Venezia FC present new brand identity and 22/23 pre-match shirt

On 1 July 2022, Venezia FC take a further step in the club’s evolution with the presentation of a new brand identity, created by world-renowned Munich-based design studio Bureau Borsche, with a bold and thoughtful design that honors tradition while moving forward into a new era.

The Lion of Saint Mark, the winged lion that stands as the symbol of the city of Venice, has always been at the heart of the Venezia FC brand, and Bureau Borsche have skillfully designed a strong “V” crest that seamlessly integrates a modern reinterpretation of the historic symbol in a more minimal and abstract form, producing a new lion that feels more sleek, fierce, and stylish than the one it replaces. In a clever flourish, the horizontal lines representing the lion’s wings are a clear reference to the Venetian gondola's traditional iron prow with its protruding blades. The “V” is capped by the club colors, orange and green, which, upon close look, present the appearance of orange and green flags.

Moreover, in a significant historical move, Venezia FC’s lion has been returned to gold from the previous white. The club's lion has almost always been in gold throughout its 114-year history, only switching to white in the logo from 1997-2005, then returning again in 2013 and 2015 and remaining through last season.

Bureau Borsche — famed for their work at the highest levels of art and culture, fashion, sport, and commerce, with clients including the Bavarian State Opera, Balenciaga, Supreme, Nike, and Apple — have made their mark in Venice once before. In 2019, the acclaimed studio created an identity for the Venice Pavilion at the 58th International Art Exhibition of La Biennale di Venezia, which went viral through the city — often being mistaken for the new corporate identity of the Biennale, which was intentional and brilliantly played off the exhibition’s theme that year: fake news. The Biennale project was a first case of Bureau Borsche reimagining the Lion of Saint Mark, an experience that served well in approaching Venezia FC’s identity. The studio had also previously designed Venezia FC’s website and web shop in 2021.

On the launch of their new identity, Venezia FC also present the 22/23 pre-match shirt, a first tangible expression of the “V’ crest, which was also designed by Bureau Borsche, along with the rest of the 22/23 Venezia FC kit collection, including three kits to be released on 7 July, 14 July, and 21 July.

The 22/23 pre-match shirt has a streetwear sensibility, with an edgy orange-black-and-green checker design, an eye-catching wave texture through the checkers, and the new club crest in total gold. The release kicks off the second season of Venezia FC’s celebrated partnership with Kappa.

The campaign for the 22/23 pre-match shirt — shot by Veneto-born and longtime New York-based photographer Alessandro Simonetti — features Venetian actor Daniele Barison, star of the acclaimed Yuri Ancarani-directed film Atlantide, a youth drama set in Venice around the cult of the barchino (motorboat), which premiered at the 2021 Venice International Film Festival.

The 22/23 pre-match shirt is available for pre-order on shop.veneziafc.it.