J.LEAGUE Visual Identity Refresh

Sōen Studio partnered with the J.LEAGUE marketing committee on a multi-year refresh of the league's visual identity, beginning with a six-month research phase across all 60 clubs. The brief was to keep the existing pentagon mark recognizable while modernizing the surrounding system — typography, broadcast graphics, signage, and the digital identity layer.

The new system pairs a custom geometric sans, drawn in collaboration with a Japanese type foundry, with a flexible color palette that adapts to each club's home territory. Broadcast lower-thirds, ticketing artwork, and stadium signage all flow from a single editorial system.

Launch ran in three phases across the 2025 season, with full guidelines and asset libraries delivered to clubs and broadcast partners.