Game was founded in 1970 by Alan Hellman and Jack Schaeffer in Durban on the basis that shopping was just being taken too seriously and had become boring for consumers.
They wanted to create an identity and a retail environment synonymous with ‘FUN’ — they basically wanted to turn retail into a ‘GAME’.
The well-known Game pink was then settled upon as the logo, not necessarily because they loved the colour, but because it would stand out from the pack.
