Sporting CP unveils 1940s-informed rebrand that "stays faithful to the club's legacy"
Culture Index
Score Breakdown
Relevance
14/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
Lisbon football club Sporting Clube de Portugal has unveiled an updated badge and identity, designed by branding agency Jones Knowles Ritchie to mark its 120th anniversary. Jones Knowles Ritchie (JKR) aimed to create an identity for Sporting CP that, while being directly tied to the Primeira Liga club's history, would also attract new, younger fans. "This was not The post Sporting CP unveils 1940s
