Sony: Difference between revisions
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{{PageCredits|compiled=LMgamer36}} |
{{PageCredits|compiled=LMgamer36}} |
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===Background=== |
===Background=== |
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'''Sony Group Corporation''', commonly known as '''Sony''', is a Japanese multinational conglomerate corporation headquartered in Kōnan, Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional electronic products, the largest video game console company (through [[PlayStation]]) and the largest video game publisher (through [[Sony Interactive Entertainment]]). Through [[Sony Music Entertainment]], it is one of the largest music companies (largest music publisher and second largest record label) and the third largest film studio (through [[Sony |
'''Sony Group Corporation''', commonly known as '''Sony''', is a Japanese multinational conglomerate corporation formed on May 7, 1946 in Nihonbashi, Tokyo, Japan and currently headquartered in Kōnan, Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional electronic products (through Sony Corporation, previously known as Sony Electronics), the largest video game console company (through [[PlayStation (disambiguation)|PlayStation]]) and the largest video game publisher (through [[Sony Interactive Entertainment]]). Through [[Sony Music Entertainment]], it is one of the largest music companies (largest music publisher and second largest record label) and the third largest film and television studio (through [[Sony Pictures Entertainment]]), making it one of the most comprehensive media companies. |
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{{SeparateTOC|| |
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{{ImageTOC |
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|Sony (It's a Sony, 1983 A).png|1st Tag (1979-1984) |
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|Sony_logo_(1984).png|2nd Tag (1984-1986) |
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|Sony (It's a Sony, 1997 A).png|3rd Tag (Early 1980s) |
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||4th Tag (Early 1980s-Late 1990s) |
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|Sony_(1986,_logo).png|5th Tag (1986-1989) |
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|Sony_(1988,_2nd_logo).png|6th Tag (1989-1990s) |
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|Sony_(1997).png|7th Tag (1995-2000) |
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|Sony_(2000,_black_background).png|8th Tag (2000-2005) |
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|Sony_(2004,_1).png|9th Tag (2005-2011) |
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|Sony_(2009).png|10th Tag (2009) |
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|Sony_(2009,_end).png|11th Tag (2009-2014) |
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|Sony_Corporation.jpg|12th Tag (Late 2013-May 19, 2021) |
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|Sony_(2021).png|13th Tag (May 19, 2021-) |
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}}|Unused Tags| |
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{{ImageTOC |
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|Sony (Allen Yeung).png|Tag (2021) |
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}}}} |
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===1st |
===1st Tag (1979-1984)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Sony (It's a Sony, 1983 A).png |
Sony (It's a Sony, 1983 A).png |
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{{YouTube|id=gVZv_GvwY3c}} |
{{YouTube|id=gVZv_GvwY3c}} |
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'''Visuals:''' On a black background with {{color|red|R}}{{color|green|G}}{{color|blue|B}} lights, the Sony logo in {{color|silver|chrome}} is seen as the letters merge back. The screen then zooms out to reveal the "It's a Sony" campaign logo (a 7x7 grid of dots made to resemble a trail in the shape of a stylized "S" with "It's a Sony" at the bottom) of the time in {{color|red}} on a white background. |
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'''Nickname:''' "It's a Sony" |
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'''Variant:''' An <u>extended version</u> exists. |
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'''Logo:''' On a black background with RGB lights, the Sony logo in chrome is seen as the letters merge back. We then zoom out to reveal the "It's a Sony" campaign logo at the time in {{color|red}} on a white background. |
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'''Technique:''' Motion-controlled/CGI animation by Japan Computer Graphics Lab. |
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'''Variant:''' An extended version exists. |
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'''Audio:''' A short 4-note new age-inspired sounder, along with a deep-voiced announcer (Brian Matt) who says "It's a Sony." |
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'''FX/SFX:''' The merging and zoom-out. |
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'''Availability:''' Seen on commercials from the time frame. |
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'''Music/Sounds:''' A short new age-inspired sounder, along with a deep male announcer saying "It's a Sony". |
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===2nd Tag (1984-1986)=== |
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'''Availability:''' Extinct. Seen on commercials from the time frame. |
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===2nd Logo (1984-1987)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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File:Sony logo (1984).png |
