Global Fútbol

At Granada CF’s Nuevo Estadio de Los Cármenes, there is a determination to expand the club’s reach and to stand out in other international markets beyond Spain’s borders. To help with this objective, the LaLiga SmartBank club recently evolved the club’s corporate identity, which will make the Granada CF brand even more eye-catching and attractive when it is viewed internationally.

Without losing the essence or values of the club’s identity, slight modifications have been made. The club’s badge has evolved, for example, by removing some of the shadows, to make clearer edges to the letters and shapes used, and by resizing the football and pomegranate that appear as part of the badge. There has also been an evolution in the official club colour scheme and typography, ensuring that there is now a unified style, meaning all club materials will appear with the same shade of red and same FF Sizmo Pro font.

Discussing these updates to the club’s corporate identity, Granada CF general director Alfredo García stated: “It’s cleaner now, it’s more in line with the various formats we use and, more importantly, it’s now based on a unified criteria. It is current and adapts to the times, but without losing its essence. It will be implemented immediately in all formats and spaces. Due to operational issues and the time it takes to update certain materials, there will be places where it will take a little longer to bring in, but it is already present in all digital spaces and, little by little, it will be replaced in the physical spaces.”

Explaining how these changes to the badge, colour scheme and typography will help the club when they go abroad in pursuit of international business opportunities, García said: “We are immersed in an international expansion project as we look to grow in the global market, so taking this step was essential for the image of Granada CF, both its history and present, to be projected in a way that suits this globalisation. When it comes to branding and communication, it means everything. This is our business card for us to present ourselves wherever we go. The badge and the colours are the two main elements that most help in the identification of a brand, in this case, that of Granada CF. Updating it makes it more attractive. Communication today also has an important base in social media and this adaptation is also helping along those lines.”

Granada CF take internationalisation very seriously and have organised several initiatives and strategies to establish a presence in key markets. For example, the club has hosted an event for the Qatar National Sport Day, launched an Arabic language Twitter account, hired a dedicated director for the MENA region and started posting more social media content for Chinese fans. They even incorporated augmented and virtual reality technologies into their stadium tour to make to make it even more appealing to the many tourists who visit the city of Granada.

The Andalusian club are also reaching new and younger audiences, at home and abroad, by embracing eSports and the more modern corporate identity will also help them to grow further in this field.

In the words of García: “The logos and sublogos that have been created, as well as the colour scheme, not only identify the club as a whole but also the different sections in it, such as eSports. For that section, the badge changes slightly as the football becomes a a video game controller. With our Foundation, for example, it becomes a heart instead of a ball. These are small details that make sense and that we think help give personality to these areas, which we believe are also vitally important in terms of brand development.”

This evolution to the corporate identity will, therefore be felt at all levels of the club, from top to bottom and both domestically and internationally. It will further strengthen the Granada CF brand, one that was already growing and one that the club’s directors hope will become even more recognisable in their strategic markets.