Hustle. Miracle. Legacy.
Few things can rival the feeling of stepping into Jamsil Stadium for the first time. Its beauty. Its history. Its architecture. Simply breathtaking. It’s the roar of the crowd unified in song. It’s the soaring of flags flying. It’s the celebration of fans cheering. Simply breathtaking. Seoul is a city of fandom. Proud. Passionate. Powerful.
When a team with a history as rich as the Doosan Bears approaches you, you know the stakes are high. Possessing a legacy of championships and a culture built on grit, hustle, and determination, they entrusted us to carry their story forward. A partnership in understanding and execution as we sought to breathe life and excitement into one of the founding members of the KBO.
The RARE Design Team:
Ethan Manning - Creative Director / Principal Designer
Ben Jones - Account Director
Harry Richardson - Designer
Sydney Beech - Designer
Ben Jones - Account Director
Harry Richardson - Designer
Sydney Beech - Designer
Services Provided:
Identity Design
Uniform Design
Custom Typeface
Mascot Design
Brand Strategy
Brand Design Execution
Brand Guidelines
Uniform Design
Custom Typeface
Mascot Design
Brand Strategy
Brand Design Execution
Brand Guidelines
DOOSAN BEARS | INITIAL INSPIRATION & RESEARCH

Keeping Our Eye On the Ball.
This process took close, constant collaboration. From countless design drafts and calls, we left no stone unturned until the final mark captured the essence of their hustle and heart. We worked cross-culturally with their incredible brand team, we embraced challenges, listened deeply, and iterated tirelessly.
DOOSAN BEARS | PROCESS SKETCHES & DRAFTS

As we listened to the Doosan team share their vision for bringing the new brand identity to life, three key words stood out: Hustle, Miracle, and Perseverance.
These three words provided the foundation for our creative development—an identity system that would resonate deeply with players, the organization, and fans alike. Their storied legacy of championships, combined with the strong familial connections between past players, employees, and the team, is embedded in the heart of Seoul. Our goal was to tap into that rich emotional bond and extract the essence of what makes the Bears truly remarkable—elements worthy of celebration.
DOOSAN BEARS | ADIDAS KOREA BRAND IDENTITY UNVEIL VIDEO (SHOWCASE PURPOSES ONLY)
DOOSAN BEARS | BRAND IDENTITY SYSTEM


Primary Emblem
At the core of this identity system is the Primary Emblem, which serves as the crown jewel of the visual brand. Drawing inspiration from the team’s past logos and blending them with a timeless baseball aesthetic, we crafted an emblem that not only stands out in the league, but also reflects the organization’s passion, legacy, and relentless pursuit of victory.
The Logotype
With Hustle, Miracle, and Perseverance as guiding principles, we turned our attention to the Logotype. We wanted the typeface to embody the spirit of the “Hustle-Doo” mentality that defines the Bears. The addition of a classic script tail motif captures the energy and momentum that the team brings to every game.


The Symbol
The Symbol is one of the most sacred elements in the brand history. Our team took great care in crafting a mark that both honors the foundational strength of the Primary Emblem and mirrors the dynamic flow of the Logotype.
Seoul City Logotype
The fans and the organization of the Doosan Bears have a distinct and unwavering pride of their city. Seoul is where the Bears and the league were born. Since 1982, this place has elevated and grown the sport and the team in a magical and transcendent way. This is our city and this is our game.

DOOSAN BEARS | CUSTOM TYPEFACE "HUSTLE-BLOCK"

Hustle Block Typeface
II had the opportunity to lead the creation of a custom-built typeface for the Doosan Bears, which we named Hustle Block. The goal was to design a typeface that felt deeply rooted in baseball tradition while also carrying the energy and modernity of the new brand identity system.
Hustle Block takes inspiration from the strong, utilitarian block lettering that has long been part of the Doosan Bears’ visual language. By refining proportions, sharpening details, and introducing subtle modern touches, the typeface bridges the team’s history with its future. It is both classic and contemporary, familiar yet elevated, and it serves as a visual anchor for the entire identity system.
For me, this typeface was more than just a functional design element. It was about giving the Bears a typographic voice that honors their legacy while providing a powerful and flexible tool for their next era. Hustle Block reflects the grit, determination, and pride of the Doosan Bears, making it an essential part of how the brand shows up both on and off the field.
DOOSAN BEARS | EXAMPLES OF "HUSTLE-BLOCK" TYPEFACE ACTIVATION





DOOSAN BEARS | THE UNIFORM SYSTEM

The Uniform System
As part of the Doosan Bears’ new brand identity system and their partnership with Adidas Korea, I led the development of the team’s updated uniform program. This included reimagining the home jerseys with the newly refined “Bears” script mark, which has already been met with strong fan approval. We also designed the away uniforms and introduced a city-specific “Seoul” uniform, giving the club a visual expression that celebrates both its legacy and its deep connection to the city. The uniform system strikes a balance between tradition and innovation, ensuring the Bears take the field with a look that feels both timeless and unmistakably new.










DOOSAN BEARS | COMPREHENSIVE BRAND GUIDELINES




Equipping the Team.
Developing the brand guidelines for the Doosan Bears was one of the most intensive and rewarding parts of the rebrand. As one of the founding members of the KBO, the Bears carry a history that is deeply respected by their fans and by Korean baseball culture at large. My role was to help translate that legacy into a system that not only honored their past but also empowered their future.
We created a set of robust and comprehensive guidelines designed to be both inspirational and practical. The guide captures the essence of the Bears as a rich and storied organization while serving as a working tool for their internal brand and marketing teams. It provides clarity on the full brand identity ecosystem, from primary marks and custom typography to an expanded color system. It also establishes direction on how the identity should be activated across the entire hierarchy of the organization, from top level administration to stadium signage to fan experiences.
The result is a living framework that allows the Doosan Bears to consistently express their new identity with excellence, ensuring that every touchpoint reflects the pride, history, and passion that define the team.
DOOSAN BEARS | EXAMPLES OF BRAND ACTIVATION




