DIADORA
Academy of Art University MFA Graphic Design
Alexander Miranda Nature of Identity Š 2011 All Rights Reserved alexandermiranda.com
B R A N D S TA N D A R D S M A N U A L
I AM BUILDING A FIRE AND EVERYDAY I TRAIN, I ADD MORE FUEL. AT JUST THE RIGHT MOMENT, I LIGHT THE MATCH.
M I A H AMM
CONTENTS
INTRODUCTION 01 - OUR PAST History Timeline 02 - OUR FUTURE Mission Statement Re-branding Objective Brand Grid Audience Profiles Comparative Analysis 03- BRAND GUIDELINES Final Logo Anatomy of the Logo Logo Do’s & Dont’s Clear Space Typography Color Palette 04 - BRAND EXPRESSIONS Beyond Apparel Brand Expressions/Extensions Chart Website Print campaign Business System Diadora TV Mobile Application 05 - BRAND EXTENSIONS Youth Development camp Diadora Mind & Body juice Diadora “on the road” Coaching Certification
DIADORA _ OUR PAST
INTRODUCTION
After more than sixty years in business the Diadora brand is being re-designed for 2011. The brand has maintained a piece of the market share but unfortunately has some giants by the name of Nike and Adidas within their category. In order to bring back Diadora to its rightful place among sportswear brands the company’s identity is being completely re-designed to compete with their big competitors. Along with a re-design of DIadora’s identity the company has increased its attention towards its education/youth development ventures. Through a youth focused initiative offering player and coaching seminars, youth camps and a plethora of media being offered to the public Diadora hopes it’s brand will be associated with quality products and education through sports. Diadora has had a rich tradition of fine Italian craftsmanship and cutting edge innovation throughout it’s illustrious history. With this re-branding the goal is to play off of the brands equity and continue to offer well crafted, high-quality & innovative products while at the same time evolving the company towards other products and services that will expand its reach and make Diadora relevant within the current soccer market.
Diadora has had the privilege of outfitting some of soccer’s most popular and successful players. From world cup winning players to some of european soccer’s greatest stars they have all been part of the Diadora family at some point. Throughout the book you will find a few facts about these great players: Marco Van Basten, George Weah, Roberto ”Divin Codino” Baggio, Faustino Asprilla, Beppe Signori, John Barnes, Josè “Pepe” Guardiola, Vincenzo Scifo, Marc De Grijse, Frank Rijkaard, Walter Zenga, Stefano Tacconi, Agostino Di Bartolomei, Paolo Maldini, Roberto Donadoni, Claudio Caniggia, Dino Baggio, Pierlugi Casiraghi, Massimo Crippa, Marco Simone, Christian Vieri, Alvaro “El Chino” Recoba, Roy Keane, Antonio “EL Bambino” Cassano, Felipe Melo, Filippo Inzaghi and “il capitano“ Francesco Totti.
01
NOBODY IS A NATURAL. YOU WORK HARD TO GET GOOD AND THEN WORK TO GET BETTER. IT’S HARD TO STAY ON TOP.
