03/03/2020
Press Release

Celebrating a football giant’s heritage to compete in a more global future.

19 September, London: European football giants AC Milan have launched a new club visual identity system, developed and designed by London-based brand agency DixonBaxi.

The rebrand, which ties in with the start of the Serie A 2019/20 season marks the beginning of a brave new era for the club and its global fanbase.

AC Milan has a rich history of over 100 years and DixonBaxi was challenged to create a bold new chapter for the club. This means evolving and transforming one of the world’s most iconic football clubs into a lifestyle brand – without losing the raw authenticity of the club or what sport means to people.

Inspired by the illustrious heritage but focused on future glory, DixonBaxi have designed an AC Milanfor a new, diverse generation of proud Rossoneri, building a new identity based upon Milan’s core values of teamwork, excellence, passion and elegance. Ensuring they remained as authentic as possible to the club ethos, the team developed the creative around the iconic crest symbolising the beating heart of the club’s 450m global supporters, from Milan to the rest of the world.

Motion that is the heartbeat of Milan.

This isn’t a deck of corporate values.
This is a shared way of life.

Defying convention by staying
true to who we are

Fans of football clubs are incredibly passionate and proud of what their club stands for. Respecting the love and passion the club crest evokes was critical, so AC Milan chose not to change the crest. Instead, DixonBaxi developed a new brand language and a manifesto looking at the club values to really encapsulate the spirit of the club. This is rationalised into one line: Sempre Milan, evoking the values and reinforcing the Italian heritage. It is the unifying rallying cry for proud Rossoneri to get behind – no matter where they are in the world.

The brand’s new design language takes cues from fashion, lifestyle and Italian culture. A rich, attitude driven typographic system gives voice to the spirit of AC Milan, and art direction creates a more immediate and accessible feel. Anchored around the iconic crest, the design system is a consistent graphic language filled with expression.

“DixonBaxi have taken the energy and heritage we’re very proud of, and given it a fresh perspective to engage our 450m global supporters like never before.”
Casper Stylsvig

Casper Stylsvig

A.C. Milan, Chief Revenue officer

Sempre Milan: a rallying cry connecting
450 million Rossoneri.

A fluid design for 24/7 fandom

Fans of football clubs are incredibly passionate and proud of what their club stands for. Respecting the love and passion the club crest evokes was critical, so AC Milan chose not to change the crest. Instead, DixonBaxi developed a new brand language and a manifesto looking at the club values to really encapsulate the spirit of the club. This is rationalised into one line: Sempre Milan, evoking the values and reinforcing the Italian heritage. It is the unifying rallying cry for proud Rossoneri to get behind – no matter where they are in the world.

The brand’s new design language takes cues from fashion, lifestyle and Italian culture. A rich, attitude driven typographic system gives voice to the spirit of AC Milan, and art direction creates a more immediate and accessible feel. Anchored around the iconic crest, the design system is a consistent graphic language filled with expression.

“Taking one of the world’s most iconic sports brands and reinterpreting it for a modern, international audience. This brand is applied on a massive scale - just in the San Siro alone there are over 1000 different brand elements to consider.”
Aporva Baxi

Aporva Baxi

Co-Founder + ECD DixonBaxi