RATIONALE
Audace Club Boschese is the amateur football team where I train as a goalkeeping coach. In three years, the club will celebrate its centenary, a milestone that stands out in the history of local football. With the goal of creating a more financially stable club, attractive to sponsors and young players, I envisioned a rebranding strategy rooted in the city of Bosco Marengo’s rich history and sense of identity.
Here, in 1566, Antonio Ghislieri—a local prelate—was elected Pope Pius V. He commissioned the construction of the Santa Croce Monumental Complex, aided by the renowned Renaissance architect and painter Giorgio Vasari, a prominent figure in Florence’s Medici family who also designed the Uffizi complex.
Inspired by the colors, architecture, and typography of that era, I aimed to craft a brand identity that embodies the historical, cultural, and sporting values of both the club and the city it calls home.
HOW
First, I selected the font to create the logotype. Rector is an elegant, versatile serif font that I felt was perfect for building a typographic system rooted in the classic typefaces of the late Renaissance. I wanted something that evoked Vasari’s era but with a contemporary edge.
Next, I designed the monogram using a blackletter font, styled to resemble a papal seal. Interestingly, this type of typography is now associated with trap and hip-hop culture, making it a perfect fit for the club’s target audience.
To this, I added a “100” to create a composite logo specifically for the centenary celebrations. This will be used on promotional materials and dedicated merchandise.
I then developed a recurring pattern for the new home kits, inspired by the floor texture of the Santa Croce Complex’s library. The hexagonal encaustic tile design blends seamlessly with the aesthetics and stylistic elements of football culture.
For the color palette, alongside the traditional green and white (the club’s iconic colors), I introduced variations of green to add versatility and a beige/gold tone inspired by the hues of the Santa Croce Complex. This also provides a visual way to celebrate the club’s centennial significance.
In short, I aimed to preserve the club’s heritage while digging deeper into local history to forge an even stronger bond with the city it represents.
