RCD Mallorca
our club,
our land
RCD Mallorca
our club,
our land
Context, challenge and objectives
The brand renewal of RCD Mallorca has faced the challenge of respecting the club’s legacy, preserving its core identity elements intact, while seeking to project it into the future with a strategy that strengthens its position both nationally and internationally.
This process has been carried out through an approach that balances reason and emotion, recognising that a football club’s brand is a social symbol that belongs to the entire community.
RCD Mallorca, founded in 1916, has experienced various sporting and managerial stages and has now consolidated a solid business project.
This approach has led to significant achievements, such as reaching the final of the Copa del Rey in the 2023/24 season.
Within this context of growth, the need was identified to develop a strong brand with a coherent and distinctive personality, one that helps the club stand out in the highly competitive football landscape—a field that not only represents an emotional attraction for supporters, but also a source of economic and social opportunity.
Strategy
The new brand strategy focuses on positioning RCD Mallorca not only as a sporting benchmark, but also as a social leader that embraces and celebrates Mallorcan traditions, incorporating elements of local culture—such as the dimonis and the correfoc—into the sporting environment.
The tagline “El nostre Mallorca, la nostra Mallorca” (“Our club, our land”) captures the spirit of the club and the supporters’ sense of belonging, using language as an identity symbol and demonstrating that the team belongs to the entire community.
A club that is, that takes responsibility, that cares and that defends “lo nostro”—our own—a Mallorcan expression that, far from referring to something private, speaks of a shared good that must be protected and cared for. This value proposition seeks to engage all those connected to the club—from the board and management to supporters and suppliers—in a reciprocal relationship in which everyone contributes and everyone benefits.
STRATEGIC PILLARS: THREE STRATEGIC PILLARS HAVE BEEN DEFINED TO SUPPORT THE CLUB’S NEW IDENTITY
- “Cap amunt, sempre amunt”: A motto that represents the club’s intrinsic values, such as responsible leadership, perseverance, continuous improvement and commitment. This historic phrase reflects the club’s forward-looking vision, its ambition to innovate and grow both in sport and in business, promoting collaborative work and a strong sense of opportunity.
- “Ca nostra, ca teva”: This principle transforms the Estadi Mallorca Son Moix into a symbol of Mallorcan identity, turning the stadium into a modern, sustainable and welcoming space that acts as a meeting point for supporters and a driving force for social and cultural development. The aim is for the stadium to become a place that represents all Mallorcans, while also functioning as an integrating, central hub for the city of Palma.
- “No només un sentiment”: This pillar recognises that Mallorca is not only a football club, but a reflection of Mallorcan culture and lifestyle. The club represents the island and exports its Mediterranean essence to the world with every match, linking its values to local traditions and to the deep sense of belonging felt by supporters.
Visual identity
The brand’s visual identity has been renewed to reflect its values and personality in a tangible way across all touchpoints with supporters and other stakeholders.
One of the key aspects has been keeping the club’s crest intact. However, a complementary visual system has been developed, incorporating new graphic elements and secondary colours (anthracite grey and white), alongside the traditional red vermell and black.
The renewal also introduces patterns inspired by the “ikat mallorquí” or “roba de llengües”, a traditional fabric that connects directly with the island’s history and culture.
Typography
One of the most notable innovations is the creation of an exclusive typeface for the club, “Dimonia Font”, designed by Balearic typographer Damià Rotger. This typeface is inspired by the dimonis, iconic figures from Mallorcan culture and traditions, and seeks to represent the club’s fervour, passion and fighting spirit.
The typeface consists of two variants — regular and extended — and has been developed to reflect tradition, movement and energy, while being adaptable to different languages and global contexts.
With this renewal, Mallorca projects itself into the future with more strength than ever, staying true to its motto: «Cap amunt, sempre amunt».