The Romanian Football Cup, Cupa României, is Romania's main football cup, organised by the Romanian Football Federation. It recently received a new visual identity, created by Bucharest-based Brandient.
Brandient's brand strategy describes Romanian football as a way for small communities to come together and be part of a larger experience. At the heart of the new logo is the classic cup itself and two eagles in Romania's national colours.
Beyond the visual reinterpretation of the brand’s tangible symbol — the historical cup — the design work sought to maintain an aspirational stature of representation. The identity originates from a strong figurative element, with the two eagles illustrated in a competitive stance, disputing the centrally positioned cup. The negative space traced by the wings of the two eagles draw the handles of the cup but, at the same time, a heart — “the heart of Romanian football”, the brand’s new promise. The eagle symbol, along with the three colors: red, yellow and blue, generate a powerful national symbol, inspiring agility, power, stature and intelligence.
The brand has many visible manifestations, with a special note for the graphical broadcasting system, that makes use of another brand key visual — the “particle network” — to express the dynamic sense of “special event” and “magic”, while adding texture and compelling visual complexity. - Brandient