Squid Game Logo PNG
The Squid Game logo embodies the series’s suspenseful, strategic nature, using minimalist design and a restrained color palette to create a memorable, distinctive brand identity.
The Squid Game emblem features a global version that retains its original style while adopting English to reach a wider audience. Rendered in two rows, the capitalized characters employ straightforward, linear typography. A distinct touch is added to some of these characters, specifically the letters “O”, “A”, and “E,” as they are designed to mirror geometric shapes, further enhancing the overall visual appeal.
Rather than black, the insides of these three characters are filled with a vibrant shade of pink. This element of color not only adds a dash of energy to the design but also reflects the show’s unconventional, dynamic nature. The logo design also includes certain extended lines that don’t serve a functional purpose but contribute to the aesthetic appeal.
Squid Game began around 2008, during a financial crisis in the life of South Korean director Hwang Dong-hyuk. While struggling to fund another film script, he spent time in manhwa cafes reading survival manga such as Battle Royale, Liar Game, and Kaiji. By 2009, he had written a feature-film script about desperate people risking their lives in deadly versions of children’s games.
For nearly a decade, South Korean studios rejected the project as too dark and commercially risky. Hwang moved on to other films, including Silenced in 2011. The situation changed in 2018 and 2019, when Netflix opened its Asian office in Seoul and began looking for unusual Korean stories. Netflix executive Kim Min-young accepted the project and pushed Hwang to turn it into a series.
Squid Game premiered on Netflix on September 17, 2021. Within 17 days, it reached more than 111 million households. After 28 days, it reached more than 142 million households, with 1.65 billion viewing hours. The show ranked first in 94 countries, including the United States and the United Kingdom, surpassing Netflix’s previous hit Bridgerton.
The series quickly became a global cultural event. Dalgona candy sales rose, Halloween costumes spread, and schools in several countries warned children not to copy the games. In 2022, Hwang won an Emmy for directing the episode Red Light, Green Light. Netflix confirmed a second season in January 2022. Season two arrived on December 26, 2024, with 68 million views in four days, and the third and final season was released on June 27, 2025.
Meaning and History
Moving on to its brand identity, the series features a bold, distinct visual and narrative style. The show’s unique concept is reflected in its branding, with a logo featuring an icon of a simple, abstracted squid, a reference to the children’s game that the series takes its name from. This whimsical yet ominous symbol perfectly encapsulates the show’s blend of childhood nostalgia and deadly stakes.
The aesthetics of the show play a significant role in the brand identity. The stark contrast between the colorful game settings and the darker themes of the narrative creates a memorable visual identity that stands out in the audience’s minds. This juxtaposition is also reflected in the promotional materials and merchandise, creating a cohesive and instantly recognizable brand image.
The series’ brand identity is shaped by its core themes and storytelling approach. The program, at its essence, critiques societal inequality and the desperation it can drive individuals to feel. This narrative forms a key part of the brand’s identity, establishing it as a thought-provoking piece of entertainment that is not afraid to address the harsh realities of modern society. This boldness and willingness to address uncomfortable topics further distinguish the series, contributing to its impactful brand identity.
What is Squid Game?
“Squid Game” is a South Korean survival drama television series created by Hwang Dong-hyuk and premiered on Netflix on September 17, 2021. The series became a global phenomenon due to its intriguing premise and intense storytelling. It tells the story of cash-strapped participants who compete in a mysterious survival game with a grand prize of billions of Korean won. The games, based on traditional Korean children’s games, quickly turn deadly, adding a thrilling and horrifying element to the show.
2021 (Korean)
2021 (International)
2024 (Korean, tentative)
