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Sporting CP reveals first new brand identity in 25 years
Sporting CP's new brand identity represents a significant evolution in its visual representation, aiming to resonate with both its rich history and modern audience. This strategic refresh not only celebrates the club's 120th anniversary but also positions it for future engagement and growth in the competitive sports landscape.
Design Week: Sporting Clube de Portugal (SCP) has introduced its most distinctive visual identity in 120 years, marking its first comprehensive brand refresh in a quarter of a century. Developed in collaboration with global branding agency JKR, the updated identity coincides with the club’s 120th anniversary and centres on an evolved crest that respects the historical Code […]
The rebranding of Sporting CP, a well-known sports club, is significant for the brand industry as it reflects a strategic evolution that can influence other sports organizations, while the novelty lies in its historical context rather than groundbreaking innovation.