Football (or soccer, for us Americans) is more than just a sport—it’s the heartbeat of many nations. It unites communities, stirs national pride, and reflects deep cultural roots. When Guatemala’s national football team tasked creative agency Pupila with reimagining its brand, the Pupila team approached the project not only with aesthetics in mind but to apply a thoughtful lens to the identity of Guatemala.
Renowned for their work within the football world, Pupila knew this project demanded more than just a fresh look—it required authenticity. To truly capture the essence of Guatemala, they brought in designer Kevin Morales, a native Guatemalan. His intimate connection to the country’s culture, spirit, and symbolism brought a genuine layer to the redesign.
Pupila designed the new visual identity to resonate not just within Guatemala’s borders, but also with the proud Guatemalan communities living abroad who watch their team play. An evolved crest at the heart of the redesign places renewed emphasis on the Resplendent Quetzal, the national bird and a powerful symbol of the country of Guatemala. In the updated mark, the Quetzal is depicted with its wings fully extended, a dynamic gesture that speaks to the national identity, independence, and pride.
The evolution of the team’s logo-crest, from 1945 to today.
Rebranding a national team goes far beyond aesthetics—it’s a redefinition of identity. It’s not simply a design challenge; it’s a cultural excavation. With this in mind, creative agency Puplia set out to bring soul and substance to the new visual identity of Guatemala’s national football team.
Pupila and designer Kevin Morales brought soul and substance to a new visual identity that not only represents a team but also honors a nation.
The post Game, Style, Soul: Pupila Redesigns Guatemala’s Football Identity appeared first on PRINT Magazine.