Serie A, the top division of Italian football, has undergone a series of visual identity changes since the late 1990s, evolving from traditional football imagery to a highly stylized, abstract mark centered on the letter “A.” The current identity, developed by the Rome-based agency Ragù Communication, was introduced in stages beginning in 2019, with refinements continuing through 2021 and beyond.
Design and History
In August 2018, Lega Serie A unveiled a restyled logo for the 2018-19 season, described by the league as “the evolution in a contemporary key of the logo used up to now.” The new mark gave centrality to the letter “A,” which the league called “a universally distinctive element of our League and our most important competition.” The design incorporated graphic elements forming a large “A” with a red horizontal stroke, alongside the colors of the Italian flag, gold accents, and the TIM sponsor logo.[1][2]
A more significant redesign followed in May 2019, presented at Lega Serie A headquarters in Milan for use from the 2019-20 season. The new logo, developed in collaboration with Ragù Communication, featured a three-dimensional letter “A” rendered in blue and shaped like a multifaceted diamond, followed by a tricolor line.[3] Lega Serie A CEO Luigi De Siervo explained the rationale: “Compared to the past we eliminated the field and the ball. A more televisual choice, more brand, that also works in the international context.”[4] League president Gaetano Miccichè called the logo “a further step towards the new identity of Lega Serie A,” citing goals of reaching broader international markets and global brand recognition.[5]
In 2021, Serie A introduced a further refinement. The updated logo abandoned the roundel design and accentuated the colors, making them brighter with sharper contrast, while keeping the stylized “A” essentially the same. The change was initially rolled out across social media and the official website without a formal announcement.[6] A subsequent 2022 tweak modified the TIM sponsor treatment, with the tricolor repositioned beneath the “Serie A” lettering.[7]
Meaning and Symbolism
Ragù Communication described the design intent behind the 2019 diamond-shaped “A”: the multifaceted form suggests “the plurality of players in the league, each of which is necessary to bring the sporting spectacle to the stage,” while the shape is meant to recall “the solidity and strength of Serie A.”[8] The agency’s brand identity work for the league also framed the diamond facets as representing Serie A’s strengths: internationally competitive teams, star players from around the world, hundreds of millions of global fans, and a storied history.[9]
The blue color of the “A” was chosen to match the azzurro of the Italian national team jerseys, according to the Museo del Marchio Italiano’s account of the 2019 rebrand.[2] The tricolor line references the Italian flag, grounding the modern mark in national identity.
Typography and Design
Ragù Communication, a Rome-based branding agency with experience in brand and corporate identity, was entrusted by Lega Serie A with the rebranding project that produced the 2019 logo. The agency’s work began with the logo concept and design and continued with creative direction for the league’s new visual identity across television, web, and social media.[8][9]
The 2019 logo marked a decisive break from earlier Serie A marks. Prior identities dating back to the 1990s featured a football at the center with a tricolor band, later versions incorporating the TIM sponsor logo and a stylized stadium shape. The 2019 diamond “A” removed all direct references to a ball or pitch, a choice De Siervo described as deliberate and “courageous.”[4][2]
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