March 31, 2021

POSTED BY

Jesus Ortega

CATEGORY

The New Branding of Spain’s Football National Team & Federation

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These past weeks have been exciting for the football community. It is International Break and our national teams are competing either in friendlies, Qatar world cup qualifiers, or Olympic qualifiers. A lot of football but what has been really taking away attention is not the actual games but rather the …

These past weeks have been exciting for the football community. It is International Break and our national teams are competing either in friendlies, Qatar world cup qualifiers, or Olympic qualifiers. A lot of football but what has been really taking away attention is not the actual games but rather the visuals behind these national teams. These past weeks national teams have followed the steps of clubs and have opted to reveal their new jerseys and others, their new branding. This week it was the national team and federation of Spanish football that unveiled not only their new jersey most importantly, their new branding.

This week Spain revealed their new Adidas kit which will be used for the World Cup qualifiers and UEFA Eurocup. After 14 years there has been a major change in the Spanish national team crest; the Spanish Football Federation will also see a new identity after 33 years. Similar to other rebrandings the set goal was to modernize the identity and make it marketable.  Madrid-based visual artist Pablo Coppel was the creative director behind the new branding.

The New crest for the national team was minimized in color and elements. The design was reduced to only two colors with variations like ( Red & Yellow // White & Red // Blue and Yellow) The coat of arm inside the logo was simplified by removing the bottom banner and vintage football. The major change was the shield where it straightens the curvy sides into a French old-style design. The new Spain Football Federation logo was also implemented into the badge which has caused quite some controversy.

As mentioned earlier the Spanish Football Federation will see a major change in its branding since 1988. This of course brought controversy not only because of how long the crest has been around but also because the new identity completely scratched off a Joan Miro-inspired iconic logo. The federation’s new crest was designed as minimal as possible. It consists of a small outlined circle with the initials (RFEF) inside of it.

The change caused a lot of discontent among the football fans. Some fans went as far as to compare the federation logo to the Bayer pill branding. I do believe the new Spanished Federation brand should have worked around the Joan Miro aesthetic. The previous logo had a uniqueness that this new one couldn’t bring to the table. This set of logos are expected to be used in jerseys and applications starting 2022. What do you think of the new changes?


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