THE LOGO OF THE SUPERHEROES AND VILLAINS TAILOR SHOP by Leo Burnett Iberia Madrid for Sony Playstation

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THE LOGO OF THE SUPERHEROES AND VILLAINS TAILOR SHOP

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Industry Video Games/Consoles
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Juan Sevilla, Bruno Nakano, Angel Morales
Copywriter Juan Pablo Christmann
Designer Bruno Nakano
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: SONY PLAYSTATION
Product/Service: DC UNIVERSE ONLINE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 17 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Designer: Bruno Nakano (Leo Burnett Iberia)
Head of Digital: Asier Garcia Barroso (Leo Burnett Iberia)
Head of PR: Sarah Okrent (Leo Burnett Iberia)
Head of Events: Cristina Baixas (Leo Burnett Iberia)
Media placement: Logo - Flyers In Comic Shops - Video Game Shops - 17/01/2011
Media placement: Logo - Posters In Comic Shops - Video Game Shops - 17/01/2011
Media placement: Logo - Stationary - 17/01/2011

Describe the brief from the client
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit

Describe the challenges and key objectives
We created a unique tailor shop:

Mr. Lee‘s tailor shop specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and can live the same experience as the game in the offline world.

To make Mr. Lee's logo, we needed to express duality, mixing heroes and villains.
And to mix the old fashion and discrete look of a tailor shop with a modern touch of PlayStation.

Describe how you arrived at the final design
To create the logo we used the PlayStation symbols together with a tailoring icon: needles. And for Mr. Lee’s corporate identity we created a logo that express duality, mixing heroes and villains. So we used the Superman logo shape together with the kriptonite icon.

Give some indication of how successful the outcome was in the market
The Madrid shop was more successful than Gotham city's. The appointments were all filled in just a few hours and hundreds of suits were ordered.

The logo was a huge part of this success