Excitement is never out of style
ElClásico is the match of matches. A LaLiga blockbuster, bringing together millions of people in front of their screens from all over the world, to witness how the two best football clubs in the world tirelessly confront each other with one objective in mind: beating their biggest rival.
The first Clásico in history was held on May 13, 1902 and was nowhere near what it is today. Since then, its audience has grown to become international, becoming a worldwide phenomenon followed by people of different origins, ages and interests. Although there is one thing that everyone has in common: the desire to feel the excitement of football.
ElClásico needed a visual identity capable of representing the transversality of the event. Its image needed to be understood from anywhere in the world. And simultaneously, it had to generate complicity among the youngest audiences, without neglecting the general public.
In much the same way that ElClásico crosses all borders, we decided that its visual identity would go beyond the limits of the playing field. We therefore took the way in which the beautiful game impacts street trends as a reference: in fashion, music and street style, which are now, more than ever before, influenced by football.
The logo — adapted from the Halunke typeface by Elena Schneider and built to generate a more aggressive and sporty rhythm — has an energetic style, in which angles and verticality play an important role.
Through this it expresses movement and brings us closer to the digital essence of the ElClásico of today and tomorrow, as well as becoming the "vs" symbol that comes between Real Madrid and FC Barcelona in every graphic application.
Para el sistema gráfico, tomamos como punto de partida el Beat (símbolo de LaLiga), lo reinterpretamos y lo convertimos en un símbolo de rivalidad, fuerza, pasión, tecnología, innovación, dinamismo, espectáculo y globalidad. Trabajamos con simetrías enfrentadas, para generar tensión, a la vez que reflejábamos emoción y competitividad.
Para la paleta de color, decidimos destacar principalmente el dorado verduzco para representar la tradición y la nobleza de los dos contrincantes y contrastarlo con el naranja, para aportar energía a la creación.
The system is perfectly complemented by the Pacaembu typeface, a forceful geometric sans serif that's legible, 100% inspired by the world of football and designed by Naipe Foundry.
All of this, spun through a very direct creative concept: IF YOU MISS IT, YOU MISS OUT, a message with which we invoke the convening power of ElClásico and appeal to the insight that mobilises people to be a part of any mass event: FOMO or fear of missing out.
Together, all of these elements result in an iconic and relevant identity, with which LaLiga approaches its enormous and diverse audience by tapping into that which makes ElClásico so special and which will never change: excitement and passion.
ElClásico in Times Square
We are thrilled to see how the visual identity we created last year for ElClásico is still going strong. For this year’s October 16th match we created a piece to be displayed in the ABC sign in Times Square, NY. Let’s see where it will take us next year…
ElClásico in numbers
Spectators
Countries
years of rivalry