File:Sony logo (1984).png |
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</gallery> |
</gallery> |
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{{YouTube|id=70vlDSnYD8Q}} |
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'''Visuals:''' There is the "It's a Sony" logo (sans text) in 3D on a white background. The camera then zooms in to reveal the Sony logo in {{color|silver}}. |
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''' |
'''Technique:''' CGI by Japan Computer Graphics Lab. |
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'''Logo:''' We see the It's a Sony logo in 3D on a white background. We then zoom in to reveal the Sony logo in {{color|silver}}. |
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'''FX/SFX:''' The zooming in, trailing and fade in of the logo. |
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'''Music/Sounds:''' Same as before. |
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'''Availability:''' Extinct. Seen on commercials from the time frame. |
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'''Audio:''' Same as before. |
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'''Availability:''' Seen on commercials from the time frame. |
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===3rd |
===3rd Tag (Early 1980s)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Sony (It's a Sony, 1997 A).png |
Sony (It's a Sony, 1997 A).png |
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</gallery> |
</gallery> |
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'''Visuals:''' On a {{color|blue}}-black gradient background is the Sony logo in white. The logo then shrinks and morphs to form the "It's a Sony" logo, also in white. |
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'''Nickname:''' "It's a Sony III" |
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'''Technique:''' CGI. |
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'''Logo:''' On a {{color|blue}}-black gradient background, we see the Sony logo in white. The logo then shrinks and morphs to form the "It's a Sony" logo, also in white. |
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'''Audio:''' A pop-synth theme with a choir singing the line from before. |
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'''FX/SFX:''' The morphing. |
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'''Availability:''' Seen on commercials from the time frame. |
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'''Music/Sounds:''' A pop-synth theme with a female choir singing the line from before. |
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===4th Tag (Early 1980s-Late 1990s)=== |
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'''Availability:''' Extinct. Seen on commercials from the time frame. |
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{{NeedsImagesSection}} |
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'''Visuals:''' Essentially just the white Sony logo on a black background. |
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'''Technique:''' A still, digital graphic. |
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'''Audio:''' Just the familiar "It's a Sony" announcer. |
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===4th Logo (1980s-1990s)=== |
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'''Availability:''' Seen on most of Sony's international commercials from the time frame. |
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'''Nickname:''' "It's a Sony IV" |
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===5th Tag (1986-1989)=== |
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'''Logo:''' Just the white Sony logo on a black background. |
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'''FX/SFX:''' None. |
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'''Music/Sounds:''' Just the familiar "It's a Sony" announcer, without the new-age sounder. |
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'''Availability:''' Extinct. Seen on most of Sony's international commercials from the time frame. |
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===5th Logo (1986-1988)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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File:Sony (1986, Japanese slogan).png |
File:Sony (1986, Japanese slogan).png |
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File:Sony (1986, logo).png |
File:Sony (1986, logo).png |
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</gallery> |
</gallery> |
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{{YouTube|id=MebjiMz1GWc}} |
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'''Visuals:''' On a black background is the "It's a Sony" print logo in {{color|red}}, with the "It's a Sony" tagline in Japanese. The text turns into the Sony logo via a wipe effect. |
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'''Nickname:''' "It's a Sony V" |
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'''Technique:''' 2D computer animation. |
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'''Logo:''' On a black background is the It's a Sony print logo in {{color|red}}, with the "It's a Sony" tagline in Japanese. The text turns into into the Sony logo via a wipe effect. |
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'''Audio:''' A beep, followed by the announcer of the 1st logo. |
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'''FX/SFX:''' The text wiping and changing. |
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''' |
'''Availability:''' Seen on many commercials from the time frame. |
