Objectives
Context
Pisa is a city with a strong character, pragmatic, and quietly proud. It’s known around the world for its Leaning Tower, a symbol of persistence in the face of imperfection.
That same spirit runs through Pisa Sporting Club.
Founded in 1909, the club has experienced a complex journey, marked by highs and lows, moments of ambition and moments of rebuilding.
Through it all, a loyal base of supporters has stayed close—not only out of nostalgia, but out of a deep connection to the club and their city.
Like the tower, Pisa doesn’t start over when things get difficult—it adapts and carries on.
But in today’s fast-changing football landscape, identity and tradition must evolve into something bigger. Pisa must now look beyond the Arno and onto the world stage.
Pisa never starts over: it reinvents. Always.
Belonging as a common language
Today, football is much more than a sport that brings fans together in a stadium once a week. They are an integral part of the game.
It has become a global subculture that connects millions of people every day.
Fans are passionate about their club, colours and players.
They want to participate, interact, and engage in dialogue.
That is why it is essential for the club to transform into a true, contemporary media brand.
Goal
Reposition Pisa SC as a proud, distinctive club with strong local roots and growing international ambitions.
Provide the club with the tools to communicate in a coherent, effective, and culturally relevant way, while staying true to its DNA.
Evolve the club into a contemporary media brand
Method
Tipography
A new typeface, a new visual voice
As part of the Pisa SC rebranding journey, the creation of a custom typeface emerged from the need to visually express the club’s and the city’s identity.
A typeface that bridges heritage and modernity, capturing both the energy of football and the depth of a century-old story.
More than a functional tool, it stands as a distinctive mark, designed to make Pisa instantly recognizable — from the pitch to every digital touchpoint.
Every curve, cut, and proportion draws inspiration from the city’s architecture and cultural heritage: an alphabet that speaks the language of the club, with the voice of its city.
Variations and e joints
Alternative letters expand the visual language, introducing subtle variations that enrich communication.
Characters with horizontal or vertical rounded joints — inspired by the iconic “A” — add a distinctive, softer rhythm to the typeface.
References and directions
The flat top emphasizes the architectural essence of the design.
Rounded counterforms subtly echo the arches of the Piazza dei Miracoli monuments.
Gentle serifs pay homage to the calligraphic heritage of the XI and XII centuries,
while precise end breaks enhance printing performance.
Finally, angled cuts recall the distinctive lean of the Tower, adding a unique tension to the overall composition.
Visual
Within Pisa SC’s new visual language, photography plays a pivotal role: not just to portray, but to tell a story.
A new photographic approach
The process began with the selection of subjects and stories beyond the pitch, capturing the authentic connection between the club and its territory.
Landmarks of the city, the club’s sporting heritage, and the supporters’ sense of belonging all become key elements in a collective narrative where football, culture, and community intertwine.
The visual treatment follows the same philosophy: an analog-inspired, textured aesthetic, intentionally distant from the hyper-digital look of conventional sports imagery.
The aim is to evoke emotion, memory, and identity, giving the club a more human, narrative, and timeless visual story.
Results
The rebranding produced coherent and distinctive visual and narrative tools, capable of communicating the club's identity in a clear and recognizable way.
The typography and photographic language brought consistency to all touchpoints, from digital communication to physical assets, strengthening the bond between Pisa SC, its fans, and its territory.
Conclusions
The project represents an evolutionary journey—a strategic partnership in a new chapter of Pisa SC's history.
The new visual language and communication approach enable the club to express its identity in a contemporary way, respectful of its local roots and ready to engage with an international audience.
