Brand positioning and design



RSC Anderlecht is one of the most prestigious football clubs in Belgium. The club was established in 1908. Throughout its history, the club developed into one of Europe’s most famous football clubs. Since its early years, the club focused on media exposure to establish brand awareness. The club asked These Days Y&R to position the brand based upon insights gathered by internal (players, staff) and external stakeholders (fans, press, …) and develop a strong brand design and imagery that could be used across all media channels.


The brand positioning defined ‘The Art of Victory’ as being the unique differentiating Brand Essence of RSC Anderlecht. This brand essence summarises the brand experience offered by the club. This brand foundation is built around 6 core values : Class, Attractiveness, Authenticity, Social Engagement, Pride and Innovation. These Days Y&R translated the Brand Essence into a new Brand Design. This brand design was used for the creation and redesign of all owned media channels : matchday program, social media channels, online platform, mobile app,…