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===6th Tag (1989-1990s)=== |
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'''Availability:''' Extinct. Seen on Japanese commercials from the time frame. |
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===6th Logo (1988-1990s)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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File:Sony (1988, 1st logo).png |
File:Sony (1988, 1st logo).png |
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File:Sony (1988, 2nd logo).png |
File:Sony (1988, 2nd logo).png |
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</gallery> |
</gallery> |
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{{YouTube|id=cxEyoofgQZg|id2=bYnMbkHDh2Y}} |
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'''Visuals:''' On a black background, {{color|gray}} CGI spheres form the "It's a Sony" logo in a diamond pattern, which then turns {{color|red}} afterwards. The tag then fades to the Sony logo in white. |
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'''Nickname:''' "It's a Sony VI" |
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'''Logo:''' TBA |
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'''FX/SFX:''' The spheres forming the logo, the zoom and fade. |
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'''Music/Sounds:''' The familiar "It's a Sony" announcer in most cases. |
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'''Technique:''' CGI. |
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'''Availability:''' Extinct. Seen on Japanese commercials from the time frame. |
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'''Audio:''' The familiar "It's a Sony" announcer in most cases. Commercials for Sony cassettes have a different announcer say "It's a Sony cassette", or just "Sony cassette." |
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'''Availability:''' Seen on many commercials from the time frame. |
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===7th |
===7th Tag (1995-2000)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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File:Sony (1997).png |
File:Sony (1997).png |
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</gallery> |
</gallery> |
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{{YouTube|id=pL_h8jjT4IM|id2=7C7w7xmtIn4}} |
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{{Seizure Warning}} |
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{{guidance detail|reason=flashing}} |
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'''Visuals:''' There are various, differing shots, each with the word "Digital Dream Kids" on them. Each of them has a different, colorful design and each shot can be seen for a split second until it cuts to another shot. Lastly, the camera cuts to the Sony logo on a black background. |
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'''Nickname:''' "Digital Dream Kids", "It's a Sony VII" |
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'''Variant:''' On <u>the commercials for Sony's "Maximum Television" ad campaign</u>, a row of twelve spherical lights flash in one-by-one on a black background, forming an "{{color|indigo|M}}" made out of {{color|indigo}} lines. The text "{{color|indigo|SONY MAXIMUM TELEVISION}}" appears below before it cross-fades to a smaller-sized Sony logo.<!-- Are there images of this variant? --> |
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'''Logo:''' We see various, differing shots, each with the word "Digital Dream Kids" on them. It is hard to describe each of them, however, each of them has a different, colorful design and each shot can be seen for a split second until it cuts to another shot. Lastly, we cut to the Sony logo on a black background. |
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''' |
'''Technique:''' Computer animation. |
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''' |
'''Audio:''' A futuristic synth along with the "It's a Sony" voice. |
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'''Audio Variant:''' On <u>the "Maximum Television" variant</u>, several whooshes are heard as the "{{color|indigo|M}}" flashes in, which is followed by a jail door slamming shut and an echoing choir when it's done forming. An male announcer says over the sounds, "Maximum Television. Only from Sony." |
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'''Availability:''' Extinct. Seen on commercials from the time frame. Japanese commercials used this logo until 2000 where it was followed by the next one below. |
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'''Availability:''' It was seen on the commercials for Sony's "Maximum Television" ad campaign, one of which can be spotted on the 1996 VHS release of ''Jumanji'' and also on Japanese commercials from that period. |
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===8th Tag (2000-2005)=== |
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===8th Logo (2000-2004)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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File:Sony (2000, black background).png |
File:Sony (2000, black background).png |
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File:Sony (2000, white background).png |
File:Sony (2000, white background).png |
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</gallery> |
</gallery> |
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{{YouTube|id=0TVwdt43lFE|id2=d-pOnZ-FU1o}} |
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'''Visuals:''' Against a colored background is spinning text in a font made of dots. After half a second, this fades to the Sony logo on a black or white background. |
