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Reggie put a stop to Nintendo trying to "age up" their logo in an attempt to appeal to older/different audiences

Be proud of who you are, Nintendo!

There's no doubt that Nintendo is one of the most family-friendly companies in the game industry. They create titles that anyone from young kids to adults can enjoy. Unfortunately, that approach to content creation earned Nintendo a bit of negativity from small-minded people. While some still view Nintendo as 'kiddie' nowadays, that sentiment was much stronger back around the GameCube days, and was almost weaponized by gamers.

In an interview with the Present Value Podcast, Reggie recalls what Nintendo was trying to do to combat some of that negativity. The company was playing with their classic logo in a way that tried to show Nintendo as a more adult-friendly, edgy company, and Reggie saw that as a step in the wrong direction. Check out Reggie's comments on that movement below.

From a branding standpoint, we had to be clear in what Nintendo as a brand stood for, as well as what the individual franchises stood for. I’ll give you an example.

When I joined Nintendo, there was a sense of almost shame that Nintendo appealed to young consumers, and the marketing team at Nintendo of America started doing things with the logo – that classic Nintendo logo in an oval – they would put it into graffiti style, or they’d do different things to try and age up the logo, and I put a stop to that because that is not our brand. And what we needed to do was yes, appeal to a broad swatch of consumers, but we needed to do it based on what the brand stood for, and not doing it in some false way.

Systemically, we went through and cleaned up the presentation of the brand, but we also created messaging coupled with content that really broadened the reach, broadened the appeal, and set the stage for all of the great products we would launch like Wii, like Wii Fit, and eventually the Nintendo Switch.

Categories: Top Stories, Interviews
Tags: reggie

Comments

Top Rated Comment
vinlauria
Sun Jan 26 20 08:28am
Rating: 3 (Updated 1 time)

The gray was around for the Wii and DS as well; it was changed to gray to begin with to match those systems' monochrome branding and stayed that way even though 3DS and Wii U added some splashes of color. DS/Wii/3DS/Wii U were all "gray logo" Nintendo, Switch is what brought us to the white-on-red.

You could even say the gray logo sums up Iwata's run as a whole. I've actually found it to be a convenient denotation of different "eras" of Nintendo leadership: classic red is Yamauchi, gray is Iwata, white-on-red is post-Iwata. By that association, I've actually found myself to be most fond of "gray" Nintendo. Red may be iconic as Nintendo's color (especially in the context of the console war against Xbox green and PlayStation blue), but Iwata's run and the associated branding resonated with me the most.

This kind of happened when the logo went a boring grey during the Wii U and 3DS eras, I'm glad it's back to the nice punchy confident red!

scrubicius
Sun Jan 26 20 03:16am
Rating: 2

Actually the Nintendo logo almost looked like a cigarette company

X-)

2006 was the rise of the Wii and as I remember the Wii U sported the white logo.

But yes I think many associate red with the Nintendo logo.

vinlauria
Sun Jan 26 20 08:28am
Rating: 3 (Updated 1 time)

The gray was around for the Wii and DS as well; it was changed to gray to begin with to match those systems' monochrome branding and stayed that way even though 3DS and Wii U added some splashes of color. DS/Wii/3DS/Wii U were all "gray logo" Nintendo, Switch is what brought us to the white-on-red.

You could even say the gray logo sums up Iwata's run as a whole. I've actually found it to be a convenient denotation of different "eras" of Nintendo leadership: classic red is Yamauchi, gray is Iwata, white-on-red is post-Iwata. By that association, I've actually found myself to be most fond of "gray" Nintendo. Red may be iconic as Nintendo's color (especially in the context of the console war against Xbox green and PlayStation blue), but Iwata's run and the associated branding resonated with me the most.

socar
Sun Jan 26 20 12:25pm
Rating: 2

I agree. The grey and red logo's were some of the best times Nintendo had. I take the new logo as something of a mix between the two.

The grey was the best part of my life as a Nintendo fan and I will deeply miss it...

Thank you Reggie! But it's funny. I feel Nintendo's logo is the most grown up now. It's that simplistic style that's more in line with good design now

They should never touch that logo. Change the color scheme, sure whatever, but the logo itself is perfect.

The logo is fantastic. Don't ever change it, Nintendo.

"but we needed to do it based on what the brand stood for, and not doing it in some false way"

Words that sooo many modern companies should listen to.

Because a more 'srs' logo did so well for companies like Konami.

The logo is Nintendo's blood and core. If that's changed, it marks the beginning of Nintendo being doomed.

Mon Jan 27 20 10:24pm
Rating: 1 (Updated 1 time)

You can actually see some remnants of this push for a more mature Nintendo by Nintendo of America with the "Who are you?" campaigns (It even has grafitti!), along with the music tours and Jones soda cross-promotions of the mid-2000s. This was during the GameCube era as that was when this kiddy stigma was most prevalent, not alleviated at all by the controller's colorful buttons, lunchbox handle and cookie-sized discs. From 2003 to 2006 it was a valiant effort, but alas it was not enough.

I loved that era of Nintendo. I guess Reggie knew best though.

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