Chivas Logo

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Chivas refers to a renowned Scotch whisky brand, Chivas Regal. The Chivas brothers, James and John, founded the brand. They initiated their venture in Aberdeen, Scotland. Originally, their store sold luxury food items, wines, and spirits. They began producing whisky to supply their affluent clientele with a refined beverage.

Meaning and history

Chivas Logo history

Club Chivas, officially known as Club Deportivo Guadalajara, is a prominent Mexican football club based in Guadalajara, Jalisco. Founded in 1906 by Edgar Everaert, Chivas is one of Mexico’s oldest and most successful teams. The club is unique in its policy of fielding only Mexican players, a tradition since 1908. This rule has cultivated local talent and deepened fan loyalty.

Chivas has won 12 Liga MX titles, making them one of the league’s most decorated clubs. They also boast seven Campeón de Campeones trophies. Internationally, Chivas claimed the CONCACAF Champions’ Cup twice, asserting their prowess beyond national borders.

The team’s home games unfold at the Estadio Akron, inaugurated in 2010, with a seating capacity of around 46,000. Known for its passionate fanbase, Chivas maintains a fierce rivalry with Club América, known as “El Súper Clásico”. This match is central to Mexican football culture.

Chivas faced challenges in the early 2000s but rebounded by winning several championships in the following years. Their commitment to nurturing Mexican talent continues to influence their strategy and success.

What is Chivas?
Chivas is a premium Scotch whisky brand known for its smooth, rich flavor. The whiskies in the Chivas Regal range are famous for their distinct blend of fine malt and grain whiskies. Chivas Regal is celebrated globally for its heritage and quality.

1908 – 1911

Chivas club Logo 1908

The logo of Club Deportivo Guadalajara, often referred to as Chivas, intertwines the letters “C” and “G”. These initials stand for “Club Guadalajara.” Styled elegantly, the letters are rendered in a bold, red hue that symbolizes the club’s passion and vitality. The design merges traditional elements with a modern, sleek aesthetic, reflecting the historic prestige and contemporary ambition of the team. The overlapping of the letters suggests unity and collaboration, core values of the club. This emblem is not just a logo; it’s a symbol of identity and pride for both the team and its supporters, embodying the spirit of Guadalajara in every curve and color.

1911 – 1917

Chivas club Logo 1911

The design features intertwined letters “C” and “G,” representing “Club Guadalajara.” The letters form an elegant and abstract pattern within a circular border, maintaining a striking red and white color scheme. This emblem retains a minimalist and modern approach, emphasizing fluidity and continuity in its form. This allows the emblem to maintain a clean and iconic appearance, distinct and recognizable, which resonates with the fans and symbolizes the club’s prestige in Mexican football.

1917 – 1923

Chivas club Logo 1917

This logo evolves into a more geometric and structured design. It features a rectangular frame filled with vertical red and white stripes, creating a striking backdrop. Within this frame, a series of nested diamond shapes, outlined in blue and white, draw the eye to a central chevron pattern. This central motif suggests movement and direction, symbolizing progress and forward-thinking. The contrast between the linear stripes and the angular diamonds adds a dynamic visual tension, marking a significant departure from the previous logo’s organic curves.

1923 – 1984

Chivas club Logo 1923

This logo represents a significant transformation, adopting a rich heraldic style. A golden knight stands out prominently on it, symbolizing pride and vigilance. Below the crest, a shield adorned with vertical red and white stripes houses a smaller shield with a tree, indicating growth and strength. The bold “GUADALAJARA” text encircles the emblem, enhancing the logo’s identity as a badge of honor. The overall use of gold, blue, and red emphasizes tradition and prestige. This design marks a departure from the previous abstract and minimalistic style, embracing a detailed and symbolic approach.

1987 – 1997

Chivas club Logo 1987

This logo further refines its design, enhancing its emblematic features. The central shield now incorporates more detailed elements, such as a knight’s helmet and decorative mantling, underscoring a noble aesthetic. The inclusion of “Club Deportivo Guadalajara A.C.” around the shield frames the imagery, reinforcing the club’s identity. Surrounding this are nine stars, symbolizing achievements or values central to the club’s ethos. This logo retains the traditional colors of red, white, and blue but uses them in a more segmented, orderly fashion, emphasizing structure and unity within the design.

1997 – 2002

Chivas club Logo 1997

The logo of Club Deportivo Guadalajara, depicted here, beautifully marries tradition with vibrant design elements. At the center is a French-style shield striped in red and white, colors that pulse with the team’s spirited identity. The shield is topped with a knight’s helmet, underlining the club’s fighting spirit and nobility. Inside the shield, two lions stand against a backdrop of blue and green patches, symbolizing strength and connection to the land. The entire emblem is framed by a dark blue circle containing nine blue stars, each representing a significant achievement in the club’s history. This logo captures the essence of Chivas, a club steeped in history yet dynamically modern in its appeal.

