Shift G
Shift G is a contemporary menswear brand newly introduced by Samsung C&T Fashion Group for the first time 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 the 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 symbolizes SHIFT G’s value that is a balance of conflicting values in the lives of modern men who consume on their own initiative and value their own happiness.
A brand’s identity should reflect the life it represents.
The A-cut, with its simple symmetry around the “I (self),” reflects balance and self-driven values without relying on trends. It reminds us that identity should symbolize a brand’s enduring way of life.
