BrandArena: Juventus Goes "Beyond Football", Unveil Controversial New Logo

Wednesday, 18 January 2017

Juventus Goes "Beyond Football", Unveil Controversial New Logo

Italian football club Juventus on Tuesday unveiled a controversial and polarising new logo after 120 years of their iconic club crest.

The new minimalist design sees the Italian side drop their famous vertical black and white stripes containing black and white stripes, the bull representing the city of Turin or a zebra that have featured as the club's logo in various forms since the 1920s.

It's been dubbed as the transition from a badge to a brand. The design, led by Interbrand’s Milan office, was unveiled in the city as Interbrand and Juventus shared details of Juventus’ international growth plan, titled Black and White and More.

The new logo will be officially adopted from July 2017 and was unveiled last night (16 January) at a star-studded event in Milan, Italy alongside a promotional video.

According to the club's president, Andrea Agnelli, the logo was over a year in the making and described it as "a symbol of the Juventus way of living".

"These three elements make up the DNA of our club. The black and white stripes are the defining trait of the new visual identity and can be adapted to fit any setting,” said Agnelli.

The club has been subtly preparing fans for the transition to a "J" as their brand, introducing a zebra mascot named "J" in 2015 before referring to their home ground as "J Stadium" instead of Stadio Juventus. There is no J in the Italian alphabet - their name derives from the Latin word for 'youth'.

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