Big rebranding failed, as evidenced by fan reactions on social media.
Luis Rubiales, President of the Royal Spanish Football Federation (RFEF), said the new logo took a year and a half to develop. The organization completely redesigned it to make it more concise and straightforward. In the words of the creative director, this image can help build a brand in the future.
The logo consists of an organization abbreviation surrounded by a white circle on a bright red background. The white circle is associated with soccer field markings, a ball, or a clock’s shape. The organization also presented a video depicting the new logo on the players’ uniforms, cards, documents, posters, and an icon for the application. Recall that RFEF has used the previous image since 1988. It was created by the legendary artist Joan Miro. The logo combined bright colors and graphic elements.
The organization lost its uniqueness and merged with other large companies to achieve conciseness and simplicity. Fans were unhappy with rebranding and drew parallels with well-known brands like Bayer and Uniqlo. Someone even said they had found a similar template in Canva. According to football fans, a larger organization deserves a unique design.
