There are many elements that define a football club such as players, managers, stadiums, victories, and unforgettable moments. However, one element stands out as the visual identity and pride of the team: the football jersey.
Jerseys are the timeless symbols of a club, carrying its image and legacy through the years.
Since the early days of the game, clubs have chosen iconic colours and designs that represent their identity.
While advancements in technology have led to changes in materials, design elements, and logos over the decades, some clubs continue to honour their heritage by preserving classic designs.
I’m not a huge fan of modern jerseys; they often include excessive details that compromise the simplicity and beauty that once defined football kits.
In this article, I’ll explore the meaning behind jersey styles and how they’ve evolved over time.
Hatred Towards Modern Designs
As mentioned earlier, I’m not a big supporter of modern jersey designs – they tend to be overcomplicated.
When I look at older Inter Milan kits, for example, they’re clean, simple, and incredibly stylish. They fit the players well and look natural on the pitch.
The newer designs, however, oh boy!
Take the “snakeskin” effect, for instance. I understand that the serpent is a symbol of Inter Milan, but distorting the stripes to resemble snakeskin just looks awkward and out of place.
If designers want to emphasise that symbol, they could do so by incorporating it subtly into the logo rather than compromising the entire jersey’s aesthetic.
There’s a strange contradiction at play: marketing theory emphasises simplicity for logos and branding, yet jersey designs are becoming increasingly complicated.
It feels counterintuitive and, frankly, meaningless. These attempts to look “unique” or “modern” often ruin the spirit and tradition of the kit.
Old but Gold
Vintage designs embody the spirit of football and carry the nostalgia of unforgettable seasons.
Take my team, Fenerbahçe, for example. One of the most memorable kits was the 2006/2007 centennial jersey.
It featured two versions in one: a reversible jersey.
On one side, the classic navy blue and yellow stripes; on the other, a gold edition celebrating the club’s rich history and centennial milestone. It wasn’t just a jersey, it was a tribute.
There are countless other classic kits that shaped football culture: Cameroon’s sleeveless 2002 kit, Fiorentina’s 1997 Nintendo-sponsored home jersey, Arsenal’s 2005/06 Highbury farewell kit, and Inter Milan’s 1997 third kit, to name a few.
While modern designs often attempt to reimagine these classics, they rarely capture the same emotion or nostalgia.
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Bigger Sponsors, Lesser Impact
Another essential aspect of jerseys is the sponsor logo (not just for financial backing) but as a visual hallmark of an era.
These sponsors become intertwined with a club’s history: Carlsberg for Liverpool, O2 for Arsenal, AIG for Manchester United, Pirelli for Inter Milan, and Jeep for Juventus. They’re not just logos, they’re part of the club’s story.
Again, I’ll bring up Fenerbahçe. The club’s golden era between 2004 and 2008 was a time of dominance, both in Turkey and in Europe. Opponents feared visiting Sukru Saracoglu Stadium.
During that period, the jersey sponsor was Avea, a telecommunications company. To this day, fans refer to those shirts as the “Avea jerseys,” associated with legends like Anelka, Alex, Roberto Carlos, Lugano, and more.
The name carries memories, pride, and identity.
However, in recent years, jerseys have become overcrowded with multiple sponsors: main sponsors, sleeve sponsors, back sponsors, and even shorts sponsors.
This abundance not only dilutes the visual impact but also ruins the aesthetic integrity of the kit. Some of these sponsor logos clash with the jersey’s colour scheme or design language.
Worse still, poor placement and oversized logos make the entire outfit look unbalanced and overly commercialized.
What was once a clean and iconic symbol of a football club now often feels like a walking billboard.
The Future of Football Jersey Design
In recent years, designers have approached football jerseys as canvases for artistic trends. Adding motifs, symbols, and flashy graphics.
While some of these design elements are tasteful, many end up ruining the aesthetic and identity of the jersey.
Fortunately, brands like Adidas and New Balance have taken steps toward reviving old-school styles, blending tradition with modern technology.
We, the fans, long for jerseys that are well-crafted, meaningful, and rooted in the club’s heritage.
Bring back the old logos. Embrace the classic looks. Let jerseys tell stories again; not just trends.
Main Photo
Credit: IMAGO / ABC Medya
Recording Date: 26.04.2007