Shonan Bellmare (湘南ベルマーレ), the J.League club based in Hiratsuka, Kanagawa Prefecture, carries a visual identity built around the imagery of the Shonan coastline. The club’s name itself combines the Latin Bellum (beautiful) and Mare (sea), evoking the “beautiful sea” of Shonan.[1] The club was founded in 1968 as the Fujita Kogyo soccer team, moved to Hiratsuka in 1993 as Bellmare Hiratsuka, and adopted its current name in 2000.[2]
Design and History
The club’s emblem depicts the white sandy beaches and blue sea of Shonan. It combines a trident, representing attack, with a shield, representing defense, to express a balance between the two.[1][2] The official club colors are light green, blue, and white.[2]
In January 2025, the club updated its logo mark for the first time in roughly 31 years.[3] The project, called “Atarashii Umi e” (Toward a New Sea), began around 2022 as part of a broader visual identity review. After extensive discussion, the club decided not to change the emblem itself, but rather to refine the accompanying logo mark and colors.[3]
Graphic designer Taku Satoh, known for packaging design work including Lotte Xylitol Gum and Meiji Oishii Gyunyu, handled the logo design. Goro Yoshitani served as creative director, having previously worked on the club’s slogan “Tanoshimeteru ka.” (Are you enjoying it?) and its corporate philosophy.[3] The design work was executed by TSDO (Taku Satoh Design Office), with Satoh as art director and Tomoaki Mori as designer.[4]
Satoh explained that the English lettering was adjusted to retain the previous soft, gentle impression while giving it a more refined, speed-oriented feel. The colors were also adjusted in brightness and saturation to improve visibility while preserving the existing Bellmare palette.[3]
Meaning and Symbolism
The emblem’s core symbolism is rooted in the Shonan landscape. The white sand and blue sea imagery reflects the club’s home region along Sagami Bay. The trident motif also connects to the club mascot King Bell I, who is modeled on Poseidon, the god of the sea, and carries a trident as his symbol.[1]
Stars have been added above the emblem on match jerseys to commemorate major titles. In 2012, two stars representing the 1994 Emperor’s Cup and the 1995-96 Asian Cup Winners’ Cup victories were placed above the emblem on a special Tanabata-themed uniform.[5] By 2019, a third star was added following the 2018 J.League Cup victory.[6]
Typography and Design
Alongside the 2025 logo update, the club introduced a new Japanese-language logo reading “湘南ベルマーレ” (Shonan Bellmare), which Satoh described as a new creation intended for use across various media alongside the English logo.[3] An original Bellmare font featuring uppercase English letters and numerals with a low center of gravity was also produced at the same time.[3]
The 2025 update also included the creation of a brand design guideline document to standardize color reproduction and logo usage, addressing prior inconsistencies in how the club’s designated blue and green were displayed across media.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
