Paris Saint Germain have revealed the design of their new crest which will be officially launched at the beginning of next season. The French giant, under President Nasser Al-Khelaif, continues to reposition itself among football's major players with the signing of 'Brand Beckham' and now the launch of a new logo the latest steps in maximising global exposure.

Paris Saint Germain have revealed the design of their new crest which will be officially launched at the beginning of next season. The French giant, under President Nasser Al-Khelaif, continues to reposition itself among football’s major players with the signing of ‘Brand Beckham’ and now the launch of a new logo the latest steps in maximising global exposure. 

According to the club website it “expresses the position of the club around the legacy of excellence imposed by the reference to Paris, and her two universal values: ethics and aesthetics…Paris Saint-Germain has chosen to capitalize on the trump card of the brand: Paris”

“In this new logo, the name of Paris is clearly highlighted, with the Eiffel Tower in the heart of the image. At the base of it, the name of Saint Germain is still associated with the fleur de lys emblem.”

“The typography is inspired by Parisian brands, the colours are made more bright and accented with a touch of gold, the Eiffel Tower is the beating heart of the logo. The result is a timeless brand, and decidedly Parisian fully international.”

“Changing the logo of Paris Saint-Germain is a milestone in the implementation of our ambition to make Paris Saint-Germain one of the biggest global sports brands,” added Nasser Al-Khelaifi.

The new crest will be club’s seventh in 43 years.