Romania's National Football Team
A first visual identity for Romania’s national team — national heraldry in the language of football
In 2015 the newly elected leadership of the Romanian Football Federation set out to modernize how the national team presented itself, with Romania headed to EURO 2016 — its first major tournament in years. Yet the team had never had a visual identity of its own. It lived as a name and the federation’s institutional crest, with nothing that worked as a modern sports brand — on the jersey, in the stadium, on screen or online. Brandient was engaged to create one.
A national-team brand sits where three very different jobs meet at once. It is national branding: it has to carry a country’s colors, symbols and pride. It is sports branding: it has to project competitiveness, courage and team spirit. And it is broadcast and experience branding: it has to hold up everywhere, from a player’s shirt to a stadium-scale backdrop to fast-moving match graphics. The design had to do all three at once without diluting any — instantly and unmistakably Romanian, unmistakably a football brand, and flexible enough to live across every surface a modern tournament touches.
Brandient’s answer reinterpreted the nation’s own symbols through the language of the game. The new emblem takes Romania’s coat of arms and rebuilds it in a modern hand: the adapted symbols of the country’s historic provinces gathered around a central pentagon that reads, at a glance, as a panel of a football, with the eagle of the national arms embossed at its heart. It is heraldry a supporter recognizes as the country, arranged in a form a supporter recognizes as the game — heritage and contemporary sports aesthetics resolved in a single mark, then carried through a full identity system across kits, stadium, broadcast and digital.
Built for a tournament, the identity outlasted it — giving the national team a lasting visual brand of its own, and its supporters a mark to wear and rally behind.
Client:
Romanian Football Federation
Industry:
Sports, Media and Entertainment
Project type:
Rebranding — Brand Reconstruction
Date:
2015
Services:
Brand Audit; Logo and Visual Identity Program; Corporate ID Program; Communication Design; Digital Design; Branded Environments; Brand Guidelines
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