Fantastic logos and how (not to) change them The difficult relationship between modernity and tradition

Last December the 9th, Atletico Madrid has introduced the new stadium and the new logo to its fans. It will be named Wanda Metropolitano after the name of the Chinese society (Wanda Group) that purchased the 20% of the club shares. As it was easy to imagine, Colchoneros’ fans didn’t agree on that choice, especially for the loss of historical identity. Also the restyling of the logo has not left the local supporters indifferent: they didn’t like the move of the trees and the forced attempt of modernization. This is, in fact, the politic that leads the managerial choices of the teams' manager from a few years: the desire of renewal finalized to the sale of the marks, to make them desirable to the markets more and more. 

In Italy there have been no meaningful changes in the last years. After that of Juventus, the greatest revolution has been that of Roma, when in 2013 changed the interface of their crest from ASR for a more immediate ROME. The change coincides with the attempt of globalization of the society, with the American owners and with the trial that wants to make the Rome a desirable brand to investors and sponsor. It is the globalization, darling.