Penalty Design & Branding GINGA: A BRAZILIAN TYPEFACE by Oz Design

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency Oz Design
Designer Ronald Kapaz
Released September 2011

Credits & Description

Category: Design Typography
Advertiser: PENALTY
Designer: Ronald Kapaz (Oz Design)
Corrections: Luciano Cardinali
Media placement: Typografy - Penalty’s Sports Equipment/apparel At Points Of Purchase, Such As Balls, Official Jerseys, Brand’s W - Mayl 20, 2011

Describe the brief from the client
As part of the project to build a new identity for a traditional Brazilian sports apparel brand, we decided to develop a typeface that was, in itself, the expression of Brazilian-ness, and exclusive, to express the new brand’s logo.

Describe the challenges and key objectives
As Penalty has repositioned to become Brazilian soccer’s brand, 'Ginga' had to be designed to express the uniqueness, joy and performance we wanted to bring to the brand.

Describe how you arrived at the final design
This alphabet, in its design, combines the grace and sensuousness of curves with the precision and performance of straight lines, a mix of Rio de Janeiro and São Paulo, harmonised in a proportion, design and rhythm that will translate a friendly tone of voice, close to Brazilians, and express Penalty brand’s new signature, a brand from Brazil.

Give some indication of how successful the outcome was in the market
Having designed a proprietary typeface to the sports brand, and as the universe of sports clubs sponsorships is the greatest showcase to present brands, we managed, through the exclusive typeface, to extend the brand’s areas of visibility to the numbers used to identify the players, thus turning that numbering into an important area of exposure for the identity and brand.