Livorno Calcio will let its fans choose the club's new logo The numerous protests have led to a step backwards
In recent days, Livorno unveiled a new logo to mark its return to professional football. The club chose a minimalist symbol: a stylized “L”, in line with the trend already followed by clubs like Juventus and Venezia, who in recent years have opted for a more modern and essential visual identity. This choice sparked mixed reactions among fans, divided between openness to change and a desire to preserve tradition. Aware of the debate, the club had issued an initial statement expressing its willingness to consider alternative proposals, in compliance with league deadlines and regulations. Now, after widespread protests, comes a new update.
Livorno has launched a poll allowing fans to choose the new logo from four options. One of these is, of course, the stylized “L”. More generally, the letter “L”, though in different forms and designs, is featured in all four logos presented to the amaranto fanbase. A second element common to all four is the inscription US Livorno 1915 at the bottom. Moreover, regardless of how the vote turns out, it’s confirmed that with this rebranding Livorno will lose one of the most iconic and recognizable crests in Italian football: the stylized dollar sign that defined much of its sporting history for decades.
"The final selection came down to these symbols we’re presenting today, developed over the past few months and chosen also based on the need to clearly differentiate them from previous versions, which included pictograms of the acronyms ASL and USL,” reads the statement. “We’re launching a poll open to all fans right away, so that next season, on the jersey that you selected through a vote last season—the jersey that will represent us on the national stage—there may appear a symbol that reflects the sentiments of the majority of those who choose to participate. We will take your input into account and, in the meantime, we’ll explore every possible solution that might allow us to satisfy as many supporters as possible.” Voting will remain open until 8pm on Saturday on Livorno's official Instagram and Facebook profiles. This is because the new logo must be filed with the Lega by Monday morning, 14 July.
