Juventus have unveiled their new logo which Andrea Agnelli believes “is a symbol of the Juventus way of living.”
The logo was presented in Milan as part of Milan Fashion week with the ceremony being attended by a nuber of high profile celebrities and Juve players.
“We spent a year trying to find out what the new markets want, but also to show a sense of belonging and looking to the future,” said Agnelli.
“This new logo is a symbol of the Juventus way of living.”
“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,” read a statement.
“Black and White and More represents the start of a host of events relating to the Academy, immersive retail formats and a range of unique physical and digital products and services.
“The transformation also encompasses a brand-new visual identity. The result of a bold, uncompromising approach, the new visual identity turns the sport’s traditional style on its head and sets about blazing a new trail.
“It is an iconic, simple design centred around sharp lines and will surely steal the spotlight no matter where it is used. The design brings to mind a famous line from Gianni Agnelli: “I get excited every time I see a word beginning with J in the papers.”
“No club in Europe has so far been able to transcend sport and convey the philosophy behind that,” explains Manfredi Ricca, Chief Strategy Officer for EMEA & LatAm at Interbrand, who teamed up with Juventus to develop the identity and concept of Black and White and More.
“If there is one club capable of taking that step, it’s Juventus – the brand is synonymous with ambition and excellence and these are principles that can inspire truly unique experiences. The new visual identity has been designed to boldly take the club’s spirit into new, unexpected realms.”
[socialpoll id=”2413791″]
Image via @juventusfcen
Love it
thought you would
Still not convinced, even 24 hours later.
Can understand the reasoning and logic behind it – To move forward in line with branding, the new continassa project, the new hotel, J museum, J stadium, social media…..but it has no soul, character or history -The logo should reflect the club and it’s unique identity – Part of that identity is the history of the club which isn;t on display anywhere in this logo. It feels like the kind of logo i would have designed for this website, not something that belongs on a Juve shirt.
It’ll take some time to get used to
I suppose the black and white stripes are still there via the the logo, but it’s weird not seeing a club crest.
i’m still not a fan – i don’t think i ever will be. Looks like……nothing. No identity. Nothing resembling Juventus. Confusing for most
These quotes are as empty as the emptiness this thing leaves in my heart.
“show a sense of belonging and looking to the future”
“Juventus way of living”
What does this even mean? LOL
“a bold, uncompromising approach, the new visual identity turns the
sport’s traditional style on its head and sets about blazing a new
trail.”
“transcend sport and convey the philosophy behind that”
These words could be taken out of context and used anywhere else. For example, if all they did was turning our logo upside down, they could have used these exact same quotes, and they wouldn’t have made less sense. “Turns the sport’s traditional style on its head – literally.”
If they really wanted to make a new brand out of Juve and use it on anything, they could have used the old zebra logo.. Or just go with the bull crest with the crown on our current badge, keep the whole badge for the football team, since the bull is already on it.
Did they really think about this for over a year? Give me a break. Those of you on twitter could start #DrawYourJuveLogo (or something more catchy), and within days you would find something better by fans, for free.
🙂 Spot on P!
Marketing people don’t half talk some sh*t don’t they!!? Where is Elisa to decode all this for us….
Agreed man, I felt the same after reading that shit, what the hell does all that mean, its fancy chatter with no content.
And the design, I guess its a personal thing, but I do agree it doesnt look like it was such a huge workload to come up with that
Right on!
It has no style!
Looks like nothing……
i dig it 🙂
I have mixed feelings for this one. On one hand ,I understand the logic behind the move. The club is listed 10th or so in the reveneu list and if we are to ever compete again with the likes of Bayern, Real etc. we need to up our game in the financial department. This can only be done by opening up to the asia market. This can only be achieved if you can make merchandise that can also be worn on the street and not only in match days. Now, all the big sport companies have logos with stripes (nike, adidas etc.) so you get why they chose something like that. Plus th Bull is the animal on the crescent from the city Turin, this fact has two problems:
1- The second club of the city shares the same emblem, son there is nothing unique from a marketing perspective
2-The bond with the city is to big for a club which wants to open up to the international markets.
