After going retro this season, Italian Serie A side ACF Fiorentina is ready to forge a bright future with a new crest and visual identity.
The club, based in the city of Florence, unveiled the new crest on Friday, March 25, the date on which the people of Florence continue to celebrate the New Year more than 160 years after the adoption of the Gregorian calendar. It consists of a white diamond bordered in purple, with a purple V at the bottom and a red lily at the top, and will be used starting in the 2022-23 season.
“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,” the club’s website reads. “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 V, rendered in ACF Fiorentina’s signature shade of purple, “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.”
Along with the new crest, Fiorentina released its first-ever manifesto, “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.” From this manifesto comes the club’s new slogan: “Play to be different.”
The crest was developed by London-based international creative agency FutureBrand.
Fiorentina has used several different crests since it was founded in 1927, but they’ve included a red lily in some form.
Feature graphic courtesy @ACFFiorentinaEN / Twitter