It is a huge second for Italy’s Unione Sportiva Livorno 1915. The membership is returning to professional soccer for the primary time since its chapter in 2021. Having been promoted to Serie C for the 2025/26 season, a workforce that when flew within the Serie A can lastly reclaim its pleasure… or not less than it may if it weren’t for a drastic brand redesign that has followers hanging their heads over again.The membership unveiled its new brand on social media this week, and all that continues to be of the outdated id is its maroon color. The standard roundel with its monogram insignia are each gone, changed with a slanting stylised ‘L’.Top-of-the-line sports activities logos, it isn’t, and followers didn’t maintain again.
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A brand new period for Livorno. The outdated id (left) and the brand new brand (proper) (Picture credit score: Unione Sportiva Livorno 1915)”It represents cosmic nothingness, and it is making us look ridiculous by means of all of Italy,” one fan wrote on Instagram. “Every little thing that stood for Livorno has been eliminated. No id, no historical past and no respect for the membership and its previous. Disgrace and lack of respect for all members and followers of Livorno,” one other particular person wrote.Even worse, some followers really feel that the slope of the ‘L’ remembers the form of a sure well-known leaning tower within the metropolis of their workforce’s arch rivals. “Mamma mía, who did this? Somebody who helps Pisa?” one particular person demanded to know. That is a reminder to contemplate native context when designing a brand if ever their was one.Since then, issues have gone from unhealthy to worse because the membership struggled to handle the fallout. A day after the disclosing, it defended the design, noting {that a} new brand was obligatory as a consequence of possession points.”In regards to the brand: we acknowledge the criticism. However issues must be completely understood. We’re the one Italian skilled membership with a reputation and brand owned by completely different events. That flaw pressured us to discover a resolution,” it wrote.Each day design information, critiques, how-tos and extra, as picked by the editors.The subsequent day, the membership caved in to the stress. It is too late to vary the design for this 12 months, but it surely opened a ballot inviting followers to vote for a brand new brand for the 2026/27 season. Followers are boycotting the vote.”I cant vote. It is like spitting on our shirt and our historical past. Simply the thought that to any extent further the Livorno can be represented on the planet by certainly one of these logos makes me cringe,” one particular person wrote.”Throwing random pictograms out there’s completely not the appropriate resolution” one other particular person commented. “Sorry for the studio that obtained in the midst of this colossal shit storm. I am positive they put of their effort and professionalism. All of this means poor administration of the advertising and communications a part of the corporate.”Whereas the membership had no selection however to decide on a brand new brand, the debacle serves as a reminder that it is generally not smart to stray too removed from custom for a model that has a loyal following. Drawing out the controversy with a ballot after the very fact appears to be making issues worse.Remember that at present is the final day of Amazon’s Prime Day sale. See our Apple Prime Day spherical up for bargains.
