The Spanish branding consultancy Summa has worked with the soccer team that broke records in its identity, which is through its hometown.
Spanish consultancy Summa has designed the new identity and shield of Sevilla FC, with visuals through the Gothic architecture of the city.
The work, which had been in progression for 8 months, also includes an updated strategy, as the team seeks to bring its reputation to life abroad, according to Summa.
Seville FC was founded in 1890 and is founded in Seville itself, the largest city in the Andalusian region of southern Spain.
In 2020, the team beat Inter Milan in the final of the UEFA Europa League, a festival they have won six times, more than any other team.
The team’s continued good fortune has been the motivation for the new brand, Summa says. The mission aims to “give new impetus to the achievement of its advertising and sports objectives, both nationally and internationally,” the study adds.
According to the design study, the new identity aims to “strengthen the ties between the city of Seville and the fans of Sevilla FC”, while giving the team a sense of modernity for generations of football fans.
The design procedure was a deep dive into the club’s culture, adding only to its enthusiasts and players but also the “Sevillian character” itself. This exploration brings a “modernity capable of connecting with new generations and broadening their horizons beyond football,” Adds Summa.
The visual was discovered in the “rich images” of the city, such as the shields that adorn the buildings and the tiles that frame the streets.
The city is known for its ancient architecture, with masterpieces such as the Alcazar of the Gothic Royal Palace and the Triana district with its pottery and Flemish culture, points that have influenced the frames, textures, icons and illustrations of identity.
Summa’s artistic director Pablo Amade told Design Week that the studio painted with the team’s in-house historian about the process. He says that Seville can be seen through identity: “In the iconography that hides the graphic secrets of the city and the club, in the layout formula that is promoted through the modernist poster, and the taste and retouch Photography is promoted through the paintings of the Sevillian painter Murillo, a basic figure of the Spanish Baroque.
Amade calls the icons a “tribe. ” It’s a set of graphic elements that are from the village and the club,” he explains. Number 16 appears, representing the deceased player Antonio Puerta, as well as references to the tiles of the Judera of Seville”. There are other not-so-obvious elements that only true Sevillian people know,” adds Amade.
The redesigned coat of arms looks only in red and white, unlike the vintage multicolored version. Both badges will be used, Amade told Design Week. “Throughout the project, the concept was to create many visual elements so that they didn’t have to use the original coat of arms, which is so rich in detail,” he adds.
It also follows a flat design trend, widely observed in car identities and, more recently, in replacing the Burger King logo. A shaded white coat of arms appears to be the identity logo.
Montecatini used it as a typeface that ‘serves as a bridge between folklore and football’. Amade said the police “speak Seville”: “Montecatini had everything necessary to constitute the classic and original spirit of the club. “
The distinctive font appears in both redesigned kits and the entire communication bureaucracy, adding social media and business cards.
The updated color palette includes “Red Seville” and “Red Flag”; the moment when the shadow is a nod to the flag of the city.
Summa has created a modular formula to link all those visual assets, allowing the team to adapt their identity to communication in the future. This formula fostered through the “compositions and hierarchies of the old posters of the fair” discovered in Seville, the studio says. .
Amade adds that the new diversity of visual resources makes the club “talk about Sevilla FC” without necessarily having to use the shield.
What do you think of the identity of Sevilla FC? Let us know in the comments below.
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