Football Shirt Culture

Inter unveiled its new visual identity, which extols the club's founding values and reinforces its bond with the city of Milan.

The launch of the new logo, which will be used as of the 2021/22 season, has been celebrated with a narrative that plays on the initials of the club’s name – I M, from Internazionale Milano – to harness the English expression “I am”.

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 aim is to make the Inter brand relevant and recognisable beyond its fanbase and to allow a younger and international audience to identify with the values of inclusion, style and innovation that have characterised Inter since its foundation.

The evolution draws a great deal of inspiration from the club’s roots; the founding values of Inter remain front and centre, preserving the historical and emotional spirit with which its most loyal supporters identify, and emphasising the bond with the city of Milan. This bond is about more than Milan being the home of the club, because Inter also embodies the city’s values: the international spirit and the predilection for innovation and continuous change, without betraying its essence.

The new logo is a modern reinterpretation of the club's historic symbol, in a more streamlined and minimalist guise. While maintaining continuity with the original version, the new symbol is a more suitable fit for the age of entertainment.

The focus is on the letters I and M, which have been preserved from Giorgio Muggiani’s original design and are framed by the classic concentric circles, as per Nerazzurri tradition. The letters F and C, meanwhile, remain in the name and identity of the club: FC Internazionale Milano. While the logo’s graphics have been streamlined, amplified are the areas in which Inter will be able to develop – a football club, but not only that. The colours remain those chosen on the night of 9 March 1908, made more vibrant and vivid.

The task of designing the new logo was entrusted to the Bureau Borsche team, a leading graphic design studio of international standing.

The story of the club’s new visual identity is to be told through a collection of photographs accompanying the expression I M, read as “I am”, which seeks to contextualise Inter’s new visual identity with contemporary language: I M Football Club Internazionale Milano.

The expression “I am” is used to directly communicate the values and inclination of the club but also serves as a hook to describe the essence of every Inter fan without any distinction.

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 narrative is told with the help of personalities from the spheres of sport, entertainment and culture, who make appearances as we tell the story of this significant change.

The current logo will be used on the Inter jerseys until the end of the season, before being replaced when new lines are launched for the start of next season.

Together with the new identity, a dedicated capsule collection has also been created to appeal to all groups of fans.


Comments (4)

  1. ScottV05

Its disappointing to see an iconic club such as Inter go down the similar path of Juventus. I understand the need for a brand refresh (all the major global clubs have done this), but to abandon 108 years of tradition with such a minimalist "IM" seems like the wrong decision. I speculate that most Nerazzurri fans are not happy with this radical change.

  1. elBurro

To all Inter fans: Happy New 1949!

  1. Brian

Crests and Coat Of Arms are outdated now, There are quite a few clubs in the EPL that need to do something with their current team badge/logo,Wolves, Aston Villa to name two. Palace had an upgrade a little while ago which was a big improvement but there are too many Lions or mythical creatures adorning team shirts.

  1. Calder

Looks like a car manufacturer's logo - maybe it'll look better on the shirts but between this and the end of the Pirelli sponsorship Inter can probably wave goodbye to having some of the most iconic kits of recent times.

I guess it's just not aimed at me - I like class.

There are no comments posted here yet

Leave your comments

Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Type the text presented in the image below

Classic Football Shirts