Elite Spanish soccer division LaLiga launched a new logo and brand identity specifically for the flagship ‘El Clasico’: the name for the games between the country’s two biggest clubs FC Barcelona and Real Madrid.
The aim behind the initiative is to what is (arguably) the most famous, iconic and popular domestic football rivalry its own unique, highly recognisable visual identity.
Pitched as the most watched domestic club match on the planet, El Clasico is LaLiga’s crowning glory and the league claims the games put life on hold, bring everyone together and is a cultural and entertainment touchpoint which transcends borders.
The brief was to create a ‘ground-breaking, young, exciting, football-loving, and visual image that will connect with a global audience and especially among a young demographic’.
The outcome’s creative style seeks to connect with the digital environments increasingly popular among younger audiences (such as gaming and eSports), as well as hinting at contemporary urban culture and reflect the ‘shared emotion that exists between footballers and fans the world over’.
Indeed, the creative was developed to reflect ‘rivalry, strength, passion, technology, innovation, dynamism, entertainment and globality’ – thus providing visual DNA and a recognisable symbol for club football’s biggest match.
Custom typography creates the new identity with an energetic style, sharp angles and verticality to express movement, dynamism, and its digital essence. While the logo itself will be used as a symbol separating (and joining) Real Madrid and FC Barcelona and will replace the usual ‘vs’ in LaLiga assets.
Initially teased through a slightly mysterious social campaign led by the new logo, the 14 September launch rolled out across all LaLiga domestic and international media outlets through promotions, digital and media campaigns, international media activations, press conferences and international events.
The campaign debuted more than a month ahead of the season’s first game on 24 October at Camp Nou.
Un espectáculo que deja una marca imborrable…
Si te lo pierdes, pierdes tú. ⏳⁉️#ElClásico pic.twitter.com/oPIBshhguf
— LaLiga (@LaLiga) September 14, 2021
Unique font and logo.
Special branding and visual identity.The world's most iconic match has a brand new look and feel! #LaLigaSantander
— LaLiga English (@LaLigaEN) September 13, 2021
The new identity becomes another asset in LaLiga’s visual communications armoury and is part of its international drive to enhance the brand value of its competition and of its constituent clubs. It will be featured at international events and activations held around this match as part of LaLiga’s internationalisation strategy.
“This new image will be yet another asset in LaLiga’s bid to enhance the brand value of its competition and its clubs, which can be featured at all international events and activations held around this match as part of LaLiga’s internationalisation strategy,” read the identity’s initial release PR statement.
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Popularized by both fans and the media, the term ‘El Clasico’ is now in common usage when it comes to describing the sporting showdowns between Barcelona and Real: games which are reported to generate more than $40m in media value for sponsors.
Typically, LaLiga promotional activity focuses on the league as a whole or sometimes on individual clubs, but the property owner has now opted to further capitalise on the global interest in its biggest fixture by giving El Clasico its own distinct brand identity.
In recent years LaLiga has sought to position itself as the cutting edge of sporting innovation and has been promoting itself as the ultimate entertainment property: one which fits into the same space as gaming, film and music as illustrated by its new season 2021/2 and 2020/21 kick-off hype campaigns.
Indeed, parts of the industry agree with the league’s own claims and at the start of September, LaLiga won the ‘International Creativity Award’ at the Sports Industry Awards for its previous El Clasico campaigns highlighting its diverse and highly adaptable events in all four corners of the world during the pandemic.
Of course, the property owner will claim that this development shows that LaLiga is leading the way to football’s future and committed to working closely with its clubs to promote the competition and its most iconic matches.
What will come next? New identities for El Gran Derbi, El Derbi de Madrid, El Derbi Vasco and the like?
Just don’t mention the European Super League…
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