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SPANISH FOOTBALL FEDERATIONSPANISH FOOTBALL FEDERATIONSPANISH FOOTBALL FEDERATIONSPANISH FOOTBALL FEDERATIONSPANISH FOOTBALL FEDERATION

PRE-AUDIT ↘︎

The RFEF is the institution in charge of organizing Soccer in Spain. It has more than 100 years of history and in the last 30 years it had not updated its visual identity. Creating a disassociation with its current growth and modernization at the organizational level.

BRAND ARCHITECTURE
The Federation (RFEF) has an extensive and complex system. They organize various championships and manage national teams, referees, etc. It is made up of more than 20 sub-brands that needed to connect with each other and link up with the RFEF.
PROBLEMS AND OBJECTIVES
The objective of the change of identity was to improve the union of the Federation and the Selection: with a more institutional development for the RFEF and a sportier style for the Selection. Helping to highlight and give more visibility to the role of the Federation within the Spanish football environment.

PROBLEMS ↘︎

- LACK OF VISIBILITY OF THE RFEF
- LACK OF KNOWLEDGE OF HIS ROLE IN FOOTBALL
- CONFUSION WITH THE LEAGUE
- LITTLE CONTROL OF THE USE OF THE BRAND
- INSUFFICIENT CAPITALIZATION OF THE IMAGE
- RFEF DISCONNECTION — SELECTION

OBJECTIVES ↘︎

- PROVIDE THE RFEF WITH A GLOBAL IMAGE
- ACHIEVE VISIBILITY ON THE SUPPORTS
- IMPROVE THE UNION WITH THE SELECTION
- HIGHLIGHT THE ROLE OF THE FEDERATION

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INVESTIGATION ↘︎ 

What are the visual elements that identify a nation? Our investigation began with the most difficult and complex element within the architecture of the RFEF: the crest of the National Team.

THE OFFICIAL SYMBOLS
The three official symbols of the nation are the flag, the crest and the anthem. Both, the flag and the crest, are regulated by law: Shield Law — BOE. Spain is a very complex nation at the identity level, with many territories with their own strong symbology.
FLAGS AND CRESTS
The coats of arms are older than the Spanish flag. The flags were born in the S. XVIII to be able to identify the ships in the naval contests. The first Spanish flag was born from a contest promoted by Carlos III. Images below ↘︎
Why keep the shield?
Keeping the shield on the national team's shirt makes it possible to capitalize on both the symbolic, belonging and historical values, as well as the prestige achieved in recent years. It represents the plurality of Spain, representing the 5 historical kingdoms that have ruled in the past.

Various flag designs introduced in 1785

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Antonio Valdés y Fernández Bazán. 1828

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Sketches chosen by Antonio Valdés in 1785.

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HISTORICAL EVOLUTION OF THE RFEF BRAND ↘︎

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FOOTBALL UNIVERSE ↘︎

Other federations around the world have been updating their image to adapt it to current needs. We compared the image of The Federation with its environment, to see where it was located within the world of football.

CHARACTERISTICS
After studying the top 100 federations and national teams in the world, we established a classification according to the different characteristics of their shields: Heraldic, abstract, sports, minimalist or complex.
FEDERATION-SELECTION CONNECTIONS
Almost 80% of the world's federations use soccer-related graphic elements and almost all apply the national colours. The banners of the selections are more varied and identity, resorting to national elements. 
THE RFEF & THE NATIONAL TEAM
In the graphs, both the RFEF and the national team always appear as one of the most complex identities at a graphic level of all the federations and national teams around the world. In addition to having a lot of visual discord between the two brands.
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BRAND PLATFORM ↘︎

The Federation has enormous potential to develop its identity because it has a lot of stories to tell and a very wide audience. The Federation is pure football. A sport of all and for all. And at the middle of that narrative is the Spanish national team.

