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A imagem da CBF precisava ser revitalizada, em todos os sentidos. Além disso, sua Marca estava desconectada da sociedade e do seu público, especialmente de uma geração mais nova, que divide cada vez mais sua atenção com outros esportes e outras atividades. Era necessário um trabalho profundo e comprometido, com foco em reconquistar a confiança de seus stakeholders.
Com o propósito de fazer do futebol a nossa melhor brasilidade, a CBF assume o compromisso de construir um ativo social, ampliando ações existentes e mapeando novas formas de tangibilizar o seu impacto no mundo. As cores ganham mais força e intensidade, trazendo mais modernidade paraa Marca nos meios digitais. A tipografia é composta por duas fontes, ambas desenvolvidas por brasileiros, o que reforça a nossa melhor brasilidade. Na tagline, uma frase que sintetiza o que é o nosso futebol: joga bola. Somos convidativos e inclusivos, é o que usamos para identificar quem tem o talento no campo, o craque. Ao mesmo tempo, conecta a CBF ao novo momento com mais proatividade.
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