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'''Logo:''' TBA |
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'''Variants:''' The animation at the beginning changes colors, patterns and text depending on the commercial. |
'''Variants:''' The animation at the beginning changes colors, patterns and text depending on the commercial. |
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''' |
'''Technique:''' CGI. |
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''' |
'''Audio:''' A random ditty depending on the commercial, followed by the "It's a Sony" voice from before (here trimmed down to just "Sony"), which is heard during the first half, along with another female voice saying the name, which is then heard when the Sony logo is seen. |
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'''Availability:''' |
'''Availability:''' Seen on many commercials until early 2005. Also attached to the end of PlayStation commercials. |
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===9th Tag (2005-2011)=== |
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===9th Logo (2004–2009)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Sony ( |
File:Sony (2004, B&W, 1).png |
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Sony ( |
File:Sony (2004, 1).png |
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File:Sony (2004, Green, 1).png |
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File:Sony (Like No Other, 2005 A).png |
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File:Sony (2004, B&W, 2).png |
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File:Sony (2004, 2).png |
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File:Sony (2004, Green, 2).png |
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File:Sony (Like No Other, 2005 B).png |
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</gallery> |
</gallery> |
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{{YouTube|id=2l_4SOEVraU}} |
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'''Visuals:''' On a white background with {{color|teal}} circles is the text "{{color|teal|like.no.other}}". The screen then fades to a {{color|teal}} background, and the Sony logo flashes in. |
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'''Nickname:''' "like.no.other" |
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'''Variants:''' |
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'''Logo:''' On a white background with {{color|teal}} circles, we see the text "{{color|teal|like.no.other}}". We then fade to a {{color|teal}} background, and the Sony logo flashes in. |
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*A <u>black and white version</u> exists. |
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*Sometimes, the URL of the Sony division is seen below, such as Europe. |
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'''Technique:''' CGI. |
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'''FX/SFX:''' The circles in the background and the logo flashing. |
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''' |
'''Audio:''' A futuristic synth ditty, followed by the "Sony" voices from before. |
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'''Audio Variants:''' |
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'''Music/Sounds Variant:''' Sometimes the ending theme of the commercial would play. |
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*Sometimes, the ending theme of the commercial would play. |
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*Sometimes, an announcer would say "Like no other." The rest is the same. |
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'''Availability:''' |
'''Availability:''' Seen on commercials from the time frame such as the iconic 2005 "Paint/Colour Like No Other" commercial. Also attached to the end of PlayStation commercials. |
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===10th Tag (2009)=== |
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<gallery mode="packed" heights="200"> |
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File:Sony (2009).png |
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</gallery> |
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{{YouTube|id=JJtAbKll0p0}} |
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'''Visuals:''' The camera zooms out of mist to reveal a {{color|dodgerblue|light blue}} background. A black paintstroke then draws various objects such as tree branches and a flying bird. Another black paintstroke obscures the camera and reveals a {{color|dodgerblue|light blue}} background with energy flowing throughout. A light then wipes in the Sony logo, which is made out of {{color|lightblue|light blue}} energy. The logo then brightens, shrinks and explodes until the whole screen is engulfed in white. |
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'''Technique:''' CGI. |
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'''Audio:''' The opening sounds of the reel. |
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'''Availability:''' Only seen on a sizzle reel. |
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=== |
===11th Tag (2009-2014)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Sony (Make Believe).jpeg |
File:Sony (Make Believe).jpeg|The formation of the logo |
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File:Sony (2009, end).png|The finished product |
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</gallery> |
</gallery> |
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{{YouTube|id=ICPWrf1wqd0}} |
{{YouTube|id=ICPWrf1wqd0}} |
