Sporting CP partners with JKR for a heritage-minded crest refresh on its 120th anniversary
By
Adam Woodward
Summary
Sporting Clube de Portugal (SCP) has partnered with design agency JKR to refresh its crest and overall branding for the club's 120th anniversary. The redesign takes a refined approach, balancing heritage with modernity rather than radically overhauling the familiar lion-and-shield motif. The article discusses the risks of football crest redesigns and positions SCP's update as a thoughtful evolution that respects tradition while preparing the brand for the modern game.
Source
Creative ReviewSporting CP partners with JKR for a heritage-minded crest refresh on its 120th anniversarycreativereview.co.ukKey quotes
· 3 pulledRedesigning football club crests is a risky business. For every recent success story there is an absolute horror show that fans would rather forget.
Often, the best redesigns are the ones that know when not to reinvent the wheel, instead refining a familiar motif to create something more coherent and better equipped for the modern game.
The Portuguese football club has worked with JKR to reimagine its crest and wider branding, striking a balance between heritage and progress
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