Saatchi & Saatchi Russia Develops Brand Guidelines for Spartak Moscow Football Club

First ever brand guidebook incorporates new crest, flexible branding system and new treatment of the Club’s motto and gladiator imagery.

Moscow - Saatchi & Saatchi Russia has developed Spartak Moscow Football Club's first ever set of brand guidelines since the Club's inception in the early 1920's.  The guidebook incorporates a new crest, flexible branding system and an altogether new treatment of the Club's motto and gladiator imagery.  This work comes just before Spartak is set to move into a new, purpose-built home stadium, also a first for the Club.

"With the launch of its first ever home stadium, Spartak is poised to truly commercialize its brand assets," commented Alex Shifrin, Managing Director of Saatchi & Saatchi Russia.  "Developing this set of guidelines is the first step towards that. In addition, this work is a wonderful way to highlight Saatchi & Saatchi's branding and design capabilities. Spartak is a true Russian Lovemark and we feel truly honoured to be a part of it."

According to a recent PwC report, Spartak Moscow FC is already considered Russia's most valued football brand.  Focusing on the brand's commercial potential is a key part of Spartak's strategic growth and overall brand development plan.

The work involved deep one-on-one research (Saatchi & Saatchi's proprietary Xploring approach) amongst the club's fans, directors, staff and veterans.  Based on these interviews, the agency developed the brand's architecture, one that play's to the Club's historically fiercely loyal fan base and uncompromising, independent spirit. Visual assets for the guide were created with a deliberately bold and unapologetic tone to add more character to the Club's newly minted iconic figure, Spartacus.

Implementation of the guidelines is set for this year, with ongoing development as the stadium opens and Spartak begins to grow its commercial interests.


Client: Football club Spartak, Moscow
PR: Asya Shalimova, Fedor Turbin

Saatchi & Saatchi Russia

Managing Director: Alex Shifrin
Creative Director: Stuart Robinson
Account Director: Nicholas Pawlak
Strategic team: Ekaterina Danilyuk, Natalia Ametova
Creative team: Sergey Sidorov, Vlad Boerean, Anastasia Vedernikova


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