in the name of the pharaoh | by ravegrl

The Yu-Gi-Oh! Logo and the Incredible Story of Its Creation

The Yu-Gi-Oh! logo — so ubiquitous, yet so little is known about its origins. A representation of the entire Yu-Gi-Oh! brand outside Asia, the first Yu-Gi-Oh! logo was created under cutthroat deadlines and involved the efforts of a graphic designer in California, several Japanese restaurant employees, and a spunky artist and businessman who worked at a fast-paced, flourishing licensing company.

The story of the Yu-Gi-Oh! logo’s creation was told in the latest episode of the 4Kids Flashback podcast, a show that interviews former employees and freelancers of 4Kids Entertainment. Hosted by actor Tara Sands (the original voice of Mokuba Kaiba) and artist Steve Yurko (a host of the One Piece Podcast), the podcast delves into the behind-the-scenes stories of the burgeoning company behind the success of Yu-Gi-Oh!, Pokemon, and other international hits, straight from the mouths of those who worked there.

In this week’s episode, 4Kids Flashback spoke with Waldo Cabrera, who worked for about 12 years at 4Kids Entertainment. Cabrera began as an art director, was promoted to creative director, and eventually rose to become the vice president of 4Kids Entertainment Home Video. Cabrera discussed his origins as a young artist, detailed the early years at 4Kids (named Leisure Concepts back then), and told a remarkable story about how he spearheaded the creation of the Yu-Gi-Oh! logo.

Waldo Cabrera: Young Artist and Businessman

Waldo Cabrera grew up in the Bronx in New York City. At school, he was the class artist. He loved anime and wanted to create his own manga too. Even at a young age, Cabrera knew he wanted to work in the art industry. But because he didn’t want to fall into the starving artist cliché, he was savvy enough to focus on the field of advertising.

Cabrera brought his passion for art and advertising to the High School of Art and Design in Manhattan. Afterward, he further honed his skills at Syracuse University in upstate New York. There, he split his time between its Newhouse School of Public Communications, which taught the business of the advertising industry, and its College of Visual Performing Arts, which trained visual creatives.

After graduating with a degree in advertising, Cabrera immediately landed in the entertainment industry working for a small company called Ericksen/Basloe Advertising. He started as an assistant, and then became an art director. He worked with clients like Orion Pictures, Turner Home Entertainment, and others in the television industry.

Early Days at Leisure Concepts

In 1993, Cabrera joined Leisure Concepts Inc., a fast-moving, quickly expanding licensing business of about 30 employees. Leisure Concepts owned the rights to numerous big names, like Cabbage Patch Kids, World Wresting Federation, and many Nintendo properties. It was an inspiring and enterprising place to work for Cabrera, who was now in his mid-20s. As the company’s art director, he was responsible for creating style guides and marketing materials for all those exciting properties.

One pivotal day, a new property arrived at Leisure Concepts, a strange TV show from Nintendo called Pokemon. Everyone in the office gathered to watch the first episode.

“You should’ve seen the look on people’s faces when it [arrived],” Cabrera laughed. Even today, the cries of the creatures he heard in that episode remain firm in his memory. “It was just like, what is happening?! It was slow and none of us got it.”

As the employees began to vote on whether or not they should acquire the property, the brash CEO of Leisure Concepts, Al Kahn, stepped in and told them that there was no need to vote. They were taking it.

Cabrera and his team were tasked with creating a logo for Pokemon. They tried so hard to come up with the right design, but it was “swing and a miss, swing and a miss, and we just never nailed it,” Cabrera recalled. Eventually, Nintendo sent over its own logo that would be used to this very day.

That experience irked Cabrera. He vowed that if he ever got another chance, he would get it right.

With Pokemon’s launch on the horizon, Leisure Concepts was ready for a change. In November 1995, the company renamed itself 4Kids Entertainment Inc. Cabrera created a new logo for the company. Meanwhile, the company’s licensing arm, where Cabrera worked, was established as a separate subsidiary and adopted the Leisure Concepts name. (It would eventually be renamed 4Kids Entertainment Licensing Inc. in July 2001.) Still, his biggest logo design project was yet to come.

Yu-Gi-Oh! and The Nightmare Before Christmas

In 1997, Cabrera was promoted to creative director. In his new role, he oversaw seven or eight artists and established the general creative focus of the company, he explained.

On another pivotal day, Cabrera and his team were tasked with developing the logo for what would eventually become 4Kids’s next big hit: Yu-Gi-Oh!. Cabrera remembered his dismal experience with the Pokemon logo and proclaimed that they would get it right this time.

