The Brazilian Football Association brand is reshaped under these principles to explore the origin and meaning of the Da Gama Cross Shield. Color is regarded as the main factor of the brand image. The new logo is brighter and has a stronger contrast, especially the unique color of Brazilian football - canary yellow.
It is easily recognizable in the football world, the unique silhouette of the shield and the Da Gama Cross in the middle are preserved, respecting and cherishing the rich history of the Brazilian Football Association brand. The new brand has been optimized to perform “Ginga style (from a dance combined with martial arts, regarded as the soul of Brazilian football)” and the Brazilian talent in the field of football. Under the premise of “Brazilization”, the font used in the logo was developed by the Brazilian designer of the Dalton Maag font design agency. The graphics are inspired by the work of the late Brazilian artist Athos Bulcão, which reconstructs the original shields for carnival, energy and celebration.
The new brand also has a resounding brand slogan - "JOGA BOLA", which highlights the Brazilian attitude towards football. Ana Couto, CEO of the Brazilian Football Association's brand rebranding agency, explained: “This slogan expresses our ability to play football in a fun and diverse way, whether on the beach or in the grand World Cup. Stadium. This is a love for football."
The new Football Association President Kaboklo said: "The uniqueness of the new brand makes it unique in the world. It is its Brazilian character. Football is always the favorite of Brazilians. Football is the most competitive and brave. Discipline, love and empathy."
The deployment of the new brand will continue until 2020, and the Brazilian Football Association's digital media platform and office environment have begun to gradually launch new brands. Gilberto Ratto, director of marketing for the Brazilian Football Association, said: "In the first game of the 2022 World Cup qualifier, the new brand logo will appear on the Brazilian national team's jersey."
Under the rules of the new association of the Brazilian Football Association, the national team's badges at all levels must be the same as the "BRASIL (Brazil)" logo. The number of top stars corresponds to the number of champions in the world competition. For example: the Brazilian men's national team badge wearing five stars above.
If the team has not yet won the championship in the world competition, the corresponding badge will only have the logo of the Football Association and the word "BRASIL". There will be no more five-pointed stars above. For example, the jerseys of the Brazilian women's national team will no longer wear the "five-star" badge.
At the Brazilian Football Association level, such as official documents and digital media applications, the Football Association logo must be used separately (different from the national team badge).
The brand's textual logo also applies to the daily use of the Brazilian Football Association, and should be used in smaller display spaces, as well as in the case of already having a logo. For example: the work certificate of the Brazilian Football Association.
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