Yesterday, Rapid presented its new kits for the upcoming 2026-2027 season, but what stands out is the sponsor’s logo prominently displayed on the chest. Only after noticing the sponsorship does one realize that the classic emblem has been replaced, either with a stylized eagle reminiscent of the old CFR Călători logo or a simple ‘R’.
The recent shift in branding has brought to mind the uproar surrounding Dinamo’s change from its traditional logo to a hastily drawn ‘D’. This change was met with significant backlash from Dinamo supporters who lamented the departure from their historical emblem. Now, Rapid’s supporters are still coming to terms with the absence of their classic logo on the new kit.
Branding Takes Precedence Over Tradition
Similar to many clubs, Rapid has had to abandon its historic logo for a simpler and more stylized design, driven by commercial motives. This trend began with major teams like Juventus and Manchester City, and has now reached clubs like Dinamo and, most recently, Rapid.
At Rapid, the change appears more subtle, overshadowed by the sponsor’s logo covering a significant portion of the front of the shirt. This might be why Rapid fans seem less outraged by the new emblems and are more accepting of the change.
In a promotional clip announcing the logo updates, several notable figures associated with Rapid encapsulate the essence of the club: football, craziness, passion, family, hope, and history, all of which were embodied by the old emblem. This emblem represented not just the club near Podul Grant but also its rich tradition. Now, this legacy seems silenced, replaced by new logos that are not yet fully established.
In today’s football landscape, branding overshadows passion, and financial gain trumps the sport itself, making the sponsor’s visibility a priority over the new emblem.
One positive aspect is the tribute to Rapid legends inscribed on one of the kits, which somewhat mitigates the loss of an emblem that has made its mark in Romanian football history, a disappearance that is curiously going unnoticed.
