Paris Saint-Germain are busy turning themselves into a global brand, adding David Beckham (already a global brand in his own right) to their star-studded ranks, and developing a new brand identity that will be introduced next year.
Keen to emphasise the city in which they're based, Paris has been enlarged while Saint-Germain has been relegated to a bit part at the bottom of the new logo, although the website magnanimously notes that it "continues to be associated with the brand". How reassuring for their legions of followers. Also gone is the cradle of King Louis XIV, signifying his birth in Saint-Germain. The fleur de lys now takes centre stage beneath the Eiffel Tower.
I like it. It's simple and I like the thicker band around the main circle. I also think the removal of the cradle gives the logo a more balanced look, and maybe makes it easier to understand. What kind of irks me is how much they're obviously pandering to consumerism and trying to sell their brand worldwide, although to be fair they've been completely upfront about it:
Paris Saint-Germain has chosen to capitalise on the strongest element of the brand, namely Paris itself.
The city of light, which is an undisputed icon throughout the world, represents unparalleled leverage to propel Paris Saint-Germain up among the greatest global sporting brands.
Following in the footsteps of international football's major clubs and under the impetus of its President Nasser Al-Khelaifi, Paris Saint-Germain has chosen to prioritise continuity for its new identity. The new concept brings the brand up to the level of the standards of excellence set by Paris itself, respecting its DNA and its history.
The font is inspired by Paris' major brands, the colors have been made more luminous and highlighted with a hint of gold, while the Eiffel Tower is the veritable heartbeat of the logo. The result is a timeless brand which is resolutely Parisian yet totally international.