PAUL COFFEY
01 OUR
PAST
DIADORA _ OUR PAST
HISTORY
The Diadora story is largely a part of Italian history. Diadora is one of the only Italian athletic footwear and apparel manufacturers to still make product in Italy-a tradition that began in 1948 when the company’s founder Marcello Danieli, first began working in the trade as a young boy. It all began in the center of the Trevigiani hills in an area known as Montello. Nestled on the western slope of the Montebulluna hills in the town of Caerano San Marco, birthplace of Marcello Danieli. In 1948, Italy was struggling out of the dark tunnel of yet another World War. Vast unemployment and violent ideological clash between the North and South marked a period of sadness and threatened the outbreak of civil war. It hardly seemed the backdrop for adventurism, but when Gino Bartali won the Tour de France, it signified a win for all of Italy, and prompted optimism throughout the country. Marcello Danieli’s contribution to his country’s healing and building was to put his vast experience in shoe making to work by setting up his own business. He called his company Diadora a name suggested by a friend. In Greek, “dia dora” means “by means of gifts” which was appropriate, but probably not the origin of his friend’s suggestion. More likely, it came from the name given by the Greeks of Byzantium to the Dalmation town of Zadar. Originally called “de ladera” or “from Zadar,” it was mistakenly copied and translated from Dalmation to Latin, becoming, along the way “Diadora.” Armed with needle, thread, ambition, and determination, Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots. During the fifties, a reputation for excellence and quality helped the company to grow and become a familiar name throughout the Italian market. During the economic boom of the sixties, people began to enjoy prosperity and increased recreation. Skiing became popular and Danieli once again met the needs of the market by manufacturing ski boots and the first apres-ski boots, always adhering to his selfimposed criteria: elegance, comfort, performance, durability. Continued high standards deepened the public’s faith in his product, and Diadora was rewarded with increasing sales. Next, Diadora introduced walking shoes a n d s h o r t l y t h e re a f te r, te n n i s s h o e s . Wi t h t h e s eve n t i e s c a m e a young generation whose explosive interest in athletics initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora’s shoes became more and more technologically advanced, thanks to cooperation from champions such as Vilas, Mulligan, and the legendary Bjorn Borg. Diadora maintains a very close relationship with top athletes who wear their shoes. All Diadora champions are actively involved with the business, providing advice, comments and suggestions. Like Diadora, the athletes that wear their shoes are the champions of yesterday, today and tomorrow. Diadora does not boast a fabricated history, but a story of authenticity... a legitimate tale of a family business that started in Italy, grew in Italy, and is still proud to be manufacturing in Italy.
08
DIADORA _ OUR PAST
The company’s founder, Marcello Danieli, first be-
1948
gan working in the trade as a young boy. Diadora is the only Italian athletic footwear and apparel manufacturer to still make some of its products in Italy. Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots
1950’s
During the 1950’s, reputation for excellence and quality helped the company grow and become a familiar name throughout the Italian market.
During the economic boom of the ‘60s, people began to enjoy prosperity and increased re c re a t i o n . S k i i n g b e c a m e p o p u l a r a n d D a n i e l i o n ce
1960’s
again met the needs of the market by manufacturing the first apres-ski boots.
Next, Diadora introduced running shoes and shortly thereafter, tennis shoes. With the ‘70s came a young
EARLY
1970’s
generation whose explosive interest in athletics initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora’s shoes became more and more technologically advanced, thanks to cooperation from champions such as Guillermo Vilas, Martin Mulligan, and the legendary Björn Borg.
The mid ’70s also marked Diadora’s entry into the football category, aided by Roberto Bettega, who provided invaluable consulting information. Diadora America became the #3 brand in the market share in football (soccer).
09
MID
1970’s
SOME PEOPLE BELIEVE FOOTBALL IS A MATTER OF LIFE AND DEATH, IT IS MUCH MUCH MORE IMPORTANT THAN THAT.
BILL SHANKLEY
02 OUR
FUTURE
DIADORA _ OUR FUTURE
MISSION STATEMENT RE-BRANDING OBJECTIVES
Preserving the tradition and beauty of soccer through innovation & education.
Diadora has had a rich tradition of fine Italian craftsmanship and cutting edge innovation throughout it’s illustrious history. With this re-branding the goal is to play off of the brands equity and continue to offer well crafted, high-quality & innovative products while at the same time evolving the company towards other products and services that will expand its reach and make Diadora relevant within the current soccer market.
16 Paolo Maldini
Italian footballer who played as a left or
Cups. He played for 14 years for the Italian
central defender. He spent all 25 seasons
national team, making his debut in 1988 be-
of his career at Serie A club Milan, before
fore retiring in 2002 with 126 caps and four
retiring at the age of 40 in 2009. During that
World Cup participations.
period, Maldini won the Champions League five times, as well as seven Serie A titles, one
1978–1985
Coppa Italia, five Supercoppa Italiana, five
1985-2009 Milan
European Super Cups, two Intercontinental
Milan (youth system)
I AM A MEMBER OF A TEAM, AND I RELY ON THE TEAM, I DEFER TO IT AND SACRIFICE FOR IT, BECAUSE THE TEAM, NOT THE INDIVIDUAL, IS THE ULTIMATE CHAMPION.
