Chinese-owned Inter Milan unveil controversial rebrand
- Future of owners Suning remains in doubt but club go through with redesign of visual identity for next season
- Serie A leaders aim to ‘reach global targets and different age groups’ but social media users not impressed with new look
Inter Milan have been given a new lease of life for next season with a rebranded visual identity though questions remain over the ownership of the Serie A giants.
The Suning-owned Serie A leaders announced earlier this year that they would undergo a rebrand, including a newly designed club crest and it was revealed on Tuesday to mark the Nerazzuri’s 113th birthday.
“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,” the club wrote in a statement on their website.
The design, built around the I of Internazionale and M of Milan, plays on the English phrase “I am” as hinted at in the club’s social media posts for the new visual identity.
“I M FC Internazionale Milano. What I M comes from what I have always been. I M open to the whole world and rooted in one city,” they wrote on Twitter.
“The I M narrative stems from a journey through the corners of Milan, a city that shares with Inter a strong historical component, is emblematic of tradition and innovation, culture and style, and uses its values and character as the base upon which to build its future,” the club statement said.
