Sony explains new PS3 logo and styling

By Patrick Avenell

SYDNEY, NSW: Sony Australia has revealed more details regarding the global decision to change the logo and styling of its PlayStation brand. Under the new banner, PlayStation, including its current incarnation, the PlayStation 3, will use medial capitals, rather than the full capitals used previously.

Explaining the thinking behind this move is Sony Computer Entertainment senior marketing director Raoul Bedford.

"The introduction of a new PlayStation 3 logo is about unifying the familiar PlayStation name, which represents the entire PlayStation family of formats including PSP (PlayStation Portable) and PlayStation 2, together with the expanded entertainment experience provided by the PlayStation Network,” said Bedford.

Not wanting to dillydally before launching its current marketing program, Bedford confirmed that “this change takes effect immediately and will be refreshed at retail as a rolling process”.

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