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FIFA Soccer

How a Jewish Superfan Designed Argentina's Iconic Soccer Crest 50 Years Ago

Soccer fans around the world know the crest worn by Argentina and its star Lionel Messi: a vertical shield with laurel branches at the bottom symbolizing victory and glory, and three stars at the top representing the team's three World Cup titles. Far fewer know that the emblem has its roots in Argentina's close-knit world of Jewish sports clubs, where its designer first developed his affinity for the game. Norberto "Toto" Rud was in his late twenties and a member of Club Náutico Hacoaj, a Jewish club, when he proposed the crest in 1976.

Rud drew on the branding acumen and graphic design skills he would use throughout his career as a businessman and soccer aficionado in Buenos Aires. Watching international soccer in the era of black-and-white television, he noticed that supporters could instantly recognize teams such as West Germany by its eagle or the Soviet Union by its lettering, while Argentina could easily be confused with any club wearing similar striped shirts. He concluded that the national team needed a visual identity equal to its footballing tradition.

Rud prepared roughly twenty designs and submitted them to the Argentine Football Association in a proposal that reached its president and executive committee. The crest made its debut on November 28, 1976, just days after it was approved, in a scoreless friendly against the Soviet Union in Buenos Aires. Fifty years later, the design is basically unchanged and stands among the most widely worn team logos in the world, carried across the globe on Messi jerseys.

(TOI/VFI News)

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