BRAND GRID (PAST)
The Diadora of the past 10 years has not quite been true to their original mission, which was to provide quality and innovative products for both amateur and professional athletes. While they have always made great quality products, aesthetically they have not been able to be trend setters within the market in the same way their competitors have. The Brand Grid of the PAST indicates just that. A bit slow with the times and unfinessed in recent years.
19
DIADORA _ OUR FUTURE
BRAND GRID (FUTURE)
The new Diadora gets back to what made the brand great from the start, fine Italian craftsmanship, high-quality materials with an understated elegance in it’s design. The new Diadora is a trend setter not a trend follower. In order to equate Diadora to tradition and beauty the brand must move forward with innovation and maintain its reputation of simple design. The Brand Grid PAST shows the new Diadora as strong, design conscience and of the highest quality.
20
DIADORA _ OUR FUTURE
AUDIENCE PROFILES
Socio-economic characteristics of a readership, viewership, or listenership. The profile gives some indication of the spending habits of a particular audience. Among the factors taken into consideration are income, car and home ownership, leisure-time activities, and geographic location. In order to reach the logical buying market for a particular product or service, it is important to know the audience profile of the medium. In this case The make up of the Audience is set within the assumption that they themselves or people in their lives, i.e. Family, Friends, spouse, children etcetera have a vested interest in the sport of soccer. The range of audience spans generations, gender, and occupation. It is important to realize that the sport of soccer reaches all social & economic levels, being a sport that i s b o t h i n - ex p e n s i ve to p l ay a n d a cce s s i b l e worldwide. For the purpose of this re-branding Diadora which is expanding into education it was important to find audience members that c a n p rov i d e i n s i g h t i n to h ow D i a d o ra c a n appeal to them and their loved ones.
21 Marco Van Basten
Dutch football manager and former football
1981–1982
Ajax (youth system)
player, who played for AFC Ajax and A.C. Mi-
1982–1987
Ajax
lan, as well as the Dutch national team, in the
1987–1993
Milan
1980s and early 1990s. He is regarded as one
of the greatest forwards of all time and has scored 277 goals in a high-profile career cut short by injury. He was later the head coach of AFC Ajax and the Dutch national team.
67
39 MARCO
ANTONIO
business professional & father
local shop owner & life long lazio fan
Marco is a business professional living and working in
Antonio is a local shopkeeper in Rome and has been a
Milan. He has a 8 year old son Max who loves everything
life long Lazio fan, ever since he was a boy and went
his father loves including Bayern Munich football and
with his father. He has started to take his two grandchil-
trips to the alianz arena. Marco is bit of a workaholic but
dren to the games, but recently he has not taken them
tries as hard as he can to make it to as many of Max’s
to the games because of the violence and bad language
youth games as he can. Marco was part of the Bayern
that happens at the matches. He wishes the games were
Munich youth system and knows how sports kept him
the way they used to be good competitive matches
out of trouble and provided structure that he wants for
without the negativity in the stands. He sees how his
Max. Marco travels a lot and does much of his business
grandchildren can be influenced easily and does not
in Asia, so much so that he and his son have moved to
want them around that. He works hard and likes to spoil
Hong Kong. Therefor he has been trying to learn some
them with football related gifts.
Japanese, Mandarin & Cantonese. Max has learned a few words to impress his dad and make new friends.
25
7
23
LUCA
GEORGIO
bug enthusiast & future striker
exchange student, NYC via florence
Luca is a 7 year old boy, he enjoys anything insects
Georgio is an exchange student from Florence Italy that
and loves some football. Luca’ father is also a lover of
is a big f iorentina fan and since being in the U.S. he has
football they both love going to see Palermo play every
had a hard time finding where to watch games. Geor-
game. The problem is that his father is impartng poor ex-
gio is take classes in sports medicine and is learning to
amples of sportsmanship on Luca. His mother has been
speak english better. He has two younger brothers that
trying to stop Luca from going to the games because of
he e-mails almost every day asking them how they’re
the potential violence and negativity that goes on there.
games went and keeping up to date on how f iorentina
Luca loves the game and loves his dad so he wants to
is doing in the table. Georgio really likes wearing adidas
go. In school Luca is starting to learn more about world
clothing but would like the same comfort and perfor-
history and current events. He really hopes to visit differ-
mance with a bit more style. He is looking to go back to
ent countries and maybe even get to go to aworld cup
Italy and utilize what he has learned to start coaching
some day.
kids like his brothers.
