Why did Fiorentina choose a white away jersey and red 3rd jersey for the 08/09 season? Originally when Fiorentina was founded in 1926, the red and white half shirts were derived from the city emblem colors. The more well known and highly distinctive purple kit was adopted in 1928, it is said, by mistake, after an accident washing the old red and white kits in the river. Nevertheless, it's been used ever since, thus the nickname La viola ("The Purple (team)").

Fiorentina's current crest is a gold-bordered lozenge with a purple background, and the letters "AC" in white and the letter "F" in red, standing for the club's name. In the upper half, there's another gold-bordered lozenge inside it, this time with a white background and the red fleur-de-lis of Florence. It had been used from 1992 to 2002, but after the financial crisis of the old society the new one couldn't use the same crest. Florence's comune, then, granted them the stylized coat of arms of the city used in other documents. New owner, shoe and leather entrepreneur Diego Della Valle, however, acquired the logo the next year in a judicial auction for a fee of €2.5 million, thus making it the most expensive logo in Italian football.

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