• Transform magazine
  • November 20, 2017

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Copa90 solidifies international focus with updated visual identity

  • Copa90 2.png
  • Copa90 1.png
  • COPA90 logo(1785x612).png

Emerging as one of football’s most promising digital community hubs, the Copa Network has long been climbing the ranks of its developing category. Yet Copa90, founded in 2012 and centred around fan culture, takes a unique approach to its brand strategy. Built from the outside in, the football-focused network has carved a niche out of the swelling expanse of broadcasting competitors. Seeking to build on over a million subscribers, Copa90 unveils a refreshed visual identity to continue its future-facing trajectory.

Adopting a new visual presence, Copa90, owned by independent football media company, Bigballs Media, consulted New York-based creative studio, JaegerSloan, to produce a modernised identity for the brand. Sticking with the familiar orange colour palette, the new identity favours a vibrant overhaul of the logo’s principle features, choosing to lose the football-inspired graphic that dominated the previous visual. The new design offers a more mature feel to the brand, with the hopes of appealing to a growing global football fanbase of approximately 3.5bn people.

Taking a hands-on approach, JaegerSloan executed an in-depth design process, delving into the company’s multifaceted brand structure by conducting interviews with entry level employees and fans, with the rebrand aiming to bring all aspects of Copa90 together. The rebrand also features video campaigns aimed at celebrating the impact of football across the world.

James Kirkham, the head of COPA90, said: “COPA90 aims to be the most influential football business on earth, and this re-branding equips us for that journey. With touches including a handcrafted font all our own, a logo lock-up styled precisely to the dimensions of a goal, and a painstakingly crafted colour palette, it does even more - helping us host the conversations, tell the stories, and hero the football characters which matter.”

For Copa90, the rebrand of the largest North American fan channel, Kick, to Copa90 US, adds to the brand’s active portfolio, as the rebrand coincides with the announcement of a new content partnership with Major League Soccer sponsor, Continental Tire.