Bandai Namco Holdings Inc.
Spreading a global fun-filled future
Rebranding project to expand ALL BANDAI NAMCO globally and position it as a leading entertainment company
| Client | Bandai Namco Group |
|---|---|
| Industry | General entertainment company |
| Category | Group Branding |
| Service | Brand Concept/Purpose/Corporate Philosophy / VI(Visual Identity/Logo) / Brand Style / Brand Guidelines |
| Project | A rebranding project was launched to enhance the global value of the Group's brand, with the aim of positioning it as a "leading entertainment company.” While the company aimed to increase sales in overseas markets, brand recognition overseas was not as strong as in Japan. In order to achieve the goal of increasing the overseas sales ratio to 50% in the mid-to long-term future, it was essential to increase the presence of the Group's brands under ALL BANDAI NAMCO. |
|---|---|
| Analysis | The survey results showed a gap between the internal and external images of the company in terms of awareness, favorability, and usage intentions, with no significant differences found between the company and its domestic competitors. Furthermore, practical issues were raised regarding the existing logo design. The results clearly demonstrated the need to strengthen the foundation for communicating the group's brand purpose and identity. |
| Solution | We leveraged the company's mission and vision to renew the brand purpose of "Fun for All into the Future," which was created together with over 60 selected members of the company through work sessions involving overseas offices in remote environments. We also renewed the logo design and supported the development of diverse assets and guidelines so that each operating company can communicate its brand in a unified manner globally. This was rolled out worldwide and in each region from April 2022. |
Logo Design
The logo was designed to be deployed as a set with the brand purpose, expressing the brand's potential to connect people around the world and spark surprising ideas, with a motif reminiscent of a speech balloon and the Bandai Namco logotype.
Purpose mark
The purpose logo is a design that incorporates the company purpose logotype within a motif reminiscent of a speech balloon. In addition to the purpose, messages and advertising text can be displayed in the motif.
FUKIDASHI Frame
The FUKIDASHI frame is based on the motif of a speech bubble, symbolizing the manga culture that originated in Japan and spread globally.
Vector elements
Vector elements expressing "a diverse and colorful future in which people, society, and the world are connected" are deployed in apps. The four colors represent diversity, which is one of the aspirations embedded in the Bandai Namco brand's purpose.
