Interbrand help Juventus discover their new identity

The Juventus Rebrand

Established in 1897, Juventus is, without doubt, one of the most famous and successful teams in football history. They are currently the second oldest team still active behind Genoa and when it comes to silverware, their success speaks for itself. The side has won an impressive 61 national and international official titles. On the 16th January 2017, the club introduced a new logo and identity designed by the Milan office of Interbrand.

Although breaking convention and tradition, the new identity dares to do something different within football related design. It has been argued the logo has lost its main recognition element, with its instantly identifiable oval being no more. It is understandable that there has been a huge amount of backlash from the 'I Bianconeri' fans, but when a drastic change like so happens, it will, of course, take a while to get used to.

The logos J hints at the clubs famous stripes through its thick and bold presence. As well as this, the shape of the logo subtly references a shield, making it more stereotypically suitable to be considered a football badge. Furthermore, the custom typeface family is versatile, successfully being executed across multiple weights. This consideration to produce multiple weights is a clever design strategy. It allows the typeface to be used on different platforms, for different purposes, without ever looking out of place.

An example of this is Cristiano Ronaldo's transfer announcement. The stretched form of the typeface was used to create a large backdrop for Ronaldo, creating a silhouette of his distinctive celebratory stance.

It can be argued that design, in general, is very much reverting back to minimalism and this is a great example. Interbrand should be commended for taking such a huge risk that could have been easily thrown back in their face. The new logo will help expand the ever-growing possibilities of design, breaking barriers and helping teams transition to the present day, without feeling the need to look like a team from a century ago.





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