Now you’re playing with Reggie power –
The classic oval could have changed to “a graffiti style” or something “aged up.”
Sam Machkovech – Jan , : pm PM
when pressed about his world premiere at E3 2020, and his “I’m about kicking ass” declaration , FIls-Aimé said that his speech was planned as early as his first phone call with Mr. Iwata. All of the senior executives, we had a plan, based on the proposition that we needed to get more people playing video games. The only way to do that in Nintendo’s view was to provide new forms of entertainment that was designed for new and old, male and female. Our competitors thought that more horsepower and photorealistic visuals were the key. Nintendo had a different path. I benefited from knowledge of our plans [particularly the brand-new Nintendo DS]. E3 is a key point in time to motivate consumers, retailers, and business partners. We needed to be clear that this was a new Nintendo.
Given my aggressive nature, my ability to confidently speak in front of thousands, it became my job to set the stage for this new direction. Yes, those fateful words— “I’m about kicking ass and taking names” – they were completely thought through. I was the devil’s advocate: is this (really) what we want to say? Is this the approach? It began the journey of what Nintendo would accomplish. Not just the bravado. We had the goods to back it up.
For more from Fils-Aimé, including his belief that Nintendo “failed forward” with the Wii U and that (Splatoon) was the company’s proper response to first-person shooters, listen to
![Reggie FIls-Aimé, Nintendo of America’s popular former president, has begun making the rounds in interviews following his April retirement . And while he’s still speaking fondly of his former gaming employer, his post-retirement position appears to be letting him spill more beans about his years of leadership. This month, that includes a reveal of how he “put a stop” to at least one major change to the company: its logo. When I joined Nintendo, there was a sense of almost shame that Nintendo appealed to young consumers. The marketing time at Nintendo of America started doing things with the logo. Right? That classic Nintendo logo in an oval. They would put it in a 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. 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 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 the great products we’d launch, like Wii, like Wii Fit, and eventually the Nintendo Switch. Let’s go down memory lane for various ways the Roman Alphabet version of “Nintendo” has appeared. The company headquarters in Kyoto might have required a serious reworking if early – ‘ s staffers in America had campaigned successfully to make changes. Nintendo Nintendo of America’s office has its own logo presentation at its headquarters in Redmond, Washington, albeit not multiple stories up a building. Nintendo This is a NES Classic Edition, we know, but it’s a good way to clearly see the specific color of red used by Nintendo on the original hardware for its logo. Nintendo The “Nintendo” in the SNES ‘name got a different font, which became standard for future Nintendo consoles. (This was an issue in Japan, where console names “Famicom” and “Super Famicom” skipped the “Nintendo” branding in the common product name.) Nintendo Very few Nintendo products contain the original font anymore, and certainly not the iconic lower-case “E” with curves carved out as if it were an altered “O.” Nintendo For funsies, we went into the Wayback Machine and confirmed that this was the very first background image on the company American site in the mid – ‘ s. It did make for much of a looping image at the time, especially with the company name cropped for some reason. Nintendo Another “edgy” use of the word “Nintendo” in a console’s name. Nintendo All dual-screen Nintendo consoles include a play on the company name’s final “O,” which is arguably the most “extreme” alteration of the official name in any Nintendo product. Nintendo The episode did otherwise describe any work by Nintendo’s logo or branding teams. Savvy Nintendo fans likely recall Nintendo’s attempts to “age up” its products and consoles through the ‘ s and early ‘ s before Fils-Aimé joined the company in late 2020, particularly its “Play It Loud” and “Who Are You” advertising campaigns. The latter went so far as to include a massive amount of graffiti-styled text. When talking about the Wii, FIls-Aimé did not go so far as to take sole credit for “the tough, tough decision to include (Wii Sports) “as a console pack-in product. He simply said he “advocated” for it, rather than potentially sell it separately and move ” to 64 million “copies at $ or more. But he still called it an example of his business principle of “courage and decision-making.” He recalled that the game’s inclusion with the Wii console was “one key decision that, in my view, determined whether we’d achieve” historic sales figures, and he pointed to the console’s greater success in the Americas and Europe, where the game was packed in, than in Japan, where it was not. when pressed about his world premiere at E3 2020, and his “I’m about kicking ass” declaration , FIls-Aimé said that his speech was planned as early as his first phone call with Mr. Iwata. All of the senior executives, we had a plan, based on the proposition that we needed to get more people playing video games. The only way to do that in Nintendo’s view was to provide new forms of entertainment that was designed for new and old, male and female. Our competitors thought that more horsepower and photorealistic visuals were the key. Nintendo had a different path. I benefited from knowledge of our plans [particularly the brand-new Nintendo DS]. E3 is a key point in time to motivate consumers, retailers, and business partners. We needed to be clear that this was a new Nintendo. Given my aggressive nature, my ability to confidently speak in front of thousands, it became my job to set the stage for this new direction. Yes, those fateful words— “I’m about kicking ass and taking names” – they were completely thought through. I was the devil’s advocate: is this (really) what we want to say? Is this the approach? It began the journey of what Nintendo would accomplish. Not just the bravado. We had the goods to back it up. For more from Fils-Aimé, including his belief that Nintendo “failed forward” with the Wii U and that (Splatoon) was the company’s proper response to first-person shooters, listen to the complete episode at Present Value . (Read More](https://cdn.arstechnica.net/wp-content/uploads/2020/01/nintendo-graffiti.jpg){kind=link}
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