Palermo FC today launches its new branding project, evolving through a renewed strategic positioning and a new visual identity system: a deeper connection with the city and its expressive power, and a stronger, more conscious attachment to the historical, cultural, social and sporting traits that make Palermo, and Palermo FC, instantly recognisable on the national and international sporting stage. Starting with the colour pink, which for more than a century has made Palermo a global icon.
Igniting the pride of the city, embodying its identity and elevating Palermo FC on the world stage are the core directions that have guided this journey over recent years, now with even greater awareness.
Four key attributes have been chosen to guide Palermo’s identity strategy across all its expressions:
- The concept of “Mosaic” reflects the city’s historical cross-pollination with different cultures, as well as its openness: to those who leave for the world and to those who arrive from the world, every day;
- “Pink/Black” identifies in the contrasts of the city and the Club’s history the ability to embrace conflict, continuously overcome it and create new value;
- “Born to Fly” represents the ambition driving the Club’s sporting and corporate project, as well as the hunger of a city that never stops aiming higher;
- “Appartenenza” is the bond that brings together, as one global family, all Rosanero fans around the world and anyone who can find, in these colours, a community connected to their roots.
The project is the result of a listening process that, for more than a year, involved fans, management, players, technical staff, historic legends of the Rosanero story, employees and partners. This was accompanied by an in-depth alignment on the Club’s development objectives, as set out in the plans of the management and ownership.
Following an initial teaser with “Palermo, Too Much Is Never Too Much”, the launch video for the 2026/27 season, alongside the strategy is a new visual identity system that translates the spirit of Palermo FC into images, colours and forms, beginning with a bespoke typography: three font families developed specifically for the Club, designed to intertwine within a “mosaic” system and visually express the encounter between different cultures, from Arab-Norman roots to Mediterranean heritage.
Completing the system is a colour palette that reinterprets pink and black in a new key while drawing on the unique colours of the city. Distinctive textures and an authentic photographic style complete a system designed to accompany the Club across every expression of its identity.
“Nothing in this project was invented from scratch. Rather, we tried to reveal it, as in a sculpture, by isolating the essence of our identity: what we believe in, what we fight for, what we have always protected, even in the darkest moments. And if we are able to do this, it is because around our colours there is a community that shares and lives by these values, almost as an inevitable destiny. Our commitment, therefore, must be to make this awareness as clear and enduring as possible, and to adopt an expressive language that respects it, especially in an age when the overload of words and images tends to disperse what truly matters,” said Gaetano Lombardo, Chief Marketing & Communication Officer of Palermo FC.
The entire brand project, conceived and developed by the marketing areas at Palermo FC and City Football Group in collaboration with [Alkemy]+, represents the starting point of a journey that will accompany the Club over the coming months, with the progressive rollout of the new system across all Rosanero touchpoints: from the stadium to digital channels, from merchandising to official communications.