Paris Saint-Germain have unveiled their new club emblem which will debut officially next season.
According to their official website, the new badge promotes the club's ethos - ethics and aesthetics - and marks the seventh of the PSG's history which dates back to 1970.
"Like the big clubs around the world, Paris Saint-Germain, at the request of president Nasser Al-Khelaifi, opted for continuity during the revamp of the club's identity.
"The typography is inspired by Parisian brands. The colours have been brightened and accented with a touch of gold. The Eiffel Tower is the beating heart of the logo. The result is a timeless brand."
On a side note, president Nasser Al-Khelaifi added: "The change of emblem is a milestone in the implementation of our ambition to make Paris Saint-Germain one of the biggest global sports brands."
However, the emphasis on the city of Paris and perceived attempts to disassociate the club from its past - by reducing how much red there is and removing both its founding year and the cradle of King Louis XIV - has led to some murmurs of discontent.
Yet PSG general director Jean-Claude Blanc explained to Le Figaro that although tradition formed an important part of the rebrand process, the absence of 1970 and the reference to the former monarch in the badge was a sign of the times.
"It was very important to revisit the graphical backdrop that the image of the club was born from," he remarked.
"We do not want to abandon the roots of the club. We never intended to get rid of Saint-Germain, but our goal was to highlight Paris.
"The cradle disappears because a lot of people do not understand its significance. The date of club's creation has also disappeared because 1970 cannot be compared to other great European clubs which were founded in the 1800s.
"Nonetheless, we will try, as much as possible, to mix the brand 'Paris' with the brand 'PSG'."