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'''Visuals:''' On a black background, a multicolored light darkens to reveal the Sony logo in white, similar to the 3rd logo, as the light shrinks to the dot in "make.believe" below. |
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'''Nickname:''' "make.believe" |
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'''Technique:''' CGI. |
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'''Logo:''' On a black background, a multicolored light darkens to reveal the Sony logo in white, similar to the 3rd logo, as the light shrinks to the dot in "make.believe" below. |
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'''Audio:''' Sony's now-famous sounder, which is a "ding" sound in G-major. On international commercials, this is pitched to A-flat. Early commercials have the "Sony" announcer following the "ding". On American ads, a different voiceover says "Sony." |
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'''FX/SFX:''' The light and the logo appearing. |
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''' |
'''Availability:''' Seen on commercials from the time frame. Also attached to the end of PlayStation commercials from the time in America. |
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===12th Tag (Late 2013-May 19, 2021)=== |
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'''Availability:''' Extinct. Seen on commercials from the time frame. |
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===11th Logo (Late 2013-October 2021)=== |
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<gallery mode="packed" heights="180"> |
<gallery mode="packed" heights="180"> |
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Sony 2014 logo formation.png|The formation of the logo |
Sony 2014 logo formation.png|The formation of the logo |
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{{YouTube|id=ur6F7iH8h0A}} |
{{YouTube|id=ur6F7iH8h0A}} |
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'''Visuals:''' On a black background, the light flashes between the "<span style="font-family: 'Times New Roman';">'''O'''</span>" and "<span style="font-family: 'Times New Roman';">'''N'''</span>" in the Sony logo, in white, which fully lights up the logo. |
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'''Nicknames:''' "Be Moved", "The Sony Flash" |
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'''Trivia:''' This was also used as Sony's motion logo from 2013 until March 2021. Sony continued to use this logo until October 2021 following the reveal of the company's new motion logo. |
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'''Logo:''' On a black background, we see the Sony corporate logo, in white, appearing in the center of the screen. It fades in gradually from a white light appearing between the "<span style="font-family: 'Times New Roman';">'''O'''</span>" and "<span style="font-family: 'Times New Roman';">'''N'''</span>". As it lights up the rest of the logo, it then flashes, which fully lights up the logo. |
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'''Variant:''' |
'''Variant:''' Sometimes, the tag animates at a faster rate, or cut. |
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'''Technique:''' Computer animation. |
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'''FX/SFX:''' The fade-in, flash, and the fade-out. |
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''' |
'''Audio:''' Same as the previous tag. |
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'''Availability:''' Seen on commercials from the time frame. Sony continued to use this |
'''Availability:''' Seen on commercials from the time frame. Sony continued to use this tag until October 2021 following the reveal of the company's new motion logo. |
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=== |
===13th Tag (May 19, 2021-)=== |
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<gallery mode="packed" heights="180"> |
<gallery mode="packed" heights="180"> |
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Sony 2021 logo formation.png|The formation of the logo |
Sony 2021 logo formation.png|The formation of the logo (black background with white text) |
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Sony (2021).png|The finished product |
Sony (2021).png|The finished product (black background with white text) |
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Sony (Sony is There, For Your Every Emotion, A).png|The formation of the logo (white background with blue text) |
Sony (Sony is There, For Your Every Emotion, A).png|The formation of the logo (white background with blue text) |
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Sony (Sony is There, For Your Every Emotion, B).png|The finished product ( |
Sony (Sony is There, For Your Every Emotion, B).png|The finished product (white background with blue text) |
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Sony (Sony is There, For Your Every Emotion, C).png|The formation of the logo (white background with black text) |
Sony (Sony is There, For Your Every Emotion, C).png|The formation of the logo (white background with black text) |
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Sony (Sony is There, For Your Every Emotion, D).png|The finished product (white background with black text) |
Sony (Sony is There, For Your Every Emotion, D).png|The finished product (white background with black text) |
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{{YouTube|id=TaIDqDxbYj4|id2=FbvJdSy3YaI|id3=Xi2LU5gwX8Q}} |
{{YouTube|id=TaIDqDxbYj4|id2=FbvJdSy3YaI|id3=Xi2LU5gwX8Q}} |
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''' |
'''Visuals:''' On a black background, a spectrum of colors appears around the Sony text, then fades out. |
