- Dirección de Arte Diseño Gráfico Paladar Negro
- Gráficos y Vídeos CA Osasuna
Channeling the identity of a region through its most international ambassador
CA Osasuna is Pamplona’s soccer team. In recent years they have been gradually modernizing their marketing department and their communication. In 2020, after the reconstruction of the Sadar, the club contacted us with a simple but ambitious brief: they wanted to articulate their identity through a new typography that would cover everything from their communication on networks to the stadium signage.
Osasuna’s communications director did not limit the scope of the project, but somehow had an intuition of the potential and possibilities that a typography could bring to the club.
A soccer team is a particular business. Its success is measured not only financially but also in sporting terms, but the most obvious yardstick is passion
Any change is going to be judged by thousands of people as an intervention on something of their own, my team. We quickly sensed the value that we could bring to the project and understood that whatever we were going to propose would have to aim to articulate the whole of local society.
Our response was a typography in capital letters that acts as a bridge between the expressive needs of the club and the culture and tradition of Navarre. A region that blends part of the cultural heritage and traditional Basque spelling, but most of the population does not speak Basque and does not necessarily identify with that cultural trait. Balancing this reality with precision, Osasuna’s new identity positions the club as an ambassador for the region like never before.
Osasuna’s typeface fuses the tradition and culture of the region with the values of a historic club.
We developed two versions of the typography. A first version with more conventional proportions aimed at corporate communication and social networks, and a second version for team jerseys. We also developed several sets of numerals to make sure they had the right proportions when used on signage and were efficient in terms of space usage.
The jersey typography was debuted at the Michael Robinson tribute match against Liverpool on August 9, 2021, in an edition that was sold out within hours.
The Michael Robinson tribute t-shirts – with the studio’s typography – sold out within hours.