THE FEDERATION IS ALL THE FOOTBALL IN SPAIN
The women's, the men's, the national teams, beach soccer, and Indoor Football. Also are the fans, the referees, the committees, the coaches, the delegates... The Federation is in charge of organizing all these groups and competitions, all that enormous capital of passion that moves our country.
THE NATIONAL TEAM IS SPAIN IN FOOTBALL
The National Team in all its variants and categories is the team that represents our country within the world of football. It is the visible face of the Federation and is part of the Spanish brand in the competitions that it plays all over the world.

VALUES ↘︎

SPORTING

IT IS AN ENTITY THAT IS DEDICATED MAINLY TO THE SPORTS ORGANIZATION. HIS CORE IS FOOTBALL AND HE TEACHES THE SPANISH TEAM. ITS MAIN VALUES ARE THOSE OF FOOTBALL: SPORTSMANSHIP, RESPECT, TEAMWORK AND EFFORT

ORGANIZATIONAL

ITS MAIN FUNCTION IS TO ORGANIZE FOOTBALL IN SPAIN. THE REFEREES, THE COMPETITIONS, ALL THE CATEGORIES, ETC. IT IS COMMITTED TO ENSURING THE CORRECT OPERATION OF HUNDREDS OF EVENTS THROUGHOUT THE SEASON.

NATIONAL

SPAIN BRAND: WORLDWIDE PRESENCE OF THE NATIONAL TEAM AND THE FEDERATION REPRESENTING THE COUNTRY. BOTH IN NATIONAL COMPETITIONS AND INTERNATIONAL PERFORMANCES.

INSTITUTIONAL

THE FEDERATION IS A CENTENARY INSTITUTION, WHICH HAS THE PERMIT OF THE ROYAL HOUSE AND FOR THAT REASON IT CAN WEAR THE CROWN IN ITS IMAGE.

IT IS THE START AND CENTER OF FOOTBALL ↘︎


The circle is at the centre of the soccer field, where everything begins: all the emotion and passion of the beautiful game. The circle is a recurring element: the ball, the penalty spot, the referee's stopwatch and stadium clock, the spotlights, etc.

HISTORICAL PRESENCE
After studying the graphic development of the institution in the last 100 years, we realized that in almost 90 years the circular shape was present in the RFEF brand.
UNIFYING ELEMENT
Due to its simplicity, it also complies with the unifying characteristic as an easily integrable element to articulate the entire brand architecture.
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THE COLOR THAT UNITES US ↘︎

RED

It is the main colour that unifies the entire identity. It is the predominant colour of the national flag and the jersey of the national teams.

BRAND COLOURS
We propose a limited colour palette. That forces us to be daring with the use of colour, making the most of red. This helps make identification easier and articulate a coherent visual identity.
ALTERNATIVE COLOURS 
The Federation has many different audiences and that is why it needs flexibility in the tonalities: Principal, Prestige and Now. Each one is designed for a level of communication.

SPAIN IS "LA ROJA"

PRINCIPAL

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NOW

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INSTITUTIONAL

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"LA ROJA" FONT

VARIABLE

Based on the proportion of the stripes of the Spanish flag, we designed our own typeface with a personalized style and unique strokes: La Roja VF. Created to be the voice of The Federation.


Designed together with Juancarles Casasín it is a variable typeface that is extended or condensed to adapt to different uses, formats and supports.

It is the third axis of the brand and provides consistency and differentiation to our visual identity system.


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GRAPHIC SYSTEM

The graphic language responds to the same concepts that connect the entire identity: the elements of the nation and the centre of the game.

GRAPHIC APPROACH
Again, from the stripes of the flag, a flexible and dynamic graphic system is structured. This serves as a resource to create and provide order to the compositions and for the photographic treatment. The bands expand or contract in the different uses according to the communication needs.
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BRAND VIDEO

CREDITS

☺︎ Agencies →  K-Factor & Jurassic  
☺︎ Client → Real Federación Española de Fútbol

☺︎ St—Coppel → Creative Direction, Concept & Design
☺︎ multipleStudio → Concept & Design 
☺︎ DDCT → Concept & Design
☺︎ Casasín → Typography 
☺︎ Pablo Parser  → Sound Design

RFEF_App

RELATED PROJECTS ↘︎

ARCHIVE DATE

 007128—2021