Branding is KEY! How Barcelona will utilize it?


The FC Barcelona management has lately unveiled the final draft of the logo change. Small adjustments reflect the new brand strategy that has lead the Board of the Catalan club.

The decision has not yet been posted permanently. It must still be submitted to the vote of the partners on October 20th. But on the eve of the season 2019-20, the Catalan club should use a new logo on its official uniforms.

No longer is changing its logo since 2002, the Catalan club’s management introduced mid-September its final draft to give a facelift to the emblem of Barcelona. “Through this new logo, we want to focus on our traditional colors and strengthen the presence of the ball at the center of our emblem, icon of the style of play of the club. We have also homogenized shapes and colors and disappear the FCB acronym” commented the club about the future logo management.


If the changes appear to be minimal, some details reveal important elements on the brand strategy of the club. Including the erasure of the FCB acronym. For several months, the club was looking to get rid of this acronym in its branding as a result of the findings of a survey of 12,000 fans of the club.

A shift in brand strategy which resulted including name changes in the products/services offered by the Catalan club. Thus, the program CBF Universitas – to increase the reputation of FC Barcelona through higher education and research – was recently renamed Barca Innovation Hub and, little by little, the Catalan club aims to rename its network of academies FCB Escola in Barca Academy.

‘Building the brand remains the key issue for each professional sports entity. And marketing operations arising, therefore, shall in no way deviate from this strategic vision, they must feed the positioning of the club and promote its differentiation. With this in mind, the logo represents the part of the iceberg. It is a strong symbol that occupies an important place in the development of the brand. We can consider the hyphen between history, values, the DNA of the club and its fans’ about the centrality of the logo in the marketing strategy for a football club.


The slight redesign of the logo is about to operate the FC Barcelona is similar to changes made by the Paris Saint-Germain in 2013. The capital club, under the leadership of the new marketing strategy adopted by its shareholder QSI, proceeded to adjustments to strengthen the commitment of the club to the city of Paris and reduce the presence of symbols in connection with Saint-Germain. A reconfiguration of the logo which had aroused the discontent of some historical supporters but who was not shocked beyond measure.

In contrast, other big names of European football went far in redefining their identity in recent months. This is the case notably Juventus who swapped its traditional logo to a stylized “J”, to help the club become a real brand ‘lifestyle’ international. Taking risk completely assumed by the Turin club, which prioritizes the conquest of international markets via this new design.

A revolution which seems at first glance bear fruit: Juventus has tripled its revenue from merchandising between 2016 and 2018! All in all, rebranding is fundamental for any entity or business, simply because it means that brands listen to fans and value their opinions which will lead to loyalty and engagement which is the ultimate goal.