Jewish superfan designed Messi’s crest
BUENOS AIRES — Soccer fans around the world are familiar with the crest worn by Argentina and its star Lionel Messi: a vertical shield with laurel branches symbolizing victory and glory at the bottom and three stars at the top representing the team’s three World Cup titles.
But fewer people know that 50 years ago, a Jewish fan designed it.
Norberto “Toto” Rud was in his late 20s and a member of Club Náutico Hacoaj, a Jewish club, when he proposed the crest in 1976, drawing on the branding acumen and graphic design skills he would use throughout his career as a businessman and soccer aficionado in Buenos Aires.
Rud has long been credited with developing the crest after observing that while many European soccer teams wore distinctive emblems, his own beloved Argentina’s jerseys were notable only for their sky blue-and-white colors.
Watching international soccer in the era of black-and-white television, Rud noticed that supporters could instantly recognize teams such as West Germany by its eagle or the Soviet Union by its CCCP lettering, but Argentina could easily be confused with clubs wearing similar striped shirts. He concluded that the national team needed a visual identity equal to its footballing tradition.
Rud prepared approximately 20 design proposals and submitted them to the Argentine Football Association, in a proposal that reached its president and executive committee. The crest made its debut on Nov. 28, 1976, just days after the Argentine Football Association approved it.
Fifty years later, the crest is basically unchanged and is one of the most widely worn “As a son and a member of the Jewish community and as an Argentinean, it’s a source of pride,” Toto Rud’s son Oliver Rud told the Jewish Telegraphic Agency. He added, “Every time I see Argentina’s national team crest, it still amazes me.”
Toto Rud got to see Argentina wear his crest to two World Cup championships, in 1978 and 1986. But he did not live to see the third in 2022. He died in 2010 at 61 and is buried in Buenos Aires’ La Tablada, Latin America’s largest Jewish cemetery.
“For Hacoaj, it is a tremendous source of pride that one of our members was the creator of the Argentine Football Association’s crest,” the club’s president, Osvaldo Ofman, said. “His design not only represents the jersey of the Argentina national team, the reigning World Cup champions, but also gives us the feeling that a small part of Hacoaj and the Jewish community lives on in an emblem recognized around the world.”
“Every time I see Argentina’s national team crest, it still amazes me,” Rud’s son Oliver said. “In fact, my brother Guido and I were just talking about it the other day — how incredible it is to think that Toto designed the crest for the national team some 50 years ago. It’s really extraordinary. Every time I see the crest, I feel a little piece of him in my heart. It’s a beautiful way to remember him.”
Jewish Telegraphic Agency