DIADORA _ OUR FUTURE
29
37 MARTA
ROSARIA
curator & mother of three boys
architect & sister to rabid Arsenal fans
Marta is a successful museum curator, married and
Rosaria is a young creative professional who grew
mother of three young boys. All of her boys are avid
up and studied architecture in London. She became
futbol fans just like their father who root for Toluca.
involved in volunteering in local youth programs before
All of her boys play organized football and with their
moving to Rome where she now lives. Rosaria has 2
friends after school and on the weekends. Marta wants
older brothers that are crazy Arsenal fans and occasion-
to buy all of her boys quality equipment that will last
ally get her to go to a game here and there. She has had
them for a while. Marta & her husband earn a good living
a steady boyfriend for 1 year now and they are starting
so they can buy their boys good quality clothing and
to plan their life together including buying a home and
equipment. Because of that good income they work hard
having children. She is still involved in youth programs in
and often so they need some good healthy, educational
Italy and has been asking her brothers to get themselves
outlets to occupy their kids time. The family loves to
involved too.
travel to a variety of different places because they want their children to have a good world view.
24
FIGURE.1 /// QUALITY VS. PRICE
REEBOK
KAPPA
JOMA
PUMA
UNDER ARMOR
DIADORA
LOTTO
NIKE
UMBRO
ADIDAS
HIGH
LOW
FIGURE.2 /// STYLE VS. PERFORMANCE
REEBOK
LOW
KAPPA
JOMA
PUMA
UNDER ARMOR
DIADORA
LOTTO
NIKE
UMBRO
ADIDAS
HIGH
DIADORA _ OUR FUTURE
COMPARATIVE ANALYISIS
Content analysis is a summarizing, quantitative analysis of messages that relies on the scientific method (including attention to objectivity, intersubjectivity, a priori design, reliability, validity, generalisability, replicability, and hypothesis testing) and is not limited as to the types of variables that may be measured or the context in which the messages are created or presented. In order to understand the place that DIadora occupies within the soccer apparel & equipment market it is necessary to create a comparative analysis factoring in Style, Performance, Quality & Price. Along with DIadora I chose a handful of other sports apparel & equipment companies that are competitors of Diadora. They include : Nike, Adidas, Umbro, Lotto, Kappa, Reebok, Joma, Puma & Under Armor.
26 Roberto Baggio
Italian footballer. Regularly regarded as
1982–1985
Vicenza
one of the finest footballers of his genera-
1985–1990
Fiorentina
tion, Baggio won both the Ballon d’Or and
1990–1995
Juventus
the FIFA World Player of the Year in 1993.
1995–1997
Milan
He is the only Italian player ever to score
1997–1998
Bologna
in three World Cups. Baggio is known as Il
1998–2000 Internazionale
Divin Codino (The Divine Ponytail), for the
2000–2004 Brescia
hairstyle he wore for most of his career and his Buddhist background.
THE SPIRIT, THE WILL TO WIN, AND THE WILL TO EXCEL ARE THE THINGS THAT ENDURE. THESE QUALITIES ARE SO MUCH MORE IMPORTANT THAN THE EVENTS THAT OCCUR.
VINCE LOMBARDI
03 BRAND
GUIDELINES
DIADORA _ BRAND GUIDELINES
FINAL LOGO
The final logo mark that I designed for the new Diadora identity is a mark using the combination of a graphic element as well as set typography to complete the word mark. The new identity of Diadora gives the company a contemporary and unique feel while still incorporating elements that touch on the sixty year history of the company. The new identity also uses the brands color equity by maintaining the shade of green that has been synonymous with Diadora for many years.
