“G-TUNE” Rebranding

With the globalization of eSports and the rise of game streaming and commentary culture, the era when “gamer = player” has come to an end. The market has evolved into one where developers, streamers, commentators, and team managers all shine equally on the same stage.
Although G-TUNE has been providing high-end PCs for over 20 years since its founding, it faced a major challenge: its traditional image as a brand “exclusively for core gamers” could no longer fully resonate with the increasingly diverse new generation of gaming professionals.

The brand’s long-standing message, “All for Gamers,” had begun to diverge from the values and perspectives of 2025, when the gaming scene is viewed from a broader, more holistic standpoint. As a result, it was no longer functioning effectively as a unifying statement representing comprehensive support for all gaming professionals.

With the rapid increase in touchpoints — including social media videos, offline events, websites, and apps — individually optimized creative outputs began to diverge in tone and style. As a result, the overall brand experience became fragmented, making it difficult to consistently convey the essence of “G-TUNE” through every interaction.

After conducting market research and workshops, RightDesign Inc. developed the new tagline “Forward Together with the Gaming Scene.”
This phrase redefines G-TUNE’s role — not as a company that merely sells hardware, but as a driving force that advances the entire gaming scene. It also serves to unify internal and external decision-making under a single, future-oriented vision.

While retaining the sharpness of the previous logo, the new design incorporates a 45° upward diagonal cut symbolizing progress. The traditional red was redefined into a new brand red that balances passion and elegance. A clear distinction was also established from the company’s entry-level model “NEXTGEAR,” positioning G-TUNE as a premium, high-end PC brand with a sense of gravitas.
The new color system was designed for instant recognition in any environment, significantly improving brand recall. Built around the “G” symbol and diagonal line motif, a comprehensive graphic system was developed for seamless deployment across advertising, UI, video, events, and exhibitions.
The rebranding was officially launched at the new product announcement held on January 31, 2025, where it received high praise from both attendees and industry media.