FootyDesign presents the Juventus logo rebrand.
Juventus Football Club aka ‘The Old Lady’ or simply ‘Juve’ has recently released its new brand identity designed by the Milan office of Interbrand, a global brand agency with a network of 24 offices in 17 countries.
About Juventus FC: (wikipedia) “Juventus Football Club S.p.A. (from Latin iŭventūs, “youth”; Italian pronunciation: [juˈvɛntus]), colloquially known as Juve (pronounced [ˈjuːve]), is a professional Italian association football club based in Turin, Piedmont. Founded in 1897 as Sport-Club Juventus by a group of young Torinese students, among them, who was their first president, Eugenio Canfari, and his brother Enrico, author of the company’s historical memory; they have been managed by the industrial Agnelli family since 1923, which constitutes the oldest sporting partnership in Italy, thus making Juventus the first professional club in the country. The club is the second oldest of its kind still active in the country after Genoa’s football section and has spent its entire history, with the exception of the 2006–07 season, in the top flight First Division (known as Serie A since 1929).”
Juventus Logo Rebrand
“Passionate fans. Multiple UEFA Cup wins. Huge potential for growing an international audience. Juventus, one of the world’s best-known football clubs, was well-placed to grow as a team, but their ambitions were higher. It’s one thing to succeed at entertaining your fans. It’s another to build upon that success to become an icon for a wider audience.
Built upon heritage-founded principles of confidence, determination, and uncompromising conviction, Juventus has crafted a revolutionary growth plan—launched during the inaugural “Black and White and More” event and sustained by a new brand strategy and identity. Juventus aims to distil its essence into far-reaching experiences which can appeal to the football fan while being highly relevant to entertainment enthusiasts who are further away from football as a sport. The new logo is iconic and universal. It’s bold enough to make a statement, but flexible enough to appear alongside a wide range of new experiences—in the stadium and beyond. By leaving the team’s defining black-and-white stripes untouched, Juventus is bringing the illustrious legacy and spirit of one of Italy’s preeminent teams to new audiences and die-hard fans alike.
The new identity launched in Milan on January 16, 2017, the first of many premier, immersive Juventus events. The new identity will then follow the team to showcase future digital, social, and retail experiences to loyal supporters, soccer enthusiasts, business partners, and entertainment enthusiasts. Juventus’s move is unprecedented—to become recognized for more than their performance on the field, but as a universal symbol for perseverance, ambition, and premium Italian style.”
– Interbrand project description
Project Title: “Beyond entertainment. Beyond lifestyle. Juventus is an identity.”
Designed by: Interbrand
Location: Milan, Italy
Project Link: Interbrand website
FD Review: Overall, the new identity is bold, brash and definitely stands out. However, it feels more like a fashion brand instead of one of the oldest football clubs in the world. The minimal mark works brilliantly as a secondary logo for t-shirts, hats and other types of merch, but is a bit minimal for a football crest design. Additionally, many fans are upset, because it looses some of the heritage like the classic oval shape and stripes or stars and the bull. Comment below and let us know your thoughts!