The project aims to improve brand perception, make it more effective in the digital environment, and broaden public awareness of the organization's work.

During the inauguration ceremony of President Rogério Caboclo, held this Tuesday, the 9th, in Rio de Janeiro, the Brazilian Football Confederation (CBF) presented its new brand. The branding project, designed by the agency Ana Couto Branding, aims to improve brand perception, make it more effective in the digital realm, and broaden awareness of the organization's activities.

The redesign began with research into the origins and meanings of the shield. The colors were enhanced and are now brighter and with greater contrast, especially the Canary Yellow. The shape of the shield was preserved, as was the cross in its center. The stripes, however, gained movement. The idea is to express the flair, the overcoming spirit, and the personality of Brazilian football on the field.

Within the premise of reinforcing Brazilian identity, the new typography uses a font developed by Brazilian designers at Dalton Maag. The graphic elements are inspired by the work of Brazilian artist Athos Bulcão, based on fragments of the shield's shape, suggesting festivity, energy, and celebration. The brand also features the tagline "Joga bola" (Play ball).

“It expresses playing football in our inviting and inclusive way, from the local fields to the World Cup games in large stadiums. It's the love for the game, for the ball. It's also the expression Brazilians use when identifying a star player, a good player, in other words, someone who plays football well,” explains Ana Couto, CEO of the agency.

The CBF's digital platforms, office materials, and physical environments will gradually adopt the new brand. The rollout of the new brand will extend until 2020, "with the presentation of the new Brazilian National Team uniform in the first match of the qualifiers for the 2022 FIFA World Cup," explains Gilberto Ratto, CBF's marketing director.

During the event, Nike unveiled the uniforms that the Brazilian national team will wear at the 2019 CONMEBOL Copa América. The white uniform is a tribute to the one worn by Brazil when they won the 1919 South American Championship. The yellow uniform is a reminder of the shirt worn by the team when they won the 1989 Copa América, the most recent edition hosted in Brazil.

Originally published in Media & Message April 9, 2019