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I'll explain why yet another attempt at restyling will not help the Italian championship emerge as a quality product to be exported to the world.
The news is this. Two years after the last rebranding of Lega Serie A, the new logo of the organization that governs the top Italian soccer championship has been presented.
The changes are minimal. The logo is in many ways similar to the one designed in 2018 by the communication agency Ragù.
The focus is firmly on minimalism and strong, symmetrical lines that allow the logo to blend in without too much difficulty with any type of background and communication context, whether TV , web or social media .
As Ragù explains directly , for Lega Serie A “a new brand identity has been studied that enhances the brand on a global level, in line with the new positioning .”
The agency associated the Serie A product with the idea of “ a diamond with different facets, each one necessary to stage the sporting spectacle that is among the most anticipated by football fans around the world. ”
Rebranding-of-the-Lega-Serie-A-new-logo Ragù communication Easy Web Marketing Nicola Onida
The study of the rebranding of the Lega Serie A made by Ragù comunicazione
Too bad the debriefing is not convincing. Not only those who do not know much about marketing and communication, but especially those in the field.
Let's be honest, the idea of exporting a valuable product all over the world by representing it as a diamond is a thought as simple as it is banal.
Mm let's see, maybe Swarovski had already thought about it? Unfortunately in the case of the rebranding of the Lega Serie A, the very foundations of brand design are missing: value positioning .
