AS Roma Update Brand Identity – New Club Crest

AS Roma Update Brand Identity – New Club Crest

AS Roma Update Brand Identity – New Club Crest

AS Roma today unveiled their new logo, marking their 86th anniversary since the club was founded.

as roma

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.

Design Continuity

The updated logo is a vibrant new take on AS Roma’s memorable crest, which has represented the Club since its inception. Many of the key elements, endemic to the city of Rome, will remain the same, including:

1) Historic Shape of the Shield – The updated logo maintains the shape and proportions of the original AS Roma crest, represented in art and sculpture throughout the city. The additional black line in the middle provides a stable base for La Lupa Capitolina and her twins.

2) Traditional Red and Yellow Colours – The classic color palette, which evokes the colors of Rome, remains and will continue to pay tribute to the community that the Club represents.

3) La Lupa Capitolina with twins Romulus and Remus – The Club that represents Rome is inextricably linked with the birth of the Eternal City, founded 2,766 years ago. We continue to honour the icon that is recognized worldwide.



The new (left) AS Roma club crest and the old (right)

Design Evolution
AS Roma has tremendous brand equity that far outpaces that of nearly every European sports club. The Club has carefully evolved the logo to respect the past but represent the future.

1) ROMA – The city of Rome is known and admired throughout the world. To properly acknowledge the unparalleled bond between the Club and the city, the monogram ASR has been proudly replaced with the full name of the city.

2) 1927 – The Club has tremendous respect for its history and the accomplishments of its players. During the 2012/2013 season, AS Roma introduced the first Hall of Fame in Italy. Placing the year of the team’s foundation into the official logo pays further homage to the legacy of the Club.

3) La Lupa Capitolina – This icon has become stronger, more graphic and more modern, a new wolf for a new era. She and the twins are represented in a 3-dimensional manner, to better represent the magnitude of the brand within Rome and around the world.

4) Typeface – The Trajan Pro typeface used in the updated logo is an ideal fit with the traditional shape of the crest. It is honest and strong, a modern evolution of a classic. A second complementary typeface – Helvetica Neue Light – will be used in all Club communications.

5) Accent Colour – A metallic silver color has been integrated into the logo. The addition of the silver brings a refined and subtle diversity and depth to the AS Roma colour palette.

6) Wordmark – A new wordmark for AS Roma has been designed using the same Trajan Pro typeface so that it complements the shield logo in an enduring fashion. It also utilizes a “dot” to separate the words, reminiscent of the ancient style used on Roman statues and monuments.


Source – Club Official Website


Posted on May 22, 2013

Comments on “AS Roma Update Brand Identity – New Club Crest”

  1. Aditoff

    They missed out any reference to their bribing of the ref in the home leg of the 1984 European Cup against Dundee United. Funny that! I like Roma but this still sickens me and helps me excuse Grobelaar’s ridiculous antics at the penalty shoot-out in the final.

  2. Hellasleaf

    the new crest is definitely better.

  3. Saggers

    Should have a gladiator or collusuem or trident. That image of the shewolf feeding the human babies is weird anyway. We all know you represent Rome, don’t have to use some mad myth to represent a footy team. Get more up to date Roma, your crest could by epically awesome if you put some imagination into your designs

  4. Changeme

    @13 – How is it weird? AS Roma are the flagship team of Rome…the colours used are their club colours and the Wolf, Romulus and Remus are in the origins of the city from Roman times.

  5. Chris

    Still a weird badge, before and after.

  6. Crunchie

    Yep the Wolf’s head badge of the Adidas/Barilla days was iconic.

  7. K.n.

    Thank God they didn’t change it a lot. I like the ”ROMA 1927” but not the wolf and the babies.

  8. Johnny

    Bad things with the new badge:
    – the shewolf and children look like a school art project, and really not a good one. (as said above, looks like the shewolf is crying)
    – the gray “silver” color on them are all wrong compared to the colors of the shield (or vice versa, depending on how u see it…)
    – using 1927??, seriously?!
    – to me this one follows the rebranding of PSG: Focus on the city name, not club name (yes, they are called Roma but their name is AS Roma…
    – If you should rebrand a club (also said above), please, make a new badge that create excitement..
    not a poorly made school project that states there where not a lot of time to finish it….

    I’m a Roma fan and, as u might see, i’m not pleased by this choice.

  9. Tom

    Trajan font? OH dear

  10. Ant

    Awful!! The old one was much better. This looks like a cartoon. The 80’s badge (Wolf’s face) was better still! American owners says it all.

  11. Doctor's Your Uncle

    Ugly. Like most “rebrandings”.

  12. El Patriato

    the new looks like sh*t the tone of the colors just seem wrong!!

  13. Brn442

    Not sure what the problem is – it’s just a re-working of the crest, not a new one. It looks good to me.

    Jarkko – most clubs rework their badges from time to time, Romulus and Remus are still there.

    I preferred the crest they used in the 80/90’s – that kappa recently brought back on their 3rd shirt.

  14. Changeme

    Another nail in the coffin of football tradition.

  15. M

    The shewolf looks as though she’s crying in the new crest. I’m quite surprised (though not really, since the owners are not Italian) the club went with the “1927” on the badge, considering how and why they were formed…

  16. DeanoB


    This looks like an April Fool’s!!

    If they wanted to change their badge they shud have totally changed it and not spoiled a classic

  17. RooneyFan(Parker)MessiSucks

    This is the first time that I actually looked at their crest. Might I say that it is very different.

  18. David

    I like the old one better.

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