Monday, May 30, 2016

Brandient creates passionate brand for the Romanian Football Cup


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

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