|This page only shows print and stationery logos.|
For other related logos and images, see Sega/Other
SEGA was founded in 1940 as "Standard Games" as to provide amusement games to military services in the USA.
Sega's first easily reproducible and standardised logo came into force during the late 1950s.
Built on a distribution venture headded by Richard Stewart, the company came into fruition in February 1952 after mechanic Raymond Lemaire was sent from Service Games, Hawaii to explore the possibility of distributing coin-operated arcade games to post-War US military bases in Asia.
Strictly speaking the Japanese branch was operated by the the pair's partnership company, Lemaire & Stewart, however traded under the Service Games, Japan name (and occasionally Japan Service Games).
US gambling laws had caused many problems for the Hawaiian Service Games, but Service Games, Japan was far more successful in its endeavours, being able to create its own factories and distribution centres and essentially its own products, starting with Sega Bell slot machines, the first to use the abbreviated "Sega" (Service Games) name.
Service Games, Japan was liquidated in May 1960, with its assets distributed between two new companies; Nihon Goraku Bussan (distribution company trading as "Uta Matic Inc.") and Nihon Kikai Seizo (manufacturing company trading as "Sega, Inc.")
This logo is typically red, and is thought to be using a unique typeface invented by Sega. The height of the letters seems to vary.
In 1960, it moved its operations to Japan and was renamed "SErvice GAmes of Japan".
In 1962, Service Games was renamed to SEGA following the merger with Rosen Enterprises and Service Games to form "SEGA Enterprises Ltd.".
At some point in 1975, Sega adopted what their current logo - a blue wordmark, sometimes sporting a white border.
As with previous logos, the true design origins are unknown, however the '76 logo is thought to derive from the Yagi Double typeface, developed by Robert Trogman and published by his Los Angeles-based design company FotoStar in 1968. Yagi Double, alongside many of Trogman's typefaces, was widely used during the 1970s - another famous example of its use is the current logo for US broadcaster CNN.
Modifications were made to the typeface for Sega's purposes. The "E" is elongated and the "G" is squared off to more closely match the E. The "A" would also see modications, becoming thinner as the decade came to a close. These modifications were loosely enforced during the early years - some third-party distributors of Sega products (as well as the early days of Sega Electronics) simply opted for the standard Yagi Double font, with often mixed results. While there have been slight tweaks to the shape over the decades, the logo has remained largely consistent since the early 1980s.
By the time Sega had entered the home console business in 1983, almost all occurances of the logo were printed in blue (aside from when printed in monochrome). Prior to this date it was not unusual, particularly in North America, to see the logo in red, similar to the previous design, and on occasion yellow variants would also be used in arcade flyers and cabinets.