Zalgiris’ new logo: inspired by history and adapted to the present 58
Zalgiris Kaunas has turned a new page in its history. On Thursday, the new Zalgiris logo was presented to the public at an event in the SDG Amphitheatre of Zalgirio Arena.
Other news included the relaunch of the Zalgiris e-shop and introducing new merchandise, the update of the Zalgiris app and Zalgiris Insider online version, the unveiling of the Zalgiris game kit and the launch of the general ticketing.
After a last season crowned with attendance records, sporting victories and international accolades, Zalgiris took another step forward by updating its logo, which was designed in 1998 and refined a few years later.
“The last brand update was back when I started my career at Zalgiris,” said Zalgiris Kaunas Director Paulius Jankunas. “Since then, Zalgiris has gone through successes and victories as well as difficulties and challenges, and many changes have taken place both in the team and in the organization. However, last season proved that we aren’t behind other teams and organizations in the EuroLeague, and we can be among those who set an example and become an inspiration to others. That’s why we want to be one of the first to renew ourselves so that the brand goes hand in hand with the team, the organization and the achievements of all of us.”
The process of creating a new brand identity started last season. The new Zalgiris brand strategy was the main starting point, but the new branding was based on the club’s rich history as well as on the insights of the organization’s members and the fan community.
At the start of the project, a survey of Zalgiris fans was conducted, involving almost 1000 of the most engaged followers. The aim of the survey was to assess the importance of the current Zalgiris brand elements and to identify key values and associations. Representatives from fan groups and the team took part in strategy sessions in order to include both fan and team perspectives in the development of the new brand.
“Zalgiris Kaunas is important to a large part of the Lithuanian people, so we approached the process in a very deliberate way. Before embarking on the design changes, we had to research the voice of the fans, understand the vision of the organization and find the best international lessons. In fact, the change was not only in the visual language, part of the process was aimed at clarifying and vocalizing what Zalgiris has been proving to us for almost 80 years – “Outrun ourselves” will become the new message of Zalgiris”, – said Gailė Andriuskevičiutė, partner and strategist of the Synthesis Consulting Group, which contributed to the creation of the new Zalgiris image.
Respecting history and adapting to the digital space
The new Zalgiris logo was inspired by history and adapted to the present day. The design of the logo takes into account different periods. The new year of the club’s foundation has been added to the logo to emphasize the long and significant history of the club.
The updated font is permeated with details from the early Zalgiris logo. The ball and orange have long been at the center of the Zalgiris logo, so this color accent has been retained alongside the iconic green and white chess, stylizing and minimizing the main elements of the crest.
“We believe that this modernization of the Zalgiris logo, highlighting the elements that are important to fans and showing respect for the team’s history, will stand the test of time and successfully represent the organization in all formats – from the court to digital content,” said Augustinas Paukste, Creative Director of Andstudio/Synthesis Consulting Group.
As Zalgiris organization grew and expanded, the BC acronym was dropped to make the brand more adaptable to different sports teams, activities and facilities.
“The old Zalgiris logo, although iconic, was created at a time when there was hardly any digital involvement. As a result, over time it has become increasingly difficult to adapt to different channels. We wanted the new logo to represent the Zalgiris that exists today, while showing due respect for its long-standing design principles and history,” said Paukste.
The new logo will gradually replace the old logo in the public space. For example, the Kauno Zalgiris football team will only be able to start using it officially from next season.
“We are not removing the old logo from our history. For me, the history of Zalgiris and the path we have followed so far is an important part of our identity. Of course, change is never easy and it takes time to get used to it. We hope that the Zalgiris community will not only accept them, but also become ambassadors of renewal,” added Jankunas.
Innovations and launch of ticket sales
Along with the logo launch, the shop.zalgiris.lt e-shop, which has been redesigned and made much more user-friendly, also saw the light of day. It will offer an updated product range and a new category of leisure products.
Earlier, basketball fans have already had a chance to get acquainted with the updated Zalgiris mobile app and the new „Zalgiris Insider“ online version, which offers Zalgiris fans new membership plans and more convenient payment methods.
Zalgiris Insider subscribers have already been able to experience the benefits of the innovations when they were the first to get the opportunity to buy tickets for the 2023-2024 matches at Zalgirio Arena.
From Friday at 12:00, everyone will be able to buy tickets, as the general ticket sale for EuroLeague and Betsafe-LKL matches at Zalgirio Arena starts.
The new season ticket cards will also be distributed at the Zalgirio Arena box office once the public ticket sales begin.
The usual working hours of the Zalgirio Arena box office are 16:00-20:00 on weekdays, but on 8 and 11 September the box office will be open during special hours: 12:00-20:00.
The event was concluded with the presentation of Zalgiris’ playing kit in the SDG Amphitheatre. The Zalgiris players will wear them in the first friendly match on Friday, which will be available to all Zalgiris Insider subscribers from 13:00.