Sega Sammy Holdings Inc. is the Japanese holding company formed in 2004 through the business integration of video game developer Sega and pachinko and pachislot machine maker Sammy. The group’s current corporate identity centers on a 2018 group brand logo that replaced the earlier mark symbolizing the two companies’ merger.
Design and History
On April 10, 2018, Sega Sammy Holdings announced it would introduce a new group brand logo, with official use beginning in August of that year. The company explained that more than a decade after the Sega and Sammy integration, the business environment had changed significantly, and it recognized the need for a new brand symbol demonstrating the future direction of the group, departing from the current logo which represented the integration of Sega and Sammy.[1]
The previous logo, introduced around the 2004 merger, was built around an “S” monogram combining the initial letter of both company names, using Sega’s blue and Sammy’s green to represent the synergy of the two businesses.[2] The 2018 redesign moved away from that merger-focused symbol toward a wordmark-based identity.
The new logo pairs a black “Sega Sammy” wordmark with blue and green graphic elements. The group’s COO, Haruki Satomi, stated that the new logo, with all of its letters connected, carries the group’s determination to “continue to grow with a sense of unity.”[3]
Meaning and Symbolism
According to the company’s official announcement, the logo’s graphic design incorporates elements of SEGA blue and Sammy green. The edges are angled at the earth’s axis, implying upward movement as well as stability, embodying the group’s continuous growth toward the future while symbolizing its will to maintain and further expand its businesses. The design also expresses connections among people and between society and the Sega Sammy Group.[1]
The creative concept behind the new brand identity is “Genuine Inspiring Moments,” which translates to providing genuine moments of inspiration.[4]
Typography and Design
The company describes the logotype as developed from a universal typeface base, with a distinctive character in its mixed uppercase and lowercase lettering style. All of the letters are connected, which the company says expresses the group’s strong sense of unity.[4]
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