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.

EMBLEM

BRAND IMAGE

Design Engineer, Project Director

Kinya is an award-winning design engineer experienced in a wide range of products including hardware, software and interactive art. He holds a BEng from the University of Tokyo, an MA from the Royal College of Art in the UK.  His work was selected as a permanent collection at the Museum of Modern Art in New York. He was assigned as a visiting professor the Royal College of Art, from 2015 to 2018. With his contribution to the RCA, he was awarded as an Honorary Fellow, RCA in 2018.  Kinya is also appointed as a member of several design related committees of Japanese Government.

Kinya Tagawa

Ken Okamoto, Yamato Iizuka (Ken Okamoto Design Office)

Industrial Designer, Project Director

After learning human ergonomics for personal mobilities at The Tokyo University as well as industrial design from Chiba University and The Polytechnic University of Milan, Daiki worked for Daikin Industries, looking after product development from ideation through production as an industrial designer. Both his personal and professional works have received numerous awards including Good Design Awards, iF Design Award, Red Dot Design Award, KOKUYO DESIGN AWARD 2016 Grand Prix, LEXUS DESIGN AWARD 2015 Prototype Winner.

Daiki Nakamori

Designer, Project Director

After studying Vehicle Engineering in China, Zijun came to Japan to study design at Tokyo Metropolitan University, earning a Master's degree in Art & Engineering. Following graduation, he joined a major internet company in Japan, gaining experience in UI/UX design, motion graphics, video design, and web development. In 2017, he participated in a national project "Kansai Research City" as the associate professor. These experiences led to a holistic understanding of the symbiotic relationship between design & technology, which he continues to investigate at Takram. He joined Takram in 2018 and launched the Shanghai branch in 2021. His awards include the Good Design Award,  CSS Design Award, and Core 77 Award.

Zijun Zhao

Branding, Visual identity, corporate identity

Brand

Shimizu S-Pulse, a football club in the J.League (Japan’s professional football league) unveiled a new visual identity in December 2019. The rebrand, led by Takram's Kinya Tagawa, introduces a modernised logo, which has been used since the start of the 2020 season.

SHIMIZU S-Pulse Brand Renewal

S-Pulse Rebranding Launch Special Website

SHIMIZU S-Pulse Brand Renewal

Project Information

Team