Sony's conglomerate and synergy

http://en.wikipedia.org/wiki/Sony#Products

Following speculation that a 'slim' model was in the pipeline Sony officially announced the PS3 CECH-2000 model on August 18, 2009 at the Sony Gamescom press conference.
As part of the release for the slim model, the logo was changed from the "Spider-Man font" and capitalized PLAYSTATION 3 to a more traditional Playstation and Playstation 2 like 'PlayStation 3' logo with "PS3" imprinted on the console. Along with the console and logo redesign, the boot screen of all consoles changed from "Sony Computer Entertainment" to "PS3 PlayStation 3", with a new chime and the game start splashscreen being dropped. The cover art and packaging of games has also been changed to reflect the redesign due to the synergy between Sony and the new Spiderman 3 film.

PlayStation 3′s designer – Teiyu Goto, revealed how the Spider-Man letter font came to be used on the PS3.

Goto-san:

 “Take the PS2 logo – we created it to blend in with the rectangular shape of the console. Personally, I feel very strongly that the logo would not have looked right on PS3.

If you really look at the PS3 contour carefully, it is rounded when viewing the console in profile. Rather than creating a typography with all the risks that entails, it was wiser to use the one from Spider-Man, for which Sony has the rights.

It was also the wish of President Kutaragi, who insisted that I use this typography. In fact, the logo was one of the first elements he decided on and the logo may have been the motivating force behind the shape of PS3.”