New year, new logo. On New Year’s Day, this Saturday, January 1, ASSE unveils its new logo to the general public. Here is, in video, the new visual identity acclaimed by the 16,000 voters who responded to the major consultation launched by AS Saint-Etienne on its website:
The club press release: ASSE thanks all of its supporters for the strong mobilization they have shown. This authentic and participatory approach made it possible to elect a logo by majority vote, accounting for 61% of the votes for proposal 1. Logo 2 received 16% of the votes and 3 received 23%..
Supporters had the choice between the following three logos:
– asse.fr
Presentation of the logo by the club: The main specificity of this new logo is to integrate several elements of the coat of arms of the city of Saint-Étienne into its coat of arms: the two golden palms, the crown and the three croisettes.
The Blue-White-Red star, symbolizing the 10 ASSE French championship titles, still reigns at the top of the logo but is now integrated into it and has more pronounced borders.
For the first time in its history and just before its 90th anniversary, the club will also see its year of creation, 1933, inscribed at the bottom of its emblem, in one of the three white stripes.
These green and white stripes, which first appeared on the club logo in 1960, are a reference to the exterior blinds of the Casino brand, whose founder, Geoffroy Guichard, also created ASSE in 1933.
The golden rim, already present on several old logos and highlighting the history and prestige of the club, also marks its return. Gold will thus integrate the palette of secondary colors.
Finally, the font size of the various names present on the logo now promotes better hierarchy and readability.
A version of this logo enriched by a representation of oak and laurel branches, symbols of strength and eternity, will have mainly institutional uses.
The new logo will replace the current one from July 2022.
– asse.fr