This Coursera project explores the identity of the Nintendo brand. I offer my analysis of the significance behind specific identity cues.
Consumer Summaries
This image encapsulates much of the Nintendo brand for me. The group pictured here is comprised of young people. Nintendo, while accessible to everyone (emphasized by the demographic range of those pictured), strikes me as a kids-friendly and family-friendly platform. Top-selling games (i.e. Mario Kart 8 Deluxe as pictured) emphasize communal fun and low-stakes competition. What Nintendo promotes is video games as a medium for interactive creative engagement and experiences. The brand identity is affable, it’s leisurely, while maintaining an undercurrent of passion for the recreational capabilities of digital entertainment.
The other central aspect to Nintendo’s brand is its family-friendliness. While other video game and console producers direct their products towards the more serious gamers, this positioning can turn off those who wish to play video games more casually. This image, depicting a family of four enjoying some multiplayer fun, evokes the idea of Nintendo as a world open to play, so open that even toddler-aged users can derive enjoyment from the experience. The values of togetherness, family adventure and fun are on display in this image. It showcases how broad the appeal of Nintendo is; Nintendo can attract such an umbrella segment without undermining the appeal for more intense gamers.
Brand Manifesto
At Nintendo, we believe that in today’s digital age, nothing is better suited for interactive entertainment than a great video game. The best games, at their heart, tell great stories. They introduce us to unforgettable characters. They challenge us to overcome obstacles, all while putting a smile on our face. When we’re far apart, video games can bring us closer together. The joy of a great game is our gift to you, no matter who you are. Trying to take a load off? We have something for you to try. The world is open for play.
Identity Cues
The Logo
The Nintendo logo could classify as an iconic logo. It is a combination logo, comprised of both a wordmark and a symbolic oval “racetrack” framing the wordmark (contributing to a visual sense of harmonious balance).
The Name
The meaning of the Japanese term “Nintendo” is disputed. The common assumption is that it means “leave luck to heaven,” but this is unverifiable. Delving deeper into Japanese syntax reveals how the kanji can be interpreted to allude to playing cards, gambling and good fortune, which makes sense given the original product of the company was special playing cards. More than 100 years later, the loose associations to “luck” and “happiness” do parallel the fun-spirited, vibrant and playful essence of the brand, as it established itself in the toymaking world.
When the company (originally selling playing cards) was founded in 1889 by Fusajiro Yamauchi, Nintendo was called Yamauchi Nintendo. After several permutations, including Nintendo Karuta in the early 1950s, the company was renamed to Nintendo in 1963. The 1963 brand reinvention coincided with a period of success and experimentation into new businesses. Thus, the shortened “Nintendo” was meant to capture the essence of the brand while no longer being verbally limited as the company explored new, ultimately unsuccessful ventures such as a taxi company and love hotel chain.
Compared to its primarily American competitors (Sony, Microsoft, etc.) the vibrancy of the red and foreign origin of the name distinguish Nintendo. While most of these competing companies are known for their abstract logos (think the PlayStation “PS” or Xbox’s slashed green circle) Nintendo’s wordmark has been its iconic feature.
Nintendo started as a hybrid of a founder name and a metaphor name alluding to its playing card origins. The current standalone metaphor name alludes to the general qualities of the company: fun, luck, competition.
The Look and Feel
Nintendo’s primarily makes use of red and white. Some renders of the current and older logos make use of gray or black, but red is by far the color with the greatest association to Nintendo.
Red symbolizes excitement, passion and boldness. At an earlier stage, Nintendo made a name for itself by being a daring pioneer, entering into multiple businesses spaces before establishing itself in toys and consumer electronics. Contemporarily, current, more serious gamers can view Nintendo as a less bold, more child-friendly and nostalgic brand at times. Its best asset in their eyes is its reliability. I believe in a broader sense, passion and excitement are key to Nintendo, inspiring an almost child-like whimsy through its offerings.
Most large video game companies use white or black primarily (one notable exception is Xbox’s green). The black symbolizes balance and control, a more muted, adult posture, with is quite different from Nintendo’s bold, childlike red.
The Typography
Nintendo uses a san serif font. This font, usually evoking clean, minimal, friendly, modern and innovative values, lines up quite well with Nintendo’s affable, reliable and playful brand identity.