Varese Basketball is one of Italy’s greatest sports teams, but in its 70-year history its long runs of unparalleled victory have been accompanied by any number of changes in ownership and sponsorship and identity. Then came Varese Nel Cuore. When this visionary consortium of local business owners and entrepreneurs took over as owners they asked us to help reimagine communications for the historic team, starting with a redesign of the logo and visual identity.
Like any great re-boot, we wanted to visually re-tell Varese’s origin story. And to do that we had to eliminate the clutter that had been accumulated over the years and get back to what was essential to Varese Basketball’s identity. Red and white are the team’s original colors, and we made them protagonists on the crest and logo. The star represents the team’s numerous past championship victories. With American varsity-style lettering we evoked not only the origins of the sport itself but also those of a number of Varese’s greatest players in the glory years and beyond. The classic style recalls the team’s storied past while building foundation for future victory.
Beyond the logo, Varese Basketball asked us to curate all team communications. We created letterhead, event invitations, advertising and roll-ups as well as brochures to educate fans and the public on the changes in ownership.
Happily for everyone involved, in subsequent years Varese Basketball’s new logo and visual identity have appeared prominently in the headlines: the team, with its owners Varese Nel Cuore, propelled itself once again to the top of the Italian leagues.