Atalanta Unveils New Crest Focused on Recognition, Identity and Digital Simplicity.

Roger Hampel

Image: Atalanta BC

Atalanta BC has unveiled a redesigned club crest, presenting the move as part of a broader effort to strengthen the international positioning of the Atalanta brand while preserving the club’s historical identity and connection to Bergamo.

The new crest simplifies and modernises the visual identity built around “La Dea”, the female silhouette that has represented Atalanta since the 1960s and remains the central symbol of the club.

According to the club, the redesign was developed with a focus on recognisability across digital platforms, merchandise and global media applications — areas that have become increasingly important as football clubs evolve into international entertainment and consumer brands.

Simpler Design, Stronger Recognition Atalanta

The new badge returns to the circular format introduced during the 1980s, but with a more minimalist geometric structure.

Atalanta explained that the redesign followed a “subtraction” approach, removing non-essential visual elements to place greater emphasis on the silhouette of La Dea. One of the more symbolic details is the redesign of the hair into five strands, representing the five founders who established the club in 1907.

The simplified structure reflects a wider trend in football branding, where clubs increasingly move toward cleaner and more scalable identities capable of functioning effectively across social media, mobile interfaces, merchandise, gaming and international licensing.

The unveiling also comes exactly two years after the club’s UEFA Europa League triumph, a moment that accelerated Atalanta’s international exposure and brand visibility outside Italy.

Executive Comments

Club president Antonio Percassi described the new crest as a balance between historical continuity and modern recognition.

“We chose to stand out even more, to be instantly recognisable.”

Co-Chairman Stephen Pagliuca linked the redesign directly to the relationship between the club and the local community.

“Atalanta is really about the bond and partnership of the team with the community.”

CEO Luca Percassi emphasised the emotional importance of identity and symbolism within the club’s sporting and commercial evolution.

“The profile of Atalanta is clear, sharp and unmistakable.”

Andrea Pernice, Chairman of Pernice Comunicazione — the agency responsible for the redesign — described the concept as a return to essential lines, colours and recognisability.

Crest Launch Connected to Retail and Fan Engagement

The launch was also integrated into retail and fan-engagement activities at the Atalanta Store in Bergamo, where supporters were invited to explore historical club crests alongside the new design.

Fans spending more than €50 received a bracelet featuring the new logo, turning the rebrand into an immediate merchandising and consumer activation opportunity.