For those not football lovers, Juventus F.C. is one the most famous Italian football clubs in the world based in Turin and established in 1897, with 61 national and international official titles. And this year they introduced a new identity designed by the Milan office of Interbrand that took one year in the making.
The new identity was launched in the inaugural event “Black and White and More” as part of Juve’s new growth plan and brand strategy that aims to expand its essence into far-reaching experiences that can appeal to the football fan and those that are not close enough to the sport. Becoming a global brand recognized for more than their performance on the field, but as a universal symbol for perseverance, ambition, and premium Italian style.
The new identity features a completely new logo, a bespoke typeface, a new grid system, and whole new pack of applications that go beyond the soccer field; all based on the famous black and white stripes. And even though at first sight you may think “What the hell!” you have to see the complete picture before judging the change. This is why you never judge a brand by its logo.
“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.”
I know that a lot of fans are really angry and disappointed with this redesign because the traditional soccer shield was completely removed, however, seeing it from a competitive and strategic point of view, the new shield is a win. Its simplicity and shape make the brand – because now it is a brand, not only a football team – stand out from all the old and Renaissance shields from the other teams. Furthermore, the way they achieved to incorporate its legacy of the stripes with the “J” and a shield is really clever, plus it can now live in the new formats of this era.
“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.”
Besides the new emblem, the new identity features a custom-made typography named “Juvents Fans” based on the long B&W stripes of the uniforms, that comes in 5 different weights: 3 standard weights for long texts and titles, and 2 display weights for stylish applications.
For me, the typography is the strongest feature of this new identity and the one that takes the brand to the next level. First of all, it is powerful and well done, the small cut details in the font make it look well thought and designed. And second, the way it is applied in the applications such as the bags, notebooks, and shirts, is genius! It brings the B&W stripes without the need of repeating the style of the uniforms or placing the logo everywhere; it gives the brand a lot of flexibility to play with, and of course, it makes the merchandise more appealing to a wider market, I will definitely wear that shirt.
And just not to forget the small details, it is important to notice the use of the grid that again, it is based on the stripes, and even though it looks so simple it gives the applications a constant mood and complements the style of the typography and logo.
“If you think about it, most club crests were developed in a different era. They’re not wrong, that’s not what I’m saying, but the world has changed. Media touch points have changed, the expectations of fans have changed.”
– Interbrand’s Chief Strategy Officer, Manfredi Ricca
In conclusion, it is clear what Juventus is trying to do, they are transforming a common football identity into a global brand lifestyle that will suddenly, and this is what I expect, turn into a tourism attraction and high priced experience. Just like Hard Rock did, they brought the Rock and Roll to the masses in cafés, hotels, casinos, and products like their signature logo shirts; and I think in a few years we will be looking at a similar experience around the world with the Juventus’s brand.
And as for the fans hating the redesign, I think instead of being disappointed in this radical change, they should be proud of being part of a brand and soccer team that decided to break the rules and take the first step into changing the football experience and lifestyle; and I am sure they would be dying to stay in the Juve’s hotel or be in the international school that they are opening.
But well... That’s my F Opinion
“I saw the future of music in the 1970s. Now, Juventus have seen the future of football”
– Giorgio Moroder