It looks like we might have gotten our first real look at what Sonic will look like in the upcoming Sonic the Hedgehog movie. It's actually quite close to what some fans put together, and is a redesign that's likely to make quite a number of fans upset. The artwork comes from HC Associates, a company who 'combines solid strategy and creative magic to build brand experiences across every touch point." Here's what their page for Sonic the Hedgehog said before they took it down.
You’d be hard-pressed to find anyone in the world who isn’t familiar with SEGA’s beloved IP, Sonic the Hedgehog. But global reverence does come with a unique price.In creating a licensing and packaging program to be used worldwide and to be applied against targeting multiple audience demographics, it was necessary to strike a balance between staying true to the Sonic brand, while appealing to a global audience, and differentiating from previous Sonic merchandise packaging.
The challenge of creating a global licensing and packaging program targeted to multiple demographics came with several strategic requirements: 1) signal a new modern take on the brand without abandoning its core essence, 2) appeal to a worldwide audience and 3) clearly differentiate from previous merchandising efforts.
Our approach was to create a system that was versatile and modular, so that various Sonic IPs including Classic Sonic, Modern Sonic, Film Sonic, Animation Sonic, and other events could be integrated seamlessly within the baseline packaging look.