Title of Oral/Poster Presentation

Contemporary FC

Class

Article

College

Caine College of the Arts

Faculty Mentor

Mike Daines

Presentation Type

Oral Presentation

Abstract

Contemporary branding and logo design are in a constant state of change and evolution. New trends emerge and fade quickly, classic principles endure the test of time, and what is accepted as quality branding is a vast grey area subjected to taste and frame of reference. Within any given industry the majority of the companies and organizations will utilize similar visual cues to build out their branding systems. One area in which this is especially apparent is European soccer clubs. These clubs have been in existence since the late 1800’s and have rich histories that are held in high esteem by their legions of devoted fans. Nearly all of them still utilize a crest that bears a strong resemblance to the crests that were created with the inception of the club. There is a clear resistance to contemporary rebranding within this industry in favor of respecting tradition and history. Juventus is the second oldest soccer club in Italy and is by far one of the most well-known sports brands in the world. In 2017 the club went through a dramatic rebranding effort and adopted a very contemporary logo and brand identity. I intend to research both the current state of contemporary brand identity design as well as the history of brand identity design within the specific area of European soccer clubs. I will establish a set of rules or formula of sorts that is informed by my research on contemporary branding, and will then use this formula to produce contemporary versions of logos for some of the oldest clubs in European soccer. I hope that this will reveal new insight into the direction that contemporary branding is heading while also exploring the relationship between brand loyalty and contemporary visual language.

Location

Room 101

Start Date

4-12-2018 10:30 AM

End Date

4-12-2018 11:45 AM

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Apr 12th, 10:30 AM Apr 12th, 11:45 AM

Contemporary FC

Room 101

Contemporary branding and logo design are in a constant state of change and evolution. New trends emerge and fade quickly, classic principles endure the test of time, and what is accepted as quality branding is a vast grey area subjected to taste and frame of reference. Within any given industry the majority of the companies and organizations will utilize similar visual cues to build out their branding systems. One area in which this is especially apparent is European soccer clubs. These clubs have been in existence since the late 1800’s and have rich histories that are held in high esteem by their legions of devoted fans. Nearly all of them still utilize a crest that bears a strong resemblance to the crests that were created with the inception of the club. There is a clear resistance to contemporary rebranding within this industry in favor of respecting tradition and history. Juventus is the second oldest soccer club in Italy and is by far one of the most well-known sports brands in the world. In 2017 the club went through a dramatic rebranding effort and adopted a very contemporary logo and brand identity. I intend to research both the current state of contemporary brand identity design as well as the history of brand identity design within the specific area of European soccer clubs. I will establish a set of rules or formula of sorts that is informed by my research on contemporary branding, and will then use this formula to produce contemporary versions of logos for some of the oldest clubs in European soccer. I hope that this will reveal new insight into the direction that contemporary branding is heading while also exploring the relationship between brand loyalty and contemporary visual language.