18 January, 2017
But while club president Andrea Agnelli said that the new logo "is a symbol of the Juventus way of living", many football fans were somewhat less convinced.
The media gathered in anticipation as veteran DJ Giorgio Moroder spun the tunes at a star studded gathering that included many Juve legends of the past.
The project, led by Interbrand's Milan office, was unveiled in the city last night as Interbrand and Juventus shared details of Juventus' worldwide growth plan, titled Black and White and More.
Meanwhile Juventus' merchandising has been overhauled as the club looks to forge brand partnerships with other "global Italian brands" which offer "more engaging experiences and open up new markets".
Juventus shocked the world last night by unveiling a new club logo/crest. It's fair to say that the bulk of feedback being less than flattering.
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"Why do we need this new logo?"
Set for a rebrand: Serie A club Juventus have unveiled their new logo. "Because we need to define not only a sense of belonging to something, but also to define Juventus' style, which can relate to certain targets such as children, women, youth".
The Swede unveiled his branding in 2013, with a very similar style and colour-scheme to the new Juve crest. We are football, football is our essence, but through football we do want to communicate certain values leading to football but at the same time going beyond it. Juventus looks at a growingly wider audience.
Manfredi Ricca, chief strategy officer at Interbrand, presented the new logo as one that could be applied in diverse ways beyond what is already common in sport.