Atalanta BC has officially revealed a redesigned club crest as part of a broader strategy aimed at strengthening the club’s international brand presence while preserving its historic identity and connection to Bergamo.
The new crest modernizes the visual identity centered around “La Dea” — the female silhouette that has symbolized Atalanta since the 1960s and remains the club’s defining emblem.
According to the club, the redesign was created with digital recognition and global usability in mind, reflecting the growing importance of scalable branding across social media, merchandise, gaming, broadcasting, and international licensing.
Simpler design built for the digital era
The updated badge reintroduces the circular crest format first used during the 1980s but adopts a cleaner and more minimalist geometric style.
Atalanta described the redesign process as a “subtraction” approach, removing non-essential graphic elements to place stronger visual emphasis on the La Dea silhouette. One symbolic detail included in the redesign is the use of five strands of hair, representing the five founders who established the club in 1907.
The move follows a wider trend across global football, where clubs increasingly simplify logos to improve visibility and consistency across digital platforms and consumer products.
The timing of the launch also carries symbolic value. The new crest arrives exactly two years after Atalanta’s UEFA Europa League triumph, a milestone that significantly boosted the club’s international visibility and commercial appeal.
Club executives emphasize identity and recognition
Club president Antonio Percassi said the redesign balances tradition with modern brand recognition.
“We chose to stand out even more, to be instantly recognisable,” Percassi stated.
Co-chairman Stephen Pagliuca connected the new identity to the relationship between the club and the local community.
“Atalanta is really about the bond and partnership of the team with the community,” he said.
CEO Luca Percassi highlighted the emotional and symbolic importance of the crest within the club’s sporting and commercial evolution, while Andrea Pernice, chairman of Pernice Comunicazione — the agency responsible for the redesign — described the concept as a return to essential lines, colours and recognisability.
Rebrand linked to merchandising strategy
The crest launch was also integrated into fan-engagement and retail activities at the club’s official store in Bergamo, where supporters were invited to explore historical Atalanta logos alongside the new design.
Fans spending more than €50 received a bracelet featuring the updated crest, turning the rebrand into an immediate merchandising and consumer activation campaign.