Juventus have unveiled a surprising change to their logo, although the unusual design is facing severe criticism on social media.
The new logo will feature on the Juve players’ shirts from July 2017 starting a global campaign to revamp their brand, after it was announced at a “Black and White and More” marketing event.
— JuventusFC (@juventusfcen) January 16, 2017
The new crest – styled in a simplistic J – is replacing the classic logo that features a charging bull from Turin’s coat of arms.
Several first-team players were present at the event, which also screened a video of club icons Pavel Nedved and Gianluigi Buffon both praising the new design, but the logo received a largely negative reception on Twitter.
“We are here to unveil the future of Juventus to you,” president Andrea Agnelli stated as he revealed the logo. “We spent a year trying to find out what the new markets want, but also to show a sense of belonging and looking to the future.
“This new logo is a symbol of the Juventus way of living. To grow, we must continue to triumph on the field and evolve our approach off it to reach new heights.”
Juventus explained the new logo on their website, which read: “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.
“This will enable the club to sustain its sporting, commercial and cultural development.”
The new logo is no doubt a dramatic change from the traditional oval-shaped crest used for most of the club’s history since their foundation in 1897.