Goal Have Juventus copied tennis ace Soderling's logo?

18 January, 2017, 01:14 | Author: Evan Mason
  • The stark badge right featuring a J in white and black in the shape of a shield contrasts sharply with the old badge left an oval crest in traditional white and black stripes with a charging bull

For the stark redesign, Juventus, working with design agency Interbrand, discarded most of these elements.

The Italian champions have gone in a new direction with their new logo, although the unusual design has been criticised heavily on social media.

It has been replaced by a stylised J symbol referencing the black and white stripes that Juventus play in and a Juventus wordmark set in a new bespoke typeface (Juventus Fans), which has five weights. Instead, they brought in two J-like stripes that hang beneath the team name, which is spelt out in distinctive lettering.

"Most important of all, however, is the way the new logo boldly leaves behind the accepted wisdom of classic football badges to blaze its own trail".

"This new logo is a symbol of the Juventus way of living".

It will be officially adopted from July 2017 and was unveiled last night (16 January) at a star-studded event in Milan, Italy alongside a promotional video.

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"It is a style that belongs to other brands too".

Juventus players including Gianluigi Buffon and Gonzalo Higuain joined club legend and vice-president Pavel Nedved in attending the launch of the new badge at a ceremony in Milan.

"If there is one club capable of taking that step, it's Juventus - the brand is synonymous with ambition and excellence and these are principles that can inspire truly unique experiences", he continued.

Russian club Yenisey Krasnoyarsk shared a new design for their club badge, imitating the Juve style.

Juventus had used its existing logo since 2004.

The bull had been the animal of choice since 1990.

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