Reggie Fils-Aime blocked plans to modernize Nintendo's historic logo

Reggie Fils-Aime blocked plans to modernize Nintendo’s historic logo

Reggie Fils-Aime, the former president of Nintendo of America was the special guest of a recent Present Value podcast in which he revealed some details of his role at the 130-year old company, including the attempt to modernize the Nintendo logo.

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Fils-Aime explained that according to some, this need had arisen within Nintendo to modify the historical logo so as to increase the appeal towards different user groups, Reggie firmly opposed it, agreeing that he should broaden the attractiveness to the public but having to do it based on the historical values ​​of the brand.


“From a branding standpoint, we had to be clear in what Nintendo as a brand stood for, as well as what the individual franchises stood for. I’ll give you an example. When I joined Nintendo, there was a sense of almost shame that Nintendo appealed to young consumers, and the marketing team at Nintendo of America started doing things with the logo – that classic Nintendo logo in an oval – they would put it into graffiti style, or they’d do different things to try and age up the logo, and I put a stop to that because that is not our brand. And what we needed to do was yes, appeal to a broad swatch of consumers, but we needed to do it based on what the brand stood for, and not doing it in some false way. Systemically, we went through and cleaned up the presentation of the brand, but we also created messaging coupled with content that really broadened the reach, broadened the appeal, and set the stage for all of the great products we would launch like Wii, like Wii Fit, and eventually the Nintendo Switch.”

You can listen to the full podcast with Reggie below: