Kicking Japanese football up a notch

J.League’s aim is to raise the level of Japanese football. Equally, we aimed to craft a bespoke typeface that effectively represents this mission — and it was clear from the beginning that it had to be a promotion with a significant capital F. We had to fine-tune a brand that embodies fearlessness, fastness and a love for football. Through several projects, Kontrapunkt has assisted J.League in evolving its brand, helping Japan’s premier football division stand out in a crowded and ever-evolving landscape of viewing formats and competitors. With a custom typeface, the J.League Kick, designed for maximum legibility, Kontrapunkt has standardised the league’s look, ensuring that fans can follow the action no matter where they are or how they watch. Additionally, to mark the league’s 30th anniversary in 2023, Kontrapunkt crafted a brand-new, modular on-screen graphics system that genuinely sets the J.League apart as a progressive and forward-thinking player on the global pitch.