On Tuesday, at the Monumental Stadium’s multipurpose room, River revealed its new brand identity in an event that was attended by Jorge Brito, President of the Club, and Stefano Di Carlo, General Secretary.
Stefano Di Carlo, who was in charge of introducing the event, explained that this new brand image “is the result of joint work carried out with different areas and a long-term process that, drawing from the Club’s historic DNA, today allow us to have a modern and updated visual identity. The goal was to bring together the whole River branding and communication universe under a single brand guideline manual.”
He also highlighted the relevance of the evolution of the River crest, which is the Club’s historic emblem: “We tackled this project from two angles: the technical aspect, focused on making sure that, regardless of the media chosen, the brand has a consistent identity, and the crest always looks the same; and the symbolic aspect, focused on making sure that the crest's three key elements, the white background, the red band, and the acronym CARP, are displayed in the best possible way.
For his part, Jorge Brito said: “Two years ago, we started working on this project with Stefano, who is the driving force behind this initiative. We looked for a way of modernizing the River crest, a process we’ve been carrying out throughout all areas of the Club. We have unanimously approved the new design.”
And he added: “The result of this work is the renovated and stylish crest that you are looking at now: the different elements of the Club’s identity have been renewed and organized in such a way that enables communication and branding to display River’s greatness.”
The work was jointly carried out with Grupo Berro: Gonzalo Berro and Esteban Serrano attended the launch and said: “Working on a brand like River was something very special and dear to us, because River is more than just a brand, it is a universe. River is the greatest project we have ever worked on. The Club’s greatness is reflected on each and every one of its sports and cultural activities.”