In recent years, there has been a significant growth in rebrandings within the sports world, particularly in football. This trend can be attributed to clubs' desire to reinforce their identity and, above all, to create a genuine brand image.
A club is no longer just an entity paying players to achieve results; it has evolved into a true brand. PSG serves as a perfect example, as beyond its sporting achievements, the club has become the most powerful brand in European football, notably through its world-renowned athletes, its commercial agreements, and especially its meticulously crafted visual identity since the arrival of Qatar Sports Investments at the helm of the club.
There are several reasons driving clubs to redefine their identity, but let’s revisit the basics.
1. Clubs in search of a new identity
1.1 Marketing at the Heart of Sports
Clubs' desire to revamp their visual identity involves several levers. First, marketing has increasingly taken center stage in contemporary sports. This can be explained by the commercial stakes, motivating clubs to foster a true community around their organization, by creating a distinct identity with a unique design. This community partly sustains the organization, making it crucial to offer them appealing designs to enhance their experience and strengthen their connection to the club.
Happy fans are fans who will eagerly purchase the jerseys of their beloved teams or players. While the bond with the club is essential, design plays a crucial role as well. A case in point is the Nigeria jersey from the 2018/2019 season, which featured an original design and vibrant colors that put the country in the spotlight.
The jersey was created by a brand that has revolutionized design in sports.
1.2 Nike's Influence on Design
This shift in sports towards design is epitomized by a brand known to all: Nike. The Swoosh brand has established a true design standard, notably through its graphic identity marked by bold typography, clean designs with strong messages, and easily identifiable graphic elements, as well as through its jerseys.
Nike is not the only brand sponsoring various clubs worldwide, but it clearly holds the strongest presence and dominates the current market. It sponsors the vast majority of the world’s top clubs and athletes.
In addition to Nike's influence on sports design, one club has recently gained attention for its successful rebranding.
2. The Evolution of Design in Sports: Spotlight on Venezia FC
2.1 The Trendiest Club in the World
Venezia may not be the first club to undergo rebranding, but it is certainly the one that has generated the most buzz in a long time.
In 2022, the Venice club enlisted Bureau Borsche to handle its new visual identity. The renowned Munich design studio founded by Mirko Borsche, known for its work with Balenciaga, for instance, reimagined the Lion of Saint Mark, a symbol of the city, incorporating modern curves to skillfully blend tradition and modernity for the club's new artistic direction.
The new jersey design also made waves with its highly fashionable, almost lifestyle-oriented look, prompting some individuals to wear the jersey in their everyday lives, thus inspiring various brands.
Learn more about Venezia FC's rebranding
2.2 The New Trend of Football Jerseys
In recent months, football jerseys have taken the fashion world by storm. They are no longer just worn by fans; the football jersey has now become a key element of an outfit.
This can be attributed, on one hand, to the evolution of jersey design and clubs’ desire to provide a unique identity, and on the other, to the fact that sport is deeply embedded in contemporary culture and does not escape design in all its forms. This reinterpretation of how football jerseys are worn may drive clubs to engage agencies for a unique artistic direction.
It is thus a race against time, as fast-paced as a sports season, that designers face, leading us to ponder whether design is more than mere creation.
3. Is Design a Sport in Itself?
3.1. Similarities Between Design and Sports
What distinguishes a designer from others? Anyone can do design, but the difference lies in the desire to create, which is why it can be compared to sports. Indeed, design sprints, inspiration searches, and thoughtful design processes, all often within tight timeframes. Design demands skills akin to those required in sports, as it can sometimes be a creative sprint. These challenges must often be met within strict deadlines, similar to sports events that require optimal performance within a limited time.
3.2. Training: The Key to Differentiation
Beyond talent, the difference also stems from training. Design and creativity engage all kinds of muscles that can be trained, and what sets designers apart is their long-term commitment to learning and creativity. So, get to your computers!
