Title
Juventus

Designer
Unknown

Firm
Interbrand

Year
2017

Client
Juventus Football Club

Medium
Mark

Notes
Part of the comprehensive brand design program developed by Interbrand Milan for Juventus Football Club, Turin. Creative direction by Paolo Insinga. Design by Davide Bignotti, Giulia Paglia, and others.
   The design of the new symbol contributed with a radical change to the tradition of football clubs’s classical crests. In fact, despite being structured on a classical shield shape, the new mark clearly distinguishes itself from other emblems because actually being conceived as a mark and not as an heraldic crest.
   Consequently, thanks to the rigorous geometry and the simplification of its shape, it possesses all the features a good mark should possess: immediate recognisability, memorability, appropriateness, boldness and clarity, thus becoming a real brand mark that can be extensively used for the most various applications. [NM]

 “We created a mark to capture the fearless DNA of Juventus in a shorthand icon that holds the visual heritage of the club while pushing towards modernity and potential to embrace wider entertainment categories. It represents the very essence of Juventus: the stripes of the football jersey, the Scudetto shield, and the iconic J initial.” [Interbrand]

Tags
Sport