Former Nintendo chief operating officer Reggie Fils-Aime has prevented the company from "aging" its official logo, including plans to remake the logo in a graffiti style.
In an interview with the Value Today podcast, Fils-Aime said that Nintendo has tried to attract listeners outside its young player base to a piece of Nintendo ’s history. Before Reggie stepped in, the team tested the idea of changing the logo.
"From a brand perspective, we have to be clear about what Nintendo means as a brand and what personal franchise means," Reggie said.
"When I joined Nintendo, Nintendo attracted young consumers with almost shame, and the Nintendo US marketing team started using the logo to do things-the oval classic Nintendo logo-they would turn it into a graffiti style, or they would do something different I tried to make the logo age, so I stopped this because that's not our brand. Yes, what we need to do is to attract consumers, but we need to do it according to the brand's claims, not false. Way to do.
"Systemically, we double-checked and cleaned our brand image, but we also created messaging and content that did expand coverage, appeal, and for all the great products we will launch (such as Wii, Wii Fit, and finally the Nintendo Switch. "
Reggie retired from Nintendo last year after 15 years at the gaming company. Former Nintendo U.S. Vice President of Sales Doug Bowser took over the position in 2019.