The Saitama BULLS, one of Japan’s leading American football teams competing in the X-League’s top division, have unveiled a striking new identity to mark their induction into Spottama. Saitama Prefecture’s official top-team program that showcases the region’s elite sports clubs, including the powerhouse Saitama Wild Knights (rugby) and the storied Seibu Lions (baseball). By joining this roster of champions, the BULLS strengthen their regional identity and stand shoulder to shoulder with Saitama’s most iconic teams.

In 2013, I helped the Bulls establish their first independent identity, marking their transition away from the sponsored Nihon Unisys Bulls era. More than ten years later, I have returned to reimagine the brand – one that honours their roots while looking boldly to the future.

The refreshed identity introduces “SAITAMA” into the mark, proudly rooting the team in its home prefecture, and adds a dynamic bull iconography. A fierce, forward-charging emblem that embodies raw power, resilience, and unstoppable momentum.

Designed for maximum impact across helmets, uniforms, and merchandise, the new identity is both iconic and versatile, bridging tradition with modern performance aesthetics. It gives the BULLS a sharper, more professional presence while deepening their connection to the Saitama community.