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Federación Costarricense de Fútbol se viste de gala con lanzamiento de su nueva imagen

Federación Costarricense de Fútbol se viste de gala con lanzamiento de su nueva imagen

La Directora de Mercadeo y Comunicación de la Federación Costarricense de Fútbol, Carolina Ulloa, fue la encargada de develar la que será la nueva imagen de todas las selecciones nacionales y de la Fedefútbol.

Basados en una idea clara: “Costa Rica no tiene ejército, pero sí a su selección”. Fue como se empezó a trabajar en un proyecto en el que se entrevistó a decenas de personas, entre estos jugadores, exseleccionados, periodistas y funcionarios de la Federación Costarricense de Fútbol.

“Buscamos que la nueva marca represente a Costa Rica, un país valiente, de volcanes, de colores fuertes y formas elegantes. Un país de buen fútbol y con una institución referente a nivel internacional”, dijo Carolina Ulloa.

Los encargados de tan importante misión fueron la empresa PUPILA, quienes además analizaron a varias selecciones en el mundo y se dieron cuenta de que utilizan el escudo de armas de su país como escudo de su federación y lo portan en el pecho.

“Rebuscamos en el historial gráfico de la Federación, así como en la identidad visual y símbolos patrios costarricenses. Visitamos museos y galerías, estudiamos libros y sitios webs y, bajo la idea de ‘La historia del futuro’, resumimos nuestra intención de buscar un emblema que representara a Costa Rica, pero traducido a una imagen que mire hacia el futuro”, comentó Matti Vandersee, Director de Arte PUPILA.

El cambio supone una transformación muy importante de la identidad visual previa, tanto en lo conceptual como en lo formal.

Pero, ¿en qué se inspiró la nueva imagen?
Costa Rica cuenta actualmente con 16 símbolos patrios. La identidad nueva está basada en los únicos dos que son indiscutiblemente emblemáticos y representativos, además de ser los dos primeros (cronológicamente): la Bandera Nacional, nuestra tricolor, y el Escudo Nacional. Una reinterpretación visual de ambos, unida al entendimiento del historial visual de la marca de la Federación, se transforma no solo en un escudo contemporáneo, sino también de mayor significado. Buscando que este nuevo escudo no solo se inspire en Costa Rica, sino que la inspire también.

La división de la imagen deportiva de la institucional se dio después de que en las entrevistas quedó claro que la Federación y las Selecciones tienen roles distintos y debería el primero poder seguir construyendo su identidad, misión y lograr sus objetivos, sin ser impactado por los resultados de los segundos. Las Selecciones conectan de manera más emocional con la población, y, por ende, deberían tener una imagen o escudo más emblemático. Por lo tanto, era clara la necesidad de diferenciarlos.

El proyecto incluye una tipografía propia, mucho más moderna, que aporta un aspecto más sólido. Y que está inspirada en la bandera y el escudo de Costa Rica, basándose en los colores de nuestra bandera, la tricolor, con un ajuste de la tonalidad del azul, haciéndolo ligeramente más oscuro para crear un entorno de mayor contraste. El tono dorado (utilizado en las últimas variantes de la identidad anterior) también se integra en este rediseño, con el objetivo de resaltar las selecciones como la élite del fútbol nacional.

“La nueva comunicación visual busca tener un aspecto corporativo/deportivo de calidad internacional. La nueva comunicación será de mayor impacto visual, respeto institucional y realce del talento de los que portan nuestro escudo en el pecho, elevando la identidad a estándares mundiales”, aseveró Alfredo Enciso, Director de Arte de PUPILA.

La nueva identidad elimina fronteras entre selecciones y géneros, representa el alma de un país apasionado por el deporte y les entrega a las selecciones la responsabilidad, y honor, de portar en su pecho los colores, símbolos y emociones de toda una nación.

La nueva marca representa a Costa Rica, un país valiente, de volcanes, de colores fuertes y formas elegantes. Un país de buen fútbol y de una institución referente a nivel internacional.

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