Juventus seek to go “beyond football” 

Their crest has been redesigned from scratch as the club sets its sights on becoming a global brand operating in new markets and sectors. Italian football club Juventus’ decision to rebrand their iconic club crest has been met with widespread criticism and appreciation from commentators and fans alike.

The new minimalist design sees the Italian side drop their famous vertical black and white stripes inside an oval crest in favour of a monochrome 'J' inside half a white shield. It will be officially adopted from July 2017 but was unveiled in January at a star-studded event in Milan, Italy alongside a promotional video.

The club's president, Andrea Agnelli, revealed that the logo was over a year in the making and described it as "a symbol of the Juventus way of living".
The aim of the new logo is to connect with the DNA of the club and is made up of three essential elements:

  • The black and white stripes are the defining trait of the new visual identity and can be adapted to fit any setting.
  • The Scudetto represents the club's determination to strive for victory, now and forever. 
  • And finally, the J, that most distinctive of initials, occupies a special place in the heart of every fan.


It appears that the vast majority of fans and football media are unimpressed with the changes though.

Juventus had used its existing logo since 2004. Almost all of the club's previous logos, dating back to 1905, had featured an oval crest enclosing black stripes and an animal rearing up on its hind legs.

The bull had been the animal of choice since 1990. Before that it was a zebra.

Mixed opinions:

“I love the crest personally,” - “The brand update is aesthetically pleasing, it harks on memories of a golden era of Italian football and in particular Italia 90, and yet highlights a bold new future for the club.”

“It genuinely feels like a club treading new ground, premium ground”.

 “Unfortunately, this looks like a club accelerating into the future, and not particularly intent on taking its existing fanbase with them”.

“The 1st thing a logo should receive is publicity. At this stage, the raging debate about whether logo is good or bad is good news for launchers because it is one of the hottest topics”.