On the other hand, they may as well take the club from Italy and relocate it in Shanghai or so. This “emblem” has nothing to do not only with Turin but with Italy all together! It may look good on a polo shirt but how can they inspire the new cahnpions to play with that on their chest? Well the answer is they cannot, and let me make a guess for the future here, they will find something else to put on the shirts as of 2018-2019!
Agreed, the bull should have stayed imo, but that represents Torino and therefore the city too. Juve have long been seen as not tied to Turin in quite the same emotional way as many other clubs. Juve are the club of Italy more often than not, with Juve having taking to the road in the 90’s very successfully playing home matches in Milan and Cagliari to bigger crowds than in Turin for european ties.
Right! The club actually has more fans outside Turin, heck even outside Italy than in the city. The problem with the new emblem is not that it has nothing to do with Turin but it looks to vague to resemble anything italian. So much for the “Fidanzata d’Italia”.
After following this site passively for quite a while, this news pushed me to voice my opinion.
As others, I too, understand the logic and rationality behind this change. It is fashionable, contemporary, easy to brand etc. But despite all the “pros” there is one big “con” that this new logo faces.
It is the feeling of black and white, our stripes, our stars, our zebra, our name, which all add up in a beautiful coat of arms. The history that fills us with pride and comfort is gone with a new modern, hip and fancy logo. I feel utterly and completely numb towards this replacement. Call me old fashion, but isn’t our coat of arms exactly what differentiate us from the money crazy Chinese? Everything it represents (represented) is what money can’t buy.
Our only choice is to accept this change, at least for now. But as someone mentions then this is not the first change, so we might see a comeback from our coat of arms.
A last thought, why on earth did the management not decide to keep the coat of arms and then use the new logo for fashion branding? Such an idea would be something that I would applaud.
I have been a fan of Juve since 2007 so not as long as others, but i think it is important to realize that people hate change, and thus you see the reactions from people. The new logo is clean, and modern, it has the scudetto, stipes and J. It does represent the club quite well. The club realized it needed to stop living in the past, a very glorious past indeed but thats behind us. A new kind of Juve emerged from the Calciopoli scandal and this logo represents that I believe. In order for Juve to become a billion dollar club we must compete globally with merchandise not just in Italy. I live in the US and see people wearing Barca, Real, United, Arsenal everyday. I can count the number of Juve merchandise ive seen on one hand in 10 years!!! The Seire A is slowly becoming a very competitive league again and with a generation of promising young Italians it may even get better. Juve realize that if they are the chic, attractive and most successful club when the Serie A becomes a powerful league again (when Inter and Milan become strong again) they are in pole position to reap the most benefits financially. JUVENTUS IS MORE THAN A LOGO. FORZA JUVE
Hello there. I dont remember any of the teams you mention changing the emblem of the club to become more appealing. They usually participate in the summer champions cup done over there. And 2 of the clubs you mention have two of the worlds top players. O bet you dont see a guy with the marcelo shirt. But Cristiano’s oh i bet.How many Rakitic and Messi. Man Utd have a greater share in Asia as they go touring there every year. We go to Qatar to smell the dust of the desert that follow football over there.Sincerly dont know about Arsenal. Maybe they just cool. Because they are the gunners. Gunners and Usa. Just kiddin 🙂
The logo change is just part of a bigger shift in the clubs vision of itself for now and the future. and it does not matter what name makes people buy the shirt the proceeds still go to the club. the CASUAL football fan who may not love on club over another and may not care about the history behind the crest might pick Juve over Milan or Inter just because they look cooler and win more. The two English clubs specifically are the most popular over here because they are marketed the best not because they are the most successful year in and out. (Especially ARS) All im saying is maybe a re-branding isnt a terrible thing, with the current, soon to be former logo (July 17′) we are the club with the most Euro Cup Final loses, maybe with a fresh look we will get different results??
