In recent weeks, several Ligue 1 clubs have revealed a new logo like Angers SCO or FC Metz. A sensitive subject, a logo redesign project must be carried out methodically to be successful and above all accepted by the various stakeholders of the club. Arthur Champolion, Freelance graphic designer having carried out missions for several professional clubs, gives us his analyzes concerning the last redesign projects carried out in Ligue 1. Interview by Anthony Alyce and Karim Ghariani.
Several Ligue 1 clubs have recently revealed a new logo (Angers SCO, FC Metz, AS Monaco…). What are the reasons that push a club to change its logo? What place does the logo occupy in the marketing policy and development strategy of a football club?
A change of logo usually occurs when a company or a club wishes to change era. It is true that sports organizations tend to change their logo more frequently than traditional companies. Especially on the occasion of a change of direction or a sporting climb. The logo must then register the club in a new dynamic, give it new impetus. But clubs must be vigilant in making such a change: the logo represents the club’s showcase. It is associated with all communication media and derivative products marketed.
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In the case of AS Monaco, we can’t really talk about a change of logo. It’s just a little tweak to modernize it. The new logo has less gradient and adopts more contemporary colors. The Monegasque club has focused its work more on repositioning its brand strategy, through the adoption of a new slogan that sounds like a mantra. On the other hand, FC Metz took a 180 ° turn by adopting a completely different logo, upsetting the club’s identity.
In European football, there are two major trends regarding logo redesign projects. On the one hand, some clubs make small adjustments while remaining faithful to football codes. On the other hand, some teams adopt “minimalist” logos, taking inspiration from the example of Juventus. Isn’t it a risky choice to completely disrupt your logo to transform a football club into a brand?
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