In a nod to its origins, Italian football club AS Roma has unveiled a redesigned logo that revives its historic ASR monogram — a move the club calls a “progressive return” to its identity. The update comes just ahead of its 98th anniversary and signals a deepened respect for tradition under the Friedkin family’s ownership.
The new crest, introduced in June 2025, replaces the 2013 rebrand and reinstates the intertwined ASR initials, once central to the club’s visual identity. The Lupa Capitolina, the legendary wolf that nursed Rome’s mythical founders Romulus and Remus, remains prominently positioned at the top of the shield — this time with greater illustrative detail in Roma’s signature Giallorossi red.
Heritage Restored After a Decade of Controversy
The original 1927 crest featured both the ASR monogram and the she-wolf motif, and these elements recurred in various iterations for decades. However, in 2013, under former owner James Pallotta, the club rebranded the badge by removing the monogram in favour of the word “ROMA” and the founding year — a change designed to appeal to a global audience. Despite good intentions, the decision alienated many lifelong supporters.
Now, under the leadership of Dan and Ryan Friedkin, the club has chosen to honour the past while modernising the design. In a joint statement, they said:
“We are proud to announce the progressive return of the historic ASR crest, a symbol that embodies the soul of this club. This decision, taken with deep respect for our tradition and in response to the heartfelt wishes of our supporters, is a tribute to Roma’s identity. It reflects our belief that the symbols of a club matter, and that honouring our roots is essential to building our future.”
The updated badge also features a narrower, pointier shield, a yellow border replacing the previous black, and an expressive monogram inspired by the version used in 1934. The changes are both a tribute and a visual refresh that merges heritage with contemporary aesthetics.
Looking Ahead: New Logo, New Stadium, Same Soul
Although AS Roma has not yet confirmed when the new crest will appear on official kits, reports suggest the change will take effect in the 2026–27 season. Current leaks of the 2025–26 kits still show the old emblem, indicating a transitional phase for the visual update.
The brand refresh aligns with larger developments ahead of the club’s 100th anniversary. Renowned architectural firm Populous is designing a new stadium for the team in Pietralata, a district in Rome. The structure draws on classical Roman influences and is envisioned by the Friedkins as “a majestic new colosseum” for the Eternal City.
With its renewed emblem and future-forward infrastructure, AS Roma is reinforcing its deep cultural ties while setting the stage for a new era — one that values both tradition and ambition.