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The rebranding of Seville F.C.

New font and new logo for the Andalusian club

The rebranding of Seville F.C. New font and new logo for the Andalusian club

After winning the Europa League and returning to be a protagonist in La Liga, Sevilla F.C. redesign their identity and complete the operations of their rebranding. The Spanish club, in fact, has commissioned the design agency Summa to modify its logo and font brand. As the website Design Week explains, the idea is to build a bridge between folklore and football, in which the club can communicate to future generations without losing its relationship with its tradition. A theme that therefore, on the one hand, allows Seville F.C. to improve its communication and enter a new modern dimension; on the other hand, the identity traits of the club are maintained and enhanced with special references. 

The font design is Montecatini, more minimal and elegant than the previous one, with the lines of the elongated letters and the addition of graces. This new crest will be used for the writing of players' names on the jerseys and various texts produced by the club, such as press releases, slogans and social media. It is a font that recalls the writings on some streets of the historic center, and Summa, to promote better communication of Seville, has prepared other fonts that the club will be able to use. The new logo, on the other hand, is very similar to the original, only leaner than the shape and without the traditional colors, which have been replaced by social ones, red and white. As Summa explains in a statement, the club's desire was to maintain a constant relationship with the city's cultural tradition, and thus "maintain the strong relationship between the city of Seville and the fans of Sevilla F.C.". The inspiration for the new character comes from the images of the city such as the shields that adorn the buildings and tiles that frame the streets. In general, seville's rebranding revolves around its history, with references to the old town, the characters of the past, the city's modernism culture as well as the Gothic of Plaza Alcazar.

As the Footyheadlines specifies, however, the new logo will only be used digitally, while on gaming jerseys it should remain the classic one.