A new look, an evolution, a step towards the future. On the first day of training camp for Spalletti’s Azzurri ahead of Italy vs. Germany, the new look and feel for the Italy brand took over. Gianluigi Donnarumma, Giovanni Di Lorenzo and Nicolò Barella starred in the video launching the new visual campaign also advertising the first leg of the Nations League quarter-finals on Thursday 20 March at the Stadio Meazza in Milan.

The strategy aims to strengthen the Italian national team brand in order to expand the fanbase, increase engagement and interactions at various levels, developing engaging and innovative entertainment initiatives. In the coming three years, the project aims to reinforce the commercial appeal of the national teams, consolidating the brand and guaranteeing its identity and uniqueness. The first concrete results of this strategy regard the first instalment of a marketing campaign centred around the new motto ‘Questa è la Nazionale’ (This is the National Team), accompanied by the tagline ‘L’Azzuo ci unisce sempre’ (Azzurro always unites), to deepen the bond with the fans and foster a sense of belonging. As well as the creation of promotional videos, the brand’s relaunch foresees an updated look and feel for all the official Azzurri and Azzurre content: focus on breaking down the elements of the Italy logo to greater centre the distinctive aspects of a visual identity and reinforce the presence and individuality of the brand. ‘Questa è la Nazionale’ is not just a motto but an affirmation of identity, passion and pride that the FIGC intends to share all over, from the stadium to traditional media to social networks which reach millions of passionate Azzurri fans worldwide.

At the same time, a decision has been made to ensure uniformity across the entire graphical strategy. In the past, the Azzurri and Azzurre social media employed separate visual styles, as with the stadiums and federal events which adopted a different look and feel. To ensure coherent optics, the decision was made to uniformise the Italy graphics to create a powerful and distinctive visual identity.