Case study

Liga Panameña de Fútbol – Organization Creating an enduring brand with a national icon entering a new era for a 1st division football league

Background
Panamanian professional football ruled the National Pro Football Association (ANAPROF) since 1988.

The Panamanian Football League (Liga Panameña de Fútbol) was named in the second half of 2009 and started a new chapter for professional football in Panama.

The Panamanian Football League (Liga Panameña de Fútbol) is made up by ten clubs and the competition format is divided into seasons in the way the FIFA year is handled. The number of participating teams are scheduled to increase in the coming years.
Challenge
The Panamanian Football League was looking for a brand platform and a new brand image to relaunch its organization so that
it could regenerate increased excitement from the public for the football league, its games and Championship. Additionally, there were an interest to create tools to manage the brand relations with the media, and gather increased enthusiasm internally to reinvigorate a growing organization.
Solution
To revitalize the image of Panamanian Football League, the client chose to pursue a completely new type of logo inspired by the national bird of Panama, namely the iconic Harpy Eagle. Cultéva designed a radical new visual identity with a disruptive apperance.

The Harpy Eagle logo have a Crest (long feathers) and a Crown (shorter feathers) that combined are the visual representation of the ten provinces that make up the Republic of Panama. A new set of visual identity elements were constructed to create a flexible system that adapts to all surfaces and presents a new and modern Panamanian Football League brand in and around the stadium and throughout all media.

As part of the marketing events and activities plan for the league a new mascot was also created. The mascot was designed with a unique look and feel, and was developed with a program for its function and special effects package to be part of a larger plan to increase the appeal for the brand and relate to a broader customer base and sponsors.
Services provided
  • Mission & Vision
  • Strategy & Positioning
  • Naming & Nomenclatures
  • Branding & Identity
  • Marketing & Messaging
  • Packaging & Product
  • Retail & Online

"Cultéva did excellent work, and applieded it through a good “thinking process” to reach a more clear business understanding. They also designed the iconic Harpy Eagle logo and the visual identity framework that gave our football league a new and exciting appearance. We learned a lot about what we wanted for our new logo working through this design process with Culteva. The new identity has ignited new excitement for our league."

-Nibia Patiño, Director of Marketing, Liga PdF


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