Year — 2024

Branding the Žalgiris mentality

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For 80 years, Zalgiris has been the beating heart of Lithuania’s passion for the sport, weaving a legacy of triumphs and unwavering spirit that spans generations. It’s more than just a basketball team—it’s a brand where tradition and ambition collide, igniting a fire in the hearts of fans across all ages.

  • Line of business
  • Photography
    Martyna Paukste / Zalgiris / Tsunami Films / Veronika Tamulionytė
  • We delivered
    Branding System / Communication Design / Art Direction
  • Typeface design
    Mykolas Saulytis
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The old Zalgiris logo, although iconic, was created at a time when there was almost no digital space. So, it has become increasingly challenging to adapt it to various channels. Zalgiris needed the new logo to represent its essence today, while at the same time showing due respect to its long-standing design principles and history.

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Everyone around the world recognizes the club’s iconic green and white colors and checkerboard logo. Therefore, we modernized it with a minimalist design, retaining the checkerboard but making it cleaner and simpler. The new design features a stylish ball and hoop, symbolizing Zalgiris’s dedication to basketball and representing upcoming victories. Additionally, we added the date of the club’s establishment, 1944, so it reminds us how long Zalgiris has existed in their fans’ hearts.

Inspired by the club’s biggest supporters, we also created a custom font called Zalgiris Sans, which embodies the club’s fighting spirit and, together with the logo, reflects its drive to continually outrun itself.

04 /

Typeface design

With the introduction of the new brand image, the club has achieved remarkable milestones, garnering over 5,000,000 direct impressions and earning mentions in over 30 media outlets. The media value has surpassed €100,000, underscoring the widespread recognition and impact of the club. In terms of merchandise, Zalgiris Shop has experienced a phenomenal uplift with a 110% increase year-over-year from September to March. Moreover, in terms of ticket sales, the club has broken records with a staggering 300,000 fans attending games, marking a 10% increase YoY. Impressively, all 13 EuroLeague games held so far this season have been sold out, showcasing the unwavering support and enthusiasm of the fans.

The successful implementation of the new branding and logo served as the catalyst for these achievements, revitalizing the club’s image and invigorating its fan base.