A Logo ‘Beyond Football’

A Logo ‘Beyond Football’

Branding, Creative, Marketing

Last week, Italian giants, Juventus Football Club unveiled their new badge. A badge, that some say, looks unusual for the world of football. The simple, striking design led to a very negative reaction from people all over the world. However, I like it.


The Logo Itself.

Although a minimalist approach has been executed, the logo still contains elements that every football badge has. To start with, there is a crest/shield. It isn’t highlighted, or contained, but is still visible, and formed by another key part of the identity – the letter ‘J’. This is the main graphic of the badge, and therefore the most recognisable part. Both the letter and crest lend themselves to contain the black and white stripes of the club’s home shirt, which compliment the custom typeface sitting above. For me, to achieve these 3 elements, which work together in something so simple, is hard to dislike.


This is then reflected on to everything else to do with Juventus. The typeface, called ‘Juventus Fans’ has been designed to replicate the team’s colours, using various weights and styles, including ‘inline’ and ‘stretched’. The logo also inspires the grid structure, again, based on the stripes that are part of their history and heritage. The use of greyscale images, create a simple, bold, confident look with plenty of personality.


Why Change?

Old New

It works. It looks good big or small. Black or white. And, if you compare it to the other badges of the teams in Serie A, it really does stand out. It is said to be “a symbol of the Juventus way of living” and that “life is simply a matter of black and white.” It is the start of a campaign that will seek to make people who are not fans of football, fans of Juventus. They are looking to go ‘beyond football’ and intend to create a global brand, following the paths of individual athletes, such as Roger Federer and Cristiano Ronaldo, where their own identities generate millions of pounds from endorsements.


Most football clubs tweak and change their logos, but a lot of the time the changes that are made aren’t as drastic, or as daring as this one. I think that in the not-so-distant future, more clubs will follow suit, and update and evolve their visual identities, to work across all platforms within this digital age.


In terms of budget for the logo design, it may be that the £89m deal for Paul Pogba contributed. At least someone spent it wisely.


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