The previous brand identity leaned heavily on the past and was splintered across the various sub-labels.
The use of different, unrelated shapes, logos, colour palettes and designs confused the true Cruyff identity.
The new identity was designed to take the Cruyff brand upmarket and position it closer to larger, more fashionable brands. This was achieved by: 1) more focus on style and luxury and less about the brand heritage, and 2) designing a framework on to which secondary elements, colours and shapes could be attached. The result is a solid identity for the Cruyff brand with clear distinctions between the various