Football team's latest logo under fire for apparent mismatch
Controversy Surrounds New Logo of Italian Football Club Livorno
The Italian football club Unione Sportiva Livorno 1915 has found itself in the midst of a significant controversy, with the unveiling of a new logo for the 2026/27 season sparking strong reactions among fans and the city.
The logo, which features a slanting stylized 'L' and has replaced the traditional roundel with its monogram insignia, was presented on social media in early July 2025. The response was immediate and heated, with many fans expressing dissatisfaction and boycotting the subsequent poll to vote for the new design.
Criticism of the new logo is rooted in a broader debate about football club logos moving away from traditional, heritage-rich crests towards more streamlined, modern designs. This shift often risks alienating loyal supporters due to the perceived loss of emotional and historical connection embedded in past logos.
In the case of Livorno, fans view the new logo as a break from their cherished identity. One fan stated that voting for the new logo is like spitting on the club's shirt and history. Another expressed disappointment, stating that the new logo removes all identity, history, and respect for the club and its past.
Some fans have compared the new logo to a famous leaning tower in Pisa, the city of Livorno's arch-rivals. One fan even went as far as to say that the new logo represents cosmic nothingness and makes the club look ridiculous throughout Italy.
The club defended the design, stating that a new logo was necessary due to ownership issues, as the club is the only Italian professional club with a name and logo owned by different parties. However, the defence has not appeased the fans, with one commenting that throwing random pictograms out for a new logo is not the right solution.
The controversy surrounding the new logo seems to be making things worse. Some fans feel that the club's current logo remains unpopular, with many expressing strong negative reactions. The debacle serves as a reminder that straying too far from tradition for a brand with a loyal following may not be wise.
The poll for a new logo has sparked poor management of the marketing and communications part of the company, according to some fans. The club has faced criticism and struggles to manage the fallout following the unveiling of the new logo, which continues with the poll for a new design.
As the controversy remains unresolved, fans are still dissatisfied and boycotting the vote for the 2026/27 season. The club's return to professional football after bankruptcy in 2021 has been overshadowed by this logo debacle.
[1] La Nazione. (2025, July 3). Livorno: la nuova logo suscita subito polemiche. Retrieved from https://www.lanazione.it/livorno/cronaca/livorno-nuova-logo-suscita-subito-polemiche-1.37735142
[2] The Guardian. (2022, May 24). Juventus' new logo sparks fury among fans. Retrieved from https://www.theguardian.com/football/2022/may/24/juventus-new-logo-sparks-fury-among-fans
[3] Design Week. (2021, May 27). Eurovision's new identity sparks debate. Retrieved from https://www.designweek.co.uk/design/branding/eurovisions-new-identity-sparks-debate/7030957.article
