The Romanian Football Cup is a long-standing competition opened to all Romanian football clubs, irrespective of their ranking.
In 2016, for the 78th edition, its organiser — the Romanian Football Federation — commissioned a rebranding process in order to strengthen the brand management and raise the profile of the popular sport in Romania.
The visual identity originates from a strong figurative element, with the two eagles illustrated in a competitive stance, disputing the centrally positioned cup. The negative space traced by the wings of the two eagles draw the handles of the cup but, at the same time, a heart — “the heart of Romanian football”, which is also the brand’s new promise. The eagle symbol, along with the three colors: red, yellow and blue, generate a powerful national symbol, inspiring agility, power, stature and intelligence.
With the new identity, the competition can better connect to its various stakeholders: it represents a motivation and reason of pride for the participating football teams, it engages their supporters (whether on the stadium or in front of the TV), it attracts new sponsors and helps build stronger communities around the football teams.