East Bengal will play as SC East Bengal (Sporting Club East Bengal) in the Indian Super League (ISL), Shree Cement East Bengal Foundation (SCEBF) announced on Saturday (October 17) ahead of the seventh season of Indian Super League (ISL 2020-21). East Bengal entered into a Joint Venture partnership with Shree Cement Limited in September which paved the way towards their participation in ISL. SC East Bengal also unveiled the new logo with "SC East Bengal" imprinted on it and retains the primary assets like the emblem of a flaming torch and its colours. \u201cThe club\u2019s new logo retains the primary assets like the emblem of a flaming torch and its colours which showcases a merger between the rich legacy of East Bengal, its contribution to Indian football along with Shree Cement\u2019s support to keep the flag flying high,\u201d H.M. Bangur, Managing Director, Shree Cement said. \u201cIt\u2019s a start of the new and exciting partnership for all of us with East Bengal, and we\u2019re happy to share the evolution of the club\u2019s logo. Our crest and brand identity has been a bold one, and I am sure that this will only take the legacy of the club forward,\u201d he added. \u201cWe\u2019re proud to be presenting the new logo which salutes our rich footballing legacy while embracing a modern outlook,\u201d Prashant Bangur, Joint Managing Director Shree Cement, said. \u201cThe fans are the heart and soul of SC East Bengal, and we will work together as one family trying hard every day to keep the flag flying high,\u201d he added. Coached by Liverpool and England legend Robbie Fowler, members of the red and gold brigade checked in to their team hotel on Friday and will undergo the mandatory quarantine period as per protocol.