The rebranding of RCD Mallorca has faced the challenge of respecting the legacy of the entity, keeping its identity elements intact, while seeking to project it into the future with a strategy that repositioned it both nationally and internationally. This process has been carried out with an approach that combines reason and emotion, understanding that the brand of a football club is a social symbol that belongs to the whole community.

RCD Mallorca, founded in 1916, has gone through different sporting and management 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.
In this context of growth, the need was identified to develop a strong brand, with its own personality and coherence, to help the club stand out in the competitive football market, which not only represents an emotional attraction for fans, but also a source of economic and social opportunities.

THE STRATEGY

The new brand strategy focuses on positioning RCD Mallorca as a sporting benchmark and, at the same time, as a social leader, integrating and extolling 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 “ captures the spirit of the club and the fans” sense of belonging, using the language as a symbol of identity and demonstrating that the team belongs to the whole community.

A club that is, cares for, looks after and defends ‘lo nostro’, what is ours, a Mallorcan expression that, far from being something private, speaks of a common good to look after and protect. This value proposal seeks to involve all the actors related to the club – from the board to the fans and suppliers – in a reciprocal relationship where everyone contributes and benefits.

Strategic pillars: Three strategic pillars have been defined to support the new identity of the club:

1. ‘Cap amunt, sempre amunt’: A motto that represents the intrinsic values of the club, such as responsible leadership, perseverance, continuous improvement and commitment. This historic phrase reflects the club’s vision of the future, its desire to innovate and grow in both sport and business, promoting collaborative work and a sense of opportunity.
2. “Ca nostra, ca teva ’ turns the Estadi Mallorca Son Moix into a symbol of Mallorcanism, transforming the stadium into a modern, sustainable and welcoming space that functions as a meeting point for fans and as a driving force for social and cultural growth. The idea is for the stadium to be a space that represents all Mallorcanism, and that also functions as a neuralgic and integrating centre for the city of Palma.
3. “No només un sentiment ’ recognises Mallorca not only as a football club, but as a reflection of the Mallorcan culture and way of life. The club represents the island and exports its Mediterranean essence to the world in every match, linking its values with local traditions and the fans’ sense of belonging.

Visual identity: The brand’s visual identity has been refreshed to reflect its values and personality in a tangible way at all points of contact with fans and other stakeholders.

One of the key aspects has been to keep the club crest intact. However, a complementary visual system has been developed that includes new graphic elements and secondary colours (anthracite grey, white), in addition to the traditional red ‘vermell’ and black.

The renovation also incorporates patterns inspired by the ‘ikat mallorquín’ or ‘roba de llengües’, a traditional fabric that connects with the history and culture of the island.

Typography ‘Dimonia Font’: One of the most outstanding novelties is the creation of an exclusive typography for the club, ‘Dimonia Font’, designed by the Balearic typographer Damià Rotger. This typeface is inspired by the ‘dimonis’, emblematic figures of Mallorcan culture and traditions, and seeks to represent the fervour, passion and fighting spirit of the club. The typeface is composed of two variants, regular and extended, and has been developed to reflect tradition, movement and energy, being adaptable to different languages and global contexts.

En conjunto, este proyecto de marca está permitiendo redefinir al RCD Mallorca como una marca fuerte, con una propuesta de valor única que refuerza su conexión con la comunidad y su posicionamiento en el mercado del fútbol. La nueva identidad visual y estrategia de marca consolidan el papel del club como embajador de la cultura mallorquina y busca fortalecer su relación con los aficionados y demás amigos del club. Con esta renovación, el Mallorca se proyecta hacia el futuro con más fuerza que nunca, fiel a su lema: «Cap amunt, sempre amunt».