Communication

Jeonnam Dragons Football Club Rebranding

Extra Form

Country	Korea
Year	2023
Award	GOLD WINNER
Affiliation	Moravian Co., Ltd.
Designer	Jooon Q Park
English	Jeonnam Dragons FC had to change due to its continued poor performance and relegation to the second division, as the image of a "old-age club reminiscent of the past" prevailed. To this end, we established a new identity 'The Winning Stronghold' based on the heritage of the club and visualize the concept. The four straight lines representing the 'JD' means the player, fan, club, and region. The frame surrounding 'JD' represents passion, the spirit of the club. Through the combination of has been embodied as an impregnable stronghold.
Native	전남드래곤즈FC는 계속되는 저조한 성적과 2부 리그 강등 이후 ‘과거를 추억하는 한물 간 클럽’의 이미지가 팽배하여 변화가 불가피하였습니다. 이를 위해 훌륭한 로고 이전에 클럽 고유의 스피릿을 정립하여 이를 정체성으로 확립하고 조직 구성원들에게 내재화하는 것이 우선이라고 진단하였습니다. 전남드래곤즈FC의 특징인 끈끈한 조직력과 수비 축구, 외진 장소에 위치한 홈구장의 지리적 특성을 바탕으로 ‘The Winning Stronghold(승리의 요새)’라는 정체성을 도출하여 이를 CI・BI 디자인으로 시각화하였습니다. 전남드래곤즈FC의 새로운 CI・BI는 클럽의 이니셜인 ‘JD’를 중심으로 승리에 대한 열정이 담긴 도시를 요새와 용광로의 상징성을 차용하여 디자인하였습니다. ‘JD’를 표현한 네 가지 직선은 선수, 팬, 클럽, 지역간의 강한 유대감을 상징합니다. ‘JD’를 감싸고 있는 프레임은 클럽의 핵심 정신인 열정을 나타냅니다. 이 둘의 조형적 조화를 통해 탄탄한 조직력을 바탕으로 한 전남드래곤즈FC의 전술적 헤리티지를 난공불락의 요새로 형상화하였습니다.
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