Football clubs are increasingly adopting custom typefaces to enhance their brand identity and emotional connection with fans. Unlike traditional crests, which have historically represented a club's heritage, custom typography serves as a powerful visual language that can convey a club's narrative across various platforms, fostering a deeper sense of belonging. This shift highlights the importance of design in modern football branding and the role of typography in expressing cultural identity.

AS Roma has unveiled a new logo as part of a comprehensive rebranding initiative for 2025. The design aims to modernize the club's identity while maintaining elements that reflect its rich history and connection to the city of Rome. The rebrand has been met with mixed reactions from fans and critics alike.

Bond, a Helsinki-based design studio, has rebranded Finland's top football league, Veikkausliiga, with a bespoke typeface called Scarf Gothic, inspired by the movement of fan scarves. The design emphasizes emotion, unity, and pride, aiming to resonate with passionate fans while maintaining legibility and a modern aesthetic. The overall brand identity reflects the emotional spectrum of football fandom, creating a connection between fans and teams without relying on nostalgia.