Nintendo Brand Audit and Fingerprint
Brand Audit and Fingerprint of Nintendo Ltd
Contents
Page Number
1.0 Corporate Brand Audit 2
1.1 Brand Description 2
1.2 Brand Strength 4
1.3 Brand Future 6
2.0 Brand Fingerprint (Lead product - Nintendo Wii) 7
2.1 Target 7
2.2 Insight 7
2.3 Competition 7
2.4 Benefits 7
2.5 Proposition 8
2.6 Values 8
2.7 Reasons to Believe 8
2.8 Essence 9
2.9 Properties 9
3.0 Brand Equity Statement 10
1.0 Corporate Brand Audit
1.1 Brand Description
Name: Nintendo Ltd
Logo Fig 1
Identity Manual
Nintendo 's logo (See fig 1) holds a capsule-like shape which makes the logo appear simple and pioneering. Though, this shape of Nintendo logo gives a child-like emotion but there is no doubt about the fact that this insignia is recognised all over the world. Until recently, red was the only colour used for the Nintendo logo. The particular shade is known for grabbing attention of any viewer from a distance, hence, it narrates the vivacity of the firm itself. In 2008 however, it was announced by Nintendo officially that use of the red logo was to be stopped and for the new "discrete grey" logo which had been emerging since the launch of the Wii in 2006 was to become permanent. It is thought that the grey logo is seen to be more dynamic and "grown up" but at the same time keeps its original shape which is so recognised and pleasing the today 's youth. Nintendo 's logo features a typeface that is clear cut and highly professional. With the help of bold fonts, the Nintendo logo has clarity and has become very prominent throughout the globe.
Nintendo has always defined themselves with the color of their current system. When the GameCube was released, it used an Indigo purple colour which defined Nintendo. Now with Nintendo’s white Wii, the Nintendo website uses a lot of white with light shades of blue to
Contents
Page Number
1.0 Corporate Brand Audit 2
1.1 Brand Description 2
1.2 Brand Strength 4
1.3 Brand Future 6
2.0 Brand Fingerprint (Lead product - Nintendo Wii) 7
2.1 Target 7
2.2 Insight 7
2.3 Competition 7
2.4 Benefits 7
2.5 Proposition 8
2.6 Values 8
2.7 Reasons to Believe 8
2.8 Essence 9
2.9 Properties 9
3.0 Brand Equity Statement 10
1.0 Corporate Brand Audit
1.1 Brand Description
Name: Nintendo Ltd
Logo Fig 1
Identity Manual
Nintendo 's logo (See fig 1) holds a capsule-like shape which makes the logo appear simple and pioneering. Though, this shape of Nintendo logo gives a child-like emotion but there is no doubt about the fact that this insignia is recognised all over the world. Until recently, red was the only colour used for the Nintendo logo. The particular shade is known for grabbing attention of any viewer from a distance, hence, it narrates the vivacity of the firm itself. In 2008 however, it was announced by Nintendo officially that use of the red logo was to be stopped and for the new "discrete grey" logo which had been emerging since the launch of the Wii in 2006 was to become permanent. It is thought that the grey logo is seen to be more dynamic and "grown up" but at the same time keeps its original shape which is so recognised and pleasing the today 's youth. Nintendo 's logo features a typeface that is clear cut and highly professional. With the help of bold fonts, the Nintendo logo has clarity and has become very prominent throughout the globe.
Nintendo has always defined themselves with the color of their current system. When the GameCube was released, it used an Indigo purple colour which defined Nintendo. Now with Nintendo’s white Wii, the Nintendo website uses a lot of white with light shades of blue to