Founded in 1984 in Paris, Dragon Rouge is a global design and innovation agency. By using insight, foresight and creativity, the agency helps its clients define strategies, create new products and services and exceptional experiences.
Dragon Rouge's creativity is never limited to one culture or geography — its team creates brands that are as successful in Asia as they are in Europe and the Americas. The agency creates and designs engaging experiences for your brand that range from identities and visual systems to digital, retail and communications.
Paris Saint-Germain is one of Europe’s youngest soccer clubs and the only major team in Paris. Signing the likes of David Beckham for a time in 2013 and Zlatan Ibrahimovic for four years, PSG now has an unassailable lead in Ligue 1 in France and is showing signs of being a brand sensation.
After Qatar Sports Investments bought the club in 2011, Dragon Rouge aimed to reflect their vision to make PSG one of the best clubs in Europe, and to create a brand that sits in a global arena next to global sports brands such as Manchester United and the LA Lakers.
The key to this is Paris itself; the city of light, the city of sophistication. Starting with the central brand element – the logo – “Paris” is emphasised above the Eiffel Tower, creating a stylish, compact mark that has been crafted in 3D as well as the flat graphic version to work across the many applications.
Chairman Nasser Al-Khelaifi said:
"The evolution of the Paris Saint-Germain logo marks an important stage in implementing our ambition.”