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Atlético de Madrid

Visualidentity

Atlético de Madrid is one of the great clubs of European football. Its evolution as an entity and successive sporting successes have made it one of the most recognised and admired teams globally. Vasava has received the commission to update its visual identity, to face the current challenges, without renouncing the essence of the club.

ClientClub Atlético de Madrid
Date2017
The challenge

114 Years of History. A legendary team gets revitalised.

After several decades without updating the visual identity of the club, and with the aim of tackling present and future challenges, Atlético de Madrid club has decided to evolve its visual codes by updating them. The goal is to make its values and history converge with the new objectives and progress plans.
This plan includes the updating of branding elements, the creation of a complete brand manual and the creation of an integrated communication concept that delivers the new brand positioning and reaches new fans.
Design Principles

  • Eliminate superfluous elements and overcome semantic barriers.
  • Search the synthesis and re-hierarchize. Identify symbols and sort them according to their importance.
  • Respect the fundamental visual codes and the messages they represent, making them modern and contemporary.
  • Understand the legacy and tradition and bring part of the heritage into the current codes
Atlético de Madrid: visual identity
Solution

Honouring the legacy by moving forward

The crest has been renewed, empowering the club’s heritage while respecting the established formal structure. We have reinforced the identity elements that are part of the DNA of the club, and have recovered other visual elements such as the deep blue of the founding shield and the curved shape from 1903.
The wordmark has been redesigned in a contemporary sans serif typeface and its weight and the size relationship with the crest has been adjusted. This ensures consistency across the different lockups, alone, horizontal, vertical and with the foundation year.
The new color palette
The colours have been reduced to the fundamental tri-coloured code of Atlético de Madrid. We have removed black, brown, green and yellow, to give prominence to the core team colours of red, white and blue. The intensity and tone have been modified to match the first historical stage of the club. Rules of use have been established to ensure the right proportion of each hue on every single layout.
The dynamic lines
One new visual code has been introduced – the dynamic lines are a strong texture of lines representing the strength, dynamism, and fluidity of the team’s gameplay, as well as connecting it with the classic striped pattern of the team’s shirt.
Atlético de Madrid: visual identity
ATM Brandbook

Typography

ATM Metropolitana is the typeface designed for the jerseys. It is used in all European competitions, and occasionally – with care and craft – in some of the products or communication of the team. The inspiration draws from Art Decó typefaces that you could find on the tickets and signage on the old stadium Metropolitano during the 30s. The sharp inverted triangles of the A and the geometrical feeling of the letters was the starting point of the design of a new modern typeface – it has been optimised for the shirts’ legibility and display purposes – it is bold and strong but with a reminder of the history.
Atlético de Madrid: visual identity
Atlético de Madrid: visual identity
Atlético de Madrid: visual identity
Atlético de Madrid: visual identity
The mascot
Indi has been the atlético de Madrid Mascot for decades. It was created in the form of a raccoon, dressed in an apache costume due to the popular nickname of “indios” for the Atlético supporters. The character didn’t have specific guidelines of use and it was poorly developed by the licensees. Vasava redefined the mascot’s appearance and a stylebook. As part of the character development and commercial exploitation, a baby version of Indi was introduced, aimed at the baby products merchandising.

Motion design

Motion design guidelines and templates were made to serve as the foundation for the visual development on screens and scoreboards of the new stadium Wanda Metropolitano. The strength, sharpness and flat colour approach of the identity was infused into every screen in the stadium.
Social media
The digital narration of the brand was also executed across social media channels, as an extension of the brand’s storytelling. The assets were executed to create a digital narration of the matches.
Atlético de Madrid: visual identity
Visual identity applied on interactive formats
“The crest has been renewed, empowering the club’s heritage while respecting the established formal structure. We have reinforced the identity elements that are part of the DNA of the club, and have recovered other visual elements such as the deep blue of the founding shield and the curved shape from 1903.”
Atlético de Madrid
Atlético de Madrid: visual identity
Results

The triumph of a sentiment

This season the club has grown and has become a global entity. It has members in all the Spanish provinces and in 74 countries in the world. It has moved to a brand new stadium. It is positioned in third place in the UEFA ranking and has won its third Europa League title.
Atlético de Madrid: visual identity
The numbers
0%

increase in the number of club’s members over last season. (122.190 in total)

0%

merchandise sales growth over last season.

0

sales of product units that show the current shield. (3/31/2018)

Atlético de Madrid: visual identity