Fiorentina unveiled their new visual identity and logo, which will be used from the 2022/23 season.
The manifesto is a statement of the club's identity and its deep roots but also a commitment that the Viola's football should always be distinctive, authentic, close to the people, and represent the beauty of Florence and the passionate, nonconformist spirit of the Florentine people, ambitiously striving for a new football Renaissance.
PLAY TO BE DIFFERENT is the slogan that will accompany the club's communications – an invitation to seek out an individual, authentic way of seeing and playing football. To be different, alternative, proud of their diversity. PLAY TO BE DIFFERENT is also a goal: to give the beauty of sport back to the people, to take to the field and play authentic, honest, human football.
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The new logo celebrates the club's roots and is being unveiled on 25 March – the Florentine New Year which Florentines continued to proudly celebrate for 167 years after the introduction of the Gregorian calendar. The club's ties with Florence and its glorious past are represented by a red lily, inspired by the one introduced in 1957 and worn by the Lions of Ibrox when we won the first Cup Winners' Cup in 1961. It is a modernised red lily like the red lily of Florence but whose shape goes back a long way – possibly directly to the founder and first president of the club Luigi Ridolfi. Reports from the time suggest he designed the original crest which adorned the team's jerseys until the Mitropa Cup triumph in 1966.
The new shape brings out the unmistakeable lines of the club's previous logos and improves its appearance in digital settings which often require high visibility in small spaces, with simplified colours, text and shapes.
Supporting the red lily is a purple 'V'. The iconic Viola colour – instantly recognised by those who love Florence and Fiorentina – is now a central feature in the club's logo, symbolising the union of all 'Viola' on and off the pitch. Fiorentina's real strength. The V of the Viola is also given prominence architectonically at Viola Park, where the club's new visual identity will be in full view.
The process of change was born with the aim of turning Fiorentina into a global brand, fully showcasing our clear uniqueness, wealth of values and history, which are intrinsically linked to one of the most-loved cities in the world. Building a brand that is strongly focused on the future and capable of capturing the hearts of its fans the world over, motivated by the ambition of being a source of inspiration to a wider and more varied community, is the challenge that Fiorentina is facing.
The new image will help the club on its journey towards a future that is increasingly marked by the “phygital” world (total integration between all things physical and digital) while also embracing and inspiring a wide, global, digital public.
The current logo will be used until the end of the current season before being replaced by the new image at the start of the new campaign.
FutureBrand, a creative international agency that brings together experts in branding, visual identity and brand experience, was tasked with carrying out preliminary analysis and developing the club's new brand identity.
