Maradona Foundation

Legends Live Forever

The Maradona Foundation was created to honour the life and memory of Diego Maradona. SE Studio built the visual identity for the philanthropic body dedicated to support his ongoing mission to increase social capital and prosperity. A sun-and-rays logo symbolises Diego and his ten siblings while a smaller sun in the negative space represents future generations. The custom DM10 display typeface, expressive documentary photography and pure, minimal typography keep the foundation's social-impact message at the centre across billboards, website, print and apparel.

Aerial view of a small soccer field labeled 'Maradona Foundation' surrounded by urban rooftops with corrugated metal and brick buildings.
Person with curly hair chest-controlling a worn soccer ball on a foggy grass field, wearing a dark green and yellow track jacket and gray sweatpants, arms spread wide and smiling upward.
Large billboard on a building facade displaying a Maradona Foundation message reading "Enacting Diego's wishes to increase social capital and prosperity around the world," alongside an image of a child playing soccer in a sandy area. Surrounding urban area features tall residential buildings.

The logo symbol represents the sun (Diego), his ten siblings, as such the ten rays. A smaller sun in the negative space reflecting future generations and young stars to come. Reflecting a world in which genius, rebelliousness, diversity, non-conformity and challenging the status quo are celebrated and honoured.

DM10, has been designed for the logotype and as a headline display typeface, and runs through both the DM10 brand and the Maradona Foundation design. The logo has alternative character sets and weight to draw a distinction and subtly set apart while stay coherent with the usable typeface.

Authentic, realistic, expressive and warm imagery is used as prime brand photography. Placing people in focus, in particular individuals representative of target audiences and beneficiaries aligned to the brand brand mission position. Cultural roots are acknowledged and aim to create aspiration and authenticity.

The message and objectives of the foundation are core, and as such the identity of the brand is utilising pure, clean, minimal typography, imagery and colours as primary tools and means.

"Four children in school uniforms gathered around a laptop, attentively looking at the screen in a classroom setting."
Billboard at a Buenos Aires Subte (subway) entrance featuring a smiling Diego Maradona promoting the Maradona Foundation, with the tagline about continuing his legacy to increase social capital worldwide.
Three football jerseys hanging on a clothesline outdoors: a white Spain national team jersey with red crest, a white Maradona Foundation jersey with gold text and sunburst pattern, and a light blue and white striped Argentina Adidas jersey with number 10.
Bus stop advertisement for the Maradona Foundation, featuring two panels: a smiling young boy seated outdoors, and a young man in contemplation behind a chain-link fence, with the tagline "Continuing the legacy, enacting on Diego's wishes to increase social capital and prosperity around the world."
A person placing a printed card or booklet into a beige canvas tote bag. The visible text reads: "…wishes to increase social capital and prosperity around the world." — likely Maradona Foundation branded material.