For Spanish-language networks like NBCUniversal’s Telemundo, the 2022 FIFA World Cup is a major event. That’s why when it came time to design its brand look for the global soccer tournament, Telemundo turned to UK-based Red Bee Creative.
“We set out with three main design goals,” said Chris Moore, vice president, Telemundo Brand Design, in a statement. “First, to develop a package that captures the passion and excitement of the World Cup games. Second, to create a visual identity that is consistent without becoming redundant across every brand touchpoint. Third, to design a package that speaks not only to core sports fans but also engages with broader audiences. The team at Red Bee were an integral, hands-on creative partner in a year’s long design package development and ensured we accomplished all these design objectives and more.”
Telemundo asked Red Bee to create a single and unique visual identity to work across all of the network’s communications and broadcast graphics. According to Red Bee, “our design solution was born from the unstoppable Telemundo brand – the heart and home of fútbol.”
The package starts with Telemundo’s World Cup logo, to which Red Bee added “passion lines” that pulsate and radiate out. These lines also serve a function, leading viewers to content through transitions and movement or interacting and playing with the content while connecting back to the overall Telemundo brand.
Taking these concepts just a bit further, the “passion lines” that surround the logo then become part of the brand’s motion graphics look, emphasizing graphic elements in some cases. Red Bee considered sound waves, the motion of waves in the ocean, and “the wave” that occurs at futbol games when it designed the look.
Red Bee also tweaked Telemundo’s World Cup logo just a bit, adding an infinity mark in the world “copa,” which echoes the official FIFA 2022 logo.
The overall palette is relatively simple, combining complementary purple and yellow for the logo with straight forward lettering, allowing the look to work well with the many colors of the different teams represented in the tournament.
The FIFA World Cup 2022 runs November 20 through December 18 in Qatar.
Senior Vice President, Telemundo Marketing & Creative: Claudia Chagui
Vice President, Telemundo Brand Design: Chris Moore
Design Director, Telemundo: Efrain Romero
VP, Telemundo Creative Strategy: Angel Domenech
Sr. Director, Telemundo Sports Creative Strategy: Andres Torres
Sr. Director, Marketing & Creative Ops, Telemundo: Marcela Valdes
VP, Marketing Strategy, Telemundo: Luisa Valor-Casali
Project Manager: Cristina Jordan
Agency: Red Bee Creative
Creative Director: Paul Fennell
Executive Creative Director: Charlie Mawer
Design Director: Amy Binding
Designer: Ralf Maniego
Business Director: Francesca Chang
Head of Design Production: Sally Rawlings