This is a school project for a study abroad trip to Florence, Italy to rebrand the sport "Calcio Storico Fiorentino" (Historic Florentine Soccer). This sporting event happens once a year, with three games amongst four teams, and is unique to Florence. Two teams of 27 men face off in a highly combative game of soccer by trying to score the most amount of points in 50 minutes by any means necessary. There are very few rules. The ball can be thrown, kicked, or traveled, and the players can box, wrestle, and pin each other down. It's a fight for honor and glory but there is still a great deal of respect for all the other teammates.
The goal for this project was to create a brand for the sport as a whole and each of the four teams. There is an overall lack of branding and the value of tradition has kept it outdated. The goal was to revitalize how the sport and teams are represented and make a more prominent and understandable brand identity.
Each of the team logos needed to be simple enough to be seen on a flag from a far away distance. Because each team is represented by a single color, it was important to use a monocromatic color scheme for each team.
Content from www.calciostoricofiorentino.it • Photos by photojournalist Michael Löwa
