SEGA of Japan announces new ‘Amazing SEGA’ corporate identity

SEGA of Japan have announced today a new corporate identity and video series, called “Amazing SEGA,” that will refocus the company’s “attitude and determination” going forward and also promises more surprises than ever. 

SEGA said it came to this new identity by studying how the eye is the first body part to respond to an “amazing” experience. In addition to the announcement, SEGA also released the first video in the series focusing on Yakuza Series Director Toshihiro Nagoshi.

“As a company that delivers entertainment with the concept of ‘Amazing SEGA’, the new CI expresses the attitude and resolve to continue to offer customers ‘more surprises, more than ever’ to customers,” SEGA’s announcement read. “In the future, we will introduce it sequentially as a branding tool of each Sega Group company and aim to improve the recognition in the market.”

It will be interesting to see if this new strategy will extend outside of Japan and what meaningful changes it will bring to the company.