Paris St. Germain's Qatari owners "are wanting to highlight the Parisian characteristics" of the club to the detriment of the Saint-Germain-en-Laye suburb, according to Arnaud Hermant of LE PARISIEN. Management is "looking to modify the logo," which has been the same since '72. The Qatari owners bought the club in '11 for one major reason: "the image of the club is attached to Paris." Since the acquisition, the management's marketing strategy has been "geared towards the city of Paris" and its most famous monument: the Eiffel tower. The project for the new logo includes getting rid of the crib and lily flower that symbolize the suburb of Saint-Germain-en-Laye, while creating a 3D effect for the Eiffel tower, which would keep its red color. There are also discussions to change the name Paris Saint-Germain to Paris SG. PSG Marketing Dir Michel Mimram previously said, "the strategy is to get away from PSG to become Paris SG. Knowing that in the Paris Saint-Germain, Paris is the important part, a lot more than Saint-Germain." Mimram added that the goal of PSG's management is to make the PSG brand "one of the top 10 sports brands on the planet." Management believes "changing the logo is one way to accomplish this" (LE PARISIEN, 12/14).
