The logo with a dynamic, strong message implies that fun is maximized through a variety of sports games. The BI of Toto was developed to be friendly and impactful based on the concept of fun and healthy entertainment, ultimately aiming to be positioned as a healthy leisure activity. Toto’s rhythm was expressed through bright and dynamic typeface. Fun, exciting, and interesting game factors together with diverse sports factors based on fun were expressed through an explosive star quickly shooting across the sky. By adding a frame to the basic pattern, a three-dimensional and impactful message was delivered, signifying that a wide range of opportunities and doubled fun are guaranteed through Toto’s games.