After riding the momentum of their internal reorganization in 2019 and several years of competitive success the Royal Belgian Football Association asked us to help build their brand and sub brands even further. The graphic language of both the Red Devils and the Red Flames were expanded considerably.
Back in 2019 we started from a thorough historical analysis of the crest’s signifiers and symbolism. After researching a potential evolution of the old emblem, a more radical revolution was chosen. The creative process was one of de- and reconstructing of heraldic elements, and adding new ones. The outcome: A new logo for the RBFA built around a subtle but clearly recognizable lower case "b". Other than signifying its first letter, this design element further ensures the monochrome or small print versions (without the trademark tricolored fills) have a clear reference to ‘Belgium’. The central round shape of the emblem formed the basis for the design of the sub-brands, thus installing a clear visual lineage within the family. A strong display typeface allows communication to be bold and self-assured.
This year we’ve continued to build on the RBFA’s brand identity as a bold statement of rejuvenation, dynamism and high impact. We take great pride in our ongoing sustainable relationship with the RBFA. Our partnership has allowed us to work closely with them to build their brand and continuously evolve together with them. By collaborating on various projects and initiatives, we have been able to provide innovative and effective solutions to their branding and marketing needs. The core of the brand remains unchanged but the focus on motion design and spatial design has allowed for a more immersive and engaging fan experience. From stadiums to social media, every touchpoint has been crafted to deliver a cohesive brand message. The new identity not only creates a strong emotional connection with the fans but also allows for better integration with partners and other commercial stakeholders. This newfound energy and modern aesthetic have helped to position the RBFA even further as a competitive force in the football industry, both on and off the pitch. Overall, the renewed brand identity has breathed new life into the team once more, reinvigorating its fan base and creating exciting new opportunities for growth and success. Victory awaits!
Kit design by Adidas.
Product photography by Adidas.
Branding Art direction Motion Design Graphic Design
The creative process was one of de- and reconstructing of heraldic elements, and adding new ones. The outcome: A new logo for the RBFA built around a subtle but clearly recognizable lower case "b".