left: giorgio chiellini wearing the 2012/13 italy home kit by PUMA
right: gianluigi buffon wearing the 2012/13 italy goalkeeper kit by PUMA
2012/13 italy kits by PUMA
the new home and away kits by PUMA have a vintage look but are packed with modern
features such as 4-way stretch underarm panel mesh that enhances freedom of movement.
gaffer font by GBH
'make football anywhere' mark by syrup
gaffer font by GBH
the numerals and player names on the current shirts are all set in the gaffer font
designed by GBH (with digitisation done by dalton maag).
3D gaffer numerals on the front of the italy home and away shirts
jason greogory from GBH told us about the new 3D version of gaffer numerals
the finished result is a typeface which stands out on the pitch for its legibility and brevity.
the font allows the campaign creative to cross the white line onto the field of play,
effortlessly uniting PUMA's 2012 campaign push with the pro & amateur players via
not only the kit design, but the vast collection of apparel & equipment currently rolling out.
a distinction is drawn between the african teams who are classified as 'speed' teams
and the european teams who are classified as 'power' teams.
a slightly different graphic treatment is given to the numerals for the speed teams
and the power teams. the silhouette of the font remains the same, only the style
within the shape changes for example the ivory coast numerals have a fade.
the 3D numerals are unique to italy, since they've won the world cup four times
we wanted to do something special for them, our solution was to create a bespoke
effect which references the classical, stone carved history of italy.' - JG
3D gaffer numerals on the italy home shirt
italian football federation badge by GBH
the kits also feature another GBH design - the official italian football federation badge
first unveiled in 2005.
'PUMA commissioned GBH to design the new badge in 2005 because amazingly
there was no copyright on the previous badge. as such, PUMA had no way of controlling
the ever growing issues with counterfeit kits and merchandise. the design process had
to go through the FIGC for approval but the project and approval was completed within
a year (very rare) and on kits for the 2006 FIFA world cup.' - jason gregory, GBH