Shift G is a contemporary menswear brand newly introduced by Samsung C&T Fashion Group in nearly 30 years. It was born from the modern lifestyle where the boundaries between work and daily life have blurred, especially after the pandemic. Moving fluidly between office wear and everyday wear, the brand focuses on utility workwear that combines comfort with formality. By curating versatile lifestyle items that connect work and life seamlessly, we developed and designed the brand identity for Shift G.
About B
The B-cut for Shift G reinterprets the letter “G” as a colon (:) in the logotype, symbolizing connection, proposition, and expansion. By borrowing the function of a colon—linking phrases and opening new meanings—the design expresses Shift G’s identity as a brand that moves fluidly between work and life, formal and casual, while offering a new definition of today’s lifestyle. It also acts as a communication device, combining with different descriptors to reflect evolving trends and values each season, and delivering messages in a flexible and continuously updated way.
About A
SHIFT G is the brand that focuses on lifestyle of men who put emphasis on a balance of conflicting values such as work and daily life, weekday and weekend, and indoor and outdoor, etc. The wordmark is in the form of symmetry around the letter "I (self)". This symbolize SHIFT G’s value that is a balance of conflicting values in the lives of modern men who consumes on their own initiative and values their own happiness.
Someone else called it first.
Although the use of a colon as a visual language aligned well with Shift G’s direction, concerns were raised about originality and distinctiveness, since a similar form is already used by another fashion brand. In particular, the potential for visual overlap to cause legal conflicts during trademark registration led us to exclude it from our strategic options.
