Inter have launched a new club brand and “visual identity” which will be shown on kits from the beginning of the 2021/22 season and build the design around the letters I and M.
I represent Internazionale and M is intended to strengthen the bond between the club and the city. The club also wants a new identity story to be played on the letters with reference to the English phrase “I am”.
IM FC Internazionale Milano. Which IM comes from what I’ve always been. I’m open to the whole world and rooted in a city. #IMInter pic.twitter.com/iQVzmyrE3u
– Inter (@Inter_en) March 30, 2021
The current club brand already has the letters, but the new design makes them a much more striking aspect, with the white a much sharper contrast against a blue background than before.
Inter explains: “The IM story stems from a journey through the corners of Milan, a city that shares with Inter a strong historical component, is symbolic of tradition and innovation, culture and style and uses its values and character as the basis for building its future .
“The story is told with the help of personalities in sports, entertainment and culture, who emerge when we tell the story of this significant change.”
The new brand has already had a mixed reaction on social media, with some users even observing that it looks like an upside-down Volkswagen logo.
These Serie A clubs take so many L’s man 🙁 pic.twitter.com/QrFc71D53l
– Liam (@OfficialVizeh) March 30, 2021
Serie A rivals Juventus received a similar backlash when they rethought their brand in 2017, drastically scrapping all previous inspiration and looks and focusing on the letter J.
Inter have at least retained an element of tradition in the formation and the overall intention, but so far it has not proved to be a popular move among many fans and neutrals.
For more from Jamie Spencer, follow him on Twitter and Facebook!
