PARIS: Paris Saint-Germain has risked even the club’s short-life tradition by dropping the cradle from its club logo, thus achieving both modernity and anonymity simultaneously.

The new brand identity, says the Qatari-owned Champions League contenders, “expresses the position of the club around the legacy of excellence in reference to Paris, and his two universal values: ethics and aesthetics.”

However this means losing the image of the white royal cradle of Louis XIV. The ‘Sun King’ – also known as Louis The Great – born in the Château de Saint-Germain on September 5, 1638.

The clubs claims the new logo capitalises on the strongest element of the brand, ie Paris, adding: “The city of light is an undisputed icon throughout the world. The new logo uses the name ‘Paris’ clearly with the Eiffel Tower at the heart of the logo. The base of the logo has the name ‘Saint Germain’ along with the fleur de lys emblem.

“The designers of the logo have paid special attention to the identity of the club and its history – while keeping the standards of excellence of the city of Paris in hindsight. As a result of which, the font is inspired by the major brands in Paris.”

Beckham evidence

PSG president Nasser Al-Khelaifi described the change as marking “an important stage in the implementing of our ambition: namely, making Paris Saint-Germain one of the world’s greatest sporting brands.”

The brand-priority stragety has been evidenced with the signing of world football’s personal brand leader, David Beckham, on a short-term contract and may be followed up with the pursuit of the world game’s most ‘mediatique’ coach in Jose Mourinho, who is expected to leave Real Madrid this spring.

The first crest of Paris Saint-Germain, created in 1970, featured well-known Parisian symbols of a ball and a vessel. Three years later the present crest was adopted, featuring the cradle and the Eiffel Tower. The couturier Daniel Hechter, president and owner at the time, felt the symbols represented Saint-Germain-en-Laye but also Paris, with both of which the club wished to be associated.

An attempt by Canal+, after it bought control in 1992, to impose a new logo was dropped after a storm of protest from fans.

# # #