Sevilla Football Club Going Global
It is official, sports branding design has taken over the football community. Sometimes it could be a good thing, other times it could not… depending always on the design. You’ll be surprised by the number of football crests that are redesigned every week from clubs all over the world. These …
It is official, sports branding design has taken over the football community. Sometimes it could be a good thing, other times it could not… depending always on the design. You’ll be surprised by the number of football crests that are redesigned every week from clubs all over the world. These past weeks the historic football club of Sevilla made little noise with their new logo redesigned. The minimal changes and the respect for their club’s history made this change go unnoticed.
Simply known as Sevilla, this club was founded on January 25, 1890, and has become one of the most successful clubs in Europe. They have won the UEFA Europa League six times, more than any other European club and the most recent being this past summer of 2020 against Inter Milan. Regarding today’s topic, do not worry football community, the Sevilla crest did not see a major change, rather a repositioning of their branding; something that is becoming common among footballs elite and historic clubs. To help Sevilla reposition itself on a more international level, the Spanish branding consultancy Summa joined their efforts to make this happen.
The overall goal is to have Sevilla FC expand their international reputation and exposure. How? Well basically have a fresh and modern identity for future generations of football fans without erasing hundreds of years in history. Sevilla FC’s new identity consists of their traditional badge, a digital badge, two different fonts, and various social media graphics. The digital badge is a vectorized and solid version of the traditional one. It’s a minimal approach to their traditional logo in a monochromatic red. One thing both crests have in common is the new typeface spelling Sevilla which was inspired by the city’s gothic architecture. The city of Sevilla is known for its architecture such as the gothic royal palace Alcázar, Triana neighborhood, and the flamenco culture. The double L in the text reinforces the strengthening ties between the club and the city.
A new look of their branding graphic textures, icons, and illustrations is the strategy behind strengthening the club’s global image. I like the concept of having a digital version of the crest and one that would look good across many digital platforms. I hope Inter Milan takes notice of the way Sevilla handled their global repositioning and opt to not make a drastic change to their logo.
All images ©Sevilla FC / Summa