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'''Trivia:''' |
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'''Logo:''' On a black background, a multicolor backdrop gradually fades in and the Sony logo appears from behind it, causing a spectrum of colors to appear around the text, then the colors fade out. |
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'''Trivia:''' |
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*This was also used as Sony's current motion logo since May 19, 2021. The concept of this logo can be seen [https://www.sony.com/en/brand/motionlogo/ here]. |
*This was also used as Sony's current motion logo since May 19, 2021. The concept of this logo can be seen [https://www.sony.com/en/brand/motionlogo/ here]. |
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*The motion logo was filmed with practical effects as opposed to CGI, as it was done to capture the effect of the Sony logotype "breaking the boundaries". |
*The motion logo was filmed with practical effects as opposed to CGI, as it was done to capture the effect of the Sony logotype "breaking the boundaries". You can see the behind the scenes video [https://www.youtube.com/watch?v=uo_TsTSovoY/ here], as well as a case study [https://www.sony.com/en/SonyInfo/design/stories/motionlogo/ here]. |
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*The colors used in the motion logo use six colors in accordance to represent the synergies among Sony’s diverse business lineup, people, and society. The following colors appear as follows: dark orange ([[Sony Interactive Entertainment|Game & Network Services]]), magenta ([[Sony Music Entertainment|Music]]), dark yellow ([[Sony Pictures Entertainment|Pictures]]), dark blue (Entertainment, Technology & Services), dull teal (Imaging & Sensing Solutions) and dark purple (Financial Services). |
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'''Variants:''' |
'''Variants:''' |
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* |
*There are two white background versions of the logo that are exclusive to Sony-related promos and commercials. The only differences between these two are the multicolored backdrop and the logo's color ({{color|black}} and {{color|darkblue|blue}}, respectively). This was because of the use of Sony's Motion Logo Generator software, allowing Sony to create a number of variations, based on various contents and various colors, using a unique system called "Omoiiro", designed by Sony CSL researcher, Alexis André. |
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'''Technique:''' Live-action. |
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'''Audio:''' Same as before. |
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'''Availability:''' Seen on commercials from the company. |
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==Unused Tags== |
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===Tag (2021)=== |
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[[File:Sony (Allen Yeung).png|center|350px]] |
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'''Visuals:''' On a white background, colorful geometric shapes move and trail around. The shapes then form a black Sony logo on the right side of the screen. |
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'''Technique:''' CGI done by yU+Co, directed by Garson Yu and designed by Allen Yeung. More information can be seen [https://allenyeung.tv/works/SonyID.html here]. |
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'''FX/SFX:''' The color gradually flashing when the logo appears and zooms. |
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''' |
'''Audio:''' Unknown, as there are only style frames. |
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'''Availability:''' |
'''Availability:''' This appears to be unused. |
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{{Navbox-Sony}} |
{{Navbox-Sony}} |
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[[Category: |
[[Category:Japan]] |
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[[Category:International]] |
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[[Category:Sony Corporation]] |
[[Category:Sony Corporation]] |
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[[Category:Commercial |
[[Category:Commercial tags]] |
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[[Category:Japanese commercial |
[[Category:Japanese commercial tags]] |
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[[Category:International commercial tags]] |
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[[Category:Japanese corporate logos]] |
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[[Category:Corporate logos]] |
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[[Category:Logos made by Japan Computer Graphics Lab]] |
Revision as of 00:50, 14 July 2024
![]() | This article covers logos that contain flashing images. |
LMgamer36
Background
Sony Group Corporation, commonly known as Sony, is a Japanese multinational conglomerate corporation formed on May 7, 1946 in Nihonbashi, Tokyo, Japan and currently headquartered in Kōnan, Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional electronic products (through Sony Corporation, previously known as Sony Electronics), the largest video game console company (through PlayStation) and the largest video game publisher (through Sony Interactive Entertainment). Through Sony Music Entertainment, it is one of the largest music companies (largest music publisher and second largest record label) and the third largest film and television studio (through Sony Pictures Entertainment), making it one of the most comprehensive media companies.
