Sega Sammy HoldingsCopied

Sega Sammy Holdings was formed by the integration of Sega and Sammy more than a decade earlier. By 2018 it ran pachislot and pachinko machines, entertainment content and a resort business, owned a large stake in Paradise City in Incheon, Korea's first integrated resort, and wanted a Japanese casino licence, Asia Gaming Brief reported.

In April 2018 it announced a new group logo, to be used from August. The company said the business environment had changed significantly since the integration, and that it needed a brand symbol showing the group's future direction rather than a logo that only represented the merger of two companies. It called the logo an initiative toward further growth, representing new businesses suited to social change and technological innovation.

The design follows a creative concept of 'Genuine Inspiring Moments', AsiaGaming Media reported. It combines Sega blue and Sammy green, with letters connected to express strong unity. Edges are angled at the tilt of the earth's axis, meant to suggest upward movement and stability, continuous growth and the will to keep expanding. Connections among people, and between society and the group, are also meant to be expressed in the design.

The company said it would aim to put the thinking behind the logo into its actual business.

Asia Gaming Brief recorded the company's reasoning. More than a decade after Sega and Sammy merged, the old logo still represented that integration, and the business around it had changed significantly. The group, spanning pachislot and pachinko machines, entertainment content and resorts, including a large stake in Paradise City in Incheon, wanted a symbol for its future direction instead. A merger mark that outlives the merger is a common problem; replacing it with one about ambition is the usual cure, and the harder part, as the company admitted, is acting on it.

Retiring a logo that merely glued two names together was sensible, and joining the letters is an honest way to say one company. But the explanation, with its earth's axis and inspiring moments, loads more onto a few angled terminals than any viewer could ever read. The blue and green do the real work: they let Sega and Sammy fans see their own brand in the group mark.