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WHEN THE DRAGON FIRES UP THE GREAT DANE
REACHING NEW AMBITIONS
Because a major club will always have to face challenges, the LOSC, Lille’s legendary football club, changes and reinforces its image with us, design partner since 2012.
A new dynamic initiated for the sport club and the company whose ambition is to take centre stage of French and International football and emphasize proximity with all its audiences.
More sportive and more modern, the LOSC strengthens its communication with a sharped image which is an invitation to rediscover what makes its power and its singularity.
It is not only the club but also all its sub-brands and its service brands– through a new brand architecture – which support the new visual style and show LOSC’s impacts in all its fields of intervention (sport, media, society).
A FACE SCULPTED BY THE ORIGINS OF THE CLUB
More accessible and clearer for young targets, the design conveys the core values of the club, legacy preservation, fighting spirit, passion and innovation.
The visual territory expresses the brand in its smallest details: each communication element (graphic system, illustrative forms, typography) was designed from this new logo, and particularly its external angles.
Every single letter of the LOSC’s specially designed by the agency was shaped by the form of the citadel, generating this way a strong brand-association effect.
A new dynamism was also applied to the iconography to give more energy to the communication.
We have also redesigned some key locations of the club like the press rooms, the player’s changing rooms… as well as several merchandising items (caps, Tshirts, tote bags, etc.) to immediately bring life to the brand.
#FOLLOWTHEDOGUE and the launch
We have also imagined a teasing digital communication campaign – #FollowTheDogue.
This campaign has unveiled progressively the new graphical elements of the logo until the final reveal through a social and participative activation on Facebook and all the club’s social media.
From next season, the players as well as the supporters will have the opportunity to share with the same pride the new face of the LOSC. A face that celebrates its great history and symbolizes its endless resolution to lead the club to the best future !