From a football club to a global brand
The new Juventus Brand Positioning
Black and White and More
Thanks to a modern and streamlined rebranding, Juventus’ new identity marries sharp, clean lines with a tribute to the iconic Juventus shield.
A bold and uncompromising approach which challenges and transcends the historically unchanged design landscape of the football sector.
The future is here
The new logo, in action from July 2017 on, celebrates the spirit of Juventus through three key elements, the sum of which make up the very DNA of the Club:
The ‘Scudetto’, or the shape of the shield that symbolises the undying pursuit of victory.
The black and white stripes that stand out on any surface they grace.
The letter J, the defining symbol that renders the Club instantly recognisable the world over.
