the right mood. Vibrant red was chosen as the key color as it best evokes the feeling of passionate will to succeed the challenge.
the final logo
The new logo of SEGA reflects the idea of fulfilling challenge to evolve to the next stage. It achieves this by utilizing the visual element of ascending incline in the shape of ‘S’ from SEGA.
future of sega
Brand Extension Chart
With the new aesthetic for the brand, new brand extensions are needed to complete the rebranding to take SEGA to the next level. The following explores different possible paths SEGA can take to achieve the evolution into the future.
The diagram displays the perspective behind brand extension list to easily visualize the perspective.
PR01 / Product
SEGA Learn to Cook Meal Kit
Beginner friendly meal kit that not only provides a nutritional food, but also teaches you how to cook.
Description
Cooking comes with the challenge of getting the necessary groceries and tools which can be a hurdle for beginners. SEGA Learn to Cook Meal Kit is aims to lower the barrier by providing ingredient, recipe and the basic tools needed to make a delicious and nutritious meals. As the cook gains more experience, they can opt to level up their recipe challenge rating, becoming a self-sufficient cook.
Mission-Focus
SEGA Learn to Cook Meal Kit reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by giving access to tools to make cooking a more accessible challenge for those who wish to evolve their skill and become a fulfilling cook.
Similarities
Blue Apron, Dinnerly, EveryPlate
Differences
Instead of providing a fully or mostly cooked meals, SEGA Learn to Cook Meal Kit provides the means for making the meal. The meal kit comes in various levels of difficulty so the learning process is friendly to people of all skill levels.
Links to
CB02 / SEGA + Hell’s Kitchen
PR02 / Product
SEGA Home Training Tool Set
Hone and challenge your physicality from the comfort of your home with these easy-to-access training set.
Description
One of the biggest hurdle towards evolving your fitness is getting access to the resources for it. SEGA Home Training Tool Set helps to face the challenge more easily at your home, by bringing the resources to you. You can fine tune the tool set so it is specific to your need, from physical therapy to body building. Additionally, gain access to the knowledge of the professional to find the most effective path to your next physical level up.
Mission-Focus
SEGA Home Training Tool Set reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by giving an easier access to the resources to challenge the body and evolve beyond the current physicality to the next one.
Similarities
PRIME Fitness, BOSU, TRX
Differences
SEGA Home Training Tool Set is a subscription-based loaning of equipment, which means that the subscriber can switch out the tools depending on their need or try a new tool as a trial without needing to pay the full price, at the comfort of their home.
Links to
ED02 / Sports Club
CB01 / SEGA + Olympics
PR03 / Product
SEGA Progress Tracker
Quantify your evolution with SEGA Progress Tracker and record your achievements in history.
Description
Knowing yourself is the best route to success. SEGA Progress Tracker will help you to get there by providing tools to track what you’ve done, what you are doing and what you want to do. You can customize the tools, whether you prefer to write in a paper planner or on an app on your phone, to record your achievements whether it is your academic or physical success. This record will highlight how to evolve yourself. .
Mission-Focus
SEGA Progress Tracker reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by showing a track of your evolution by recording your achievements, which will be used as data to determine the best way to fulfill your goals..
Similarities
Google Calendar, Outlook Calendar, Notion, Trello
Differences
For people who prefer a physical notes, SEGA Progress Tracker will also offer a paper version on the tracker. It will also be focused more on recording the achievement than scheduling.
Links to
SE02 / SEGA AIde
en01 / environment
SEGA Art Studio
An art studio for artists, who wants to evolve their work, but are restrained by space and tools to create their master piece.
Description
There are many ways for creativity to be expressed in the world of art. Sometimes, however, the transition from idea to reality comes across the problem of having access to space and the right tools. SEGA Art Studio will the bridge that helps the artist overcome by providing space and latest, state of the art tool. Come and evolve your work from a dream to reality.
Mission-Focus
SEGA Art studio reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by giving the artists environment where they can fulfill their creativity and evolve their talent with the needed space and tools.
