PIONEER SPIRIT EST.1969
PROFESSIONAL FOOTBALL CLUB IN TOKYO.
BRAND EVOLUTION and EXTENSION, 2019.
Evolution and extension of the Tokyo Verdy brand.
Tokyo Verdy, which aimed to become Japan’s first professional soccer club, celebrated its 50th anniversary in 2019.
It began under the name Yomiuri Soccer Club, and when the J-League began in 1993, it marked a new era by being the first League winner under the name Verdi Kawasaki. After that, the club faced several challenges such as relocating their hometown and re-starting as a citizen club after a business crisis.
In 2019, Tokyo Verdy announced its transformation into a brand business and a comprehensive club with the next 50 years ahead and its 100th anniversary in mind. In response to this new envisioned future, we will renew the symbols representing the club such as our emblem, and continue to evolve and expand.
Tokyo Verdy’s identity stems from the color green, or “VERDE,” the origin of our club’s name, which signifies green in Portuguese.
Another key element is our position as a pioneer in Japan’s soccer history, thanks to our predecessors who took on challenges to build what we have now.
To display this pioneering spirit, the emblem included the archaeopteryx, which indicates the beginning of club soccer. We will inherit this identity and expand it further in the next 50 years.
Archaeopteryx: the oldest bird species
Simple, creative, and with individuality. In addition, it must be able to operate in a flexible system that supports various media forms and the unique characteristics of different competitive sports.
By sending TOKYO out into the world while conveying the pioneering spirit more dynamically through the archaeopteryx, the logo’s development is extended through the V mark that makes the same wing shape.
The logo type and V mark have a series of stories based on the emblem.
Using the same design elements makes it possible to create a cohesive design from promotional materials to emblems, chest marks and caps for other sports.
In addition, one-line, two-line, and horizontal emblems are created corresponding to the display area. Emblems can also be used for horizontal banners, thus allowing for the expansion of brand awareness through a wide range of displays.
The typeface plays an important role in connecting brand identity with everyday life.
The appropriate typeface is used appropriately in the applicable place, from emblems to uniforms, as well as documents.
For the brand color, in addition to Verdy Green, gold is also included, which represents the pioneering spirit.Four colors in addition to white and black based on the concept of Tokyo's diversity and color fusion.