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Is FC Barcelona’s ‘no-name’ jersey a branding mistake?

Picture this: It’s El Clásico, and the camera zooms in on Lamine Yamal, FC Barcelona’s rising star, as he makes a crucial play. The sponsor’s logo on his jersey is front and center. But do you instantly recognize the brand paying millions for this prime spot?

We took a close look at FC Barcelona’s new jerseys for the 2024/25 season and resourced to research to find out. The team has introduced two different designs: one with just a minimalist symbol and another with the full logo. Our research uncovers whether the sleek design actually stands out or if it’s sacrificing brand visibility for style.

These are the two different jersey versions:

  • Player version: With only the Spotify symbol (the circle), without the brand name.
  • Fan version: With the full Spotify logo, including both the name and the symbol.

Player version of FC Barcelona’s 2024/25 jersey with only the Spotify symbol (left) and fan version with the full Spotify logo (right).

At first, we thought that using only the symbol on the player version might not be a good idea. So, we decided to do some research to find out.

 

MEASURING BRAND RECOGNITION

To gather data, we conducted a survey with two groups of people:

  • Group 1: This group was shown the jersey with the full Spotify logo.
  • Group 2: This group was shown the jersey with only the Spotify symbol.

 

69% HAD NO IDEA WHAT THE SPONSOR WAS ON THE NAMELESS JERSEY

The results revealed a big difference in how well people recognized the sponsor between the two jersey versions:

  • Nearly three-quarters (74%) of people could identify Spotify as the sponsor when they saw the full logo.
  • However, recognition dropped to less than one-third (31%) when people saw only the symbol.

This shows that the symbol alone is less recognizable without the brand name attached.

 

BE CONSISTENT AND TEST BEFORE LAUNCH

For brands, whether they think about sponsorship or not, this study offers some important takeaways:

  • Consistency is key: Make sure your branding is consistent and easy to recognize across all platforms and products.
  • Test before launch: Conduct market tests to see how different designs impact brand recognition. Use this data to make smart decisions and ensure your brand is visible.
  • Educate consumers: If you choose a minimalist design, invest in educating consumers about the brand symbol. Consistent messaging across various media can help strengthen the connection between the symbol and your brand.

 

STYLE IS IMPORTANT, BUT EFFECTIVENESS IS STILL KING

This case shows that while stylish designs are cool, they might not always be the best for visibility. For brands that want to maximize visibility, whether in major sponsorships or their ads, testing is never a bad idea.

 

Want to know more about effective branding and creative testing? Hit Pau up.

 

Image sources: fcbarcelona.cat and footyheadlines.com