brand

Not only does the brand carry the history of the soccer team, but also all its differentials and future aspirations, resulting in a unique brand, different from everything found in Brazilian soccer today.

hurricane font family

Partnering with Fabio Haag Type, we developed an exclusive font family to the hurricane. A proprietary font is a powerful tool to build a solid identity once all communications will be done in bespoke style.

In the case of Athletico Paranaense, the importance is even greater. A soccer team's primary expression of identity is unquestionably its uniform. Therefore, the number on the back of the jersey plays an important role for the image. As such, the numbers' having a unique design, different from the numbers on all opponents contended with in the field, becomes a major differential.

Photos of typographic studies, below, by Fabio Haag.

brand architecture