Bandai Namco Holdings Inc. is the Japanese entertainment conglomerate formed in September 2005 through the business integration of Bandai Co., Ltd. and Namco Ltd. The company’s corporate identity has undergone two distinct logo generations: the original fusion mark created at the time of the merger, and a speech bubble design introduced in April 2022.
Design and History
The first Bandai Namco Group logo was introduced in September 2005, when Bandai and Namco announced their planned integration. The symbol was built on the concept of “Fusion and evolution,” using layered red and orange colors to express passion for entertainment and freedom of ideas. Two organic forms overlap and fuse, representing the two companies coming together and continuously evolving to create new dreams, play and inspiration.[1] The mark featured red, orange and yellow layered shapes with the “BANDAINAMCO” wordmark in white.[2]
In September 2021, Bandai Namco announced a new corporate purpose, “Fun for All into the Future,” along with a new logo to replace the fusion mark. The company stated that the old logo expressed the fusion of Bandai and Namco created when the two companies integrated, and that it would be replaced with a new logo reflecting the new purpose.[3] The rollout began in April 2022, with all companies using the “Bandai Namco” name adopting the new mark.[2]
The rebranding project was led by GRAMCO Limited, which handled the brand concept, purpose, corporate philosophy, visual identity, logo design, brand style and brand guidelines. GRAMCO’s stated goal was to enhance the global value of the group’s brand and position it as a leading entertainment company, with a particular focus on increasing overseas brand recognition.[4]
Meaning and Symbolism
The current logo incorporates the Bandai Namco logotype into a motif reminiscent of a speech bubble, called “Fukidashi” in Japanese. According to the company, the design expresses the potential of the brand to connect people from around the world through “Dreams, Fun and Inspiration” and inspire them with amazing ideas.[5] The speech bubble also represents Japan’s manga culture, which has become popular worldwide.[3]
The logo was initially announced with a magenta motif color. Bandai Namco stated that the magenta represented diversity, created a bright and fun impression, and was easy to reproduce.[3] However, in February 2022, before the logo officially launched, the company changed the motif color from magenta to red. The revised color was described as “active and bold.”[6]
GRAMCO also developed a “FUKIDASHI frame” based on the speech bubble motif, symbolizing the manga culture that originated in Japan and spread globally. Additional vector elements in four colors were deployed in apps, expressing “a diverse and colorful future in which people, society, and the world are connected.”[4]
Typography and Design
The current logo pairs the Bandai Namco logotype with the speech bubble frame. The logotype is set in all capital letters in black, enclosed within the bubble outline.[7] The design was intended to be deployed as a set with the brand purpose, allowing messages and advertising text to be displayed within the speech bubble motif.[4]
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