Highsnobiety

The closed doors 2020/2021 football season will live forever in the memory for fans everywhere, irrespective of how their team has fared. In Milano, Italy, the Internazionale faithful look set to be celebrating come May for all the right reasons, as the club closes in on its first scudetto in 10 years. Off the pitch, things are looking just as rosy.

Today, Inter Milan unveils a fresh visual identity, dovetailed with a narrative that riffs off its initials — "I M" — as a play on "I am." It's a slick, streamlined aesthetic befitting the times; a fresh look for the digital sphere where clubs are reaching unprecedented global audiences. As far as Serie A is concerned, the current generation feels closer than ever to its Football Italia golden age of the '90s, this despite disappointing performances across the board in European competition.

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"I really like the new logo, it's modern but at the same time respects the Club's tradition and historical values," Inter's superstar number 10, Lautaro Martinez, explains to Highsnobiety. "I'm happy to be able to experience this important change firsthand, which I'm sure will be appreciated by all generations of fans."

For the launch, Lautaro was joined by teammates such as Romelu Lukaku, Achraf Hakimi, and Ashley Young, as well as Champions League winning club legends Javier Zanetti and Marco Materazzi. The perpetually stylish club could also call upon a Rolodex of celebrity fans, including Matthew Williams and skateboarder Guy Mariano.

The crest update was handled by graphic design legend Mirko Borsche of Munich-based design house Bureau Borsche, whose notable projects in recent years include rebrands for the likes of RIMOWA, Balenciaga, and of course, Highsnobiety.

In its 113 year history, Inter's logo has undergone various manifestations, with the biggest change last coming in 2014. "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," read a club statement. "Letters F and C, meanwhile, remain in the name and identity of the club: FC Internazionale Milano. The colors remain those chosen on the night of [the club's founding] 9 March 1908, made more vibrant and vivid."

The new logo will appear on Inter's jerseys for the first time as of next season. The IM line can be shopped over at the official club store as of now. An extremely limited Nike Air Force 1 will also be released to celebrate the new era, which we'll have more information on shortly.

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