22 Nov 2017
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Indian Football gets a new identity from Yaap

MUMBAI: The new logo of the All India Football Federation was recently launched by Fifa president Gianni Infantino in the presence of AFC president Shaikh Salman Bin Ibrahim Al-Khalifa, Mr. Vijay Goel, Minister for Sports and Youth Affairs and AIFF president Praful Patel. This new identity was developed by Yaap – a content company which recently acquired Brand Planet Consultants.
The new logo which represents the Tricolor in the form of a rising flame along with a Football denotes vibrancy and constant upward movement of Indian Football. The shield on one side of the logo solidifies the entire structure and represents AIFF’s inclusiveness, responsibility and authority towards the game in India.
Speaking on the occasion General Secretary Kushal Das said, “The new identity aptly defines the passion, expectations and the professional approach that the AIFF has adopted in recent years. And the YAAP team has preceded the creative expression with a relevant and actionable strategic approach.”
The new logo has been designed after a comprehensive process where the design team had detailed interactions with Fifa experts, AIFF leadership, AIFF Officials, Partners, former and current Players and the fans to get a sense of what they wanted the new logo to represent. The key words that emerged were Indian, Youthful, Inclusive and Vibrant.
“The AIFF was formed in 1937 and we are 79 years old. I thought when you get older you have got to get younger and look contemporary. Hence, we needed a new younger look,” Patel stated.
Yaap senior partner Anjan Roy said, “This project is all about pride for us. It’s about having created an expression for the world’s largest democracy meeting the world’s most popular sport. It was due. And we are sure that the identity is just one of the few things that the AIFF is putting in place to bring Indian football on the Asian and world map.”
Yaap is a content company that designs, discovers and distributes content for leading brands. With a team of over 40 professionals across disciplines such as corporate identity, packaging design, influencer marketing, content amplification, communication in its offices in Delhi NCR and Mumbai.