■ About the Brand

This issue introduces the Champions League, a European football club competition that is often compared to the World Cup. While the World Cup aspires to the lofty purpose of uniting mankind, the Champions League is solely focused on fierce, city-based competition. Instead of conjuring a noble image of fair sportsmanship, the Champions League is often associated with a ruletempered war of attrition to sort out the strongest of the strong. Although those uninterested in football may find it surprising, the Champions League is renowned as the world’s most-watched competition among single-sport events, offering more prize money than any other sporting event. This creates a circulative economy consisting of revenues from global broadcast rights, ticket sales, and sponsorships, which makes the league hold significant implications for all the parties involved, including viewers, sponsors, and football clubs

All football players dream of competing in the UEFA Champions League.
The league, which began in 1955 as a pan-European football tournament, renamed itself in the early nineties and has evolved since then to become what it is today. Football clubs from across Europe come together in the Champions League to reveal which is the best of the best?and calling forth brand loyalty that not even the World Cup can match.


■ About the Publication
Magazine B is an ad-less monthly publication that dedicates one issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy read for anyone with an interest in brands.

■ About the Publisher
JOH. was established in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH., a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, interior, products, and brand consultation for major companies. On the other hand, he is making preparations for launching an independent brand that reflects the company’s perspective for good brands. The first fruit of such endeavor is magazine B, created to serve as the bridge connecting JOH. with the world.