34
DIADORA _ BRAND GUIDELINES
ANATOMY OF THE LOGO
In designing the graphic element of the new Diadora wordmark I was looking to combine the concepts of sport and education. In doing so I used graphic elements reminiscent of traditional soccer equipment, pages in a book, geometric angles on the field of play and of course traditional soccer crests.
Thick white horizontal lines are to reference the pages of a book, in honor of the new Diadora education and youth development efforts.
The geometric lines that make up the soccer pitch were also a great source of visual language for the mark. The goal was the perfect way to express the D of Diadora witho u t u s i n g a t y p e face, instead a graphic shape to create the D.
35
The tradition of balanced geometric crests as soccer logos are prevalent throughout Europe. In particular Spanish and Italian soccer logos were a strong influence for the new Diadora mark.
Vintage soccer equipment, in particular the old leather soccer ball is an element I wanted to touch on with the mark. Like in many traditional soccer crests the vintage leather ball signifies history and tradition of the sport and the team, an element that could help Diadora visually validate its rich heritage.
LOGO DO’S
In order to maintain consistency of the new DIadora identity here are examples of what to do with the word mark in different applications. It is understood that depending on the application the original logo will not be able to be used as it is. The most important thing to remember is that the graphic element of the mark should be presented as clearly as possible and in the seafoam green color if possible.
37
DIADORA _ BRAND GUIDELINES
LOGO DONT’S
In order to avoid misrepresentation of the brand and its new identity here are a few examples of what to avoid when it comes to the word mark. The graphic element in white as well as the inverse color combination of the original logo are strongly discouraged, as well as using the graphic diadora element on it’s own. The word mark is not strong enough yet to live on its own and until so it’s best to keep the entire wordmark as one logo.
38
DIADORA _ BRAND GUIDELINES
CLEAR SPACE
The clear space around the logo that should be taken into account when placed on a poster advertisement or the web is based on the size of the Diadora graphic element. The diameter of the mark is equal to the X-height and the X-height is equal to the clear space around the entire logo.
X-HEIGHT = CLEAR SPACE OF LOGO
DIAMETER OF MARK = X-HEIGHT
39
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*” GOTHAM black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*” GOTHAM book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*” GOTHAM light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*” GOTHAM light Italic
A B C D EFGHI J K LMN O P Q R STUVWXYZ a b cd e fg hijk lmnopqrst uvwxyz 1 2 3 45678 90!@ #$%&*” GOTHAM condensed light
DIADORA _ BRAND GUIDELINES
TYPOGRAPHY
Gotham celebrates the attractive and unassuming lettering of the city. Public spaces are teeming with handmade sans serifs that share the same underlying structure, an engineer’s idea of “basic lettering” that transcends both the characteristics of their materials and the mannerisms of their craftsmen. These are the cast bronze numbers outside office buildings that speak with authority, and the engravings on cornerstones whose neutral and equable style defies the passage of time. They’re the matter-of-fact neon signs that announce liquor stores and pharmacies, and the proprietors’ names painted majestically on the sides of trucks. These letters are straightforward and nonnegotiable, yet possessed of great personality, and always expertly made. And although designers have lived with them for half a century, they remarkably went unrevived until 2000, when Hoefler & FrereJones introduced Gotham. The typeface Gotham was chosen because the new identity of Diadora is about tradition, elegance and presence. Gotham is a great typeface with a broad range of weights and styles that accomplish that goal. With Diadora venturing off into other services and sports related products it is important to communicate the brand with strong memorable typography. For the new DIadora it is Gotham.
42 George Weah
Former Liberian football forward. He spent
1988–1992
Monaco
14 years of his professional football career
1992–1995
Paris Saint-Germain
playing for clubs in France, Italy, and Eng-
1995–2000 Milan
land, and won trophies in each of these three
2000
Chelsea (loan)
countries. In 1995, he was named FIFA World
2000
Manchester City
Player of the Year, European Footballer of
2000–2001 Marseille
the Year, and African Footballer of the Year. Weah is the only FIFA World Player of the Year who failed to qualify for the World Cup.
