Pisa, the new visual identity

It will be a crucial season for Pisa: the return to Serie A after 34 years. A season the club wants to prepare for in every detail, starting with a transfer campaign worthy of a team aiming to establish itself in Italy’s top flight. But that’s not all: the visual identity has been completely renewed, with the goal of being recognized as a major club, both on and off the pitch. Pisa has officially unveiled its new visual identity, which includes an exclusive font inspired by the architectural forms of the Cathedral and the Tower. Letters, curves, voids, and symmetries echo the visual rhythms of Piazza dei Miracoli, one of the city’s most recognizable landmarks.

Another central element is the Cross of Pisa, which from now on will be an active and recognizable part of the brand. This is not just a restyling: in reality, there isn’t just one cross. All over the city, you can find different versions with varying styles, proportions, and interpretations depending on the era and context. This rich but fragmented visual heritage has been collected, studied, and harmonized into a single graphic symbol. Whether the club will adopt a new crest is, for now, only a suggestion. However, it’s likely that this possibility is among the future projects. In the meantime, at the core of the rebranding journey, the club has described its transformation as a voyage guided by two symbolic forces.

The first is leaning into the future. Just like the Leaning Tower, which leans but doesn’t fall, Pisa is a club that looks ahead, leaning bravely toward what’s to come. It’s a forward-thinking organization, ready to face new challenges and evolve without ever losing its sense of identity. The second is defying gravity. It’s the Pisani spirit in its truest form: a quiet, stubborn strength that resists, that endures, that never gives up. Just as the Tower defies the laws of physics, Pisa and its people have faced obstacles, difficulties, and transformations without ever ceasing to believe in themselves. And it is with this spirit that the club intends to face its future.