Introduction
The J.League started on 15 May, 1993. It was launched as Japan’s professional football league under the three principles of ‘Improving the standard of football in Japan and promoting the popularity of football’, ‘To promote a rich sporting culture and contribute to the development of the mental and physical health of the Japanese people’ and ‘To contribute to exchange and friendly relations within the international community.’
Thirty years have passed since the J.League began. During that time, the number of clubs has increased from ten to sixty. The J.League has changed the landscape of football and sport in Japan, and has had a huge impact on the lives of many people. Of course, I am one of them.
SHUKYU celebrates the thirtieth anniversary of the J.League with this special book, The Design Story of J.League. This book provides an in-depth look at the J.League in the context of design and covers aspects such as logos, emblems, jerseys, mascots, merchandising and advertising. These topics are explored through valuable archive material and interviews with people involved in the J.League, both now and in the early days. By looking at the J.League and clubs from a different angle, you may discover something new.
This book is not only for J.League and football fans, but can also be enjoyed from the perspective of design and 90s culture. There is a saying that ‘the future is in the past’, and the J.League is what it is today because of the accumulation of the last thirty years. That fact will not change in the future.
Through this book, I hope you will feel the uniqueness of the J.League.
SHUKYU magazine July 2023
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1993
007 Match Archive
016 J.LEAGUE Document Archive
022 The Story of the J.League from Its Opening to the Present Day | Saburo Kawabuchi
Emblem / Logo
031 J.LEAGUE Symbol / Logotype
034 Thoughts behind the Symbol Mark | Takuya Onuki
036 2023 J.LEAGUE Club Emblems / Logos0461993 J.LEAGUE Club Emblems / Logos
Jersey
049 1993-2022 J.LEAGUE Club Jerseys | Selected by Classic Football Shirts
064 1993 J.LEAGUE Club Jerseys065A Look Back at 30 Years of J.League Jerseys | Tomosan
072 How the Original 10 Jerseys Were Created | Shigeki Narahara
077 The Potential of Design in a Football Club | Yosuke Aizawa
Mascot
085 2019 / 2023 Mascot General Election
098 2023 J.LEAGUE Club Mascots
106 1993 J.LEAGUE Club Mascots
Merchandise
109 1993-1998 J.LEAGUE Merchandise Archive
137 Behind the Creation of the Mascot, Emblem and Merchandising | Ryoichi Shimada × Takashi Ishizu × Takahiro Hashiba
Advertising
155 J.LEAGUE Advertising Archive
2023
167 Branding the J.league | Takram
172 The future of J.league | Yoshikazu Nonomura × Hirofumi Kiyonaga
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180Pages / 210×297mm / Softcover
Language：Japanese / English*
with English Translation Booklet
28Pages / 148×210mm / Saddle Stitch
SHUKYU Magazine @shukyumagazine
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