SEGA is synonymous with many things, but the most notable would have to be the startup logo. In the console days, systems like the Master System, SEGA CD, Saturn and Dreamcast had their own startup logo. But once the game began, you’d be treated to the SEGA logo. How the SEGA logo appeared often differed from game to game, but in the later years – especially once SEGA went third party – things became more uniform. From around 2005 to the past year we had the swoosh and deep voiced “SEGA” logo for most games. Most games featured this, though there has been exceptions (Alien: Isolation, Yakuza 0, Puyo Puyo Tetris to name a few). According to Sam Mullen, Senior Localization Producer for SEGA products at Atlus USA, the swoosh and low voice is no more and the above eye is the new logo ident moving forward.
The eye first appeared in a SEGA of Japan video titled “Branding Movie”, seen after the break, which should have a subtitled version coming soon according to Sam. The video shows SEGA’s Chief Product Officer (and Monkey Ball and Yakuza creator) Toshihiro Nagoshi on a computer looking at the human eye. He then reflects on SEGA’s games and identity as he drives around Japan looking out the window. We see people interacting with SEGA products in their daily lives. We then see Nagoshi analyzing the brand with staff through meetings and tests and then the words “Amazing SEGA” appear on screen before the eye ident closes things off.
Clearly SEGA of Japan have put time and energy into this new startup, the question is what is the reasoning for the change? What do you think of the new startup? Sound off in the comments below.