AS Roma Unveils Updated Brand Identity

Three-time Italian Serie A and nine-time Coppa Italian champions have launched a new club emblem as part of a rebranding initiative. 

According to a press release from the club: “Rome, lucky, invincible, eternal”. Titus Livius

AS Roma today, upon completing its 86th year of competition, introduces an updated brand identity system that honors and builds on its rich history, highlights the club’s connection to Rome and modernizes one of the most beloved brands in football and establishes the visual direction for the Club for years to come.  An extensive local market research program was undertaken to evolve and update the celebrated marks of the Club.

The goal: Honor the rich tradition of the Club and Rome, while properly reflecting the Club’s growth domestically and internationally.

The new Roma logo features clean, modern lines along with a contemporary and timeless graphic structure. The logo is designed to reflect the essence of AS Roma – pride, courage, inventiveness, and passion – fundamental values of Roman culture as well.

“The City of Rome is the heart and origin of our club. Having ‘Roma’ on our logo and on our players’ chests properly honors this and tells the world who we are”, said Jim Pallotta, President of AS Roma.

“The launch of our updated brand is aligned with our vision for the future – one that combines heritage with aggressive global growth”, said Italo Zanzi, CEO of AS Roma. “It will fundamentally enhance all of our new initiatives, including our Nike and Disney partnerships and our new stadium.”