Starting the new year afresh in more ways than one, the Italian Football Federation has unveiled a new crest for all national teams, completing a rebranding process that coincides with adidas taking the reins as new technical sponsor.

It doesn’t feel like all that long ago that the last Italy national team crest was updated, arriving back in 2017. And now, with the start of 2023 and the commencement of a new partnership with adidas, the crest has been given another refresh. The new badge has been designed by Independent Ideas, the creative agency of Publicis Groupe, which has overseen the FIGC’s rebranding process. It celebrates a symbol of the country and reflects the feelings and passion of all Italian fans, and it arrives just ahead of the reveal of the national team’s new kit, which is set to be revealed in the next few days.

The notable changes from 2017 to this new version are a different shaped shield, which is now in blue instead of gold – the same as the four stars at the top to mark every World Cup win and the "ITALIA" text. But the crest has also been presented in several alternative looks, with varying colour schemes showing its versatility.

We are ready for the future,” said FIGC President Gabriele Gravina. “Today, we present the new image of the Italian National Teams; with this new badge and new sound identity, the latter of which has been created for the first time in history, we are entering a new realm. However, we still have that same desire to generate extraordinary emotions in all our fans. It is these emotions that have helped create the new badge that will appear on our shirts, renewing a glorious tradition in the process, and which provided the inspiration for the brand-new sound logo and ‘Azzurri’ track.


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The new logo is set to debut on the highly-anticipated new national team kits – the first from adidas – when they drop later this week or early next.