Penalty: A BRAZILIAN TYPEFACE

Credits & Description:

Category: Design Typography

Advertiser: PENALTY

Product/Service: SPORTS APPAREL BRAND

Agency: OZ DESIGN

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.