PSG (Paris Saint Germain) rebrand, brand experience and brand guardianship

From French football club to global lifestyle brand icon

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RESOLUTELY PARISIAN...

In 2011, Qatar Sports Investments bought PSG: for Paris, this was a chance for the club that’s close to the heart of every Parisian to take off…

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

Our three challenges were to embody the mythical dimension of its 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.


...AND COMPLETELY INTERNATIONAL

Like the great international clubs, Paris Saint-Germain, under the leadership of its President, Nasser Al-Khelaifi, wanted to ensure continuity of 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, an undisputed icon known to the world. In the new logotype, Paris is clearly put forward, with the Eiffel Tower in the heart of its shield. At the base, Saint-Germain remains associated with the fleur-de-lis, its emblem.

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



GIVING VALUE TO THE BRAND

According to the Brand Finance Football 50, Paris Saint-Germain comes in at seventh place in this ranking, climbing two ranks. It has become a real lifestyle brand that shines beyond the sphere of football.

"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


Dragon Rouge

We’re red-blooded, networked and nimble. We’ve been in business for 35 years and have 8 offices around the world. We’re in Hamburg, London, New York, Paris, Shanghai, Singapore, Sao Paulo and Warsaw. We’re a global tribe of strategists, designers and account managers working on an exciting mix of brands – from sport and fashion to tech and entertainment. And more. We’re as happy holding 4-day design sprints as we are in running research or in board rooms challenging our clients. Our history in consumer research and insight means we’ve developed a sixth sense for building brands that people love.

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