Sport

Diari Sport has covered FC Barcelona and Spanish sport from Barcelona since 1979. Forty-six years of print authority now read on a phone, in the gaps between everything else. The rebrand had to carry a legacy masthead into a feed-first landscape without thinning either side.

Youth with heritage. Not a balance — both, at full volume. The knowledge of a paper that has watched every Barça era pass through its pages, and the speed of a publication competing with the timeline. We held the tension instead of resolving it. Sport stays a newspaper. It just stops looking like one from 1979.

The wordmark carries the idea in its smallest unit: inktraps. Borrowed from print, where they exist to keep type legible at small sizes, here they become the system. They open and close depending on size and device — sharp on a headline, soft on a favicon. Heritage in the gesture, freshness in the behaviour. Around the wordmark, a design stripped of decoration: bolder, clearer, lighter. A newspaper that reads like a magazine.

Built with Wete, the system runs across the daily edition, the digital product, social, and editorial covers. Every asset is engineered for an in-house team producing at the speed of sport — templates that hold the brand without needing a designer in the room. The inktraps scale from a stadium-sized cover to a 16-pixel app icon, and the wordmark behaves the same way in both. The system does the heavy lifting.

30% audience growth since the rebrand. Sport now ranks among the four most-read sports outlets in Spain. Hamlet set the direction. Wete built the engineering. The Sport editorial team carried the rollout with the kind of internal conviction that turns a rebrand into a daily practice. Youth with heritage, holding both sides, printed and posted with the same voice.