La Dea Back in the Spotlight

La Dea takes centre stage once again.

It was in the 1960s that the silhouette of La Dea first appeared in Atalanta’s club crest. Since then, it has remained the defining symbol of the Club, evolving over time to adapt to different needs — from embroidery and print to digital applications and merchandise — leading up to the redesign unveiled today.

The new crest draws inspiration from the circular shape introduced in the 1980s, reimagined through a precise geometric construction. Its guiding principle is subtraction: removing unnecessary elements to give greater prominence to La Dea, who once again becomes the visual focal point of the badge. The hair has been redesigned into five strands, a deliberate tribute to the five founders who gave life to the Club in 1907. The background is entirely blue, enclosed within a black circle.

The result is an identity designed to work seamlessly across every platform and remain instantly recognisable at all times — just like the Dea it represents.