To establish a greater influence in international markets and communities, while giving added significance to the brand: this is the objective that Juventus is pursuing with ambition ever since presenting its new visual identity on 16 January.
More than ever before, football is a universal language and global sector in which, to play a leading role, it’s essential to always be one step ahead of transformations not only in sport, but also socially and economically.
This proactive approach that Juventus has already adopted was the subject of discussion yesterday evening in Milan at the Utopian Night event organised by Interbrand. Participants included Silvio Vigato, Juventus Co-Chief Revenue Officer and Head of Brand, Licensing and Retail, Manfredi Ricca, Interbrand’s Chief Strategy Officer EMEA & LatAm, and Lidi Grimaldi and Paolo Insinga, Executive Director and Creative Director respectively of Interbrand.
Over the course of the evening, the different stages of Juventus’ transformation into an identity brand were outlined: from the new visual identity to the creation of initiatives involving the Academies, retail formats, both physical and digital products and services, which make up the club’s new brand experience, otherwise known as ‘Black and White and More.’
This strategy will allow Juventus to provide new experiences to an ever-growing and mixed community as the club simultaneously evolves into a global icon, immediately recognisable thanks to the various elements that characterise the new logo: its distinctive colours, the black and white, the letter J and the shape of the Scudetto.