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THU 29 SEP 2022 | GLOBAL GROWTH
Real Betis launch a new brand identity to reinforce their position as a global club
  • The aim of the rebranding is to highlight the institution’s position as a “more global, connected and sustainable club”, one that seeks to differentiate itself with resources that can be adapted to any digital or physical format.
  • The Real Betis brand was the one that grew the most in the past year out of all LaLiga clubs, according to a report from Brand Finance.

Real Betis, in the wake of the club’s 115th anniversary, have presented a new visual identity to reinforce their position as “a more global, connected and sustainable club”. With the slogan 'Life in green', the club are looking to enhance their brand value and they’ve done so by embracing the colour green for their new branding and visual universe, staying true to the club’s traditions while highlighting an adaptability to current and future media.

The rebranding is mainly aimed at adapting the image of Real Betis for both current and future media formats. “The value of our brand experienced a significant increase during the past season, as we were the LaLiga team that grew the most, according to the report carried out by Brand Finance,” explained Ramón Alarcón, the club's general director of business. “At Real Betis we have been working since last season to better understand our brand and our target audience, learning how to improve the club’s visual elements to achieve greater engagement and brand value.”

According to Alarcón, the creation of this new identity was inspired by Los Verdiblancos’ five main values: perseverance, humility, commitment, loyalty and teamwork. He added: “Real Betis’ brand is an effervescent brand that is packed with passion, as the club has become a place where many want to spend their time because it represents family and community. It’s about understanding life in a unique and incomparable way, just like the colour that represents us and sets us apart.”

During the process of this rebranding, the institution’s badge has undergone a slight modification, retaining the basic shapes but making it more adaptable for all sub-brands and business areas. A new palette of corporate colours and a new typography that is more suitable for the digital world has also been established, while work has been done on an infographic that unifies and cohesively brings together the entire rebranding process.

Consistency is key in all of this. At Real Betis, they define the club as being “multidisciplinary”, which is why this process has been carried out. “The club's social commitment, with 'Forever Green', our environmental programme for the fight against climate change, or the club’s international expansion, with the Betis Academy, are among the factors that are helping us grow as an institution and helping us increase our brand value,” stated Alarcón.

The new identity is intended to be “a complete universe”, present in all the club's channels and sections. For this, the club has collaborated with Accenture Song, a global creative technology company that has worked with Real Betis to make the brand more authentic, approachable and universal. “We want to add value with every message, while always respecting the Real Betis brand and conveying the club’s values and attributes,” Carmen López, the managing director of Accenture Song for Spain, Portugal and Israel, stated to the club's media.

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