Marseille unveil new badge and wider brand refresh

Olympique de Marseille have launched a new club badge and updated visual identity, marking their first crest change since 2004 as they look to sharpen brand consistency across digital, retail and stadium touchpoints.The redesign was revealed during a gala dinner connected to the club’s foundation, before being rolled out across official channels as part of a broader branding programme.Marseille said the refreshed emblem blends historical references with a minimalist approach intended to work more effectively across modern media formats.The club described the new badge as built on a “clean geometric structure” designed to provide “strength and clarity”, while keeping the central “M” as the recognisable anchor of the identity.The wider refresh also introduces a new core colour reference, Marseille Blue, positioned as a modern shade derived from historic club blues and local visual cues linked to the city and the Mediterranean.Marseille also outlined an expanded palette that includes a deeper secondary blue and a gold accent intended to support premium applications across merchandising and brand presentation.The new badge has been launched alongside an image system and design toolkit aimed at creating consistent execution across matchday communications, content production, retail assets and venue branding.Alessandro Antonello, the club’s general manager, said: “The logo is important because it represents the club’s identity, and it needs to evolve over time. We need to appeal to and connect with new generations, without turning our backs on OM’s past or history. This logo must be adaptable to all media channels and digital platforms; this is essential for the club’s future.”The club’s leadership also positioned the change as a multi-year project rather than a quick aesthetic update, signalling a longer-term intent to professionalise how the brand is managed across platforms and markets.Alban Juster said: “This logo is the culmination of two years’ work. It will live on through the club’s collections and the team’s achievements; it will have a life of its own. There are those who are in favour of the change, and those who aren’t.“When the fans see the logo on the shirt, they’ll appreciate its beauty, and I think that, in time, everyone will be happy to embrace this new identity.”From a commercial perspective, crest updates have become a lever clubs use to improve legibility at small sizes, standardise brand assets globally, and build more flexible systems for merchandise, licensing and sponsorship integration.Marseille’s approach puts particular emphasis on adaptability across digital channels, which aligns with how clubs increasingly monetise fandom through direct-to-consumer retail, social content, and international audience growth.The new badge and identity system will now be integrated across club communications and product ranges, with the club signalling it expects the on-kit reveal to be a key moment in accelerating supporter acceptance.