Football at the highest level has become nearly synonymous with branding and marketing. Clubs invest heavily in updating their crests, tweaking colors, and creating innovative kit designs - all in the pursuit of building something iconic. These changes, though sometimes controversial, play a crucial role in shaping a club's identity and expanding its reach.
One designer helping clubs navigate this puzzle is Carlo Delogu, a talented freelance designer specializing in logo and kit design, as well as digital 3D sculpting. In this interview, Carlo shares insights into his creative process, the challenges of working in a highly competitive industry, and his thoughts on the future of football design. You can explore more of his work, including concept kits, on Instagram.
The interview has been condensed and lightly edited for grammar and clarity.
[ Can you describe the work you do? ]
I’m a freelance designer who blends two of my greatest passions: graphic design and sports. I primarily specialise in logo design (particularly within the sports sector), sports graphics, and, more specifically, kit design. I create graphics for sports uniforms, taking care of everything from the overall aesthetic to the finer details. Additionally, I work in 3D art and sculpture, with a particular focus on creating models for 3D printing.
[ How did you get started in this? ]
I entered this field through a combination of formal education and extensive hands-on practice. It involved a great deal of experimentation, trying new things, and exploring innovative ideas. I began designing kits nearly five years ago when I shared one of my concepts on social media. A football player came across my work and connected me with the company responsible for designing kits for a team. That marked the beginning of my journey into kit design. As for 3D design, I advanced my skills by taking courses with renowned artists, which significantly contributed to my development in this area.
[ Who are your customers? How does it work as a freelancer? ]
As mentioned, I collaborate with sports organisations that are of great importance to me, though they come with their own set of challenges. There is considerable potential work to be done, but getting noticed in this field can be particularly challenging due to the high level of competition. Many organisations rely on communication agencies and their graphic departments or delegate this work to technical sponsors. In this landscape, different organisations have varying approaches, and in well-structured ones, roles like mine are recognised as essential to the project and are valued accordingly.
Regarding my clients, I work with those who trust me and are open to listening. I place great value on dialogue, collaboration, and constructive feedback. Our objectives must be shared and aligned with the client’s vision.
[ Why is design in football important? ]
I believe that design in football is crucial as it serves as a key tool for telling the story of the club and the city. The uniform is not merely a functional element but a symbol that adds significant value to football organisations. The visual communication created by the kit is unique and plays a pivotal role in building the club’s identity and strengthening the emotional bond with the fans. Every design tells a story, represents a tradition, and contributes to a sense of belonging that is integral to football culture.
"The visual communication created by the kit is unique and plays a pivotal role in building the club’s identity and strengthening the emotional bond with the fans"
[ What are the current trends in football design? ]
Football design trends are evolving rapidly, combining both tradition and innovation. At present, it’s difficult to pinpoint specific trends due to the wide variety of designs and styles. Each club strives to stand out by adopting different approaches, ranging from geometric patterns to intricate textures such as damask. Customisation is also gaining traction, with kits becoming more unique and distinctive, while sustainability and the influence of popular culture continue to play crucial roles in how kits are conceived.
[ Any predictions for the future of football design? ]
It’s challenging to make precise predictions, but I imagine that the future of football design could see a return to simpler and more classic styles. However, I also believe we’ll witness an increasing use of text and fonts in kit design. The adoption of creative and customised typography could become a significant trend, allowing clubs to express their identity in unique and distinctive ways. Emerging technologies and a focus on sustainability will continue to shape designs, with innovative materials and eco-friendly production methods becoming more prevalent. Overall, football design will keep evolving, integrating cultural and social trends while striving to blend aesthetics with functionality.