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The branding was produced in collaboration with the K League's official video game partner, "Electronic Arts (EA)." The design was handled by "Over the Pith," a sports creative studio that worked with Ulsan Hyundai, Jeonbuk Hyundai Motors, the Korea Football Association, as well as Paris Saint-Germain in France.
The branding concept was inspired by the K League emblem's "Shooting Star." It represents the countless stars that have shone at stadiums in K League over the last 40 years. Gold symbolizes stars and prestige for South Korea's top football league.
This branding will be reflected in the logo and official marking of the "Hana 1Q K League 2023" competition this season, kitpatches, official balls, various productions, and intro videos, and will be with the K League throughout the year.
K League plans to promote its 40th anniversary through branding collaboration this season with EA and Over the Pitch. In addition, K League will hold various online and in-person events.