This is one of those thats going to get destroyed by media and the public. There will be the comments of "my kid could have done better" "what a waste of money" etc.
Its a nice mark... but for a football club it feels like they have just ignored the history. It feels very disconnected from the traditions of a club the size of Juventus.
That said, Im sure in 12 months time, after its fully rolled out, the fuss will be over and it will work well.
As a logo for some up-and-coming clothing brand making cheap sneakers: looks fine. As a crest for a 120-year old football club that supposedly took a year to reach a conclusion on: absolutely awful.
The bromidic statements only makes it worse..."the new logo defines a sense of belonging"...what? It's two lines vaguely shaped as a "J", am I supposed to feel belonged by that? Typical trite agency bullshit to apply the illusion of depth to a logo that has none.
Also, and this is perhaps the most annoying part, the "J" in "Juventus" written above the logomark is not even the same "J" featured in the logo. That's a glaring missed opportunity to bring some form of consistency.
And another thing: this crest will have to be surrounded by a white or gold/yellow stroke at all times, as the Juventus shirt features the exact same colours as the crest. So it's not even the correct depiction of what the logo will look like in reality - they need to add a thick stroke for it to work.
Completely agree. They threw away one of the most iconic and recognisable crests in the world for this? Absolute rubbish.
It has a resemblance to the past, early 40s logo to be correct
Agree with all your points. But it doesn't look too bad on the shirt itself. Personally I don't mind the J badge. But the text above it is not nice.
Yeah looks better on the shirt than standalone, but seems a bit odd that their crest relies on a certain width of the stripes to work.
It's alright, footy fans will always complain about loss of tradition and blah blah blah but this mark looks more versatile and modern than the last one and with regards to history etc - this is the 6th logo they've had since the 1930's so it's not like they don't rebrand on a relatively regularly basis (relatively speaking).
A really interesting article about the history of the J mark throughout the Juventus history: http://www.soccerstyle24.it/fascino-mistero-effimera-epopea-della-j-maglie-juventus
It's written in italian but the google translator makes a good translation on this one
Here's the case study on Interbrand's website
Goddamn that is tight. Love it. Love the subtle shield shape it creates from the negative space. Love the nod to the black/white stripes. Love the hidden player form. If every new logo mark had to reference its 'history' then rebranding would be impossible. Fresh as f*&k
Nobody is saying every new logo mark must have reference to history. But when it comes to football clubs history and tradition is a HUGE thing. Its what fans are passionate about, its what fans relate to. Will the audience buying the shirts with this crest be millennials only? I can't see that 40+ year old fan relating to this new mark. Just feels like in creating this new identity, the club has lost some of its identity.
The recent update to the Atletico Madrid crest is a great example of keeping a huge clubs history and tradition at the forefront.
I agree. I think it is too radical, especially because a football brand is one of the things that people are more passionate about.
If my football club changed the club symbol to something radical like this one probably 99,9% of the fans would be unhappy. Most would prefer something like the Atl Madrid update.
There was a huge backlash even for that redesign though.
I think there would be backlash for any football club redesign.
Case in point. That logo is simply an iteration of (probably) an iteration. It's like the Everton saga a couple of years back that ended in the club having to revert almost entirely to its original emblem. 'Impossible' may have not been 100% the right term, but nothing fresh will ever come from having to hang onto 'history' so tightly.
Anyone else see a player taking a dive in there? :/
some would say: "in perfect juventus style" ;)
Tweet translation (via Google translate):
Andrea Agnelli: the new logo defines a sense of belonging and a style that allows you to communicate our way of being
Anyone here speak Italian for a more clear translation?
Pretty accurate. I speak a bit of Italian, and I think this part fits better:
…"and a style that communicates our way of being".
I think he's trying to say that it fits better with who they are now, their personality and values. Not necessarily means anything, though, as those are branding buzzwords.
that's pretty much correct, not grammatically but correct :)
Everything started with Instagram...
That is just plain bad... They purely discarded history and just tried to make something vague and minimalistic.
Just look at their case study, I can't imagine anything else than a rollback within a few years to a simpler form of the old crest.
They should have just removed the bull (It is a Torino reference they don't want anymore) and simplified the shapes a bit.
Garbage. I understand some small tweaks here and there, but removing a crest and replacing it with a damn J is just idiotic. The Juventus crest meant something. It had a personality of its own. This looks like a half-assed logo for a soon-to-be bankrupt startup.
The J alone isn't bad but with text on top I don't like it. I am a fan, though. So any change is hard.
Ghhhhh there's some optical illusion type stuff going on with the bottom of those lines, making them appear to not be parallel and it's driving my (grantedly overcaffeinated) brain NUTS.
Very bold. Not sure fans will take to it though