The Japan national football team, governed by the Japan Football Association (JFA), uses a shield-shaped emblem centered on the Yatagarasu, a three-legged crow from Japanese mythology. The JFA states that the Yatagarasu, which holds a ball and represents the god of day (the sun), is cited from a classical book of old China and is believed to have guided Emperor Jimmu and his army on an expedition to the East. [1]
Design and History
The JFA’s “three-legged bird” logo was adopted in 1931. It was a composite design by sculptor Jitsuzo Hinago, based on ideas presented by Uchino Tairei and others. [2] The Japan national team emblem and mascot are both derived from this JFA symbol. [1]
The national team emblem was renewed in 2009, the first change since 1996. The color pattern was altered while the crow mascot was kept. [3]
In November 2017, the JFA announced a comprehensive rebranding of its visual identity, which included a new emblem and logotype for the national teams. [4] The new national team emblem was first worn on the uniform in an international friendly match against Brazil on 10 November 2017. [5] The rebranding was developed by the brand consultancy Interbrand Japan. [6]
According to Japanese sports media, the 2017 emblem redesign simplified the base design and moved the JFA logotype from the top to the bottom of the crest, a change intended to express that the association is the foundation supporting the national team. [7]
Meaning and Symbolism
The 2017 emblem retained the Yatagarasu motif but refined it. The new crest features a simple, powerful outline that continues the design concept of the previous emblem and inherits its soft bottom curve. The outline combines black and gold, with the gold evolving from the earlier yellow. [8]
In the redesigned mark, the Yatagarasu’s wings are spread, and the football in its front claw was simplified into a red sun, representing both passion and Japan itself. The red band across the middle of the shield is described as symbolizing the soul and passion of the national team. The English wordmark “JAPAN” was integrated into the emblem, and the new JFA logotype at the bottom is meant to show the association as the solid base supporting the team. [8]
Typography and Design
As part of the 2017 rebranding, the JFA logotype was redesigned. The new typeface evolved from a sans-serif (Gothic) style, with a slight slant intended to express challenge and passion, and rounded corners meant to convey the enjoyment of sport and respect for those involved. [8] The line angles of the redrawn Yatagarasu were designed to be consistent with the style of the new brand typeface. [8]
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