KRAFTON, Inc. is a South Korean video game developer and publisher known for titles such as PUBG: Battlegrounds. The company was founded in 2007 as Bluehole Studio and formally changed its name to KRAFTON in November 2018 to unify its affiliated studios under a single brand.[1]
Design and History
KRAFTON’s first corporate logo, introduced with the November 2018 brand launch, was designed as a flag shape, described as a symbol of a union of craftsmen. The mark was intentionally built with extensibility in mind so that each production line could express its own character within the system.[2] The design was inspired by the crest of the medieval Craft Guild, reflecting the company’s core identity centered on craftsmanship in game development. This shield-shaped frame was applied consistently across KRAFTON’s alliance brands, differentiated by designated colors to form a cohesive visual system.[3] The brand experience design was created by Plus X, a Seoul-based design firm, and received a Silver A’ Design Award in 2021.[3]
On February 26, 2026, KRAFTON unveiled a completely overhauled corporate identity during its internal town hall event, KRAFTON LIVE TALK. The new identity, titled “Perspective Shift,” visualizes the concept of “bold challenge” and represents the discovery and expansion of new possibilities by transforming familiar viewpoints.[4] The new logo mark builds the overall skeleton of the letter “K” from heavy geometric planes, with a separated upper portion resembling a cut surface that suggests a shift in direction.[5]
Meaning and Symbolism
KRAFTON’s official brand center describes the logo as the most important asset embodying the brand identity and core values, representing the company’s originality and spirit of constant challenge.[6] The 2026 “Perspective Shift” identity symbolizes the importance of challenging conventional viewpoints to unlock new creative possibilities.[7]
The brand color was also updated in 2026 to a vibrant and strong red palette, adopted to establish differentiated brand recognition in the global market and to reflect KRAFTON’s evolution as a global publisher representing diverse studios and franchise IP.[7][4]
Typography and Design
KRAFTON’s official brand guidelines designate a headline typeface for English headlines and Pretendard as the official Korean and English body text typeface.[8] For situations requiring the full corporate name, the guidelines specify that it should be displayed in Noto Sans font rather than the KRAFTON custom font.[9]
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