Similarities
Savannah College of Art and Design, Maryland Institute College of Art, Maine Coast Art Workshops, Bluebird Studio
Differences
The focus of SEGA Art Studio is not on education but on unlimiting the creativity by giving access to tools and space that is hard to come by for an individual artist. It is a community-focused space that encourages sharing ideas, work and tools.
Links to
EV02 / SEGA Art Fest
en02 / Environment
SEGA Stadium
The ultimate location to witness the breathtaking competition from sports to esports and beyond.
Description
To witness the heated moment of challenge taking place, a right place is needed to set the stage for both competitors and spectators. SEGA Stadium is a multipurpose venue where various events and sports event can take, where you can see in person the new achievements make their mark in history.
Mission-Focus
SEGA Stadium reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by creating the perfect stage to witness new achievement be won or lost in the setting that is befitting the challenge.
Similarities
Madison Square Garden, Rose Bowl Stadium, Yankee Stadium
Differences
The uniqueness of SEGA Stadium lies in that it serves to facilitate various sporting event, including esports, with the cutting edge facility to create the best viewing experience.
Links to
EX01 / SEGA Esports Games
CB01 / SEGA + Olympics
en03 / Environment
SEGA Research Lab
This is where humanity comes over their next scientific challenge to evolve to the next level.
Description
For unique challenges, it requires unique solutions. SEGA Research Lab offers a cutting edge facility for such solutions to come to fruition. The challenges overcome at the lab will help humanity to evolve to the next stage, to face the next challenge.
Mission-Focus
SEGA Research Lab reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by giving access to tools and space to face the scientific challenge. The solutions found at the facility will help evolve the current generation to the next level.
Similarities
Los Alamos Nation Laboratory, Bell Labs, Princeton Plasma Physics Laboratory, Argonne National Laboratory
Differences
SEGA Research Lab differentiates itself from other labs as it aims to ethically tackle the scientific challenges for the sake of overcoming the problem for the better of our civilization.
Links to
ED01 / SEGA Tech Camp for Children
EV01 / SEGA Tech Convention
EX02 / SEGA Behind the Scenes
SE01 / Service
SEGA Life Coaching
For people who feel lost, SEGA Life Coaching will help you find your own challenge and how to achieve your new found goal.
Description
There are moments in life where we feel a bit lost if we are going the right direction and uncertain how to proceed. SEGA Life Coaching provides consultation that will guide you to a fulfilling life by helping you find the evolution you seek by determining challenges tailored for you.
Mission-Focus
SEGA Life Coaching reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by finding personalized challenges to you to evolve from to living a fulfilling life.
Similarities
International Coaching Federation, The Queer Life Coach, Affordable Coach Directory
Differences
SEGA Life Coaching differentiates with other organization by having an advanced categorization where you can connect with different coaches for different aspect of life so you can get the best coaching all around.
Links to
EX02 / SEGA Behind the Scenes
PR03 / SEGA Progress Tracker
ED03 / SEGA Community Finder
SE02 / SErvice
SEGA AIde
To help you focus your effort on the important challenges, SEGA AIde will take care of mundane day-to-day tasks.
Description
The most valuable commodity is time. With a full time job, it can be hard to achieve the ultimate challenge of achieving your dreams when mundane tasks such as laundry and doing taxes are in the day. SEGA AIde is a smart service that takes care of daily tasks so you can invest your time more efficiently to more important goals.
Mission-Focus
SEGA AIde reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by creating the perfect stage to witness new achievement be won or lost in the setting that is befitting the challenge.
Similarities
Siri, Amazon Alexa, Google Home
Differences
SEGA AIde takes a step further from being a smart home by being an artificial intelligent helper that can actively take care tasks as actively you set it to be.
Links to
PR03 / SEGA Progress Tracker
EX01 / Experience
SEGA Esports Games
Beginner friendly meal kit that not only provides a nutritional food, but also teaches you how to cook.
Description
Experience a heart pounding challenge at SEGA Sport Games, a global esports competition that encompasses various genre of electronic sports, including FPS games, fighting games and more. Make your country proud by showing who the best play of the game belongs to.
Mission-Focus
SEGA Esports Games reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by creating a space for esports to evolve into the large events of physical sports and letting the players to challenge themselves for a cause beyond winning the game, but also to achieve a global recognition.
