Since a couple of years, European football clubs are bringing their brands on a whole new level, following the lead of the Major professional sports teams of the United States.
They are exponentially increasing their social media presence, as well as launching collaborations with top brands from fashion and entertainment.
To fit the new standards and purposes, the whole visual communication needs a deep rethinking, and the club crest is the pivotal element of change.
Quite often though, these disruptive restylings pay a very high price: the loss of identity.
Being something acquired through years of field battles, identity is an invaluable asset to football clubs’ main audience: their fans.
My idea is simple yet challenging: to update of one of the most iconic symbols of sport history. To design a logo which fits the present by looking towards the future, while keeping a strong bond with its roots.
This is my restyling concept for AC Milan.
