Sparta is the center of attention again. The new logo is intended to recall tradition and ambition
The club from Letná is going through a revolutionary period. Last week, coach Vrba replaced the dismissed Václav Kotal, now the Czech sports giant has introduced a new logo. “We worked on it for a year and a half,” said director František Čupr. The presented visual identity, which includes, in addition to the modernized club logo, also a special typography called “Iron” and a unified graphic of all Spartan projects, will be used by Sparta only from the year 2021/2022.
“I was relieved that there was no escape,” admitted Kamil Veselý, director of marketing communications. The really new Spartan logo did not reach the public until after 6 pm, when it was ready to be broadcast live for the fans directly from the Letna stadium. Sparta informed about the news in advance so that it could adapt among the people and, most importantly, could not keep it secret when preparing new jerseys, souvenirs and other changes.
Embarrassment, no reason to rejoice. Willow wasn’t surprised by what he (Sparta) missed?
“Some of the designed logos were bolder, this is so evolutionary,” Čupr described in a live broadcast. “I think it’s fine. I see a short parallel there with our players on the field. We want us to play modern fast football, to play vigorously, to still have the legacy of what we’ve accomplished a generation before. And to show pride and ambition in it, “he described. The Spartan boss said he didn’t mind if there were passionate discussions among the fans.
We were. We are. And we will forever. Sparta. #NavzdySparta #acsparta
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– AC Sparta Prague (@ACSparta_CZ) February 11, 2021
“With the visual style, it was important for us to be confident and expressive. That’s why we bet on strong typography and a combination of two Spartan colors – black and red, “reads the club’s website. The Spartan leadership collaborated on the project with experts in the field of graphic design – for example, Alan Záruba, creative director of TV Nova.
The visual concept for the club after winning the tender was created by the Go4Gold agency, which in the past cooperated with, for example, hockey Sparta or the Czech Ice Hockey Association. “When creating the logo, the intention was to preserve the key elements that have defined Sparta for over a hundred years, and to create a clear and distinctive brand following the unique history of the club applied to the 21st century,” said Tadeáš Drahorád, Art director Go4Gold.
Football Sparta recalled coach Kotal. Pavel Vrba replaced him
Drahorád’s team garnered criticism two years ago just for the new emblem for Czech hockey, which is already worn by representatives on its chest. The lion is said to resemble the emblem of the Swedish carmaker Scania. The face of sports institutions has recently been changed (and provoked a number of controversial reactions) also by hockey players in Pardubice and the badminton association.
What will the Spartans say? perhaps they would like to see an increase in the number of stars, which means more than thirty league titles – Sparta has 36 at the end, but the last one won in 2014. In the current, however, the team led by the second coach Vrba loses ten points in place ancient rival Slavia.
“It is definitely a step in the right direction,” commented Tomáš Rosický, sports director and club icon.