The Passionate Russian Premier League Bear
The Russian Football Federation is 100 percent invested in branding their image in football. Not only are they invested in the World Cup, which is a little more than a month away, but they have invested in their local league as well. Recently, they launched a new identity that will …
The Russian Football Federation is 100 percent invested in branding their image in football. Not only are they invested in the World Cup, which is a little more than a month away, but they have invested in their local league as well. Recently, they launched a new identity that will premiere in the 2018/19 season.
Although the Russian Premier League may not be a historical league, it has teams that compete in top-notch European tournaments. For the past few years, they have brought more attention to their local league by buying elite players. The Russian Football Federation has also served as a trampoline by forming players and helping them to make the big leap to other important clubs.
There are a lot of changes to their identity. The Russian Football Federation dropped the word “football” from their league’s name. What was once known as Russian Football Premier League, is now the Russian Premier League.
That might sound a little too familiar to a neighboring league, right?
It looks like they borrowed a little bit of the concept from the Premier League in England, which I have no problem with. And since the premier league is embodied by an emblematic lion, why shouldn’t a bear represent the Russian Premier League?
Lebedev Studio was in charge of this new identity and the Russian archetypes incorporated into it. This Russian-based studio didn’t just want to throw out an icon without reflecting football. The way they dealt with this issue was by designing a bear icon in a shape of a hexagon, a classic shape found on a soccer ball. The bear has burning eyes, which makes this logo passionate and energetic. The Rusian flag colors, red and blue colors, accompany the classic Russian symbol. The colors intersecting symbolizes the competitive spirit and diversity of their league.
This new emblem is a drastic change from what they had before but it definitely looks better. I’m a little curious to hear or read more in detail about the process. It might be because of the American culture I grew up in but at first, it reminded me of the Memphis Grizzlies logo. Before I give this new emblem a final review, I would love to also see how the logo might look on brand applications. For right now, all I can say is that I don’t hate it.
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