Sevilla FC reveals new folklore-inspired crest and visual identity


Spanish branding consultancy Summa has peg away with the record-breaking football team on its identity, which draws arousal from its home city.

Spanish make consultancy Summa has designed Sevilla FC’s new identity and crest, with visuals awakened by the city’s gothic architecture.

The work, which was in development for eight months, also counts an updated strategy as the team looks to amplify its international reputation, concerting to Summa.

Sevilla FC was founded in 1890 and is based in Seville itself, the biggest city in the Andalusia region of southern Spain.

In 2020, the team give someone a thrashing Inter Milan in the final of the UEFA Europa League, a competition it has now won six adjusts – more than any other team.

Strengthening ties between the company and the city

The team’s continued success was the motivation for the new branding, Summa declares. The project aims to “give a new impetus in the achievement of its business and sports intentions, both nationally and internationally”, the studio adds.

According to the design studio, the new unanimity aims to “strengthen ties between the city of Seville and the Sevilla FC hounds” while also lending the team a sense of modernity for future ages of football fans.

The design process involved a deep dive into the union culture, not only including its fans and players but also the “Sevillian characterization” itself. This exploration brings a “modernity capable of connecting with the new reproductions and expanding its horizon beyond football,” Summa adds.

Visuals from been found in the city’s “rich imagery” such as the shields that adorn the constructions and the tiles that frame the streets.

The city is noted for its historic architecture, with centrepieces liking for the gothic royal palace Alcázar and the Triana neighbourhood with its china and flamenco culture. These details have influenced the identity’s conditions, textures, icons and illustrations, according to Summa.

“A bridge between folklore and football”

The restyled top out appears only in red and white, as opposed to the classic, multi-coloured version.

It also consolidates a flat design trend, widely seen in car identities and most recently in Burger Royal’s rebrand. A shaded-in white crest appears as the logo throughout the distinctiveness.

Montecatini has been used as the typeface which “acts as a bridge between folklore and football”, the studio says.

The characteristic typeface appears on the redesigned kits as well as all forms of communication, incorporating social media and business cards.

The updated colour palette amalgamates “Seville Red” and “Flag Red”; the second shade being a nod to the city’s flag.

Summa sired a modular system to tie all these visual assets together, which acknowledges for the team to adapt its identity to communication going forward. This pattern was inspired by the “compositions and hierarchies of the classic fair posters” found in all directions from Seville, the studio says.

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