Publication: La tipografía en la ciudad, vehículo emocional y vaso comunicante entre dos tiempos históricos distintos. Un estudio de caso: la identidad visual corporativa del estadio Metropolitano
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2019
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Universidad Carlos III de Madrid
Abstract
La investigación nos recuerda qué importante es la tipografía en el desarrollo de
una ciudad, cómo transmite señas de identidad y cómo ayuda a mantener sentimiento de
pertenencia. Para ello se ha tomado un estudio de caso de actualidad: la identidad visual
corporativa del nuevo estadio del Club Atlético de Madrid. Hasta la fecha de la
presentación del presente trabajo, se había escrito mucho sobre el nuevo escudo del
equipo, pero no sobre el logotipo de su nuevo campo. El Wanda Metropolitano ha
sustituido Vicente Calderón (su nombre original fue Estadio del Manzanares), que estuvo
activo desde 1966 a 2017. A su vez, este campo reemplazó al Stadium Metropolitano, que
fue la casa del club rojiblanco desde 1923 hasta 1966. La comunicación que se presenta
tratará sobre la relación visual y emocional entre estos dos estadios, el viejo y el nuevo
Metropolitano. El Atlético de Madrid ha tendido un puente emocional entre estos dos
porque, para la masa social del Club, el traslado desde el Vicente Calderón al nuevo
Metropolitano ha sido difícil, como lo fue en su día el cambio del viejo Metropolitano al
entonces Estadio del Manzanares. El Atlético de Madrid ha hecho unos guiños
emocionales para que el aficionado encuentre una continuidad en este tránsito. El
primero, evidente, es el nombre: el nuevo campo se llama igual que el estadio de 1923.
El segundo guiño, más discreto, tiene que ver con la estética: la tipografía de la identidad
visual corporativa del nuevo estadio tiene reminiscencias modernistas y postmodernistas,
propias de la época en la que la estuvo activo.
This research reminds us how important typography is in the development of a city, how typography provides signs of identity and how it helps to maintain a sense of belonging. This paper presents a particular case study: the corporate visual identity of the new stadium of Club Atlético de Madrid. Until the date of the presentation of this paper, much had been written about the new team's shield, but not about the logo of its new soccer field. The Wanda Metropolitano has replaced Vicente Calderón (its original name was Estadio del Manzanares), which was active from 1966 to 2017. In turn, this field replaced the Metropolitan Stadium, which was the club's home from 1923 to 1966. The following communication will deal with the visual and emotional relationship between these two soccer fields, the old and the new Metropolitan. Atlético de Madrid has tended an emotional link between these two: for the social mass of the Club, the transfer from the Vicente Calderón to the new Metropolitano has been difficult, as it was in its day the change from the old Metropolitan to the then Estadio del Manzanares. Atlético de Madrid has made some emotional winks for the fans to find a continuity in this transit. The first, obvious, is the name: the new field is called the same as the stadium of 1923. The second, more discreet wink has to do with aesthetics: the typography of the corporate visual identity of the new stadium has modernist and postmodernist reminiscences, typical of the era in which it was active.
This research reminds us how important typography is in the development of a city, how typography provides signs of identity and how it helps to maintain a sense of belonging. This paper presents a particular case study: the corporate visual identity of the new stadium of Club Atlético de Madrid. Until the date of the presentation of this paper, much had been written about the new team's shield, but not about the logo of its new soccer field. The Wanda Metropolitano has replaced Vicente Calderón (its original name was Estadio del Manzanares), which was active from 1966 to 2017. In turn, this field replaced the Metropolitan Stadium, which was the club's home from 1923 to 1966. The following communication will deal with the visual and emotional relationship between these two soccer fields, the old and the new Metropolitan. Atlético de Madrid has tended an emotional link between these two: for the social mass of the Club, the transfer from the Vicente Calderón to the new Metropolitano has been difficult, as it was in its day the change from the old Metropolitan to the then Estadio del Manzanares. Atlético de Madrid has made some emotional winks for the fans to find a continuity in this transit. The first, obvious, is the name: the new field is called the same as the stadium of 1923. The second, more discreet wink has to do with aesthetics: the typography of the corporate visual identity of the new stadium has modernist and postmodernist reminiscences, typical of the era in which it was active.
Description
Comunicación presentada en el Congreso Internacional Interdisciplinar "La ciudad: imágenes e imaginarios" celebrado en la Facultad de Humanidades, Comunicación y Documentación, Universidad Carlos III de Madrid del 12 al 15 marzo de 2018.
Keywords
Tipografía, Identidad visual corporativa, Diseño, Typography, Corporate visual identity, Design
Bibliographic citation
Congreso Internacional Interdisciplinar: La ciudad: imágenes e imaginarios. (2018, Getafe). Ana Mejón, Farshad Zahedi, David Conte Imbert (eds.). Getafe: Universidad Carlos III de Madrid, 2019, pp. 423-430