LOTTE GIANTS is one of the original founding professional baseball clubs in South Korea and has been developing the industry of baseball games for 40 years. For the 2023 season, a new brand identity system was established for LOTTE GIANTS. They focused on carrying the heritage of the original team and further strengthening its identity as a local club. The symbol, ‘Energetic G’, captures LOTTE GIANTS’s philosophy of ‘Power, Fighting spirit, and Dynamism’.
The pattern of the flying seagull and waves signifies the regionality of the marine city, Busan, and is applied to uniforms and baseball equipment. The home jerseys featured a strong red wordmark on an ivory background to convey the team’s determination to win, while the away jerseys kept the same navy color to convey the fighting spirit and potential of the younger team.
Along with the home and away uniforms, the team also developed a special uniform in heritage blue, a reinterpretation of the 1984 Korean Series Championship uniform. For the club’s official emblem, they kept the classic design to emphasize its authenticity as one of the original members of the KBO League but expanded and developed the ‘G-symbol emblem’ and ‘Gwangan Bridge emblem’ based on the shape of the official emblem to make it more versatile.
They also developed KBO’s first club-specific typeface. The typeface is composed of two types: a dynamic heading typeface that utilizes the angle of the symbol G, and a body typeface for increased versatility. Starting with applying these typefaces on the uniform’s back number and catchphrase for the 2023 season, the typeface will be rolled out for fans as part of LOTTE GIANTS’s new typographic system.
From logo to uniform, baseball equipment, mascot, and exclusive typeface, these major changes consistently demonstrate LOTTE GIANTS’s determination to take a new leap forward and make LOTTE GIANTS loved by new and diverse generations beyond baseball.
Category:Graphic DesignYear:2023Designer:LOTTE Design and Management Center, Communication Design, LOTTE Corporation, Seoul, South KoreaManufacturer:LOTTE GIANTS, Busan, Republic of Korea