Romanian Football Cup
Invigorating a longstanding competition while keeping its heritage
The Romanian Football Cup — Cupa României — is the country’s open knockout competition — the one tournament that lets every Romanian club, from the top flight to the smallest amateur side, enter on equal terms. Under a new management team at the Romanian Football Federation, it needed a rebrand that would modernize its image without cutting it off from a long and cherished heritage.
That openness was the strategic key. Unlike league football, the Cup is where the grassroots game meets the professional one — where a village side can share a pitch with a champion — and where football most visibly binds a local community together. Brandient built the repositioning on exactly that role: the Cup as the place a sense of belonging is most keenly felt, and, in a single promise, as "the heart of Romanian football."
Crucially, that promise was engineered into the mark rather than merely stated. Rather than simply redraw the historic trophy, Brandient built a figurative symbol: two eagles in competitive posture contesting a centrally placed cup. The negative space between their wings does double duty — it forms the cup’s handles and, read again, a heart, so "the heart of Romanian football" is made visible in the logo itself. Rendered in the national red, yellow and blue, the eagles lend the mark agility, power and national pride.
Because the Cup lives as a series of televised events, the identity extends into a graphic broadcasting system built on a signature "particle network" — a device that gives every match the texture and charge of a special occasion. The new identity was unveiled at the final of the competition’s 77th edition, in May 2015.
Client:
Romanian Football Federation
Industry:
Sports, Media and Entertainment • National Identity Programs
Project type:
Rebranding — Brand Repositioning
Year:
2012
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Brand Name, Narratives and Voice, Communication Design
Awards:
Graphis Silver Award
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