Reggie Fils-Aimé Once Put a Stop to Graffiti-Styled Nintendo Logo

Reggie Fils-Aimé Once Put a Stop to Graffiti-Styled Nintendo Logo

"We had to be clear in what Nintendo as a brand stood for."

Nintendo might seem like a family-oriented console manufacturer, but according to a new podcast snippet, the American branch was once at odds with itself over its broad appeal. Former Nintendo of America president and COO Reggie Fils-Aimé apparently had to, at one point, put a stop to attempts to "age up" the classic Nintendo logo.

Speaking in an interview on the Present Value Podcast, Fils-Aimé says Nintendo of America was trying to appeal to a new audience, beyond young players.

"When I joined Nintendo, there was a sense of almost shame that Nintendo appealed to young consumers," Fils-Aimé says. "And the marketing team at Nintendo of America started doing things with the logo, that classic Nintendo logo in an oval. They would put it into 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."

As Fils-Aimé goes on to say, Nintendo needed to appeal to a broad range of players, but had to do it in a way that fit Nintendo, rather than "some false way." He goes on to describe systematically going through and cleaning up Nintendo's brand presentation and creating messaging that broadened the reach of Nintendo, leading into launches like the Nintendo Wii, Wii Fit, and the Switch.

Though Fils-Aimé has been retired from Nintendo for a little while, he's still been fairly active in his retirement. He's currently a Leader in Residence at Cornell's Dyson School, and he's given several talks on his time at Nintendo. In a talk published last year from Cornell, the former Nintendo president dug into the Wii launch and what it meant for Nintendo, saying it was the company's response to a "stagnant" market.

Thanks, VG247.

Sometimes we include links to online retail stores. If you click on one and make a purchase we may receive a small commission. See our terms & conditions.

Eric Van Allen

News Editor

Eric is a writer and Texan. He's a former contributor to sites including Compete, Polygon, Waypoint, and the Washington Post. He loves competitive games, live music, and travel.

Related articles

Half-Life Remake Black Mesa Now Has a Definitive Edition Out in Beta

Hitting 1.0 after 15 years wasn't ambitious enough!

Ubisoft Says Several of Its PS4 Games Won't Be Compatible With PS5

These titles, including Assassin's Creed Syndicate, didn't appear on Sony's official exemption list.

Crunch is a Flat Circle at CD Projekt Red

THIS WEEK IN BUSINESS | Cyberpunk 2077 developer stays true to form.

Researchers May Have Found a Way Around Oculus Quest 2's Facebook Requirement

The method hasn't been made public yet for fear of legal action from Facebook.

You may also like

USG Game of the Month: Amnesia: Rebirth

Frictional Games's deeply unsettling horror game stands out in an otherwise underwhelming month.

11 Games That Will Help You Get in the Halloween Spirit

Celebrate the season with the best virtual Halloween festivities.

What's the Best Horror Game of All Time?

COMMUNITY QUESTION | There are lots of jump scares and eerie mists, but who does it best?

Mobile Spinoff Gears Pop Is Shutting Down Next April

The toy soldiers are packing up and heading home.