These are the new Fiorentina 2008-2009 Home, away and 3rd football shirts made by Lotto.
Originally when Fiorentina was founded in 1926, the red and white halves shirts were derived from the colour of the city emblem. The more well known and highly distinctive purple kit was adopted in 1928 and has been theirs ever since; giving them the nickname La viola ("The Purple (team)").
Traditionally it is said that the purple kit became Fiorentina's by mistake, after an accident washing the old red and white coloured kits in the river.
Today's logo 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 is another gold bordered lozenge inside it, this time with a white background and the red fleur-de-lis of Florence.
This had been in use from 1992 to 2002, but after the financial crisis of the old society the new one couldn't use the same logo. Florence's comune, then, granted them the stylized coat of arms of the city used in other documents.
Diego Della Valle 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.
Thanks to Giuseppe and FDV