Juventus football club given a new identity by Interbrand

Italian football club Juventus has been given a new identity courtesy of design studio Interbrand. The identity sees the club’s ideals embodied in a new logo that utilises the distinctive black and white stripes of the team’s home kit in a new logotype in the shape of the letter J. The club, one of the oldest teams in Italy and famous throughout the world, has announced that the logo be used on kits as of next season.

“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. By leaving the team’s defining black-and-white stripes untouched, Juventus is bringing the illustrious legacy and spirit of one of Italy’s preeminent teams to new audiences and die-hard fans alike,” says Interbrand. “The new identity will then follow the team to showcase future digital, social, and retail experiences to loyal supporters, soccer enthusiasts, business partners, and entertainment enthusiasts. Juventus’ move is unprecedented – to become recognised for more than their performance on the field, but as a universal symbol for perseverance, ambition, and premium Italian style.”

The identity was launched in Milan last night.