DIADORA _ BRAND GUIDELINES
COLOR PALETTE
The color palette uses a part of the brands equity by continuing the use of a green shade seen throughout the history of the brand. In this case the color is a seafoam green that enforces that color ownership that Diadora has. Along with the seafoam a neutral palette of black, white & dove grey support the rest of the system as the primary colors used. In order to allow the brand to grow into other products and services, including but not limited to education a set of secondary colors including poppy red, electric blue and power violet were included to continue the vibrant energetic color palette.
P R I M A R Y
S E C O N D A R Y
POWER VIOLET
SEAFOAM GREEN
RICH BLACK
DOVE GREY
POPPY RED
ELECTRIC BLUE
CMYK : 67/0/60/0
CMYK : 0/0/0/100
CMYK : 67/0/60/0
CMYK : 0/89/100/0
CMYK : 66/7/0/0
CMYK : 36/100/0/0
RGB : 77/188/141
RGB : 0/0/0
RGB : 77/188/141
RGB : 239/68/35
RGB : 19/181/234
RGB : 169/33/142
100%
75%
50%
25%
43
04 BRAND
EXPRESSIONS
LEARNING IS NOT ATTAINED BY CHANCE, IT MUST BE SOUGHT FOR WITH ARDOR AND DILLIGENCE.
ABIGAIL ADAMS
DIADORA _ BRAND EXPRESSIONS
BEYOND APPAREL
What can DIadora be? How can Diadora expand their brand? What new or existing sporting ventures can the company expand? How can Diadora regain its rightful place in the soccer market? In researching the company and consequently re-branding Diadora these were the questions that I asked myself. In order to come to some decisions I thought about why I wanted to re-brand this company and the answer was simple, my childhood. I distinctly remember the brand DIadora when I was a kid. I remember getting the huge oversized Eurosport catalogs in the mail with the latest shoes within those pages. Roberto Baggio standing over the ball and I thought wow, I want those cleats. Why is that significant? It is significant because the DIadora brand, at least for my generation has equity, has memories and that is important when it comes to re-branding a company. It also has a history of quality that I personally can attest to, which makes them trustworthy. Trust is important in branding and brand extension when a company like Diadora ventures off into new areas of products and services, and in the case of the new Diadora brand which is venturing into education, trust is vital.
51
T N E M P O L E V E D H C A O C / H T U O Y
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DIADORA _ BRAND EXPRESSIONS
BRAND EXPRESSIONS & EXTENSIONS CHART
The Brand Expressions/Extensions chart is a great way to find both expected expressions of the new DIadora identity, as well as unexpected extensions that have the company reach out into other products and services within the context of sport and education. I chose to create a chart that explores on one hand the aspect of Sport/Body and on the other side Education/Mind. Within the category of Sport/Body the area of expression and extension for Diadora I explored was their youth /coaching Development ventures. I think there is a lot of opportunity to expand this aspect of the Diadora brand. The area of youth/coaching development coincidentally works in conjunction with the other half of the chart, the Education/Mind section. In this section I explored the aspects of Media Presence and Print collateral. As advertising and print media transforms more permanently to the digital medium there are many opportunities for the new Diadora brand to be trend-setters within the area of innovative media communication and user experience. Ultimately what I found was that the areas of opportunity that are rich in both sport and education are ones with direct interaction with the consumer. Youth Development, social networking, traveling exhibits, and instructional videos really speak to the individual, which creates a unique sporting and educational experience.
54 Frank Rijkaard
Dutch football manager and former player.
1980–1987
Ajax
Rijkaard has played for Ajax, Real Zaragoza
1987–1988
Sporting CP
and Milan, and represented his national side
1987–1988
Zaragoza (loan)
73 times, scoring 10 goals. In his coaching
1988–1993
Milan
career, he has been at the helm of the Dutch
1993–1995
Ajax
national side, Sparta Rotterdam, Barcelona and Galatasaray. He has been charachterized as, “a stylish player of faultless pedigree”.
