Spain's top football league La Liga is fueling passions between its highest-profile clubs, Barcelona and Real Madrid, with a new logo and brand identity for the 'El Clasico' contest between the pair.
Popularized by the media and fans alike, the term 'El Clasico' has entered common usage to describe one of the most famous sporting showdowns on the planet, with matches between Barcelona and Real said to generate more than $40m in media value for sponsors.
Normally promotional activity would focus on individual clubs or the league as a whole, but La Liga has opted to capitalize on global interest behind its biggest fixture by surfacing El Clasico as its own distinct brand identity.
The new image will form part of La Liga's armoury for promoting its competition and clubs to international audiences.
Speaking to a younger demographic, the custom typography is geared toward audiences beyond Spain and football, emphasising inclusiveness and excitement by drawing upon digital environments more commonly found in esports, TV and urban culture.
Set to usher in the next El Clasico scheduled for October, the bold new look will be implemented across all media outlets and heavily pushed via digital and media campaigns, international media activations, press conferences, and international events.
The shift in approach will see La Liga emphasize its competitive spirit by elevating other famous encounters including the El Gran Derbi, El Derbi de Madrid and El Derbi Vasco to court the attention of fans.