Inter’s new badge will lead the club into the future and bring them closer to younger generations, according to chief executive Alessandro Antonello.
The Nerazzurri officially unveiled the updated logo on their social media channels today, which is focused entirely around the letters I and M.
Suning and in particular Steven Zhang, Inter’s president, have been working on the rebrand for some time and they will now set about marketing the logo in a bid to further enhance Inter’s brand around the world.
“We’re very proud of our 113-year history and this pride pushes us to look into the future and grasp every opportunity for growth,” Antonello told ANSA today.
“For this reason, we wanted to find a new language, a channel which allows us to get closer to new generations who experience sporting emotion in a different manner.
“There have been various steps which have brought us to this point, like the birth of Inter Media House and the renovation of Inter’s training facilities at Appiano Gentile.
“These are symbols and motors of our ambition.
“Inter believe strongly in this repositioning of their brand, a journey we began in 2016.
“The new logo and the new visual identity are the most important moment in that process.”
Inter have not changed their logo since 2014, shortly after Erick Thohir bought the club from Massimo Moratti.
It now remains to be seen whether it will be Suning who carry Inter’s new badge forwards long-term, or whether they are forced to sell the club onto new owners.
Reports in today’s papers suggested the Chinese retail giant was very much intending to continue as the Nerazzurri’s owners, despite the need to secure fresh investment.