Updating a visual identity should always be done for the right reasons. It’s a risky process, and a bad redesign can be costly (think about how many times a logo or colors get used). Is the new Sparta Prague visual system good? It’s fine. The more important question to ask would be–is it necessary?
A short piece of advice on something not too new–Heat-Applied Plastic crests. For any team, a kit should be treated as a super suit. It should empower any fan or player who puts it on. And the key to crafting a special kit is in the details. Take a look at some of the recent detail work that’s gone into these beautiful crests.
In a move that came from seemingly nowhere, the Montreal Impact renamed the club to Club de Foot Montreal (CF Montreal) and introduced a brand new crest. And in a move that pretty much everyone (minus the board of CF Montreal) predicted, fans aren’t very happy.
Olympique Marseille announced that they’ll be launching their own record label. And that’s a pretty big deal. It’s not every day that you see a football team double down on the culture and lifestyle of their community. The future of football is owning the lifestyle.
RB Leipzig updated their logo—did anyone even notice? Probably not. This logo update wasn’t really for the fans, it’s for the business. Brands all over the world are simplifying their logos, and the impact it can have is huge—especially for football brands.
In a season of some pretty crazy patterns, the Manchester City Esports kit is something new. I talked about kit regulations last week around typefaces, but there are loads of other regulations around color usage and visibility. And this jersey happily avoids all of them.
In September, the J. League released their first-ever kit typeface: J. LEAGUE KICK. It’s a well-designed typeface inspired by curved kicks and made for enhanced visibility on the pitch. And I don’t like it.
They’re not the worst things in the world. I actually think they accomplish exactly what Balenciaga wanted. Since the release of the infamous £750 boot, the footy internet has gone mad. Reviews have trashed the boot and the memes just keep coming. But I actually don’t think these boots are bad.
Racism and homophobia in football aren’t new. It happens in all leagues, at all levels. And we know it’s wrong. We say it’s wrong. But what do we actually do? The answer—not enough. Walking off a pitch and forfeiting a game that determines your season, is louder than any chant I’ve seen. It’s a proclamation that the two can’t exist on the same pitch.
No? Yes? Does it really matter? After all — a rebrand can’t fix how the team plays. The key to a rebrand is in the timing. What does this rebrand signify for your club going forward? Why now? Juventus rebranded to signify their movement toward a modern era of football. Iceland rebranded to connect with their Viking roots. Chicago Fire did what I guess could be called a rebrand for no apparent reason. And that’s the difference.
In early September, the Premier League released yet another anthem. Sound is an under-utilized, but effective way for customers to remember brands. But, football anthems are rarely top of mind—with the obvious exception being the iconic Champions League anthem. It’s fair to say that any league would kill to be that recognizable.
Step 1: Leave Madrid. Accomplished...sort of. A loan is a great start though. For years now, Bale has been an outcast to the Madrid media and fans. Saving his brand starts with getting him out of Madrid and onto a pitch again.
The 2019 Women’s World Cup saw over 1 billion viewers. The times are changing. Women’s Football is becoming prevalent now more than ever. And the creation of Club YLA was a big step towards the future of football branding.
To mark its 125th anniversary, the Royal Belgium Football Association has announced new branding and a new crest. The goal of this project was modernization.
With the upcoming 2020 European Championships in sight and Icelandic football still top of mind, the timing for a (much needed) rebrand was perfect. And the rebrand did not disappoint.
Proof Louisville FC and its black and white logo were set up for failure before officially announcing their existence. And then, they did something untraditional for many American sports teams: they listened to fans.
Growing up, the Puma King football boot was synonymous with class. All black with accents of gold and white. No gimmicks or frills. It was a boot worn by the greats — the Pele’s, the Cruyff’s, the Maradona’s. And now, surprisingly, Neymar.
