Football speaks an increasingly universal language. And in such a global sector, it is vital that we are able to pre-empt sporting, social and economic change before it happens in order to maintain a leading role. Juventus has embraced the dynamics of the modern game and is determined to be a key player in future changes. It is for this reason that the club has adopted a new visual identity and taken on a style with a more profound meaning. In line with the club’s values, Juventus will offer a range of unique experiences which are aimed at its passionate fans but also relevant for a broader audience. This will enable the club to sustain its sporting, commercial and cultural development.
The Black and White and More event will launch a comprehensive strategy designed to convey the club’s uncompromising philosophy of striving for excellence through a host of radically innovative initiatives, projects and experiences. Though football will also be the inspiration for these, the game will not represent a limitation. The entire club – including the sporting area – will be involved in transforming Black and White and More into an established force which the fans and the wider public can enjoy on a daily basis. Black and White and More will spread the “Juventus way” – the principles and values of the club – through varied, innovative experiences targeted at both Bianconeri fans around the world and those with less of an interest in football. We don’t want people to merely see the team perform on the pitch, but fully experience the true spirit of our club.
The new logo, which will be in use from July 2017, represents the very essence of Juventus: the distinctive stripes of the playing jersey, the Scudetto – the symbol of victory – and the iconic J for Juventus. These three elements make up the DNA of our club. The black and white stripes are the defining trait of the new visual identity and can be adapted to fit any setting. The Scudetto represents the club’s determination to strive for victory, now and forever. And finally, the J – that most distinctive of initials – occupies a special place in the heart of every fan, not least Giovanni Agnelli: “I get excited every time I see a word beginning with J in the papers.” The new logo brings these three elements together into a unique, universal symbol capable of representing not just a football club, but an identity, a sense of belonging, a philosophy. It is a logo for the modern age in that it conveys its message effectively on any physical or digital format. 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.
Juventus plays a leading role in Milan Design Week, FuoriSalone 2017 with an exhibition at Wallpaper* magazine’s Holy Handmade, offering an innovative interpretation of football: two precious, handmade, marble balls, one black and one white, with the club’s iconic new logo, made entirely of gold, mounted in the middle – the perfect imagery to sum up the ideas that led to the birth of Juventus’ new identity. In each project and each experience, football will always be the origin, never the end.