Inter Milan I M bold look by Bureau Borsche
How do you measure success in sports branding? When an identity is released simultaneously with a big player signing, it could be arduous to measure the impact of the branding. Such was the case of Juventus F.C.’s 2017 rebranding which was released before the signing of Cristiano Ronaldo. Of course, …
How do you measure success in sports branding? When an identity is released simultaneously with a big player signing, it could be arduous to measure the impact of the branding. Such was the case of Juventus F.C.‘s 2017 rebranding which was released before the signing of Cristiano Ronaldo. Of course, the signing of a big star will always give a push to a brand but once the team performance declines or your star departs, how would you make the brand still relevant and most importantly profitable? Contrary to Juventus, Inter Milan did not reveal a new signing but last week they revealed what was already speculated to be their new brand identity.
In the football world, a brand is sacred. Fans view their emblem as something they bear with pride and untouchable. Some fans will even go as far as tattooing the logos of their favorite sports clubs. However, one thing that will trigger them is seeing their club’s crest change; No matter how bad it may look, if the club changes just one bit of an element, it’ll infuriate fans. A few weeks ago I had written a post about the possibility of one of Italy’s giant clubs changing their logo. I went as far as showing you two leaked logos for Football Club Internazionale Milano. One of the logos I shared with you was eventually the one officially released this past week.
For years Football Club Internazionale Milano has been simply known as Inter Milan. This distinction is what led the club to create a branding that revolved around these two words. The new logo was created by the German-based design studio Bureau Borsche. Similar to Juventus, Inter Milan’s main goal with this new braining was to modernize their identity and promote itself beyond sports.
“Inter has moved to revamp its visual identity to open up to an audience that is increasingly digital and sensitive to aesthetics, to reach global targets and different age groups, and establish itself as an icon of culture as well as sport,” said the club.
The new crest scratched off the FC and rather simplified their monogram to just two letters; the I of Internazionale and the M of Milano. The club views this design as an update to the original logo designed by painter Giorgio Muggiani in 1908. (You could read more about the crest history in my previous post.) The new crest changed in style but kept the same elements such as the monogram inside a circle along with preserving the club’s colors. The I and the M continue being the center of the badge. If you noticed the M in the new monogram, it is practically identical and a condensed version to the one designed by Muggiani. Inters branding adopted two different fonts: ‘Giorgio Bold’ as the primary one used in the logo and for text used in other applications, Inter will use ‘Univers Roman 55’.
As mentioned earlier the new braining opted to preserve the colors, however, with a slight modification. The colors are more vivid, modern, and bold. The black and blue stayed as primary colors. The white palette will be used in standard applications of the logo and the yellow will be used on the monochromatic applications.
Overall, I think this is great branding. I like the logo and how Bureau Borsche created set uniform fonts, colors, and application that reinforces the crest power and makes it stand out. Do I like it? As a graphic designer, yes, but as a football fan, no; I’m not fond of the change. I ask myself as a football fan, how would I feel if my beloved club decided to even change a slight detail of their crest one day…and honestly I would hate it. No matter how bad people think a certain crest looks, a crest carries a history that brought happiness and tears to many fans.
I understand that Inter Milan wants to become a global brand – a brand that is marketable to a new generation and fits well with lifestyle – but they are at risk of losing their core fans if their overall brand message shines away from football. I do think that without a big star signing as Juventus did with Ronaldo, it will be easier to measure the new branding success. However, this would mean forming a solid team and a long-lasting project that reinforces the new era of the club.
All Images ©Inter Milan // Bureau Borsche