THE PROTEAN LOGO

TitleTHE PROTEAN LOGO
BrandAEON FANTASY CO.
Product / ServiceGAME SPOT PALO / AMUSEMENT ARCADE
CategoryG03. Logo Design
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production TAKI CORPORATION Tokyo, JAPAN

Credits

Name Company Position
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 Campaign

The design modules are created as modeled after "pixels" (the minimum units of the video game graphics) with four colors.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.