FC Barcelona

Brand Architecture Brand Center Brand Narrative Brand Strategy Digital Branding Internal Branding Tone and Style Verbal Identity Visual Identity

An even more global brand

FC Barcelona is a globally recognised brand that transcends football and even sport. A brand that seeks excellence, as is reflected in its Strategic Plan which, among other goals, sets out to strengthen the brand to make it even more global, attract new audiences and reach new markets. With that in mind, Barça commissioned us with the development of a comprehensive branding project.

Working as a team alongside its in-house brand department, we have updated the club’s narrative to better convey the values and attributes that characterise FC Barcelona, rationalised and organised its brand portfolio, created new expressive resources and updated those already in existence.

A global plan to position Barça as a major global brand.

New communication resources

In order to amplify the brand’s communication register, we designed a visual system inspired by its values and attributes that provides the brand with a different and flexible language, capable of adapting to the different contexts and audiences with which it interacts.

A system of colours, stripes and textures that can be adapted to the club’s different areas and areas of activity, plus an exclusive FC Barcelona typeface, based on the characteristics associated with the brand’s crest and personality, which is versatile and capable of evolving.

Typeface

Working together with Íñigo Jerez, a comprehensive typeface family was developed to convey the club’s distinctive personality and history, as well as its new positioning, which includes seven weights in the Sans variant, and four weights for the Serif, Condensed and Compressed variants, representing a unique resource within the world of sports branding, capable of working as both a corporate and expressive brand asset.

FC Barcelona also has a variant that declines within the brand’s typographic family: FC Barcelona Play. This typeface is present in different media: from the bibs of the club’s various professional teams to merchandising, communication and marketing campaigns. The objective is to provide the brand with an additional element that will help it continue to grow in a coherent, clear and unique way.