Similarities
Olympic Games, Asian Games, World Cup, League of Legends World Championship
Differences
Most esports competitions are limited to one game title and at most, one category of game. SEGA Esports Games aims to expand it to all major esports to grow the esports to the reputation of traditional sports and take to the global stage.
Links to
EN02 / SEGA Stadium
EX02 / Experience
SEGA Behind the Scenes
Learn new skills by taking part in SEGA Behind the Scenes by experiencing a day in different careers.
Description
It can be hard to know what career fits you the best, limited by knowledge of what types of jobs are out there and having access to them. With the increasing retirement age, it is a concern for both freshly graduated or people who are burned out from their current job. SEGA Behind the Scenes lets you explore different jobs so you can make the right choice to evolve your career.
Mission-Focus
SEGA Behind the Scenes reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by allowing people to experience a wide selection of career as a trial so they can evolve their career on the path most fulfilling to them.
Similarities
LinkedIn, Glassdoor, Indeed
Differences
Going beyond the simple transaction of words, SEGA Behind the Scenes allows the user to experience the various jobs and introduce more obscure fields that could be well matched that the user has not considered on paper before.
Links to
SE01 / SEGA Life Coaching
PR03 / SEGA Progress Tracker
ED01 / Education opportunities
SEGA Tech Camp for Children
Introducing the wonders of technology to the future generation in the summer camp, filled with fun challenges and more.
Description
In the current day where children grow up with various smart devices, it is important to teach them how technology works. SEGA Tech Camp for Children teaches them not only the basics of modern day technology, but goes a step further to teach the future generation how they could evolve it via fun challenges.
Mission-Focus
SEGA Tech Camp for Children reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by engaging the children with various activities that challenge their understanding of technology and Tech, so they can evolve their knowledge to apply in the real world out side the camp.
Similarities
NextGen Bootcamp, Girls Who Code, Codeninjas
Differences
SEGA Tech Camp for Children caters to all age of children from pre-school to high school and teaches them based on their prior knowledge on the field to ensure children of similar understanding can challenge each other to further their learning.
Links to
EV01 / SEGA Tech Convention
EN03 / SEGA Research Lab
ED02 / Education opportunities
SEGA Sports Club
Come and challenge yourself by learning new sport or by evolving your skill set with your peers at the SEGA Sports Club.
Description
At SEGA Sports Club, you can learn various sports from various ball games to more obscure sports such as archery. Whether you are a beginner or experienced, there is a place for you to challenge against yourself or against other club member to evolve your athletic skills.
Mission-Focus
SEGA Sports Club reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by teaching and connecting people who wants to challenge themselves athletically to evolve their skill set by playing various sports.
Similarities
New York Sports Club, The Olympic Club, The Beach Club
Differences
As well as providing a state of the art facility, SEGA Sports Club also helps the club members connect with each other and other clubs for friendly competition and challenge themselves.
Links to
PR02 / SEGA Home Training Tool Set
CB01 / SEGA + Olympics
ED03 / Education opportunities
SEGA Community Finder
There are no better mentor than your competitors found on SEGA Community Finder. Find your match and evolve to the next level.
Description
There is nothing that lights fire on motivation for achievement than having a good competitor and a mentor to guide that motivation to a productive evolution. SEGA Community Finder will help you find a constructive community to surround yourself with.
Mission-Focus
SEGA Community Finder reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by connecting people with similar direction in their desire to improve and find a more experienced community members to guide them as mentors.
Similarities
Reddit, Discord, Hive, Bumble
Differences
To insure the safety and the conduciveness of the connection made, SEGA Community Finder will not stop at introducing people but also provide a platform where the connection can evolve in a healthy direction.
Links to
SE01 / SEGA Life Coaching
EX02 / SEGA Behind the Scenes
Ev01 / Event
SEGA Tech Convention
Evolve your knowledge by sharing in creative solutions to today’s technology challenges.
Description
Despite how far humanity has come, there is still many technological challenges we face today. Come to SEGA Tech Convention to participate in brainstorming creative solutions to these challenges, evolving our knowledge on the matter to the next level.
