Atalanta Rebrand 2026

Atalanta is the football club of Bergamo. It wanted to grow its international recognition while keeping its Bergamasque identity, and its 1993 crest crowded the goddess figure, La Dea, with the club name and founding year. Pernice Comunicazione's 2026 crest strips both away so La Dea stands alone at the center, presenting the club as Bergamo itself on the world stage, and it launched as a city ritual with social teasers, marble totems and a temporary museum.