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New Logo for CONCACAF by DesignStudio



Noted Mar. 21, 2018 by Armin

Industry / Sports Tags /


(Est. 1961) “The Confederation of North, Central American and Caribbean Association Football (CONCACAF) is the continental governing body for association football in North America, which includes Central America and the Caribbean region. Three South American entities—the independent nations of Guyana and Suriname and the French overseas department of French Guiana—are also members. CONCACAF’s primary functions are to organize competitions for national teams and clubs, and to conduct World Cup and Women’s World Cup qualifying tournaments. CONCACAF was founded in its current form on 18 September 1961 in Mexico City, Mexico, with the merger of the NAFC and the CCCF, which made it one of the then five, now six continental confederations affiliated with FIFA. Canada, Costa Rica, Cuba, El Salvador, Guatemala, Haiti, Honduras, Mexico, Netherlands Antilles (Curaçao), Nicaragua, Panama, Suriname and United States were founding members.” (Wikipedia)

Design by

DesignStudio (London, UK)

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Q&A with General Secretary Philippe Moggio on building Concacaf's new brand

Relevant quote
Our logo is a modern symbol of unity, in a neutral gold, black and white, so it works well with our 41 distinct Member Associations identities. We have modernized the typeface, and set the name Concacaf as a word to make it more memorable and user-friendly. The diamonds of the circle, representing the four pillars, are used as a distinctly Concacaf signature. And it is designed from the ground up to work online, in stadium, and on TV.

Philippe Moggio on building Concacaf's new brand

Images (opinion after)
New Logo for CONCACAF by DesignStudio
Logo explanation video.
Logo introduction video.
Brand manifesto.

The old logo could have been barely bearable without the gradients but that’s if I were trying to be extra nice this morning because, really, it was a crappy logo. The new logo is nice in its execution with 41 diamonds (for the 41 team members) arranged in a circle (for, you know, the ball). Perhaps it’s too nice, though, in the sense that it feels like a luxury brand with its gold and black color combo and diamond shapes tend to look high end. It doesn’t quite scream “SOCCER!” but maybe it doesn’t have to as this is more of an institutional identity rather than a public-fan-facing brand. The wordmark is fine too; nothing too exciting and in line with the standard-issue geometric sans serif approach. I like that they turned the name from CONCACAF to Concacaf as it’s such a long, angry-sounding acronym that this smoothes it out a bit. Overall, it’s a visual improvement for sure but there is something off about it where my mind keeps making other connections than soccer — travel, jewelry, fashion — when I see the logo.

Thanks to Joe Clay for the tip.

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