Italian clubs in general are reluctant to promote themselves outside their shores. I live very close to Italy.Near the Juventus stadium they sell fake shirts. How many present at the Juventus stadium wear a clubs shirt. Its a different philosopy.Italian clubs sat on their laurels
for years. Now they experienced the crunch economically they started to shift their focus outwards.I am not against a rebranding mind you.
That’s my point, Juventus needs to become a global brand. Juventus and their fans have had one eye on the past for too long. Looking back wont help you move forward, and this is a way of saying the old Juve is gone but a stronger, more ready to succeed on a Global scale Juve has risen out of it. A true fan will quickly put aside his or her personal feelings about the logo and realize the side we love are trying to become more than just a football club, they are walking into unprecedented territory and i think we should stop complaining and fully get behind JUVE!!!
Exactly! You can argue that the change of logo is utterly pointless, because as evidence to this you can say that Man Utd still have their club badge as the main marketing logo. They have not had to change their logo to ‘M’ to become the biggest football brand! Real have not ditched theirs to ‘R’. So why do we need to ditch ours for J….
As i said i’m not in a position to say a rebranding is a bad idea.It may seem to many way too drastic.We are driven by a buisness tyhcoon. As long as he had been on the helm Andrea is driving us foward with the idea of a buisness club. The rebranding will help us sell the name of the stadium (i bet) and facilite other partners like Trussardi to sell merchendise to the rich peaple that live in Italy. Be involved.Peaple in Turin or in North Italy dont buy football shirts but they buy scarfs expensive ties expensive perfumes etc. I had a season ticket up until three years ago before my little daughter was born.No one had nothing on during matches that was Juventus. Thats what we are aiming for. We are starting to make big transfers. Andrea want to drive us to the top of the the world. By his own ideas for as long as this happen i dont care.We are (the fans) Juventus and will continue to be…..Forever.
nothing for me, looks like some provincial’ club logo, but lets see…
At first glance seems like a quotation symbol. Have not made my mind yet, but my first impression is weshould use it as a spare alternative logo, keep the previous badge which is perfect. To me a soccer team should not have a logo, but a badge, like an army style badge. To me it is exactly the same as the germany national team logo with the eagle and the one with the 3 arrow heads. I´d pick the traditional eagle any day (specially with the metallic embroidery) if I were german (which i am not). Same with the Juve logo.
what do you guys think about Bernardeschi? I think he is future star and we should get him maybe, your thoughts?
I think he plays the same as Dybala. Second striker. So i would keep our star
he is more of a midfielder i would say, maybe pjanic alternative?
After my other football love stumbles from one disaster to another, this new emblem caught my eye
https://twitter.com/GrantParkes/status/821294182035845120
Anything will do as long as we win the champions league. I did not see this coming and i read the news everyday. And fantastic timing as well. While we played an obsolete match we discovered a new logo :).
People taking the mickey… https://www.bbc.co.uk/sport/football/38653316
My wife is pretty happy with the new logo. She said the old one was a headache to make. Thats my birthday cake 40!!:)
https://uploads.disquscdn.com/images/c60fe8bd320b8a6ff7ffaa1c9fca5ee56f7ef5fd66e67e5fcffecd7b74046a41.jpg
The best wife in the world
Oh she said to post this as well.
https://uploads.disquscdn.com/images/a5b4b6144e10f06066393e93f18a008b03fa74edf86b926f94ffbd406f72c8fa.jpg
Can we all marry your wife? For sporting reasons of course.
looks great
I don’t understand the change. Why replace a legendary logo with a logo suited for an amateur team?
Juventus management should concentrate on replacing Allegri instead of changing a piece of Juventus heritage.
I can understand the need or desire for a logo for ‘brand’ Juventus. Marketing goods and services etc. But hopefully not to replace the shirt crest, as that would be criminal.
