Inter Miami CF's Strategy Unveiled: The Game-Changing Tactics to Dominate Sports Branding!
Inside the Creation of Inter Miami's Iconic Heron Logo and the Importance of Branding in Modern Sports
Inter Miami CF has emerged as a force to be reckoned with in the world of cool sports brands, particularly in the United States. Despite being a relatively new club, having been founded in 2018, Inter Miami has already made a mark, particularly in its branding and marketing strategy.
This case study will look into the thought that has gone into the following elements
Visual Identity
Club Crest & Colour schemes
Storytelling
Freedom To Dream
One Planet
Club Culture
Inclusiveness & Diversity
La Familia
Conclusion
‘We launched a brand, not a team’
The Visual Identity
The club's branding strategy has been led by David Beckham, one of the owners of Inter Miami CF. Beckham, who is no stranger to the world of branding and marketing, having built a personal brand worth hundreds of millions of dollars, recognized the importance of creating a strong brand identity for the club.
To achieve this, Inter Miami CF has focused on creating a visual identity that is distinct and memorable. The club's crest, which features two herons, pays homage to Florida's rich wildlife and is a nod to the club's home city, Miami. The club's colours, black, pink, and white, are bold and eye-catching, helping to create a strong visual identity that stands out from other soccer clubs. If you know anything about Miami then you’ll know bright colours and neon lights are a part of the city's aesthetic, therefore, the black and pink fits in well with Vice City!
Here’s an example for those less familiar.
Doubleday & Cartwright, a Brooklyn-based design agency, was responsible for the club’s eye-catching branding. Despite having no previous ties to Miami and only one other high-profile sports branding project under their belt working on the 2015 redesign of the NBA's Milwaukee Bucks - the agency's work caught the eye of David Beckham.
It was a bold move for Inter Miami CF to entrust its branding to a relatively unknown agency at the time, but it has certainly paid off. D&C's fresh, modern approach has helped to set Inter Miami apart from other teams.
Following a deep dive into all things Miami, the D&C team began brainstorming and sketching out preliminary concepts for Inter Miami CF's branding. With a focus on elements that embodied the spirit of Miami, including sun, water, Art Deco, animals, symbols, and the letter "M,”.
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