SOCCER IS MY ONE AND ONLY favorite sport. i love playing and watching soccer and especially that of my own national team. the korean football association has been using its “tiger shield” logo since 1928. I personally loved the logo back in the days. but after i saw other nations rebranding their teams into modern fasion, i thought it is also time for kfa to rebrand. in designing this logo, i preserved the deep blue color of the shield and mascot animal, the “white tiger”. The overall silhouette of the logo is also based on the hexagonal shape of the shield. except i gave it a more even and modern touch and used a right hexagon with round edges for intimacy. the simplified face of the white tiger fits very well into the hexagonal shape and creates image with negative space. the font that i also designed is congruent with the round features of the new logo.