According to the you tube video linked thats excactly what they changed.
I tried to like it… I cant. My head kind of hurts looking at rhis new design :/
I dont understand this logo. While I dont dislike it, I dont see the point of it all. Our badge was fine, it always has been, why the radical change?
Are we going to be wearing this logo now in the shirt? It doesnt give me a sports vibe personally.. a fancy brand, sure, but a Juve badge?
If it aint broken, then dont fix it I would say. It definitely applies to our badge. Though I guess we will grow accustomed to this one sooner or later
Can it be that it was the only connection remaining we had with Moggi and Serie B??. We are less Italian now more International.
I dont know, changing logo doesnt change history, but perhaps it is a factor in the decision, I really am in the dark about this..
But the less Italian part, I dont see what you mean? The philosophy of an Italian backbone in the team hasnt changed and it wont change as far as I know.
But as I am typing this, perhaps you meant Juve is putting in more focus in expanding worldwide as a brand then yes, I agree. Especially in the Aslan market. I certainly wouldnt mind seeing more Juve merchandise in the street. Here in belgium it is all Madrid or Barca, with the odd Chelsea/United/Bayern.
Juve and serie a are hugely underwhelming in that department
As a merchendising brand obviously. In Italy you wont sell anyway
As someone mentions earlier, this could be a move to impress all the lightweight fans. The ones that choose a “favorite” club because the win, a shirt because it looks cool or because of a player. Someone mentions Asia as the big target market and it does make sense, but will it work?
At lot of us seems to agree that the crest could have been our shirt , stadium and traditional logo, whereas the new logo could be pure merchandise / branding of clothes.
My guess is that they simply went all in, probably because us real fans will stick with Juventus.
??
I LOVE IT!!!!!!! it looks so classy and prestigious, and it can definitely symbolize everything that inspires it, Im just sad i wasn’t even born to see our 79′ horse logo, that one is definitely the best logo over all!
Does the fact that it is meaningless in every single way detract from it at all? It bears no links back to the club stripes or the city, except that it is black and white. But of course there are no curves in Juve’s black and white stripes. Perhaps the designer mistook it for a road map company logo? There are bends in roads, maybe that was it.
100% agree with what youre saying. I see the direction theyre going for, but barca, Madrid, man u and even arsenal have established theirselves as an international brand by sticking true to who they are. In the end, the logo wont mean shit. Results do. This logo is really poor, but oh well
Or maybe he tought we were a Japanese football club!!. But I see the piont as Italy have some serious fashion and perfume designers and manufacturers. Compliments on your comment you started my day on a good laugh. Cheers
” Does the fact that it is meaningless in every single way detract from it
at all? It bears no links back to the club stripes or the city, except
that it is black and white. ”
well me not being italian, i honestly dont care to much lol. The team already symbolizes italy, so by default any logo will, with its due time. this new logo is definatley more eye catching, and trust me it will help the team get fans, just because the logo looks classy yet menacing and simple, the old logo was plain and bland, Hardley inspires emotion; this one does.
Perhaps with there being no such link between a franchise and a location this is culturally lost on friends the other side of the pond GQ. In Europe we don’t have franchises that can be lifted up and moved to another city due to better revenue opportunities. We have clubs that are bonded to an area or city and it’s people first, with heritage being integral to EVERYTHING it does.
Moron!
i love you to
the old logo really sucked, it really needed this change, Trying to expand football to America and China, to things will really matter #1 Club sucess in the champions and domestic League #2 Club Logo and Uniform. And our logo was very horrible so this change is only for the best, what i really like about this logo is that it’s very fashionable and sleek, it almost looks like the logo of a top shelf Perfume/Cologne Brand, and that will definitely catch the media’s eye
Why does this suck? Please tell. It has the name, the bull and the stripes straight down with no bends in them. That seems to cover all bases doesn’t it?
