FC Lugano is a Swiss football club based in Lugano, in the canton of Ticino. The club competes in the Swiss Super League and is known by the nickname “Bianconeri” (black and white), a reference to its traditional colors. The club was founded in 1908, a date that features prominently in its current visual identity.
Design and History
FC Lugano’s visual identity has undergone two significant updates in recent years. In 2018, on the occasion of the club’s 110th anniversary, FC Lugano renewed its brand by returning to a logo that was “very loved by its fans and regularly used in the past on the club’s shirts.” The mark was described as “slightly revised to adapt it to the needs of modern communication,” focusing on the club’s colors and the letters FCL. At that time, the previous mark featuring a white “V” did not disappear and continued to have institutional value.[1]
In January 2025, the club presented a restyling of its official logo, which came into use on 1 July 2025. The new logo was described as an integral part of the “FC Lugano 2029” digital transformation project. The club stated that the current crest, which echoed one proposed multiple times throughout the club’s history, was replaced by a version that preserves its distinctive traits but with a more modern and streamlined design, in line with the club’s ambitions for growth and innovation.[2][3]
The 2025 rebranding was part of a broader visual identity overhaul. CEO Martin Blaser described the project as “the culmination of a journey that began almost four years ago,” aimed at giving the club “a modern, coherent, recognizable visual identity in line with the evolution of our sporting and corporate reality.”[4]
Meaning and Symbolism
The central element of the new “look & feel” is the iconic “V,” reinterpreted in a modern key. This figure has accompanied FC Lugano’s image since its origins. In its new form, it can be used in a marked and distinctive way, or more discreetly as a pattern, in strong contrast or tone-on-tone. The identity is reinforced by the evocative use of “1908,” the year of the club’s foundation.[5]
The white “V” has a long history as an identity emblem for the club. In 2026, when presenting a new home kit, the club described the return of the historic white “V” on the chest as “an emblem of identity that has accompanied some of the most significant moments in the Club’s history.”[6]
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