{"id":5365,"date":"2014-04-12T08:59:30","date_gmt":"2014-04-12T11:59:30","guid":{"rendered":"http:\/\/paulopedott.com\/paulo\/?p=5365"},"modified":"2014-04-12T09:02:06","modified_gmt":"2014-04-12T12:02:06","slug":"identidade-visual-da-copa-america-no-chile-em-2015","status":"publish","type":"post","link":"https:\/\/paulopedott.com\/paulo\/?p=5365","title":{"rendered":"Identidade Visual da Copa Am\u00e9rica no Chile em 2015"},"content":{"rendered":"
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N\u00e3o sei se gostei ainda… Gosto do formato, mas acho um pouco polu\u00eddo, complexo, confuso…<\/p>\n<\/div>\n

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First played in 1916, COPA Am\u00e9rica (<\/span>American Cup<\/em>) is the oldest international soccer competition, played every four years in a different South American country from team members of CONMEBOL, the continental governing body of association football in South America. Since 1993, the tournament hosts 10 cities from the continent and 2 invited teams from other countries (like Mexico, Canada, or the U.S.). Next year, the\u00a0<\/span>tournament will be played in Chile<\/a>\u00a0and the identity has been designed by\u00a0<\/span>Brandia Central<\/a>\u00a0(who have developed an interesting niche in\u00a0<\/span>sports events identities<\/a>\u00a0like this).<\/span><\/p>\n<\/div>\n

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The strategic work culminated on a strong recommendation: this edition of COPA Am\u00e9rica would be the start of something new, being the first with a \u201chost-inspired brand\u201d. Instead of presenting an \u201cinstitutional-based brand\u201d (focusing on COPA America\u2019s tournament), like the previous ones, this edition\u2019s brand would present Chile as proud host, showing its influence on the brand visuals.<\/p><\/blockquote>\n

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Previous logos, all following the same format.<\/figcaption><\/figure>\n
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Imagery sources and references.<\/figcaption><\/figure>\n

The Chilean culture was the background for all the creative process: the 5-point star of the national flag, the 8-point star as an old national symbol as well as a reminder of the 8 host cities, the kultrun (ancient tribal drum) design, the human visual representations from folk culture representing 4 values: Celebration, Passion, Surpass and Triumph. In other words,\u00a0 a fan (or \u201chincha\u201d, in spanish), a heart, two contenders and the most beautiful football move of all \u2014 the bicycle kick, aka \u201cChilena\u201d (Chilean).\u00a0 All of these elements were then revisited through a modern visual approach. Portraying a modern, ambitious and cheerful country.<\/p><\/blockquote>\n

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Elements.<\/figcaption><\/figure>\n
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Color options.<\/figcaption><\/figure>\n
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Logo with tagline.<\/figcaption><\/figure>\n

While it was nice to have consistency throughout the previous tournaments with some kind of flag-leading-to-a-ball structure, all those logos are forgettable and uninspiring. Now, like the FIFA World Cup and other large-scale sports with a lot of wait time in between its editions, the Copa Am\u00e9rica has a host-specific identity with more flavor, relevance, and potential engagement.<\/p>\n

The new logo has plenty of elements and references \u2014 perhaps too many \u2014 and is rendered in Brandia Central\u2019s signature gradient style. It makes for an intriguing symbol that invites further exploration. I could have done without the four player icons in the logo but if the premise is more-is-more (which it seems to be) then it works. The \u201cCopa Am\u00e9rica\u201d typography is fine and unassuming while the \u201cChile 2015\u201d demands all the attention. There is some disconnect between the hard angles of the icon and the overly scripty typography. In application, though, it\u2019s clear that there is a maximalist approach that promotes the combination of all kinds of visuals.<\/p>\n

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Icons.<\/figcaption><\/figure>\n

I love the icon set, particularly the \u201cchilena\u201d (far right). Not sure about the second one, with the two players bumping crotches.<\/p>\n

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Host city logo.<\/figcaption><\/figure>\n
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Host city elements.<\/figcaption><\/figure>\n

The identity starts getting far too diverse here, with the introduction of this type style that feels overly trendy, not in the right way.<\/p>\n

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Bringing it all together.<\/figcaption><\/figure>\n
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And again, with more stuff.<\/figcaption><\/figure>\n
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