July 11, 2019

POSTED BY

Jesus Ortega

CATEGORY

Dreaming to Become a Star

Last week I wrote about the new crest FC Nordsjælland released and the charity work they are heavily involved in. Interestingly the new crest of this Danish football club contains the logo of the parent owner The Right To Dream on top of its crest. Similarly to the Danish club, this …

Last week I wrote about the new crest FC Nordsjælland released and the charity work they are heavily involved in. Interestingly the new crest of this Danish football club contains the logo of the parent owner The Right To Dream on top of its crest. Similarly to the Danish club, this parent organization, which acquired FC Nordsjælland in 2016, just redesigned their identity.

The Right to Dream is an African football academy that was founded in 1999 by Tom Vernon. It initially started as a small scale training pitch and has evolved throughout the years to a fully residential international school that offers scholarships to talented children from all over West Africa. The campus is located along the River Velta and provides children living in extreme poverty an opportunity to build a better life for themselves and their families. The work of Right to Dream organization has beared fruits throughout the years. They have produced over 20 graduates that now play in Europe and have capped for their national teams. Asides from exporting players to Europe, they have also produced talent to other parts of the world including MLS.

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The change in their identity has received positive feedback. Although it may have borrowed some generic aesthetics, it did a great job transmitting a positive message. The previous logo of this African Academy wasn’t good but it did have a personality with its ultra bold serif typeface composition and color. It was youthful and you can’t blame the organization for not having a great logo. They did what they could, with what they had, to create an identity. They eventually succeeded enormously throughout the years.

The new crest continues to have a personality yet in a more subtle way. Similar to FC Nordsjælland, Costa Rica based design agency, Pupila, was in charge of redesigning this crest. When I mentioned the generic elements, I am referring to using a star shape crest which may have been seen a lot in the design world but this organization did it differently. The new logo combines a star and human sprite to create a visually pleasant icon. Designed with a thick stoke, this icon is composed of a ribbon effect that simulates to the ribbons that support important causes such as cancer and Aids. It also has an adulatory star design with flat outside corners and pointy inside. I also like the selection of typography which compliments well with the logo. Right to Dream uses the font FF Super Grotesk which resonates well with their brand application. The logo looks great carried across all the brand application such as jerseys and marketing material. The color palette consists of red, black, and white.

Although some could argue that the logo doesn’t have the same personality as the previous, I think the change suites them well. Let’s take into consideration that the change was necessary due to the vast growth of this African academy. Right to Dream needed a logo that was simple and would look well next to the identities of their partners, especially their recently acquired club FC Nordsjælland. The new crest was designed to represent their academy, club and media outlets.

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Academy Logo

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new york branding sports graphic design firm
Jerseys
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The Right to Dream x FC Nordsjælland
new york branding sports graphic design firm
Applications

©The Right to Dream/Pupila