FC Internazionale Milano's new logo officially unveiled: a new era begins

Inter has recently presented its new logo, a courageous rebranding that has received much praise for the idea of highlighting the letters I and M, symbol of Inter Milan.

Video Credit: #IMInter

It's clear that the Nerazzurri ownership wanted not only to recall the way the club is called abroad (Inter Milan), but especially emphasize the name of the city where Inter is based and of which it is one of the symbols. And in this context it is not surprising that the motto associated with the rebarnding is "I am Milano", in italian "Io sono Milano".

The new design, however, has turned up the nose of the purists, who were very attached to the historical crest in which the acronym FCIM, or Football Club Internazionale Milano, appeared stylized.

Luca Danovaro, Inter's Chief Marketing Officer said: "Why does a club, a brand, go for a restyling or change its visual identity? Because brands always need to evolve. An evolution that goes hand in hand with their fans, with the desire to connect to new worlds, with the aim of becoming more global".

The restyling of the minimal and innovative visual identity, in fact, aims to open up to an increasingly digital and aesthetically aware audience, and the ultimate goal of the club is to reach global targets and different age groups.

In the I M narrative, Milan becomes a metaphorical playing field, characterized by young talents with the desire to succeed and the will to get into action: examples of this attitude are Romelu Lukaku, Achraf Hakimi, Niccolò Barella, Lautaro Martinez and Ashley Young, a few stars of Inter Women such as Ioreli Rincon, the first Colombian professional footballer, Caroline Møller and Ilaria Mauro, but also the Dutchman Frederic Levy, defined as the "champion of new worlds" thanks to his incredible rise in the world of eSports.