Specialists explain the factors that have led clubs to join this movement, in addition to talking about the difficulties of this work in Brazilian teams
Last week, Cruzeiro published on its social networks the new badge that it will use from this season. The change is part of the tribute to the 80th anniversary of the change from Palestra Itália to Cruzeiro Esporte Clube, approved in October 1942. The new badge will bring the constellation Cruzeiro do Sul inside a circle, and, around it, the name Cruzeiro EC.
However, the Minas Gerais club – recently purchased by Ronaldo Fenômeno – is not alone in the hall of teams that have joined the movement to change their shields. In Brazil, the list has América Mineiro, Atlético Goianiense and Athletico Paranaense. Outside here, the relationship is even greater – the Italians Juventus, Inter Milan and Roma; Manchester City, West Ham, Monaco and Paris Saint-Germain are some examples.
CEO of Narita Design & Strategy, Mario Narita explains that, just like in the corporate world, the rejuvenation of a brand in the football world can be linked to several factors. Among them, the specialist highlights the power that a change can have in attracting new fans through an aesthetic remodeling. “That makes it more attractive, especially for younger fans, because the elaborate medieval coats of arms convey the idea of tradition rooted in time,” he says.
Another factor, says Narita, could be an ‘external demand’. A recent example, the Washington Redskins became the Washington Football Team, for being offensive to Native Americans. The change took place in 2020 during strong pressure from anti-racist movements in the United States.
Back in Brazil, the rebranding of a club can even be similar to the rebranding of a brand, however, the difference goes by the name of passion. Luciano Deos, CEO of Gad’, points out that, no matter how much fan someone may be of a particular company, no one sees himself as the owner of it – unlike football.
“Our relationship with football clubs is a relationship of being part of it, of being the owner of your club, even because, in many teams, this is how football is structured. They are clubs that have members, they are associative entities” .
OTHER SIDE OF PASSION
However, the same passion that strengthens the ties between fans and their teams is what can be considered the main difficulty of a rebranding project.
“You win the championship and your team is the best, you lose the championship and your team is a horror. This oscillation present in the relationship ends up making it difficult to work with football club brands”, says Deos.
But, like it or not, your club at heart will soon be able to follow the same path as Cruzeiro and, one fine day, present its new badge. For the CEO of Gad’, it’s a natural move. “This comes a lot in the wake of European clubs”, he guarantees. “As you see the rebranding of a Juventus from Italy, teams start to wonder why not do the same,” he adds.
Unlike most European clubs, what prevents changes from being more recurrent is precisely the fact that most Brazilian teams are still associative – which would change if they became club-company, like Cruzeiro.
Luciano Deos says that, like any brand and any symbol, football is indeed undergoing an evolution. “And thinking about rebranding the club is a good opportunity for clubs to help in this rethinking as a whole, not only about the brand, but about the business and its role in people’s daily lives”, he highlights.
BRAZILIAN TEAM
In 2019 it was the turn of the Brazilian team to present its change, the 15th change if you count the inclusion of the five world champion stars. Developed by the Ana Couto agency, the rebranding of the CBF shield sought to represent the ‘new moment in Brazilian football’, as Danilo Cid, partner and creative VP at Ana Couto, explains.
He also says that the creation sought a formal structure that would dialogue with Brazilian heritage, such as modernism. “Sometimes the shield turns into a texture that refers to the work of Athos Bulcão, and this is something very Brazilian, reminiscent of streamers and confetti, and has to do with the Brazilian celebration. After all, our main purpose was to make football our best Brazilianness”, he says.
