Custom typography in La Liga's brand new visual identity & logo for El Clásico
La Liga has created a logo and brand identity for El Clasico, the match that pits FC Barcelona and Real Madrid against each other each season.
The project aims to "give one of the most iconic and popular sporting showdowns on the planet a unique and highly recognisable visual identity."
Watched in every corner of the planet, El Clasico is La Liga’s blockbuster par excellence that puts life on hold; literally this is the most watched club match globally.
As noted La Liga is preparing a major launch of this new visual identity to coincide with the next El Clasico, set to be played in October.
It will be implemented across all media outlets and actions that La Liga rolls out, both nationally and internationally, through promotions, digital and media campaigns, international media activations, press conferences, and international events.
Just last week, LaLiga won the International Creativity Award at this year’s Sports Industry Awards for its unique El Clasico campaign, highlighting its diverse and highly adaptable events in all four corners of the world during the pandemic.
"This is a groundbreaking, young, exciting, football-loving, and visual image that will connect with a global audience and especially among a young demographic" notes La Liga.
"Its style is reminiscent of the digital environments popular among younger audiences and their passion for eSports, TV shows and urban culture. A visual identity that conveys not only the today, but also the tomorrow of a great sporting and entertainment show that brings the world to a standstill for 90 minutes."
El Clasico’s new logo draws its inspiration from the shared emotion that exists between footballers and fans the world over. It is an inclusive brand that does not set a distance between the stars and their supporters, but rather brings them closer together and helps fans feel that they are very much an integral part of the game."
The symbol that separates Real Madrid and FC Barcelona will replace the usual "vs." and will be the icon that best represents El Clasico. It represents rivalry, strength, and confrontation, evoking the competitive spirit of both teams.
Set in custom type the identity features sharp angles and verticality to express "movement, dynamism, and its digital essence."