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Projeto sem fins lucrativos, apenas com o propósito de estudo.
Non-profit project, for study purposes only.
O futebol é sem dúvida uma das maiores paixões do povo brasileiro e mudar algo que toca no mais profundo lugar da alma de um torcedor, é sempre delicado.
Esse é um projeto conceito feito por um designer tricolor a partir de estudos sobre a marca do Fluminense Football Club, sempre com muita cautela e zelo pela enorme tradição e história que o Fluminense construiu e continua construindo. Saudações Tricolores!
Fundado em 1902 por Oscar Cox, um dos grandes responsáveis pela chegada do futebol ao Brasil, o Fluminense Football Club possuía, na época, as cores cinza e branco e seu primeiro escudo era dividido na direção vertical. Com problemas para adquirir o tecido cinza para o uniforme original, em 1904 foi aprovada a alteração das cores, nascendo assim o tricolor, verde, branco e grená.
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Football is undoubtedly one of the greatest passions of the Brazilian people and changing something that touches the deepest part of a fan's soul is always delicate.
This is a concept project made by a tricolor designer based on studies about the Fluminense Football Club brand, always with great care and zeal for the enormous tradition and history that Fluminense built and continues to build. Tricolor greetings!
Founded in 1902 by Oscar Cox, one of the main responsible for the arrival of football in Brazil, Fluminense Football Club had, at the time, the colors gray and white and its first badge was divided in the vertical direction. With problems to acquire the gray fabric for the original uniform, in 1904 the change of colors was approved, thus giving rise to tricolor, green, white and garnet.
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/bda7ad109738567.5ff712dba9bbc.jpg)
Ao longo da história do clube, a única grande mudança no escudo do time, principal ponto de contato da marca, foi em 1904 quando as três cores foram inseridas, o monograma FFC foi redesenhado e agrupado e a divisão do escudo passou a ser na horizontal e não mais na vertical.
De 1904 até 2002 aconteceram pequenas mudanças no formato do escudo e algumas mais significativas em relação ao desenho do monograma FFC.
A nova proposta apresenta um escudo divido na vertical, inspirado pelo escudo original de 1902, mais alongado e imponente (afinal de contas somos GUERREIROS) e um monograma FFC refinado e mais equilibrado.
Tanto para construir a forma do escudo quanto o desenho de cada letra do monograma, foi utilizada uma proporção matemática de 1:1,618, técnica chamada de Proporção Áurea, buscando equilíbrio e harmonia entre todos os elementos.
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Throughout the club's history, the only major change in the team's badge, the brand's main contact point, was in 1904 when the three colors were inserted, the FFC monogram was redesigned and grouped and the division of the badge became horizontal and no longer vertically.
From 1904 to 2002 there were small changes in the shape of the badge and some more significant in relation to the design of the FFC monogram.
The new proposal features a vertical split badge, inspired by the original 1902 badge, which is more elongated and imposing (after all we are WARRIORS) and a refined and more balanced FFC monogram.
Both to construct the shape of the badge and the design of each letter in the monogram, a mathematical ratio of 1: 1.618 was used, a technique called Golden Ratio, seeking balance and harmony between all elements.
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0c28a8109738567.5fe3c79e7f8af.jpg)
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/60bae7109738567.5ff87d21b6e18.jpg)
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4118a0109738567.5fea29b5b8a10.jpg)
O monograma FFC foi redesenhado para uma versão mais moderna, equilibrada e limpa, ainda que preservando muitos aspectos do original.
As duas letras "F's" tiveram suas hastes alinhadas verticalmente e suas terminações inferiores padronizadas. A letra "C", que causava certo desequilíbrio visual no escudo pendendo para o lado esquerdo, teve suas terminações refinadas e também foi redesenhada de forma simétrica, alinhada ao centro.
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The FFC monogram has been redesigned for a more modern, balanced and clean version, while preserving many aspects of the original.
The two letters "F's" had their stems aligned vertically and their lower ends standardized. The letter "C", which caused a certain visual imbalance in the badge hanging to the left side, had its refined endings and was also redesigned symmetrically, aligned to the center.
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/9eb262109738567.5fe67845bfd7d.jpg)
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/9840a0109738567.5ff64b2734012.jpg)
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![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f9b434109738567.5ff87d21b7baa.jpg)
![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/3a3f61109738567.5feb951ae1cb5.jpg)
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![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/28cdb9109738567.5ff61416bc2a4.jpg)
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![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/68b584109738567.5ff5b8018cc93.jpg)
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![brand brand identity branding design FFC fluminense football futebol redesign soccer](https://mir-s3-cdn-cf.behance.net/project_modules/1400/578810109738567.5ff5b2e99199d.jpg)
Projeto desenvolvido por André Santos Design. Todos os direitos reservados.
A brand designed by André Santos Design. All rights reserved.
Fotos: Lucas Merçon/FFC, Mailson Santana/FFC, Fluminense FC e Umbro Brasil