Como, the Italian football club, has recently unveiled a new home jersey for the 26-27 season, marking a significant shift in their design philosophy. The most striking change is the return of the historic crest, a design that was last officially used from the 1950s to the early 1990s. This move is particularly interesting, as it represents a departure from the modern wave logo that has been the club's corporate identity since 2019. Personally, I find this development fascinating, as it raises questions about the balance between tradition and modernity in sports branding. What makes this move particularly intriguing is the fact that the historic crest is only 'half official'. While it takes center stage on the match kit, the modern wave logo remains the club's official corporate emblem for administrative, digital, and media use. This dual identity is a unique approach and could potentially create a sense of duality within the club's brand. The design of the historic crest is a classic shield with the city's heraldic white cross on a red background, topped with traditional lettering. This design was initially revived in early 2025 for lifestyle apparel, and its promotion to match kits last season was a strategic move to reconnect with the club's heritage. The 26-27 home shirt, designed under the direction of Chief Brand Officer Rhuigi Villaseñor, comes in a deep blue base with subtle tonal pinstripes. A classic polo collar incorporates red, white, and gold trim, matching details on the sleeve cuffs. Beneath the back collar, the local dialect phrase 'Semm Cumasch' ('We are from Como') is inscribed, connecting the kit directly to the city and its supporters. This attention to detail is a testament to the club's commitment to its roots. However, the return of the historic crest is only 'half official'. While the vintage shield takes center stage on the match kit, the modern wave logo remains the club's official corporate emblem for administrative, digital, and media use. This dual identity is a unique approach and could potentially create a sense of duality within the club's brand. Interestingly, Como also created a Como TV logo based on the historic logo. This move could be seen as a strategic decision to cater to different audiences. The Como 1907 26-27 home jersey is available through the club's official store for €125, fully equipped with front sponsorship and sleeve badges. Additionally, Adidas retail channels offer a clean, sponsor-free version of the home shirt priced at €100. This move by Como raises a deeper question: should clubs fully embrace their historic identities, or is there a place for both tradition and modernity in sports branding? In my opinion, the answer lies in the balance. While fully embracing tradition can create a strong sense of heritage and identity, it can also limit a club's ability to evolve and adapt. On the other hand, a complete departure from tradition can lead to a loss of identity and a sense of disconnection from the club's roots. Therefore, I believe that clubs should strike a balance between tradition and modernity, using their historic identities as a foundation while allowing for evolution and adaptation. This approach can create a sense of continuity and identity, while also allowing for growth and change. In conclusion, Como's move to reintroduce the historic crest is a fascinating development in sports branding. It raises questions about the balance between tradition and modernity and offers a unique approach to club identity. While the move is only 'half official', it is a significant step towards reconnecting with the club's heritage and could potentially create a sense of duality within the club's brand. As a fan of football and sports branding, I am excited to see how this move unfolds and how it will impact the club's identity in the future.
