Behind the scenes of the Inter rebranding We had a chat with Mirko Borsche, which guide us into the creative process of the new Nerazzurri logo

The new Inter logo has divided the fans, as expected. The "new language" that the Nerazzurri has launched is the last step - only in chronological order - of a growth path that starts from afar, just like its planning. The rebranding was handled by the design studio Bureau Borsche, already author of several rebranding in the fashion world such as that of Balenciaga and RINOWA. The Munich studio is one of the most renowned in the industry and among the brands that have collaborated with Bureau Borsche designers are Supreme, Nike, Givenchy, COMME des GARÇONS, Slam Jam, Études and Marcelo Burlon. A team of 12 people worked for a year under the supervision of Mirko Borsche, founder of BB, who told us the behind-the-scenes of the whole creative process.

In the past, the Graphic Design Studio Bureau Borsche has been involved in fashion rebranding projects such as RIMOWA and Balenciaga. What are the similarities and differences about designing a fashion logo compared to a sports one?

The reception of a brand design is subjective and emotional, whether it is a football club, a fashion brand or a program book for the opera. We approached this re-design with respect and admiration for all things Internazionale Milano. From the beginning on we decided to keep the original crests historic visual characteristics while concurrently making the shapes more simple. Most of the contemporary brands and companies don’t have such a rich history. And people might like brands but they adore football clubs. Working for a football club with such strong history and enthusiastic fans is something special and super challenging! Most people are not big fans of change, especially when it comes to something their heart beats for.

What was the first step of the whole creative process?

For every football club the crest is the holy grail—adored by millions of fans around the world. So working on the crest was the starting point but also the most challenging part of the process.

An innovative process of change that saw Juventus as the progenitor of the movement and that sees Inter as the second player in the total transformation from a sports club to a brand. Who will be the next team to take this path?