Brazil’s National Softball Team represents the country in women's international competitions. Although mediated by the Brazilian Confederation of Baseball and Softball, the team has no official organisation or management and seeks resources on its own.
As an independent team, the players depend heavily on the sale of merchandising to sponsor the championships and other essential activities – for that to be successful, as any other sports team, it needs a strong brand. Sports Branding is important not only to identify the team, but also to build relationships with the fans, and be something they can feel proud about.
The old logo’s oversaturated colours and the lack of versatility made it hard for the team to create and sell the products. And even more importantly, it didn't convey the message Brazil represents on the field, the astounding, inexplicable passion and movement.
Project_
Brand Identity
Art Direction / Design_
Paola Papini
Creative Assistance_
Iana Maciel
Client_
Brazil's National Softball Team
Year_
2021
During the colour studies, we were looking for a way to differentiate Brazil's training T-shirt from other South American teams, so the players would be recognized in pre-games.
After visual research on the common practices of the baseball-softball logo universe, we decided it was better to stay within those standards, yet bring forth two things: being softball-specific, and a proper representation of Brazil's essence.
The logo concept is based on movement studies and shape breakdown. The letter B has a similar shape to the pitching movement and the lettering is inspired by some of Brazil’s iconic landmarks, bringing subtle references to both the country and the sport.
