Atalanta, one of Serie A’s most unique clubs, has announced a significant rebranding initiative. The club has unveiled a new logo, marking the first change to its emblem in thirty years. The updated design adopts an ultra-modern minimalist approach, transforming the familiar oval shape into a precise circle, and completely removing all text and numbers from the badge.
The management of the Bergamo-based club swiftly provided insights into this rebranding decision through an official statement on its website. Atalanta’s executives highlighted that the essence of the brand—the Goddess—remains central to the new logo, a silhouette that has been a part of the team’s identity since the 1960s.
Notably, the new logo is rich in symbolism, reinforcing the club’s connection to its heritage. The flowing hair of the Goddess, now depicted in five strands, is a tribute to the five founding fathers of Atalanta. Additionally, the silhouette is set against a solid blue background and framed by a perfect black ring.
Manchester United are close to signing Atalanta midfielder Ederson.
— Transfer News Live (@DeadlineDayLive) October 11, 2023