Lucchese 1905 is the Italian football club based in Lucca, Tuscany, founded on 25 May 1905. The club’s visual identity has long centered on the panther, a symbol of the city of Lucca, alongside the city’s white and red colors and the club’s traditional red and black stripes. In July 2023, the club introduced a completely new crest, replacing the long-standing oval emblem.
Design and History
For years, the club’s emblem was an oval divided in half. The left side carried the colors of the city flag, white and red, divided horizontally by a gold line that also bordered the entire crest. The right side featured vertical red and black stripes, topped by a stylized gold rampant panther, the symbol of Lucca. The wording on this version read “Lucchese 1905” instead of the historical “AS Lucchese Libertas 1905.”[1]
In July 2023, the club unveiled a new logo, developed by the communication and graphics agency Wally Communication, with a team including Nico Venturi, Marco Pini, Valerio Antonetti, and Andrea Ruberti.[2] The new crest took the shape of a shield and was described by the club as modern and forward-looking while respecting the city’s traditions.[3] The old oval logo with the gold rampant panther on a red and black background remained in use on match shirts until 31 December 2023, after which the new shield design took over.[4]
The change was driven in part by ownership of the mark. The old logo was owned by Lucca United, a supporters’ cooperative, and was granted to the club under a loan-for-use agreement. The club’s management stated that without owning its logo, it could not develop its branding and merchandising strategies.[4]
Meaning and Symbolism
The new shield-shaped crest incorporates several references to the city of Lucca. The upper part of the logo recalls the Torre Guinigi, the famous medieval tower with trees on its summit. The panther, an essential element of the club’s symbolism, was redesigned in a contemporary version while maintaining a classic style. The panther’s tail is shaped to evoke the bastions of the Mura, the historic city walls of Lucca.[3][2]
The panther has deep roots in Lucca’s civic identity. Two panthers holding the arms of the Republic can be seen on the Porta Santa Maria city gate, where the animal stands as a symbol of indomitable pride for the city. This emblem was adopted not only by the city but also by its football club.[1]
The new logo also dropped the wording “AS Lucchese Libertas,” appearing instead as a shield without that historical text.[4] The club’s broader graphic identity, applied to stadium passes, hospitality areas, and event signage, features the labyrinth of San Martino alongside the “Lucchese 1905” lettering.[4]
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