SHIFT G is a contemporary menswear brand newly launched by Samsung C&T Fashion Group after nearly 30 years. Its origins lie in the changing work environment and the blurred lines between everyday life and the modern lifestyle of the post-pandemic era.
By bridging the gap between workwear and everyday wear, focusing on utility workwear that combines comfort and formality, we offer a selection of lifestyle items that flexibly encompass both work and personal life. We planned and developed the identity for SHIFT G.
About B
SHIFT G’s Plan B reinterprets the “G” in the brand name as a colon (:), embodying the meanings of suggestion, connection, and expansion. Borrowing from the colon’s ability to connect sentences and open new meanings, the design sought to sculpturally express SHIFT G’s identity, which transcends the boundaries between work and life, formal and casual, and proposes a new definition of contemporary lifestyle. Furthermore, by combining it with various modifiers reflecting seasonal trends and values, the design serves as a flexible communication tool for continuously updated content and messages.
About A
SHIFT G is a brand focused on the lifestyle of today’s men, who value a balance between work and daily life, weekdays and weekends, and indoor and outdoor activities. The symmetrical wordmark, centered around the letter “I,” symbolizes the balance of values within the lives of modern men who prioritize self-directed consumption and personal happiness, thereby symbolizing the values SHIFT G pursues.
“Someone else called it first.”
While the visual language utilizing the colon aligns well with Shift G’s direction, concerns were raised about differentiation and originality due to existing fashion brands using similar forms. Specifically, it was ruled out as a strategic choice, as visual similarity could potentially lead to legal conflicts during trademark registration.
