Operation Rebranding: The Stars and Striped Fiorentina

Disclaimer: this project was not carried out in collaboration with ACF Fiorentina but is the result of the imagination of nss sports.

It was a great early summer in Serie A, especially as far as the benches are concerned, the greats Italian football clubs such as AC Milan, Inter Milan, AS Roma and Juventus will start the 2019/2020 season with new coaches, while senior historical clubs have seen far more changes, for example the ACF Fiorentina.

After 17 years, Viola has passed from the Della Valle family to the Italian-American Rocco Commisso, an entrepreneur and owner of the New York Cosmos. This step also marks a change of style from the combed elegance of Hogan's and Tod's founders to the somewhat stereotypical image of the Italian-American who emigrated to America to succeed.

We, therefore, thought absurdly which forms the new team could take, imagining that Commisso starting from this season begins a process of a total change of ACF Fiorentina, transforming it into a sort of remote MLS team. Lavish as in US-style, with jerseys inspired by great American sports (basketball and baseball) and a completely different graphic identity from those we are used to seeing in Italy.

An American-style rebranding, inspired by many elements of popular culture, fast food and off-road brands, but also by the flames of Nascar races and the neon lights of Miami.

Concept 1: Pizza and mandolino

The first concept seeks to exploit many typically American elements and above all the symbol of the United States: the Stars and Stripes flag.
The stars and stripes are the cornerstones of the new identity that Rocco Commisso could launch, which integrates the typical purple color of ACF Fiorentina inside the American flag.
The first and second soccer jerseys take up this aspect in the most unthinkable way possible, while the third one recovers the polo model already used for the jerseys of the old property with a Hawaiian mood, made with a neon pattern. New Balance technical sponsor, while on the jerseys the partners of this new adventure will be Domino's Pizza, Chevrolet and Playboy.

In the regular season of the American leagues, there are matches in which the players wear uniforms made specifically for a party or an event, such as those made for Independence Day on 4th July. The new Fiorentina will have sweaters dedicated to great American sports such as basketball and baseball.

It is Nike that makes 3 tank tops with flag colors and neon textures, inspired by what is done in the NBA for City Editions. The baseball jerseys have the characteristic element of the classic Nascar racing flames, also used for a possible prematch jersey, which can also be used as a good stadium merch. A new crest could not be missing, completely inspired by the super bold ones with giant writing that they see in the American franchises.

Concept 2: Viola streetwear

The second concept took as its inspiration the brand identity of the newly formed Inter Miami, at the center of a battle with Inter Milan for the use of the abbreviation "Inter". The new crest, unlike that of the first proposal, is more stylized and composed of several logos, which can be used separately.

The new Commisso club will somehow honor the history of the Viola team and will do so by taking up the famous logo that Fiorentina used on 80s uniforms, reinterpreting it in a more geometric way and taking advantage of the shape of the rhombus inserted inside a circle. A logo of this type opens the door to many uses and colors, the essential style of the rhombus adapts for example to stadium clothing such as t-shirts or caps, but also to more premium products such as college jackets and Ralph Lauren polo shirts, emblem of fashion Made in the US.

The soccer shirts are soberer in this case, as are the two NBA models and the MLB jerseys, pinstripes like those of the New York Yankees.