1st Tag (1979-1984)
Visuals: On a black background with RGB lights, the Sony logo in chrome is seen as the letters merge back. The screen then zooms out to reveal the "It's a Sony" campaign logo (a 7x7 grid of dots made to resemble a trail in the shape of a stylized "S" with "It's a Sony" at the bottom) of the time in red on a white background.
Variant: An extended version exists.
Technique: Motion-controlled/CGI animation by Japan Computer Graphics Lab.
Audio: A short 4-note new age-inspired sounder, along with a deep-voiced announcer (Brian Matt) who says "It's a Sony."
Availability: Seen on commercials from the time frame.
2nd Tag (1984-1986)
Visuals: There is the "It's a Sony" logo (sans text) in 3D on a white background. The camera then zooms in to reveal the Sony logo in silver.
Technique: CGI by Japan Computer Graphics Lab.
Audio: Same as before.
Availability: Seen on commercials from the time frame.
3rd Tag (Early 1980s)
Visuals: On a blue-black gradient background is the Sony logo in white. The logo then shrinks and morphs to form the "It's a Sony" logo, also in white.
Technique: CGI.
Audio: A pop-synth theme with a choir singing the line from before.
Availability: Seen on commercials from the time frame.
4th Tag (Early 1980s-Late 1990s)
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Visuals: Essentially just the white Sony logo on a black background.
Technique: A still, digital graphic.
Audio: Just the familiar "It's a Sony" announcer.
Availability: Seen on most of Sony's international commercials from the time frame.
5th Tag (1986-1989)
Visuals: On a black background is the "It's a Sony" print logo in red, with the "It's a Sony" tagline in Japanese. The text turns into the Sony logo via a wipe effect.
Technique: 2D computer animation.
Audio: A beep, followed by the announcer of the 1st logo.
Availability: Seen on many commercials from the time frame.
6th Tag (1989-1990s)
Visuals: On a black background, gray CGI spheres form the "It's a Sony" logo in a diamond pattern, which then turns red afterwards. The tag then fades to the Sony logo in white.
Technique: CGI.
Audio: The familiar "It's a Sony" announcer in most cases. Commercials for Sony cassettes have a different announcer say "It's a Sony cassette", or just "Sony cassette."
Availability: Seen on many commercials from the time frame.
7th Tag (1995-2000)
![]() | This logo contains flashing images for the whole duration. |
Visuals: There are various, differing shots, each with the word "Digital Dream Kids" on them. Each of them has a different, colorful design and each shot can be seen for a split second until it cuts to another shot. Lastly, the camera cuts to the Sony logo on a black background.
Variant: On the commercials for Sony's "Maximum Television" ad campaign, a row of twelve spherical lights flash in one-by-one on a black background, forming an "M" made out of indigo lines. The text "SONY MAXIMUM TELEVISION" appears below before it cross-fades to a smaller-sized Sony logo.
Technique: Computer animation.
Audio: A futuristic synth along with the "It's a Sony" voice.
Audio Variant: On the "Maximum Television" variant, several whooshes are heard as the "M" flashes in, which is followed by a jail door slamming shut and an echoing choir when it's done forming. An male announcer says over the sounds, "Maximum Television. Only from Sony."
Availability: It was seen on the commercials for Sony's "Maximum Television" ad campaign, one of which can be spotted on the 1996 VHS release of Jumanji and also on Japanese commercials from that period.
8th Tag (2000-2005)
Visuals: Against a colored background is spinning text in a font made of dots. After half a second, this fades to the Sony logo on a black or white background.
Variants: The animation at the beginning changes colors, patterns and text depending on the commercial.
Technique: CGI.
Audio: A random ditty depending on the commercial, followed by the "It's a Sony" voice from before (here trimmed down to just "Sony"), which is heard during the first half, along with another female voice saying the name, which is then heard when the Sony logo is seen.
Availability: Seen on many commercials until early 2005. Also attached to the end of PlayStation commercials.
9th Tag (2005-2011)
Visuals: On a white background with teal circles is the text "like.no.other". The screen then fades to a teal background, and the Sony logo flashes in.
Variants:
- A black and white version exists.
