Iconic crest worn by Argentina’s football team was designed by a Jewish superfan

Football fans around the world are familiar with the crest worn by Argentina and its star Lionel Messi: a vertical shield with laurel branches symbolising victory and glory at the bottom and three stars at the top representing the team’s three World Cup titles.

But few are aware that the crest has its roots in Argentina’s close-knit world of Jewish sports clubs, where its designer developed his affinity for football.

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 football aficionado in Buenos Aires.

Rud has long been credited with developing the crest after observing that while many European football teams wore distinctive emblems, his own beloved Argentina’s jerseys were notable only for their sky blue-and-white colors.

Watching international football in the era of black-and-white television, Rud noticed that supporters could instantly recognise 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 it was approved, in a 0-0 friendly against the Soviet Union in Buenos Aires.

Fifty years later, the crest is basically unchanged and is one of the most widely worn team logos in the world, as Messi jerseys are popular across the globe.

“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 age 61 and is buried in Buenos Aires’ La Tablada, Latin America’s largest Jewish cemetery.

Oliver Rud said his father’s mother came to Argentina from Ukraine, a common pathway for Jewish migrants in the first half of the 20th century. Toto Rud was born in March 1948 and was a longtime member of Hacoaj, where he played club football himself.

Founded in 1935 by Jewish immigrants to Buenos Aires, Club Náutico Hacoaj is a sports and cultural club with around 10,000 members and five facilities, one in Buenos Aires city and four in Tigre, a city in the north of the Buenos Aires province. Hacoaj, which means “strength” in Hebrew, has been the launch pad for a number of prominent Jewish athletes, including tennis star Diego Schwartzmann. Oliver Rud said a tree dedicated to his father is planted on Hacoaj’s sprawling campus.

“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, told JTA. “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 recognised around the world.”