DERAC - Brand Redesign

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(EN) • DEPARTMENT OF ROAD ROADS ATLÉTICO CLUBE

Project re-design

(EN) • PROJECT

I am Itapetiningano, an advertiser and university professor, at 23 I leave home to live in Sorocaba, I love football, I have played since childhood and in my city there were 3 professional teams, the best known of them, Derac and also A.A.I. (Athletic Association of Itapetininga) and CASI (Athletic Club Sorocabana Itapetininga), teams that have competed for many years and still play friendly Masters.

My soccer history started at the age of 6, playing futsal for CASI, then I played futsal at DERAC and from the age of 12 I started playing field at A.A.I. until my 16 years old, when I had a muscle injury, I started to work and football became a hobby.

This project aims to propose a redesign of the shield and visual identity for the DERAC, the most well-known and traditional team in the city of Itapetininga, as a way to standardize its application and show how branding can be worked on in order to strengthen the image and relationship with its greater patrimony, the fan. The DERAC (Athletic Road Roads Department), is a sports association of Itapetininga, founded on December 26, 1950. Its colors are blue, yellow and white. He has participated several times in the smaller divisions of the Paulista Championship.

(EN) Evolution of the shield

From its foundation until the end of professional activities in the 1990s, the shield suffered minor alterations, alterations due to lack of visual pattern rather than visual evolution. At the beginning of 2017 the DERAC underwent a major reformulation, since it aims to return to professional activities. The shield was modernized and the team adopted the name DERAC / Esporte Clube Itapetininga.

(EN) Proposed shield

The traditional shield was used as the base, since this project aims to observe and redesign the shield with the objective of updating and not modernizing. The study aims to update and maintain the traditional traits, professionalizing its applications.

(EN) Proposed shield

1. White border: for greater visibility in both uniform, holder and reserve patterns.

2. Blue and yellow fill separated by white and smaller border: the traditional half moon blue and yellow became smaller, in ancient shells it was exaggeratedly large. The proposal is to maintain the tradition, but more modern, the separation of colors aims to improve the applications in monochrome and leave the shield more harmonious.

3. Date and Signature: the name of the city was replaced by EC Itapetininga, since the official name went through an update and DERAC will be Fantasia, the previous layout was only verticalized, now it came to appear in a 'bulging' way accompanying the drawing of the shield.

4. Bullet: item in the oldest shields, the three bullets present at the ends of the arc were reused but with a leaked bottom to be more evident.

5. Larger space: the space destined to the name of the club has been increased, in order to value the letters. The source was replaced by a strong, geometric trait, very close to sources used in previous shields. The same source will also be used on the date and name of the city, as well as other club materials such as fan shirts, numbers and player names.

(EN) Monochrome version

The purpose of the monochrome version is to convey the same visual effect of the brand but with only one color.

The solution was to decrease the percentage of color to yellow, which is the lighter color and less prominent in the original shell, since blue is predominant. That way whenever the shield is used in a background of contrasting color we will have the effect of 'lighter' on the object representing the yellow.

(EN) Minimalist version

The minimal or flat version will serve for smaller signatures where the richness of detail would disrupt your perception.

It is a simplified version to use in small objects, medium, among other objects. Without losing the main characteristics of the shield, such as format and name.