FEDEFUT GUATEMALA

Crafted to Elevate a Nation

WHAT WE DID

Strategy
Branding
Art Direction

℗2025

Strategy
Branding
Art Direction

℗2024

THE GOAL

Rebranding a national team isn’t just about aesthetics, it’s about identity. It’s not a design task; it’s a cultural unearthing. The goal wasn’t to make things look better, it was to find Guatemala’s soul and give it wings.

THE IDEA

Beyond color palettes and typography, we dived into the country's history, its symbols, its passion, its art, its football... into the chants, the dreams, and the unwavering spirit of fans who paint themselves blue and still believe in miracles.

Together with Guatemalan designer Kevin Morales, we set out to craft a new identity that speaks not only every corner of the country, but also to the important Guatemalan community living abroad. It's an identity that doesn’t just modernize for the sake of trend, but respects and reimagines the Institution's history, connecting it with the country's culture, and imagining it into the future.

THE GOAL

THE IDEA

The idea came like lightning:

“Ojalá que remonte su vuelo más alto que el cóndor y el águila real”
"I hope they soar higher than the condor and the golden eagle".

This line from Guatemala’s national anthem didn’t whisper, it commanded.

At the center of the new identity is a bold quetzal, Guatemala’s national bird, and a symbol of freedom. Its wings arc upward in flowing motion, echoing not only flight, but speed. There's a historical belief — proven in real life — that quetzals struggle in captivity, and prefer to die rather than be confined, so that's why our quetzal is breaking the shield, flying on top of it.

The typography is confident, modern, and strong. And the whole system? Clean enough to flex on a jersey, wild enough to fly solo on the global stage.