FC Sibir. Reviving traditions
Football beyond the Ural Mountains is an entirely different game — nine months of freezing temperatures, biting frost, and pitches that are anything but pristine. But these tough conditions shape an unbreakable team spirit and deep-rooted fan loyalty. Here, even the challenges become strengths, turning adversity into part of the football experience.
This unique identity is reflected in the new brand strategy and design by Quberten studio.
Logo
The design pays homage to the club’s golden era in 2010, when Sibir reached the Russian Cup final and made its UEFA Europa League debut, marking the occasion with a historic home victory over Dutch giants PSV. The bold eagle emblem from that time became a fan-favorite, symbolizing a breakthrough in the club’s identity and success on the field.
The rebranding also draws inspiration from Major League Soccer (MLS) clubs, which have redefined traditional bold aesthetics to create fresh and modern visual identities.
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Inspired by the club’s history and Siberia’s natural and cultural heritage, the new logo features a steppe eagle, whose counterforms subtly reveal the silhouettes of fir trees, mountains, and rivers. Its forward and upward stance embodies the team’s ambition and drive for victory.
Font
The club’s signature typeface is a contemporary grotesque with a strong, industrial edge. Its wide and cohesive structure makes it versatile for both branding and impactful graphic applications.
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Palette
The color scheme is rooted in the traditional shades of Novosibirsk sports—deep blue, sky blue, and white. For fans, these colors have long been synonymous with the region’s harsh climate, snowy landscapes, and resilient spirit.
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SMM
The club’s key visual is an abstract illustration of an eagle, with its feathers seamlessly blending into the forms of trees, rivers, and ice. The design spirals toward the eagle’s beak and eye, creating a striking focal point. Adapted into dynamic templates for social media, it integrates seamlessly with the club’s color palette.
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Patterns
The club’s custom patterns reflect the core elements of its identity—rugged natural landscapes, the presence of a fierce bird of prey, and the essence of football itself.
A repeating steppe eagle silhouette evokes the energy of a packed stadium, reinforcing the sense of unity between the team and its supporters.
An abstract circular pattern resembles both a football against a snowy backdrop and the piercing gaze of an eagle against deep blue.
A geometric three-pronged motif with angular 3D forms subtly alludes to a snowflake.
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Kits
The new game kit features a signature spiral pattern that converges around the logo, visually echoing the motion of an eagle in flight. In different color variations, this design remains bold, modern, and instantly recognizable.
A special edition kit pays tribute to a legendary retro uniform, with the steppe eagle taking center stage as the primary design element.
Brand identity
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Mascot
Sibir’s new mascot is a bold and charismatic steppe eagle, brought to life as a dynamic and energetic character. Passionate about football and full of spirit, the eagle will appear as a costumed figure at matches and events. A separate digital version has also been created for use in social media and club merchandise.
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