The Iconic Pokémon Logo: How Designer Chris Maple Created a Gaming Legend for Nintendo

The Pokémon logo is instantly recognizable to millions of fans worldwide—a sweeping arc of bold yellow letters outlined in blue, standing out on every game box, toy, and piece of merchandise.

Since its debut, the logo has become synonymous with the Pokémon franchise, one of the most successful and enduring video game properties ever produced by Nintendo and The Pokémon Company.

But the story behind this iconic logo is as remarkable as the franchise it represents.

In 1998, Chris Maple, then head of Seattle-based design firm Media Design, received a life-changing call.

Maple’s expertise in rapid-fire design made his firm a go-to resource for urgent projects, but none as significant as the work he was about to undertake.

Summoned to Nintendo of America’s Redmond, Washington, headquarters, Maple met with then-president Minoru Arakawa.

According to Maple, Arakawa explained the situation directly: Nintendo was preparing for the Western debut of a major new game, but previous design agencies had missed the mark, consuming time and budget.

Maple was asked if he could deliver a brand-defining logo under intense time constraints. Without knowing the specifics, Maple agreed to take on the challenge.

Shortly after, the project came into focus: Nintendo was bringing Pocket Monsters—soon to be called Pokémon—to the United States and Europe, with the official reveal planned for E3 1998 and the highly anticipated Game Boy releases, Pokémon Red & Blue.

Maple was presented with an assortment of paper sketches and toy figures but received minimal creative direction.

"We were given nothing but paper and toys," Maple explained in a recent interview.

Tasked with the nearly impossible deadline of just one month, Maple recalled, "A logo design of this magnitude would typically require about six months of development, including multiple rounds of feedback." Maple and his team drew up several concepts, ultimately presenting them to Nintendo’s executives.

The version closest to what the world now knows as the Pokémon logo was selected.

The final touches involved subtle modifications to the letters 'P' and 'e,' and Maple performed color trials before landing on the now-iconic blue and yellow color scheme.

When asked why the company settled on those shades, Maple attributed it to the overall energy and feeling the colors invoked, stating, "It just feels a certain way … there's a vibe to it." Another essential aspect of the design process was ensuring the logo would look sharp on the original Game Boy’s display, a technological limitation that Maple’s team prioritized for a seamless debut at E3. With Pokémon’s meteoric rise, culminating in nearly three decades of global cultural impact, Maple’s creation remains a core element of the brand’s visual identity.

Reflecting on Pokémon’s upcoming 30th anniversary in 2026, Maple expressed his hope to collaborate again: "It would be great PR if they invited me back to help mark the 30th anniversary," he remarked. The franchise’s legacy continues with recent and upcoming releases for the Nintendo Switch, including Pokémon Scarlet & Violet—part of the ninth generation—which is scheduled to receive a free performance upgrade on Switch 2 at launch.

Additionally, Pokémon Legends: Z-A is set to launch on both Nintendo Switch and its successor in late 2025, promising to further expand the series’ storied history. The enduring legacy of the Pokémon logo stands as a testament to the power of smart design and Nintendo’s commitment to excellence.

As the franchise approaches another milestone, the story of its iconic branding is as legendary as the games themselves.

Pokémon Nintendo Xbox Series X|S Chris Maple Game Boy The Pokémon Company Pokémon Red & Blue Pokémon Legends: Z-A Nintendo Switch Pokémon Scarlet & Violet