“It looks like the label of a log goat cheese. “ Solicited for this column about the new logo of Girondins de Bordeaux, presented Tuesday, June 30, a graphic designer amateur football did not really moderate his judgment, joining that of the supporters of the club.
Football being “The most serious trifle in the world”, in the words of ethnologist Christian Bromberger, one cannot expect that the change of the logo of a club will be considered as a trifle. The presentation of these new logos has become a ritual, and just as ritual are the indignant reactions of the supporters.
It can be objected that the latter, as guardians of tradition, would be hostile to any change, while each club has experienced several coat of arms renewals. The frequency of these is increasing, however, and they say something about contemporary football.
Clean monograms
Coat of arms, coat of arms, emblem … we can hesitate on the term to use to designate what has, moreover, come late – in the course of the 80s – generalized on the chest of footballers. That of “logo” settles the question and makes us leave the heraldic lexicon for that of commercial modernity.
Unlike the coat of arms, the logo can be changed at will. Especially since, subject to the tics of the moment, it exposes itself to being quickly out of date – like the reflective effects of a few years ago (rich design), then abandoned for solids (flat design). Today, the vogue is with refined monograms.
Take the logos of Juventus Turin (2017), FC Nantes (2019) and Stade de Reims (2020). The first, which marked a daring rupture, on the part of a large European club, made as much controversy as school: the two others are largely inspired by it.
From a graphic point of view, these productions are brilliant. The days of improvising certain horrors of the 1980s or 1990s are over. Here is professional, precise and balanced work, which skilfully plays with typography: elision of the “de” for Stade (de) Reims, hollow presence of the “T” of Turin, etc.
Global brands
The trouble is that beyond their aesthetic qualities, these logos are no longer unique to football clubs. They could be those of clothing brands, beauty products or fashion accessories. This is precisely what they are.
Easily identifiable, they must appear on all kinds of derivative products, and embody the “Global brand strategies” of the business club. Local references tend to disappear. In 2013, Qatari PSG owners marked their arrival with a magnification of « Paris » at the expense of ” Saint Germain “.
No return of the iconic bottle of champagne for Reims, but a contour traced on the arch of the cathedral portal, we are told. No more schooners or founding dates for Nantes. No more bull or crown for Juve: you have to address the Chinese fan as much as the Turin supporter.
These freedoms are of the same order as those taken with swimsuits, whimsical and fashionable ready-to-wear creations. The two main symbols of a club, far from being protected by requirements of permanence, undergo all kinds of genetic manipulation.
Logomachie
However, the manufacturers of logos (they speak of “Identity program”, “Graphic territory”, “Brand architecture and platform” – according to the terms of the agency branding (“Brand”) commissioned by the Stade de Reims) invoke the past as much as the present, not without contortions.
Because logomachy goes hand in hand with logos: “Preserve the DNA of the Principality and the history of an atypical club through a modernized logo” (AS Monaco, 2013). “Writing the future on the basis of the past” (FC Nantes). “Iconic coat of arms on the bottom and avant-garde on the form using historical codes” (Stade de Reims).
However, the frenzy for change is not general. Institutions such as Bayern Munich, Real Madrid and Manchester United have only carried out cosmetic alterations in recent decades. Some return to tradition, such as OGC Nice in 2013 or Toulouse FC in 2018 – after consulting their supporters.
Bordeaux leaders have imposed on theirs an insignificant logo, which alters the name of the club (“Bordeaux Girondins”!) And brightens its navy blue. Immersed in a crisis that saw them alienate the ultras, the old players and the new mayor of the city, they threw him like a stone in their own garden.
One Response
New Logos are 99% bunch of crap. But Lille new logo is nicer than most of their previous. I hope that Lyon will not change their present logo for some crap like Juventus. I hate those simplistic logos. Logo can be simple but not simplistic and not overly complicated with too many elements. New Nantes,juve,reims are typical basic crap. Juve logo is one of the worst i’ve seen in 21st century. It’s shocking.