However, time was of the utmost essence. Konami was about to print the cards and needed a logo immediately. Cabrera would have only a week and a half to get this job done.

Norman Grossfeld, the president of 4Kids Productions Inc., and his team explained to Cabrera that Yu-Gi-Oh! “is similar to Pokemon but is scarier. It has a sharper edge.” When Cabrera heard that description, the vision that appeared in his mind was Tim Burton’s The Nightmare Before Christmas. Cabrera made numerous sketches with his ideas. But ultimately, he loved the font used on The Nightmare Before Christmas’s movie poster and wanted Yu-Gi-Oh! to be in that font.

So Cabrera went to the source. He called up the designer of the font of The Nightmare Before Christmas, an artist in California named Mark Andrew Allen. As the clock continued to tick away, Cabrera sent Allen the job on a Friday and paid him “a ton” of cash to complete it over the weekend.

Allen came through. On Sunday, Allen faxed over his designs. Cabrera and his team picked the one they loved and faxed it to Yu-Gi-Oh!’s licensors in Japan for approval.

The licensors approved Allen’s design but suddenly added a new wrinkle in the process. It wasn’t enough just to have the Yu-Gi-Oh! logo in English. They wanted there to be kanji spelling out Yu-Gi-Oh! in the background.

Cabrera’s stomach was in knots. “How am I going to visualize this? I don’t know kanji,” he thought. He had no clue what to do next and the clock was still ticking.

The Crazy Origin of the Yu-Gi-Oh! Logo’s Kanji

Cabrera needed to calm his anxious stomach. Whenever he got stressed, he would eat sushi because it’s easy for his stomach to digest. Two blocks from his office was a row of Japanese restaurants. So he headed there and sat down at one of the restaurants. When he picked up a menu, he saw that half of the menu was in handwritten kanji.

A light bulb went off in Cabrera’s head.

“So I call them. I’m like, ‘Hey, who wrote this?’ And they go, ‘Oh, it was the dude that rolls.’ The guy that’s sitting there, he goes, ‘Oh, I wrote that.'”

Cabrera was thrilled and unleashed on the man a crazy idea. If Cabrera returned to the restaurant right after closing time with some paper, ink, and brushes, would he be able to write Yu-Gi-Oh! in kanji for him?

“He goes, ‘Ah, no problem!'”

So Cabrera did exactly that. Five minutes after the restaurant closed, he returned with a bunch of newsprint, enough to cover the floor. And just like Cabrera requested, the man picked up a big brush and began to write Yu-Gi-Oh! in kanji over and over.

The restaurant’s hostess walked by and saw what he was doing.

“‘That doesn’t look that good,'” Cabrera recalled her quipping. “‘Gimme that!'” She picked up the brush and started writing Yu-Gi-Oh! too.

Then, one of the chefs in the back came out and saw what they were doing.

“‘Ah, you guys don’t know how to do this!'” He also picked up a brush and joined in.

The restaurant employees probably weren’t experts in Japanese calligraphy, but that didn’t matter a single bit to Cabrera.

“I had about four or five people in there just writing Yu-Gi-Oh!, and I was in heaven,” Cabrera gushed.

With the ink still wet, Cabrera ran back to his office and plastered the walls with all of the newsprint. He and his team pored over the details of each kanji character and chose a “Yu,” a “Gi,” and an “Oh” that they liked.

Cabrera scanned the characters in Photoshop, outlined them, and dropped them behind Allen’s English Yu-Gi-Oh! logo text. The licensors loved it. So Cabrera delivered the logo and, about four days later, the cards went to print.

“It was crazy,” he said.

To this day, Cabrera does not know which person wrote which character.

* * *

The full episode of 4Kids Flashback is well worth listening to, especially to Yu-Gi-Oh! fans.

In May 2002, 4Kids established a new subsidiary named 4Kids Entertainment Home Video Inc. Cabrera was tapped to head this business, and it was in this role that he developed a short-lived Yu-Gi-Oh! product: the uncut Yu-Gi-Oh! DVDs. In the podcast, Cabrera explained in depth his reasons for creating that product and why it was discontinued. Spoiler: it failed because no one bought it.

Cabrera also discussed how 4Kids’s corporate structure contributed to its success, his opinions about why 4Kids ultimately collapsed, and the Emmy Award-winning work that he does today.

For more episodes of 4Kids Flashback, check out its website, and listen and subscribe wherever you get your podcasts.