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.