Prague Lions
Athletic Branding, Brand Guidelines, Brand Positioning & Strategy, Branding, Custom Typography, Identity System Design, Logo Design, Social Media Design, Uniform Design,OVERVIEW
Team identity rebrand for the Prague Lions of the European League of Football.
In the fall of 2023, the Prague Lions approached RARE Design with a challenge. Under the new ownership of Mason Parker, the Prague Lions were in need of something. Something that united the organization and resonated with the fans. More than a logo, they needed an identity.
Our team went to work. Through intense understanding, collaboration, and design, our team was able to create something that was so much more. Something that united the team and fans under one banner. Something that was uniquely … ZA PRAHU!
Images: Wikimedia Commons, Ralf Gervink (Pixabay), Matteo Milan (Pexels)
Prague is steeped in a rich and ancient history of resilience, tradition, and victory. These elements of the city’s heritage are seamlessly integrated into its refreshed brand identity. From The Thirty Years’ War, the liberation from communism, and into the present day, the Prague Lions represent the city as guardians at the threshold, poised to protect what is theirs.
The refreshed identity of the Prague Lions draws deeply from the traditional heraldry of the Czech Republic. The primary emblem showcases a Noble Beast adorned with the Crown of St. Wenceslas, enclosed within a shield. The custom typography is inspired by medieval and historic lettering throughout the city, capturing a sense of authenticity while infusing a modern touch. The color system blends White, symbolizing purity and peace, with Velvet Red, a warning to all who oppose, and Silver for a touch of prestige.
City Crest- The Golden City has a fantastical and romantic history. The Charles Bridge as well as the Czech Crown Jewels have survived The 30-Years War, occupation by the Nazis, and communistic rule. The Crown of St. Wenceslas represents the prestige, honor and age-old wisdom of Prague. The Charles Bridge is a connection point for Old-Town Prague and the future. It’s Old and it’s New. The Prague Lions champion this belief.
Rampant Lion- The attitude of the Prague Lions is firstly proud and confident. But when our players take the field, the Beast is unleashed. Inspired by the Czech Lesser Coat of Arms, the Rampant Lion symbolizes the desire to protect what is ours. We are imminent – waiting at the gate for the challenger(s) to come.
Battle Crest- When medieval soldiers stormed the battlefield in the days of old – they wielded their coat of arms with a fierce sense of pride. This is our battle cry. ZA PRAHU – FOR PRAGUE.
Czech Roundel– This is our mark that states: Prague Lions Football Team – Established 1991 with our Rampant Lion in the center.
UNITER of the People
As the sole franchise of the Czech Republic within the European League of Football, we stand as the Uniter of the People. People rally around things they have in common and it is our role to bring them together. Whether it’s someone that is new to the game or a seasoned fan, we help build the connections between our sport and each other.
AUTHORITY of the Sport
We know football. We play football. We love football. We are the authority of football within the Czech Republic. We take hold of the opportunity to grow the sport. We are the ones that set the standards and offer guidance. We engage without communities and develop our talent. We strive to impact our culture and become known throughout the world. When it comes to football, people look to us.
DEFENDER of the Land
We love our team. We love our fans. We love our country. We leave it all on the line for one another. Inherently mighty and strong, we are at the forefront of the line for the things that matter to our team and our fans. We support one another and we protect one another. We are the defenders against those that would seek to harm our people.
CURATOR of Fun
This should be fun. Our team should be fun. Our gameday should be fun. Our events should be fun. No matter the person, we consider it one of our greatest responsibilities to create atmospheres where people can have fun. Parents and children alike can come and enjoy all that it means to be a part of our Pride.
The uniforms are the Lions’ battle armor. It holds the story of the city and team’s heritage as well as their aspirations of victory. When our team approached the design of the uniforms for the Prague Lions, we wanted to be sure that the players and the fans could be proud of something that is uniquely theirs.
The versatile system of design elements created for the Prague Lions allows the team to further express their story. Leaning into the heraldry and historical significance of the city, these elements add visual resonance and strength to the brand.
We are the Prague Lions, the Noble Beasts of the Czech Republic. The embodiment of tactful, trusted leadership, we are here to protect and project our legacy.
We stand at the threshold of our sport, defending the den we love while our people celebrate the things that unite us. We are devoted to protecting our Pride and we fight hard to see it grow.
With integrity as our guide, we tackle every challenge with diligence and boldness. Our roar echoes not just on the field, but through the principles we uphold, the resilience we embody, and the pride we carry.
WE ARE THE PRAGUE LIONS.
