A renewed legacy

This project not only revitalizes the club's visual identity but also redefines its brand architecture, positioning Atlético de Madrid as the platform for all its sporting activities, while "ATLETI" becomes the social aggregator of projects.

Atlético de Madrid faced a significant challenge: how to balance its rich history with the need for a modern, visionary identity. Listening to the clamour of its fans, the club made the decision to reinstate its most beloved crest, the one used between 1970 and 2017, a symbol that connects the glorious past with a promising future.

The complex brand architecture needed simplification and clarity. The new brand architecture of Atlético de Madrid is optimized to organize and clarify the multiple brands and sub-brands that have emerged around the club, facilitating its management and expansion.

This architecture is structured at different levels: brand expressions, areas of action, and brand extensions. "Atlético de Madrid" is presented as the sports ensign, and "Atleti" as the emotional ensign. At another level are the various areas of the club's action, such as teams, facilities, and experiences, clarified internally without needing an external visual expression. Another category includes specific sub-brands like the men's, women's, legends, and eSports teams, facilities, and narratives centralized in Atleti Studios. Finally, there are extensions, including the academy and foundation, and various experiential spaces that enrich the Atleti brand.

The new "Manzanares" typography, created by Vasava, becomes the core of Atlético de Madrid's identity. Inspired by the morphology of the recovered crest and its aggressive, triangular shapes, this typography represents the club's history while projecting its combative and modern spirit. "Manzanares" becomes the main vehicle for written communication. The previous "Metropolitana" typeface is retained as a complementary font, but its use is limited to specific occasions such as historical or nostalgic communications or certain products that can benefit from its contribution.

Developed with Comuniza for the branding strategy and Combustion Studio for audio-branding composition, the project extends beyond a simple visual renewal. A sound identity was created to encapsulate the spirit and values of the club. From the audiologo to various tunes, each sound element was designed to resonate with Atlético de Madrid's passion and energy.

The flexibility of this new visual language ensures continuous interaction, elevating the engagement and loyalty of the fans.