Vélez Sarsfield is one of the most important and top level Argentinian professional football clubs, based in Buenos Aires and founded in 1910. The club's home stadium is the José Amalfitani, in the borough of Liniers (City of Buenos Aires). Nicknamed as The Fort, it has played host to some of the best players, teams and football contests for almost 100 years. On 2011, an ambitious project was launched; the redesign of The Fort. The renovation is intended to bring Vélez Sarsfield back to the best football stadium owners. The Fort is well known for making it one of the most atmospheric and historic stadiums in the world. For this new project identity, We developed a concept not only to visualize the news influences of modern architecture, but also to bring the old Institution´s values and personalities´s thoughts back to the surface. Passion, Friendship,Leadership, Innovation, Strength. Concise visual elements to communicate the Institution values and guiding concepts.
The logo is made up of two linked stylized forms, each of which represents a V, representative sign of the Institution. Comprehension and functionality.