2003 – 2006

Chivas club Logo 2003

The latest logo maintains the previous structure while introducing subtle yet significant modifications. The knight’s helmet atop the shield now features a more streamlined and modern design. The central shield’s background color shifts, enhancing contrast and visibility. Importantly, the club’s formal name, “Club Deportivo Guadalajara S.A. de C.V.,” is now fully integrated around the shield, indicating a formal corporate status. The logo is encircled by a ribbon adorned with eleven stars, representing the club’s historic championships.  This design iteration signifies a blend of heritage with a clearer corporate identity.

2006 – 2007

Chivas club Logo 2006

The central modification in this version of Club Deportivo Guadalajara’s logo is the transformation of the central star to red. This change is significant, drawing the eye to the center of the blue circular band that frames the logo. The red star stands out against the surrounding blue stars and adds a focal point of color contrast, emphasizing the club’s achievements and their central importance to the team’s identity. This touch of red not only highlights the club’s passionate spirit but also aligns with the red stripes of the shield, integrating the logo’s color palette beautifully.

2007 – 2009

Chivas club Logo 2007

In this iteration of the Club Deportivo Guadalajara logo, the central star has reverted to blue, aligning with the rest of the stars encircling the logo. This change restores uniformity to the circle of stars, emphasizing consistency and harmony in the design. The overall emblem remains rich in detail, with the traditional red and white vertical stripes and the blue name band prominently displayed. The knight’s helmet and the lion within the shield continue to signify strength and valor, resonant with the club’s proud history.

2009 – 2010

Chivas club Logo 2009

The 2009 logo features notable changes, making it distinct from its predecessor. The central shield is redesigned to emphasize a simpler, more focused image with a lion motif in a red field, surrounded by a lighter blue. The helmet and mantling on top of the shield are slightly repositioned for better symmetry and visibility. Blue and yellow flourishes extend outward, adding a regal touch. The overall color scheme lightens, using a brighter shade of blue for the outer circle, enhancing the logo’s visibility and contrast. The stars remain, symbolizing continued excellence and tradition, but are spaced further apart to avoid crowding the design.

2010 – 2017

Chivas club Logo 2010

The 2010 logo revisits previous design elements, reintegrating the tree motif within the central shield and simplifying the lion details. This iteration returns to a more traditional look, emphasizing heritage with the central green oval back in place. The shield’s vertical stripes remain a prominent feature, symbolizing the club’s enduring identity. The knight’s helmet and mantling are subtly refined to blend seamlessly with the overall design. The stars around the perimeter are slightly resized for better balance, and the blue of the outer circle is deepened, enhancing the contrast and making the white text more prominent.


Chivas club Logo 2017

The 2017 logo revision introduces a singular large red star above the crest, signifying a major achievement or championship. The shield design remains consistent, featuring the green oval and striped background, maintaining the club’s iconic look. The helmet and mantling are subtly refined for a cleaner appearance. The outer circle’s blue is slightly lighter, enhancing the contrast with the white text and stars, making the entire logo more visually striking and easier to recognize.


Chivas club Logo 2018

The 2018 logo retains the core structure of its predecessor while subtly refining details for a clean, updated appearance. The blue in the outer circle has deepened, increasing contrast with the white text and stars, making the emblem stand out more sharply. The distribution and size of the stars around the logo remain consistent, maintaining balance and symmetry. The central shield, including the tree and lion motifs, as well as the red and white stripes, remain unchanged, preserving the traditional elements that symbolize the club’s heritage and identity. The helmet and mantling atop the shield are slightly more defined, enhancing the logo’s visual impact.

2019 – 2020

Chivas club Logo 2019

In this iteration of Club Deportivo Guadalajara’s logo, the stars surrounding the emblem have been removed, simplifying the design. This change focuses attention more directly on the central shield and its elements, enhancing the logo’s clarity and impact. The removal of the stars offers a cleaner, more modern appearance, emphasizing the club’s identity without additional embellishments. This streamlined approach highlights the shield and the knight’s helmet more prominently, reinforcing the club’s storied heritage and enduring values in a visually striking manner.

2020 – Today

Chivas club Logo

The latest logo iteration retains the essential elements but introduces a cleaner, more streamlined appearance. The blue outer circle is slightly brighter, enhancing visibility and contrast. The central shield’s design is unchanged, featuring the familiar green oval and lion motifs, but the overall contours are sharper, giving the logo a more modern look. The helmet and mantling are subtly refined, aligning with the overall theme of modernization. The text “CLUB DEPORTIVO GUADALAJARA” remains prominent, ensuring the club’s identity is clear and pronounced.