This study is part of a master’s thesis project, which aims to explore the process of renewing the visual identity of Gil Vicente Futebol Clube, a centenary institution. The project aims to balance modernization with tradition, ensuring alignment with the club’s reputation while maintaining a strong connection to fans and the city of Barcelos. This article presents the first phase of the study, which consisted of a literature review on branding and branding in football. The paper examines recent football club rebrandings to understand their strategies, outcomes, and implications for the evolution of sports visual identities, with a particular focus on how these rebrandings compare to the case study of Gil Vicente Futebol Clube. Methodologies are introduced, followed by a comparative analysis of selected projects. The findings highlight key insights into the evolution of graphic design language in football culture and the role of branding in sports visual identities. By identifying main conclusions and potential pitfalls, the study provides valuable information for future branding projects within the realm of football clubs.