Art Direction | Design | Branding | Layout | Artworking - Client: CD Guadalajara (Unpublished).
CD Guadalajara is a modest Spanish football club based in the historic city of Guadalajara, near Madrid. The club was founded in 1947 and has always played in the lower tiers of Spanish football. I've always found their badge and visual identity a little weak and out of date; the club representing the capital of such an historic region in Spain needs an upgrade that matches the heritage and history of the city. My hope is that a revamped badge and visual identity may usher in a new era of success for the club; one that could culminate in the ultimate goal of reaching the first division of Spanish football for the first time in their history.
New Badge
New brand and icon
As part as the rebranding I had to rethink and tweak the club colours and kits. Purple is a very common colour across the Castilian region of Spain and it can be found as part as the identity of many institutions, my proposal is to give the club a more unique shad of purple, darker and more intense. The white and brown/golden accents will carry on into the Away Kits.
Continuist kits with the new badge and identity.
Alternative proposal featuring single colour kits to reinforce the unique new identity of the club, in the style of clubs like Liverpool FC or Villareal CF, ditching the white shorts for the Home kit, something too common in Spanish football.
Continuist kits with the new badge and identity featuring more contemporary designs