- Sometimes, the URL of the Sony division is seen below, such as Europe.
Technique: CGI.
Audio: A futuristic synth ditty, followed by the "Sony" voices from before.
Audio Variants:
- Sometimes, the ending theme of the commercial would play.
- Sometimes, an announcer would say "Like no other." The rest is the same.
Availability: Seen on commercials from the time frame such as the iconic 2005 "Paint/Colour Like No Other" commercial. Also attached to the end of PlayStation commercials.
10th Tag (2009)
Visuals: The camera zooms out of mist to reveal a light blue background. A black paintstroke then draws various objects such as tree branches and a flying bird. Another black paintstroke obscures the camera and reveals a light blue background with energy flowing throughout. A light then wipes in the Sony logo, which is made out of light blue energy. The logo then brightens, shrinks and explodes until the whole screen is engulfed in white.
Technique: CGI.
Audio: The opening sounds of the reel.
Availability: Only seen on a sizzle reel.
11th Tag (2009-2014)
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The formation of the logo
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The finished product
Visuals: On a black background, a multicolored light darkens to reveal the Sony logo in white, similar to the 3rd logo, as the light shrinks to the dot in "make.believe" below.
Technique: CGI.
Audio: Sony's now-famous sounder, which is a "ding" sound in G-major. On international commercials, this is pitched to A-flat. Early commercials have the "Sony" announcer following the "ding". On American ads, a different voiceover says "Sony."
Availability: Seen on commercials from the time frame. Also attached to the end of PlayStation commercials from the time in America.
12th Tag (Late 2013-May 19, 2021)
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The formation of the logo
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The finished product
Visuals: On a black background, the light flashes between the "O" and "N" in the Sony logo, in white, which fully lights up the logo.
Trivia: This was also used as Sony's motion logo from 2013 until March 2021. Sony continued to use this logo until October 2021 following the reveal of the company's new motion logo.
Variant: Sometimes, the tag animates at a faster rate, or cut.
Technique: Computer animation.
Audio: Same as the previous tag.
Availability: Seen on commercials from the time frame. Sony continued to use this tag until October 2021 following the reveal of the company's new motion logo.
13th Tag (May 19, 2021-)
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The formation of the logo (black background with white text)
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The finished product (black background with white text)
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The formation of the logo (white background with blue text)
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The finished product (white background with blue text)
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The formation of the logo (white background with black text)
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The finished product (white background with black text)
Visuals: On a black background, a spectrum of colors appears around the Sony text, then fades out.
Trivia:
- This was also used as Sony's current motion logo since May 19, 2021. The concept of this logo can be seen here.
- The motion logo was filmed with practical effects as opposed to CGI, as it was done to capture the effect of the Sony logotype "breaking the boundaries". You can see the behind the scenes video here, as well as a case study here.
- The colors used in the motion logo use six colors in accordance to represent the synergies among Sony’s diverse business lineup, people, and society. The following colors appear as follows: dark orange (Game & Network Services), magenta (Music), dark yellow (Pictures), dark blue (Entertainment, Technology & Services), dull teal (Imaging & Sensing Solutions) and dark purple (Financial Services).
Variants:
- There are two white background versions of the logo that are exclusive to Sony-related promos and commercials. The only differences between these two are the multicolored backdrop and the logo's color (black and blue, respectively). This was because of the use of Sony's Motion Logo Generator software, allowing Sony to create a number of variations, based on various contents and various colors, using a unique system called "Omoiiro", designed by Sony CSL researcher, Alexis André.
Technique: Live-action.
Audio: Same as before.
Availability: Seen on commercials from the company.
Unused Tags
Tag (2021)
![](/w/thumb.php?f=Sony_%28Allen_Yeung%29.png&width=350)
Visuals: On a white background, colorful geometric shapes move and trail around. The shapes then form a black Sony logo on the right side of the screen.
Technique: CGI done by yU+Co, directed by Garson Yu and designed by Allen Yeung. More information can be seen here.
Audio: Unknown, as there are only style frames.
Availability: This appears to be unused.