Noted: New Logo for Federación Ecuatoriana de Fútbol

“Flight of the Condor”

New Logo for Federación Ecuatoriana de Fútbol

(Est. 1925) "The Ecuadorian Football Federation (Spanish: Federación Ecuatoriana de Fútbol or FEF) is the governing body of football in Ecuador. Its seat is in Guayaquil, and it organizes the country's various football competitions and oversees the Ecuadorian national team." (Wikipedia)

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Images (opinion after)

New Logo for Federación Ecuatoriana de Fútbol
Logo.
New Logo for Federación Ecuatoriana de Fútbol
Logo explanation.
Logo introduction video. For our non-Spanish-speaking readers: the video features a song written specifically about the new logo and while not completely silly, there is something really weird about listening to rhymes about shields and colors and iconography.

Opinion
Not a lot of information and some generally low resolution images available on this, but we got plenty of tips about it and I waited a bit to see if better images and/or information surfaced but no dice, so let’s work with what we have. The old logo was almost laughable, with a very crude rendering of a condor (a national symbol of Ecuador) and some terrible typography inside a wonky shield. Change was needed for sure. The new logo is much more ambitious, working in several references — all relevant and appropriate — into an “FEF” monogram that sits inside a more common shield shape. It’s worth praising that they were able to abstractly build a condor, a reference to facial paint, and a recurring “chair” sculpture from Prehispanic times into a shield but unfortunately the result is somewhat unappealing in its complexity and awkwardness of the two mirrored “F”s with the forced crossbar of the “E” that shoots out to the left and is, for some reason, connected to the “F”. The one good thing it has going for it is that it indeed looks like a soccer crest in some way. The wordmark is fine, a little cold and corporate but not entirely terrible. The video made to present the logo is quite something — it’s as if a traditional brand video and a-ha’s Take On Me music video had a baby, which is to say it’s kind of entertaining to watch. Overall, not a great logo by any means but it does have a national-team-crest-like vibe so that’s at least one score.



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