Juventus Releases Logo Redesign

Juventus FC have released a radical and controversial redesign of the clubs black and white striped logo.

The new design is part of a continued effort by the Bianconieri to expand the business of the club and develop Juventus as a global brand.

President Andrea Agnelli has called the new design "... a symbol of the Juventus way of living”, stating, “Juventus’ objective is to grow in terms of presence and influence and to expand the business side of the club through a series of radically innovative initiatives, targeting both Bianconeri fans all over the world and those with less of an interest in football,” 

Inevitably the redesign has been met with derision from fans, with the twitter community taking great joy in attacking the logo. Fans, as we know, are reluctant to see the iconic components of their club changed in the name of business strategy and brand value and this change is no different.

This design however should be welcomed as just a small component of a commendably strategic approach, not just to identity design but in holistic brand strategy. This is a strategy that Juventus will continue to develop through its campaign of 'Black, white and more', a series of events, retail formats and campaigns tied into the J Academy, to continue to develop the Juventus brand.

The logo may be controversial with fans for the time being, but once the usual outrage and mockery has subsided, expect this design to become as iconic and important to the club in the years to come as any previous club badges and crests. Very rarely is a radically redesigned logo accepted at first and even more rarely in sports. Brand identity must evolve however and this latest evolution looks to be an exciting stage on that journey for Juventus.

We think the design looks great and offers a world of future possibilities.