Sporting Clube de Portugal gets a high-design rebrand inspired by the ’40s

When one of the world’s biggest sports clubs, Sporting Clube de Portugal (SCP), was founded in 1906, it was centered on one code: “Develop the human, then the athlete.” Now, 120 years later, the club is getting a major rebrand that brings that code to the forefront of its identity—with a high-design twist. SCP teaches sports including soccer, futsal, handball, volleyball, and rink hockey for everyone from young kids to elite adults. It’s best known for its men’s professional soccer team, which plays in the Primeira Liga (the top flight of Portuguese football), and has produced generational ...