A global rebranding of all brands and symbols the club uses to communicate with supporters, society and business partners. A project which covered areas such as the club's shield, mascot, sports facilities (stadium and training center), official store, merchandising and the relation with suplliers, events, business units, foundation, co-brandings, among others. The aim was the creation of coherents, yet flexibles brands, always respecting the values and reality of the club and most of all, the emotional links that supporters have stablished with the iconography of the club. A delicate process since we are talking about emotional bonds between club and supporters, the Soul of sports. All changes had in mind the relationship of closeness, affection and identification that supporters have with the club, something that could never be affected.