Back in 2010, the organizers of the annual Tokyo Game Show tapped illustrator Ippei Gyoubu to design the show's main visual. Yesterday Gyoubu and TGS revealed this year's poster and theme: the transformation of fun. Explains the butterfly motif.

According to the official announcement, Gyoubu's 2014 effort is based off of the idea of emergence.

"I created this year's main visual by visualizing the 'emergence' based on the keyword 'change/transformation' in the theme. A caterpillar becomes a chrysalis, breaks down its body and reconstructs itself to be born as a completely different creature. In a gaming world, technological innovation has evolved in the last 10 years and now that we've passed through the revolutions such as internet, social media and smartphone, I feel that we've come close to the time of the birth of a completely new world with all those revolutions blending well. I created this visual based on that feeling. This main visual expresses the ambiguity of whether the visual is a reflection of the metal or not, it's a flat graphic or not, it's stereoscopic or planar, and she's a human or a robot."

Here's the Japanese language version of 2014's poster.

The digital lady made her debut in 2010 with the tagline "Game: It's so energetic."


She returned in 2011, not changing too much. 2011's tagline read "if the heart leaps, it's video games."


In 2012 the digital lady got a recolor and some cool new tech. Her mission? "Spreading smiles through games."

And finally, last year's poster, with a digital lady suiting up with next-gen tech.


Which is your favorite?