- The Italian football club has abandoned its visual heritage in an ambitious new growth strategy - https://www.creativereview.co.uk/juventus-launch-new-logo-go-beyond-football-will-take/
A huge part of popular culture and entertainment is the football industry, and even the design and identity within this traditional sport is evolving. Italian club, Juventus, have launched a new logo to which they describe as going ‘beyond football’. They have abandoned its visual heritage in an ambitious new growth strategy. Though Juventus themselves have enjoyed great success recently, the standard of Italian football and popularity has been greatly overtaken by the likes of La Liga and The Premier League; and now another threat is emerging with the enormous spending power of clubs in the Chinese Super League, which set off alarm bells for the Italian ex-giants.
Juventus’s previous club badge (not a ‘logo’, please note) employed the mixture of iconography and graphic devices familiar in the football and sporting world. However the classic approach has now been cast aside in favour of a geometric, sharp-edged letter J created by the Milan studio ‘Interbrand’. Chief strategy officer Manfredi Ricca said that Juventus was seeking to “sustain its own growth both economic and sports-wise, and extend its influence over international markets, beyond football”. The new mark, is apparently the result of a year of research “trying to find out what the new markets want, but also to show a sense of belonging and looking to the future”, it is the visual manifestation of a growth strategy that sees the club moving beyond football and, via partnerships with other leading Italian brands, into becoming an entertainment or lifestyle brand. Again, this shift towards appealing to more of a global market and encouraging consumptions on all levels is growing in our culture. This bold, vectorised style now becoming adaptable and appropriate for the boosting of this highly influential industry which has never seen this before.
This can be seen as recycling and applying a pastiched style to a new sector of our culture, slowly commercialising everything for consumption. The same has happened to other clubs looking to do the same - Man City, Everton, West Ham, etc
Applied to merchandise.. (going beyond football, becoming more of a consumer brand)
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