We are Great
Case Study
Logo
Branding
Simplifying the Shape.
Accompanying development does not mean giving up tradition. The most crucial value passed down from generation to generation is respect for the history of those who have built a legacy.
However, new traditions are constantly being created, just as history can be rewritten in an instant. However, the understanding of this inheritance will only be recognized in the future. Change is necessary for the propagation of ideas and the immortalization of their main characters. Thus, myths and legends are born.
Soccer is one of those instances where Passion overcomes Results.
Results are essential and guarantee the system's good functioning, but the primary fuel for the development of this market is emotion. We created a symbol that inspires inspiration and strengthens an ideology capable of enhancing feelings, thus increasing demand and generating new ways.
The complete visual redesign of a traditional club like Atlético Paranaense requires responsibility, dedication, passion, and commitment. Having the fans by our side will facilitate the adoption process, which should be planned in the medium and long term.
In such a crucial moment, the engagement of the supporter will be fundamental to the success of marketing, commercial, and institutional actions.
A Multi-use Brand.
The versatility of a brand makes it universal and timeless. It must be easily remembered, adapting to different segments and situations, and broadening its acceptance across the most diverse market niches.
Our proposal offers strength without arrogance. Determination without aggression. Self-esteem without pride. Passion without egotism. It carries an aura of invincibility even in times of adversity.
The human subconscious recognizes symbols and associates this stimulus with a memory (remote or recent) and, consequently, with an emotion. When we remember the talent of Michael Jordan, the brilliance of Pele, or the mastery of Muhammad Ali, we associate their images with conquests and victories.
Brands such as Apple, Nike, and Harley-Davidson are leaders in their markets not because they sell good products but because they lead people to believe in their ideals.
Evolution.
Transformation.
Renovation.
Simplicity is the name of Quality.
Last December, the presentation of the new Visual Identity of Atlético Paranaense Soccer Club — a team of the first division of the Brazilian Championship and champion of the 2018 South American Cup — took place in the city of Curitiba, Brazil.
Copa Design — a US design agency with Brazilian roots — received an invitation in January 2017 to participate in a competition with two of Brazil’s largest design and strategy agencies. Unlike most soccer clubs worldwide, the purpose of this change was to completely redesign the emblem and Visual Identity, which also included creating a new name and club mascot.
The opportunity arose through one of our major clients in Brazil, CSM, a sports and entertainment marketing division of the Chime Communications Group, one of the world's largest communications companies.
Our Creative Director, Leo Bandeira, acted as an account executive, directly negotiating the terms of our participation with both CSM and Atlético Paranaense’s directors.
The case in point for this general transformation originated from Juventus de Turin. This Italian soccer club completely revamped its emblem during the same period as part of a project by Interbrand.
Copa had two months to present a new logo, name, uniform, mascot, voice brand, and creative concept for the launch campaign. Although the Atlético Paranaense board did not approve our proposal, this project provided us with the opportunity to delve deeply into the world of soccer and gain a better understanding of the relationship driven by the passion of fans for their team.
The design was developed and signed by our Creative Director, Leo Bandeira.
The Uniform.
Simplicity is the name of Quality.
Every detail is essential and should be valued as a piece of good taste and sophistication. Our main uniform proposal brings the predominance of black color.
For the jersey, we used only three vertical bands in red, along with a darker detail in the edges, which gives it greater volume and finish. The central band is slightly thicker, to provide perspective and movement. The background still brings an almost transparent pattern in the diamond format, reinforcing the graphic elements of the shield.
On the shorts, we recommended using the player’s number, in addition to the new name of the ‘GRAND PARANAENSE’ club, to strengthen the idea of the change in people’s minds. And on the back, we left only the detail of the emblem.
On the socks, a horizontal red stripe creates a layer that is attractive and distinct from the rest of the black uniform. Here, too, we have created another opportunity to expose the new brand.
The Maskot.
Our proposal is based on technology and the future. As a result, the best mascot to represent this innovative concept is a gladiator robot.
Strong. Vigorous. Technological. Charismatic. Modern. Interactive.
We consider the synergy between him and children, young people, and adults. The challenge was not to infantilize the character while still creating interest and commercial appeal.
We’ll use the mascot to be a kind of ‘spokesperson’ for the club. A persona present in actions of marketing, in the games, and responsible for the promotion of the new Grand Paranaense.
