|Title||THE PROTEAN LOGO|
|Brand||AEON FANTASY CO.|
|Product / Service||GAME SPOT PALO / AMUSEMENT ARCADE|
|Category||A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Production||TAKI CORPORATION Tokyo, JAPAN|
|YOSHINAKA ONO||DENTSU INC.||Creative Director/Art Director/Designer|
|YOHEI UGAERI||DENTSU INC.||Copywriter|
|MIDORI NOZAWA||TAKI CORPORATION||Designer|
|YUICHI IWATA||TAKI CORPORATION||Designer|
|MIHOKO NISHII||DENTSU INC.||Project Manager|
|YUICHIRO KOJIMA||DENTSU INC.||Project Manager|
|NAOKI YAMAGUCHI||DENTSU INC.||Producer|
The design modules are created as modeled after "pixels" (the minimum units of the video game graphics) with four colors.
By combining these modules, we created the logo, text, posters, and the textile pattern for wallpaper, and used them for interior design in arcades. The logo can be remodeled freely according to its posting area. “Old-fashioned” arcades were transformed into “universal” game world which is reminiscent of a “tile-matching” puzzle game.
Sales per store archived 112.6% at the most compared to the previous year. Featured on publication media where it archived the publicity effect without incurring advertisement costs. PALO archived a new contemporary image among a lot of customers.
First target was the customers from the dawn of the video games, and the other target was the new age kids who hasn't yet been familiar to arcades. To recreate a brand image combining nostalgia and modernity, we needed to redesign the whole space of all stores at once.