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Design
Brand Identity - Regional

Silver Winner

Entrant: Dentsu Inc., Tokyo
Game Spot PALO - "The Protean Logo"

Corporate Name of Client: AEON FANTASY Co.,Ltd.

Head of Client Services: Nao Kataoka

Client Account Director: Tomoe Yamasaki

Agency: Dentsu Inc., Tokyo

Creative Director: Yoshinaka Ono

Copywriter: Yohei Ugaeri

Art Director: Yoshinaka Ono

Agency Producer: Naoki Yamaguchi

Project Managers: Mihoko Nishii/Yuichiro Kojima

Design Company: Taki Corporation, Tokyo

Designers: Yoshinaka Ono/Midori Nozawa/Yuichi Iwata


Description of the Project:
PALO is a chain of arcades. Our aim this time was to reinvigorate the old-fashioned, boring image of arcades on an economic budget, and to bring customers back to the arcades. We needed to redesign the whole space of all stores at once.
 The design modules are created as modeled after  "pixels" (the minimum units of the video game graphics) with four colors. By combining these modules, we created the logo and used them for interior design in arcades. The logo can be remodeled freely according to its posting area.
 As the result, sales per store archived 112.6% at the most compared to the previous year.