Ulsan HD FC, the South Korean K League 1 club based in Ulsan, underwent a major identity change in December 2023 when it was renamed from Ulsan Hyundai FC and unveiled a new emblem. The rebranding followed the 2022 name change of the club’s corporate owner, Hyundai Heavy Industries Group, to HD Hyundai. The new emblem has been used on kits and official merchandise since the 2024 season.[1]
Design and History
The club announced its new name and emblem on December 13, 2023, with the rebranding approved by the K League during its board meeting on December 4 of that year.[1] The redesign was created by the brand agency Form & Function, which stated it renewed the emblem to commemorate the club’s fourth K League championship.[2]
The new emblem inherits the shield shape that Ulsan had maintained in previous crests, preserving the club’s identity.[3] The text “HD ULSAN” was engraved simply, carrying the meaning of a club created together with fans and one with local residents.[4]
Compared with the previous crest, the new design removed the founding year “1983” and dropped the yellow color, leaving blue as the dominant background tone.[5] The tiger, which has been the club’s symbol since its founding, was redesigned to “look more dynamic and courageous.”[1]
An earlier emblem renewal took place in November 2015, when the club added the founding year “1983” at the bottom, moved the city name “Ulsan” to the top, and retained the shield form that incorporated a tiger and a ship shape referencing parent company Hyundai Heavy Industries.[6]
Meaning and Symbolism
The club explained that the new tiger was reinterpreted using triangular and diagonal forms to create a sleeker and more dynamic appearance.[3] Form & Function described the tiger design as reinterpreting HD Hyundai’s contemporary corporate identity through triangles and diagonal lines to convey a sleeker, more aggressive image.[2]
For the 2015 emblem, the club documented that the blue color symbolized Ulsan’s sea, challenge and hopeful future, while the yellow emphasized the tiger’s color to carry on the club’s history, tradition and glory.[6]
Typography and Design
The 2023 redesign added simplicity and sharpness in line with modern trends, according to the club’s announcement.[7] The design concept was described as “Succeeding The Dynasty, Be The Real King of K League,” reflecting the club’s promise to achieve victory together with its fans.[7]
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