Espai Barça's Strategic Revitalization

Espai Barça: Més Que Un Estadi  (sin traducir) Espai Barça is the transformation project of all the facilities that FC Barcelona has in the district of Les Corts, in Barcelona, and the Johan Cruyff Stadium, in the Ciutat Esportiva Joan Gamper in Sant Joan Despí. The main goal was to strengthen the positioning of Espai Barça and raise awareness of the strategic value of the project for the Club and at the same time promote the offer of Espai Barça to capture the interest of potential investors and/or partners. This is FC Barcelona's most strategic projects in the coming years, which has been channeled through the creation of a new visual identity and a new language as well as a definition of strategic positioning. The Barça shield is the emblem of the Club, it shows all the pride and passion behind it, and it is the most identifiable and recognized formal element worldwide. It is the equivalent of the Nike swoosh. On this basis, to represent the Espai Barça, the new nerve center of the Club, we generated a symbol synthesizing the two initials (EB) following the shape of the FCB shield. The resulting composition symbolizes the entire space and works as a grouping of elements, representing the sum of the services, assets and values of the project. In the center of the symbol is drawn a "+", an important element in Barça's current graphic language, which reinforces and gives consistency to the campaign claim. The resulting language is based on the current resources of the FCB identity, (gradients, typographies, images and the use of repetitions) where dynamism and versatility are essential to convey the values of the project in each of the scenarios of the campaign.