Sporting Clube de Portugal gets a high-design rebrand inspired by the ’40s

The brand’s new crest, typeface, and jerseys all pull from relics of the past—but they feel anything but dated.

[Image: courtesy Sporting Clube de Portugal/JKR]

When one of the world’s biggest sports clubs, Sporting Clube de Portugal (SCP), was founded in 1906, it was centered on one code: “Develop the human, then the athlete.” Now, 120 years later, the club is getting a major rebrand that brings that code to the forefront of its identity—with a high-design twist.

SCP teaches sports including soccer, futsal, handball, volleyball, and rink........

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