6 reasons football clubs are changing their logos

football logos before and after rebrands
(Image credit: Leeds United/Juventus/Bristol City/Manchester City)

Football has undergone many changes in recent years, but one that may slip under the radar for the casual follower is the evolution of football clubs’ logos. 

Many of the most iconic, recognisable badges have had facelifts over the last few years, with both British clubs and those around the world making changes. From giant clubs with international reputations like Manchester City and Juventus to smaller sides like Stevenage and Spanish team Alavés, many are at it. 

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Adam England

Adam is a freelance journalist covering culture and lifestyle, with over five years’ of experience and a Master’s degree in Magazine Journalism from Cardiff University. He’s previously written for publications including The Guardian, The Independent, Vice and Dazed, and was Senior Editor at DogTime.com from 2022 to 2023. When he’s not writing, he’s probably drinking coffee, listening to live music, or tinkering with his Apple devices.

Read more
Jaguar logo
The year in logos: 2024 was both pivotal and controversial
Oatly
The best rebrands of the 2010s, chosen by experts
Liverpool FC logo on a textured red shiny background
Liverpool FC debuts slick new look inspired by iconic mascot
Five of the best logos of the 2010s
The best logos of the 2010s
five different logos on a pink to yellow gradient background
The best logos of the 2020s (so far)
Poster with young model and the slogan "Not your mother's Tiffany'
The best rebrands of all time
Latest in Logos & Icons
Microsoft To Do
People have some Very Strong Opinions on the Microsoft To Do icons
Clippers logos old vs new
New LA Clippers logo is an instant classic
WLCO logo design
This hip neighbourhood's logo is totally loopy, but I love it
The superman logo as based on a potential design from Superman: Legacy
Possible new Superman logo divides fans
Lyle's Golden Syrup and Lyles Black Treacle tins showing the lion logo
Lyle's apologises for its Golden Syrup logo redesign as even the church expresses dismay
Steve Jobs and the Google logo
Apparently Steve Jobs hated the Google logo on his iPhone
Latest in Features
Promise Mascot Agency;
How Ikumi Nakamura's 'art bible' helped create Promise Mascot Agency's grotesque mascots, and why collaboration in indie game development is vital
Pittura, a short film made at ArtFX
"We wanted to talk about AI and its relationship to art" – how we made 2025’s VES Student Award-winning animation Pittura
Stanley 'Artgerm' Lau; a vibrant, dynamic illustration showcases Spider-Gwen in a dynamic action pose amidst a cityscape, radiating a sense of energy and playful confidence
"Art is not easy. You have to suffer in joy" – Stanley 'Artgerm' Lau reflects on what it takes to succeed in comic art
Your House indie game art interview; A stylised illustration depicts a young woman seated, seemingly contemplative, in a setting that combines elements of a comic book panel and a vintage aesthetic
"This is a game you can read, or a book you can play” – solving the visual design of Your House, a detective game crossed with a Daniel Clowes comic
one.com
How to build a website for your creative business quickly and easily
AI generated images of a male creative director and a female parent
AI's gender bias is even worse than reality