Gathering supporters around the world around a universal brand
In 2011, Qatar Sports Investments purchased Paris Saint-Germain. This investment wasn’t just in a football club, it was part of an idea to revitalise a club that could stoke dormant excitement in all Parisians.
For Qatar, this was the opportunity to be at the centre of the world’s most popular sport in the centre of one of the world’s most beloved cities.
To successfully inject a new spark into the brand, we had to focus on three things: embodying the identity in a modern context, enhancing the brand’s prestige and firmly linking audiences to the brand.
Success in these three areas propelled Paris Saint-Germain to be among the world’s leading sports and lifestyle brands.
And Completely International
Like many great international clubs, PSG, under the leadership of President Nasser Al-Khelaifi, chose to champion continuity in their new identity. The new design elevated the brand to Paris’ standards of excellence while respecting its roots.
PSG wanted to capitalise on its crown jewel: Paris. The City of Light, undisputed as a world icon. The new logo puts Paris at the forefront, the Eiffel Tower its beating heart. Retaining Saint-Germain and the fleur-de-lis link the club’s history to the city’s indelibly in the minds of football fans around the world.
More apparent, more immediate, this logo resonates.
The result is a timeless brand, resolutely Parisian and completely international.
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 PSG