The brand’s new crest, typeface, and jerseys all pull from relics of the past—but they feel anything but dated.
When one of the world’s biggest sports clubs, Sporting Clube de Portugal (SCP), was founded in 1906, it was centered on one code: “Develop the human, then the athlete.” Now, 120 years later, the club is getting a major rebrand that brings that code to the forefront of its identity—with a high-design twist.
The brand’s new crest, typeface, and jerseys all pull from relics of the past—but they feel anything but dated.
When one of the world’s biggest sports clubs, Sporting Clube de Portugal (SCP), was founded in 1906, it was centered on one code: “Develop the human, then the athlete.” Now, 120 years later, the club is getting a major rebrand that brings that code to the forefront of its identity—with a high-design twist. Design
