Paris St-Germain

Dream Bigger

Gather supporters around the world
around a universal brand

Resolutely Parisian...

In 2011, Qatar Sports Investments bought the PSG: for Paris, this was a chance for the club that beats in the hearts of Parisians to take off…

For Qatar, this was the opportunity to be at the center of the world’s most popular sport with the city that makes the world dream – and which today does not belong to any other brand of sport.

The three challenges were to embody the mythical dimension of identity, to enhance the brand’s prestige and finally to consolidate the link between multiple audiences and the brand.

We sought to propel Paris Saint-Germain to be among the world’s leading sports and lifestyle brands.

Paris St-Germain
Paris St-Germain

and completely international

Like the great international clubs, Paris Saint-Germain, under the leadership of its President, Nasser Al-Khelaifi, made the choice of continuity for its identity. The new design brings the brand to Paris’ standards of excellence, while respecting its DNA and history.

Paris Saint-Germain has chosen to capitalise on the master asset of the brand: Paris. The City of Light, undisputed icon in the whole world. In this new logotype, the name of Paris is clearly put forward, with the Eiffel Tower in the heart of its shield. At the base of it, the name of Saint Germain remains associated with the fleur-de-lis, its emblem.

More apparent, more immediate, the logo of the brand can now resonate in the minds of football fans and sports around the world. The result is a timeless brand, resolutely Parisian and completely international.

Giving value to the brand

According to "Brand Finance Football 50 2016", Paris Saint-Germain comes in at seventh place in this ranking, climbing two ranks. Becoming a real lifestyle brand that shines beyond the sphere of football was a successful bid.

The evolution of the Paris Saint-Germain logotype marks an important step in the implementation of our ambition to make Paris Saint-Germain one of the world's leading sports brands. Nasser Al-Khelaifi President of Paris Saint-Germain

A clio sports award

The agency also won the Gold prize in the Logo Design category at the Clio Sports Awards in New York.

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