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Bandai Namco ditches old blobby logo for something more Twitch-y

Publisher says it ‘reflects our new Purpose,’ yes, with a capital P

The current, and soon-to-be-changed, Bandai Namco logo Image: Bandai Namco Entertainment
Owen S. Good is a longtime veteran of video games writing, well known for his coverage of sports and racing games.

Bandai Namco is messing with its branding again. Don’t worry, it’s not changing back to Namco Bandai. No, it’s just ditching its logo (Orange 021 C and good ol’ Process Yellow making a rich Pantone 185 C) in favor of an anodyne word-balloon wordmark.

In a statement, the company said the outgoing logo “expresses the fusion of Bandai and Namco that was created when the two companies integrated,” although not necessarily in that order, back in 2006. “It will be replaced with a new logo that reflects our new Purpose.”

Sooooo … what is that new purpose? If you had “Fun for All into the Future,” on your bingo card, come to the desk for your prize. “Bandai Namco exists to share dreams, fun, and inspiration with people around the world,” the company said in the same statement.

image of Bandai Namco’s new corporate logo Image: Bandai Namco Entertainment

“Connecting people and societies in the enjoyment of uniquely entertaining products and services, we’re working to create a brighter future for everyone,” says the Purpose. That’s putting a lot on Goku’s shoulders, but he’ll manage.

So, anyway, it’s now Bandai Namco inside a word balloon, taking effect in April 2022. As to that, Bandai Namco says the balloon is an homage to “Japan’s manga culture that has become so popular everywhere.” And Bandai Namco is a big stakeholder in that culture, with Dragon Ball, Gundam, Naruto, and several other anime and manga franchises in its stable.

Still, some fans seem not to be diggin’ it. Kotaku on Friday morning pointed out that users on 2ch, Japan’s largest bulletin board, were throwing shade on Bandai Namco’s new look:

“Looks like Twitch’s logo,” says one (speaking for me, too). “And the orange logo was so nice,” said another. And, speaking for most of us, “It’s fine. I don’t really care about logos.”