Mixed feelings can be a good thing
The name Dividida has its origin in the game itself: it refers to the division between the team and their tactics and the fans, the “bench coaches”. A metaphor to the division between the rational and the emotional aspects of the game, symbolizing the difference between thought out play and what the fans unfounded opinions.
Got the moves like Ronaldo
The identity reflects the meaning of the name, breaking the word in the middle. It was inspired in the game tactics sketches the coaches do. Its dynamic shape reflects the moves the players do. Since Dividida is nothing like the other football publications, the design should also follow that will to be different. We wanted to break the usual football visual codes, related to sports newspapers and magazines.