DIADORA _ BRAND EXPRESSIONS
WEBSITE RE-DESIGN
The Media presence of DIadora moving forward is very important to it’s growth and reach. In redesigning the new Diadora website the graphic elements found in the Brand Guidelines as well as black and white photography were followed through. The navigation of the page emphasizes the user experience of soccer and Learning and less emphasis on shopping.
55
EDUCATION IS SIMPLY THE SOUL OF A SOCIETY AS IT PASSES FROM ONE GENERATION TO ANOTHER.
G IL B E R T K . C H E S T E R T O N
DIADORA _ BRAND EXPRESSIONS
PRINT COLLATERAL
Print collateral is important in any re-branding both on a public level as well as on the internal level. Anything from billboards to t-shirts, letterheads and business cards print collateral is an important element to invigorate and create excitement for the general public & employees about the brand and its new identity.
59 Jose “Pep” Guardiola
Spanish football manager and former player
team manager. In his first season as manager,
Guardiola played as a defensive midfielder
Barcelona won the treble of La Liga, the Copa
and spent the majority of his playing career
del Rey and the Champions League. In doing
with FC Barcelona, whom he currently man-
so, Guardiola became the youngest UEFA
ages. He was part of Johan Cruyff’s dream
Champions League winning manager ever.
team that won Barcelona’s first European Cup. On May 8th 2008, Barcelona president
1990–2001 Barcelona
Joan Laporta announced that Guardiola
2002–2003 Roma
would succeed Frank Rijkaard as the first
2005–2006 Dorados (mexico)
A LIBERAL EDUCATION IS AT THE HEART OF A CIVIL SOCIETY, AND AT THE HEART OF A LIBERAL EDUCATION IS THE ACT OF TEACHING.
A . B A R T L E T T G I A M AT T I
DIADORA _ BRAND EXPRESSIONS
DIADORA TELEVISION
Like many of the big European soccer clubs, such as Manchester United, Real Madrid, Barcelona FC and A.C. Milan Diadora could as well create a television Program that is dedicated to soccer news and culture. With the brand expanding into other products and services it is the perfect platform for product placement and promotion of their youth development ventures. Being able to have a direct line of communication to their potential customers would be greatly beneficial to Diadora completing its mission statement of preserving the tradition and beauty of soccer, and television gives them that voice they need.
68
DIADORA _ BRAND EXPRESSIONS
MOBILE APPLICATION
In the same way a Diadora website re-design is needed to activate the company’s online presence another way to add to that digital media push is the creation of a mobile application. Wether it be for a smartphone or a tablet the mobile application is another way to speak to the potential customer. The mobile application is also a great platform to promote the education aspect of Diadora’s re-branding. Things like instructional videos, field locations, weather conditions and event updates are a few of the potential elements that could make up the Diadora mobile app.
69 Roberto Donadoni
Former Italian international footballer and
1982–1986
Atalanta
currently a manager, now in charge of Serie
1986–1996
Milan
A club Cagliari. An attacking midfielder or
1996–1997
NY/NJ MetroStars (MLS)
winger known for pace and technique, he was
1997–1999
Milan
a pillar of the powerhouse AC Milan teams of
1999–2000 Al-Ittihad (saudia arabia)
the late 1980s and early 1990s and one of the
pioneers of Major League Soccer, where he played two seasons for the NY/NJ MetroStars.
05 BRAND
EXTENSIONS
EDUCATION IS THE ABILITY TO LISTEN TO ALMOST ANYTHING WITHOUT LOSING YOUR TEMPER OR YOUR SELFCONFIDENCE.
ROBERT FROST
DIADORA _ BRAND EXTENSIONS
DIADORA YOUTH ACADEMY
Diadora has a history of supporting professional players as well as contributing to youth camps and youth club teams. With the re-branding of Diadora this is an area of interest that will play a more prominent role in the makeup of the brand. For the first time in its 60 year history Diadora will open the Diadora youth academy for children, boys and girls from ages 7-15. Like the mission statement says, To preserve the tradition and beauty of soccer through education and innovation. This is the fulfillment of that promise, what better way to d that than to offer a complete sport and education experience to our newest and most eager players. The Academy will not be a sport-centric camp, while we absolutely will be playing plenty of soccer the Academy is about giving the children an experience unlike any other. The curriculum of the Diadora Academy will include: History of Soccer, Nutrition, Stretching/warm up and Equality & Fair Play to name a few. The goal of the variety of different sessions is to create a positive learning environment that will produce individuals that play the right way, the Diadora way.
