Sporting CP unveils 120th anniversary rebrand inspired by 1940s badge design
By
Tom Ravenscroft
Summary
Sporting Clube de Portugal, a Lisbon football club, has unveiled a rebrand designed by Jones Knowles Ritchie (JKR) to mark its 120th anniversary. The new identity draws inspiration from the club's 1940s badge, featuring a simplified crest with the lion, shield, and green/white colors. The redesign aims to honor the club's legacy while attracting younger fans, and includes a new wordmark, typography, and visual system. The article details the design process, historical references, and the balance between tradition and modernity in sports branding.
Source
DezeenSporting CP unveils 120th anniversary rebrand inspired by 1940s badge designdezeen.comKey quotes
· 3 pulledWe wanted to create something that felt both historic and fresh — a badge that could sit proudly on the chest of a player in 2024 while still carrying the weight of 120 years of history.
The lion is the heart of the club, and we wanted to make sure it roared louder than ever in this new identity.
This isn't just a visual update; it's about reaffirming who we are as a club and where we're heading for the next 120 years.
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