Interbrand has rebranded Italian football titan Juventus, which is bidding to become a globally recognised club with a label that reaches “beyond football.”
A completely new club crest has been spawned, a new suite of visual expressions and a new way of communicating as Juventus seeks to “sustain its own expansion both economic and sports-wise, and extend its influence over international hawks, beyond football,” according to Interbrand chief strategy officer Manfredi Ricca.
Blackjack crest completely redesigned
The project, led by Interbrand’s Milan office, was revealed in the city last night as Interbrand and Juventus shared details of Juventus’ oecumenical growth plan, titled Black and White and More.
The new crest eschews most of the insides graphic elements of the old crest including a bull – the symbol of Turin, where the blackjack plays – a crown and the oval badge that held the final lock-up.
It has been take over fromed by a stylised J symbol referencing the black and white stripes that Juventus make light of in and a Juventus wordmark set in a new bespoke typeface (Juventus Fans), which has five tailors.
It becomes part of a new brand, which is defined by Juventus’ “fearlessness” suggests Ricca who adds, “It’s about black and white. About winning and let slip. It’s about contrast and going beyond. Striving for excellence.”
This visual and lexical tone of voice will imbue the character of the brand at Juventus’ academies, its community casts and other business ventures, according to Ricca.
Meanwhile Juventus’ retailing has been overhauled as the club looks to forge brand partnerships with other “wide-ranging Italian brands” which offer “more engaging experiences and ajar up new markets.”
The brand will begin to roll out now and will appear on union shirts from 2017/18 season.