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DIADORA _ BRAND EXTENSIONS
NUTRITIONAL JUICE LINE
Pre-Match and Post-Match sport beverages are a product that Diadora can easily venture into. Obviously it would be hard to compete with the big drink companies, but if the product was targeted more towards soccer players it could be very fruitful for Diadora. Centered around DIadora’s new branding the juice line starts off with two flavors: first an applegrape blend that is meant to be a pre-match drink to give you energy and get you going. The second blend is an orange-carrot blend that is a post-match meant to help you recover and wake your mind up ready to finish the day. Unlike the other companies this product would be all-natural and not have that neon tint.
BODY
MIND
Potassium - 220 mg Phosphorus - 35 mg Magnesium - 19 mg Calcium - 23 mg Sodium - 1 mg Iron - 0.59 mg Selenium 0.6 mcg Manganese - 0.556 mg Copper - 0.069 mg Zinc - 0.2 mg
Potassium - 195 mg Calcium - 11 mg Phosphorus - 20 mg Magnesium - 9 mg Manganese - 0.064 mg Iron - 0.22 mg Sodium - 2 mg Copper - 0.049 mg Zinc - 0.07 mg
Vitamin A - 17 IU Vitamin B1 - 0.035 mg Vitamin B2 - 0.032 mg Niacin - 0.556 mg Folate - 35 mcg Pantothenic Acid - 0.18 mg Vitamin B6 - 0.068 mg Vitamin C - 84.7 mg Vitamin E - 0.42 mg Vitamin K - 3.2 mcg
Vitamin A - 98 IU Vitamin B1 - 0.031 mg Vitamin B2 - 0.047 mg Niacin - 0.166 mg Folate - 5 mcg Pantothenic Acid - 0.111 mg Vitamin B6 - 0.075 mg Vitamin C - 8.4 mg Vitamin E - 0.33 mg Vitamin K - 4 mcg
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DIADORA _ BRAND EXTENSIONS
TRAVELING EXHIBITION
In conjunction with the youth academy the possibility of a traveling sport + education exhibition reminiscent of the “bookmobile� is a way of reaching kids beyond the restrictions of economics and accessibility. The commitment that the new Diadora has to education through sport is extremely high and not all children live in cities or have the same accessibility to something like the Diadora youth academy wether because of economics or geography. The goal of this traveling exhibition is to offer some of the Academy experience to kids and parents as far as the soccermobile can drive.
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DIADORA _ BRAND EXTENSIONS
COACHING CERTIFICATION
Just as it is important for young players to have more practice and develop good work habits coaches can always learn more. A coach can be the most positive adult influence in a child’s life other than his or her parents, so It is important that coaches have an avenue to become better coaches. Along the same lines as the Diadora youth academy, the Diadora coaching certification program is a school for youth development coaches to become better coaches, through seminars, professional team visits and classroom time. The end result is a coach that has had a balanced learning experience that he or she can grow from and at the same time have more trusting parents.
84 Francesco Totti
Italian footballer who is the captain of Serie
Bimbo d’Oro (The Golden Boy), Er Pupone
A club Roma. His position is that of a striker
(The Baby) and Il Gladiatore (The Gladiator)
or an attacking midfielder, though he is best
by the Italian sports media, Totti has won
known for playing as a second striker. Totti
many individual awards, including a record
has spent his entire career at Roma, is
five Italian Footballer of the Year awards and
the number-one goalscorer and the most
two Serie A Footballer of the Year awards.
capped player in the club’s history. He was named by Pelé as one of the top 125 greatest living footballers. Often referred to as Il
1992– Present
Roma
THE MAIN PART OF INTELLECTUAL EDUCATION IS NOT THE ACQUISITION OF FACTS BUT LEARNING HOW TO MAKE FACTS LIVE.
OLIVER WENDELL HOLMES