Sporting CP rebrands with 1940s-inspired badge by JKR

Lisbon football club Sporting Clube de Portugal has unveiled a new badge and visual identity designed by branding agency Jones Knowles Ritchie (JKR) to mark its 120th anniversary. The rebrand simplifies the club's logo by removing the outer shield, placing focus on a redrawn lion with curved, flowing hair and an S-shaped tail. The lion's color changed from yellow to white to emphasize the club's primary palette. The design draws heavily from the club's 1940s identity. JKR also created a custom typeface, Sporting Sans, with font foundry F37. The identity incorporates five symbolic elements: lion, shield, crown, stripes, and Porta 10-A—the wrought-iron entrance to the stadium. JKR global executive creative director Sean Thomas stated the goal was to stay faithful to the club's legacy while attracting younger fans. Sporting CP chief strategy and operations officer André Bernardo emphasized the club's 'code' of developing the human before the athlete. JKR, founded in London in 1990, previously rebranded Burger King and Fanta.