Mission-Focus
SEGA Tech Convention reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by participating in the discussion of how to tackle the modern day technological challenge to evolve into the future we dream of.
Similarities
Consumer Electronics Show, TECHSPO, Dreamforce
Differences
SEGA Tech Convention is more focused on the altruistic view on technological development. Our higher priority is on the creative solution than the capitalistic need to ensure the challenge remains on evolution of technology for humanity’s benefit.
Links to
ED01 / SEGA Tech Camp for Children
EN03 / SEGA Research Lab
Ev02 / Event
SEGA Art Fest
Come celebrate your art by showcasing at SEGA Art Fest. Enter your work to our competition to challenge how far your evolved.
Description
Accepting various genre of artwork from traditional painting to VR experiment, SEGA Art Fest celebrates all shapes of art that evolves the definition of art. Challenge yourself and your own understanding of what art is by creating work that awe the audience and take their breath away.
Mission-Focus
SEGA Art Fest reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by showcasing artwork that challenges the boundaries of what art is and witness the submissions that evolve the art Scenes into the future.
Similarities
The Armory Show, LA Art Show, Boardwalk Art Show
Differences
SEGA Art Fest allows the participating artist to define what art is and does not limit the submission as it is not grossly offensive to the public and fits within the designated space. This allows the artist to challenge their creativity and evolve their view.
Links to
EN01 / SEGA Art Studio
Ev03 / Event
SEGA Challengers
Show that there are no impossible challenges by taking part in SEGA Challengers. Come break through your limits.
Description
Take part in thrilling physical challenges that can break and create world records. SEGA Challengers is looking for people who are passionate about what they do and ready to evolve their love to the next level.
Mission-Focus
SEGA Challengers reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by pushing people to extreme challenge to see how far they can evolve to grasp their fulfilling achievement in what they love to do.
Similarities
Red Bull, Guinness World Records, Olympics
Differences
SEGA Challengers will embrace all physical and athletic challenges that are within the safety of the participants, if the challenge aims to help evolve the participants or to set a new record to show the next stage of the challenge.
Links to
EN02 / SEGA Stadium
CB01 / SEGA + Olympics
CB01 / Co-Branding
SEGA + Olympics
Collaboration with SEGA will provide the best training experience for the athletes to evolve and achieve their best performance.
Description
Using SEGA’s experience in creating arcade games, in the collaboration of Olympic Games, SEGA aims to create a state of the art practice facility to simulate extreme sports, such as bobsleigh, for athletes face the challenge of living in bad climate or lacking equipment for their participating sports event.
Mission-Focus
SEGA + Olympics reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by giving opportunities to athletes who face challenges beyond their physical capabilities so that they can evolve on even field with their competitors.
Similarities
Toptracer, L3Harris, FAAC
Differences
Using the simulator technology, SEGA + Olympics will adapt it to recreate the sports event to help challenge the athletes themselves in a more easily accessible setting.
Links to
ED02 / SEGA Sports Club
CB02 / Co-Branding
SEGA + Hell’s Kitchen
Collaboration with SEGA will provide the challenge to wider audiences, not limited to the structure of reality TV series.
Description
This collaboration is for the fans of the popular cooking reality TV show Hell’s Kitchen, who were curious what is like to be in the shoes of the participants, cooking the dishes of the famous cook. SEGA + Hell’s Kitchen is challenging you to come into the kitchen and learn to cook like a professional chef, evolving beyond viewer watching the screen.
Mission-Focus
SEGA + Hell’s Kitchen reinforces our mission of providing fulfilling challenges to the passionate, looking to evolve, so that they can reach the next level by engaging the audience of the show to participate in the challenge of learning to cook like a chef and evolving their cooking skills to the next level.
Similarities
Culinary Institute of America, Sur La Table, Cozymeal
Differences
Classes offered at SEGA + Hell’s Kitchen welcomes both new and experienced cooks but only the top students will get the opportunity to participate in the challenge, Hell’s Kitchen.
Links to
PR01 / SEGA Learn to Cook Meal Kit
now there are no limits.
The following deliverables show how some select extensions can present themselves in the future.