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Fiorentina presented its new crest on 25 March 2022, the date Florentines kept celebrating as New Year for 167 years after the Gregorian calendar arrived. The club said the identity would be used from the 2022 to 2023 season and launched it with a video and its first manifesto, signed Play to be different.

SportsLogos.Net described the mark: a white diamond bordered in purple, with a purple V at the bottom and a red lily at the top. The lily, the club explained, is inspired by the one introduced in 1957 and worn when Fiorentina won the Cup Winners' Cup at Ibrox in 1961, a modernised version of the red lily of Florence whose shape may go back to founder Luigi Ridolfi, said to have designed the original crest. The V, in the club's signature purple, becomes a central feature symbolising the union of all Viola on and off the pitch.

Football Italia reported the launch at the Stadio Artemio Franchi, noting that Fiorentina followed Roma, Juventus and Inter in changing its crest. The club director said it followed two years of work involving the city, institutions and fans. The letters ACF, he explained, mean nothing legally and would disappear from the crest, and the new logo was needed to give order to a fast-moving digital world while respecting the lily, the colour purple and the word Viola.

Commenters were less diplomatic, calling it angular and ugly and insisting that tradition and history are everything.

SportMediaset summed up the geometry: the diamond became a square, the lily grew more stylised and the letters ACF, introduced under the Della Valle family, disappeared. General manager Joe Barone said the work had taken two years along with the manifesto, that the aim was a modern imprint for the digital world while respecting the city through the lily and the club through purple, and that ACF had never legally stood for anything; they were just three letters. Removing initials nobody could explain is the cleanest decision in the whole redesign.

The anger is understandable but mostly misplaced. The lily is the real heritage here, and the club chose its best historical version and drew it well. The weakness is the container: a generic diamond and a V that reads as a tech logo rather than a football badge. It is a crest designed for an app icon, which, to be fair, is now where most fans see it.