2001 - An image for the 21st Century

The year 2001 marked the consolidation of Sporting as professional Club, keen to guarantee its sporting and economic sustainability. In reinforcing this position, Sporting presented a new graphics based image, more stylised, rejuvenated and adequate for the profile of the modern day 3 million members and fans the Club now boasted.

The modernisation of the now institutionalised image was preceded by the conducting of a diverse range of studies of marketing strategies that traced a path of evolutionary logic of the growth of the emblem of the Club from its original to its current form: highlighting the Club's traditional values of: Effort, Dedication, Devotion and Glory, and the symbol and colour associated with the Club: the rampant lion and the colour green.

Various loose affiliations and denominations, in the form of the different names used to define the Club outside of Portugal (with the Club largely being known a "Sporting Lisbon" abroad), worked to create a little anarchy and diversity in the shaping of the new identity of the Club that has always aimed to be a leader of the national panoramic and to be of international reputation.

The new graphical solution however, to the contrary, presents a unified and coherent stance. Without breaking away from the traditions of the Club the image presents itself as contemporary, instructional and popular, while simultaneously presenting itself as being fit for the international scene: the scene in which members and fans of Sporting alike expects the Club to always stand.

The framework of the new emblem was simplified, while still maintaining the colour green and the shield, with three horizontal stripes being introduced that symbolise the kit of the Club; The words "Sporting" and "Portugal", now written as complete words and no longer as abbreviations or initials, where introduced to emphasis the national dimension of the Club and to present the official name of the Club on the international level; The lion was stylised with a reinforcing impact that now presented it as a golden lion. As the crown of the badge, the initials SCP continued to perpetuate the name that was now near a century old.

This symbol is to be applied to all institutions of the Club, demarcating a journey that, in addition to its visual effect, essentially represents the strategy and plan for the creation of a set of professionalised Portuguese companies that are more effective leaders in sports and the other areas in which they operate.