Juventus, the current Italian champions, have unveiled a new club crest – with club president Andrea Agnelli claiming the unusual, minimalist design has been one year in the making.
“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.”
The development has not gone down well with fans, as many mocking versions of it have already appeared on social media.
“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.”
The launch of the new logo was supported by a promotional video, which appeared on Twitter with the slogan ‘life is a matter of Black and White’.
Juventus’ current logo features the silhouette of a charging bull, a symbol of the club’s home city of Turin that also appears on the crest of local rivals Torino. The club has largely used a variation of this design since 1971, while their logo in the 1960s and 1980s featured a zebra.