https://www.google.co.uk/imgres?imgurl=http%3A%2F%2Fwww.underconsideration.com%2Fbrandnew%2Farchives%2Fjuventus_logo_before_after.png&imgrefurl=http%3A%2F%2Fwww.underconsideration.com%2Fbrandnew%2Farchives%2Fnew_logo_and_identity_for_juventus_by_interbrand.php&docid=p6phuTFc5JsS1M&tbnid=ZyKCaN0QyOzxtM%3A&vet=1&w=1000&h=416&itg=1&client=tablet-android-google&bih=1024&biw=768&q=juventus%20logo&ved=0ahUKEwi3z8q3usrRAhUqKMAKHZtNC88QMwgkKAEwAQ&iact=mrc&uact=8
Whaaat? You think the old one sucked? H-how is that possible?
https://www.juvefc.com/juventus-logo-rebranding-bigger-picture/ yes the logo to the left is fucking ugly, Luckily i dont care about logos when picking a soccer team to support, but if i where one of them newbee fans picking teams on minimal shit like that, Juve would be way down the list. The old logo was plain and bland
Fine, I accept that you dislike the previous one. But come on, you can’t defend your decision by calling it plain and bland in contrast with our new one? What could describe the new one if not plain and simple?
finally someone on here that understands! Juve is just trying to be the first ones to the future which can only benefit us. While i did like the old logo this one screams 21st century. screams class and will only help move towards the bigger vision the club has.
Only a moron could say the old logo was ugly.
aww did i hurt your feelings? guess what go fuck yourself because i don’t care! only ignorant pricks like you stoop low enough to insult mid conversation
It’s not a matter of liking or disliking the new logo: who cares. It simply was unnecessary to change it.
As you point out, what really matter is club success. And then stooopidly you go and argue the old logo was ugly. So, do you think the new logo will make the club popular even if we don’t win any major competitions?
As pointed out by someone else, popular pommy clubs such as ManU, Chelsea, Arsenal sell a lot and have become major entities in the market without radically changing their logos.
my god! how daft are you? get through your thick skull that it isnt all about the sport anymore! Juve are pioneering in a paradigm shift that has ALREADY BEGUN!!! We are just the first to jump on the band wagon, We are the new frontier. Obviously you know nothing about business, but Marketing IS FAR MORE IMPORTANT then the quality of a product or service. ManUtd, Chelsea and the rest of the EPL have been crap lately, The revenue to splash 100M+ on transfers this past window, and possibly this current window, and to pay for Mourinhos salary DIDNT COME FROM SUCCESS, it came from tv deals and shirt sales and MARKETING in America. If you read the following post on this blog about the new logo; The writer paints a crystal clear picture that we lost a major source of revenue: POGBA, and ManUtd have acquired a major source of revenue:POGBA.
Yes ManUtd and Chelsea didnt change their logo because IT WAS A DIFFRENT TIME, They established an ERA OF DOMINANCE on the MOST POPULAR league of the world at the time, and WINNING the Champions league. That helped them get exposure at that point in time and their exposure is so big they HAVE NO NEED to attempt what we are doing now; but once they see our success they might.
NOW there is nothing wrong in changing the logo to make it classy and fashionable, regardless of if the old logo was Disgusting or Divine, It was a useless logo for the new purpose intended, That old logo couldent have been mass marketed and it couldent have ever hooked a lifestyle change, THIS NEW LOGO CAN, Witch is the whole point. And yes many people buy football jerseys just cus its cool or a nice jersey or has a cool log, idk if they do that in brazil or portugal or wherever you may be from but in The States that’s exactly how sports jerseys are sold. Especially when pieces of shit people like justin bieber decide to be a chelsea fan just because he liked the blue jersey. yea Chelsea got an incredible amount of new fans after that! Are they loyal fans? do they even like soccer/football? Do they even know the rules of the game? Who knows and Who cares! The point is they continue to buy products and sometimes watch games EVEN if it is OCCASIONALLY or once in a blue moon, IT IS REVENUE that the club is getting, and that is the only thing that matters.