SportsThe club unveils its new logo, the result of...

The club unveils its new logo, the result of a “popular approach” with its supporters

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The timing may seem surprising, for a club both in sporting crisis (20th in Ligue 1) and officially on sale for nine months. But ASSE has publicly unveiled its new logo on Saturday. “Because times are changing, AS Saint-Étienne wanted to develop its logo and visual identity, in close collaboration with what defines it the most: its” Green People “”, indicates the press release published on the website of Green.

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Last September, “a popular approach” was launched by the club with 10 coronations in the French championship, via “a questionnaire focused on the identity of the club and its future logo”, with more than 12,000 participations recorded. ASSE and the creative agencies Barony // Trenta then launched several “exchange and collaboration” workshops to bring out three logos.

“Resolutely futuristic without denying the past”

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The next step saw nearly 16,000 supporters express their preference for these three proposals at the end of November. The logo finally chosen, which will come into force for the 2022-2023 season, gathered 61% of the votes. “An alliance of digital inspiration and marked Saint-Etienne origins, the logo chosen, with its unique typography, sports a form of dynamic coat of arms, resolutely futuristic without denying the past”, underlines the club’s press release. This new coat of arms incorporates several elements of the coat of arms of the city of Saint-Étienne, namely the two golden palms, the crown and the three croisettes.

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The blue-white-red star, which symbolizes the ten titles of French champion of ASSE, is always present at the top of the logo, and is now accompanied by the year of creation of the club (1933). “With this new emblem, ASSE carries values ​​dear to the city of Saint-Étienne: respect for heritage, combativeness and innovation,” concludes the press release on the ASSE website. It remains to be seen whether this 90-year-old season, which will begin next July with this new visual identity, will be in the elite.

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