Rebranding a Japanese J.League Football Club

Rather than coming up with an entirely new logo, we decided to build on the previous design, which was based on feedback from loyal fans and supporters, and in preserving the orange club colour, we were passing on Shimizu S-Pulse's legacy to the next generation.

The new crest underwent a two-year iteration process before arriving at the final design. Orange has been made the primary logo colour whilst the upper section of the shield has been modified to bear a greater resemblance to the iconic shape of Mount Fuji's perfect cone to symbolise the team's representation of Shizuoka – the home of Mount Fuji. We retained the three blue stripes, which represent the club's philosophy – “Common Dream, Common Excitement, Common Pride” – and updated the club name typography and placement to communicate sportsmanship and integrity. The enhanced Earth icon symbolises the club's world-class performance.