The new AS Roma brand font

In Trigoria, during the presentation of the new AS Roma defender Marshall Kumbulla, the new brand font of the club has popped up on the backdrops of the training ground. Although there have been no official communication of the club, both in the advertising banners on the sidelines and in the spaces dedicated to sponsors during the presentation of Kumbulla, the inscription AS Roma appeared with a new character, completely different from the one used until recently. Which, by the way, has not disappeared completely: it has still remained in the pages of the site, in the logo and in the official writings present inside the training center of AS Roma. The new font will be used soon on The social profiles of Roma, after, on the web, made the first appearance on the inscription WELCOME of the social video of the former Hellas Verona.

The new font outline is much sportier, without graces and, compared to the previous one, more fresh and less austere. And that by the way was exhibited with almost all the colors used for the jerseys this season. There are in fact the red and yellow of the first uniform and the white of the second - missing the black present on the third kit. A union of colors that is favored by an inner line that follows the shape of the letters, combining red with white in AS (as, in fact, in the second jersey) and yellow and red in Rome (of the first one). 

For some time now, in Rome, there has been talk of changing the club logo, firm to the innovation of 2013 in which we went from the logo with ASR to the current one with the inscription ROME. And indeed, this font rebranding operation could be a step towards a total change of the AS Roma brand. Is that a choice of the new Friedkin property?