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Juventus unveiled its stark J-based identity in January 2017 and adopted it that July, aiming to make the club’s identity work beyond matchday and beyond football’s existing audience. The redesign offers a clear case study in football’s superbrand ambitions—but the available evidence documents the strategy and its activations, not proof that the logo itself caused commercial growth or began a new era for the sport.
Why did Juventus change its logo?
Juventus framed the redesign as a business and audience strategy, not simply a visual refresh. At the Milan event where the identity was unveiled on 16 January 2017, the club said it wanted “to grow in terms of presence and influence and to expand the business side of the club,” including among people “with less of an interest in football.” Juventus’s launch account presented the new identity as a way to carry the club’s spirit into areas beyond the game.
Interbrand, the agency that worked on the project, described the strategy as reaching customers outside football through premium lifestyle experiences. Its case study points to stadium experiences, the UNDICI café, fashion and lifestyle apparel, and fan products as places where the identity could be encountered. Those are documented strategic touchpoints; they do not, on their own, establish the redesign’s effect on revenue or audience size.
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When the identity officially came into use in July 2017, Juventus explained the mark through three references: the black-and-white stripes of the team’s shirt, the shape of the Scudetto, and the initial J of Juventus. The club said the design was intended to combine recognizable football heritage with a simpler symbol that could travel into other contexts. The club’s explanation of the new logo describes those elements.
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That combination matters to the superbrand argument. The stripes and Scudetto connect the mark to football tradition; the letterform can function as a compact identity on a shirt, product, or other experience without requiring the full club name. That is an interpretation of the design’s strategic usefulness, not evidence that every audience recognized it or preferred it.
From unveiling to the standalone J: the timeline
| Date | What changed | Why it matters |
|---|---|---|
| 16 January 2017 | Juventus unveiled the identity at its “Black and White and More” event in Milan. | The club presented the launch as the start of a new era and tied it to business initiatives beyond its existing football audience. |
| July 2017 | The identity entered official use. The 2017/18 home and away shirts were the first jerseys to carry the new logo. | The design moved from launch presentation into a highly visible club product and matchday context. |
| 2020 | Juventus described a further identity step: the logo became a standalone J, with the word “Juventus” removed from above it. | The club said the simplified symbol could be recognized on its own. |
The 2020 change was an evolution of the 2017 direction rather than the original unveiling. Juventus’s accounts of the logo and the later J Icon distinguish the initial identity from the standalone J.
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How was the identity meant to work beyond football?
Juventus’s launch account described applications across sport, food, design, art, music, and fashion, while insisting that football remained the starting point. As the club put it: “In each project and each experience, football will always be the origin, never the end.” The club’s account of the launch documents that ambition.
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Interbrand’s case study gives the strategy more concrete settings: the stadium, UNDICI café, fashion and lifestyle apparel collections, and fan products. Read together, the club’s stated ambitions and the agency’s examples show a plan to make Juventus recognizable in places where a supporter might be buying, eating, or taking part in a cultural experience—not only watching a match. Interbrand says the work received two D&AD awards, but its case page does not identify the award categories. Interbrand’s Juventus case study describes its work and named touchpoints.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does the redesign prove football’s superbrand era has arrived?
No single rebrand can establish that an industry-wide era has begun. Juventus clearly stated an ambition to expand its reach and business, and its partners documented the intended lifestyle touchpoints. But the sources cited here do not quantify the redesign’s effect on revenue, audience, or brand value, or show that it caused measurable growth. Nor do they establish a wider causal shift across football.
Interbrand’s Manfredi Ricca, identified by Juventus as the agency’s Chief Strategy Officer for EMEA & LatAm, captured the intended leap: “No club in Europe has so far been able to transcend sport and convey the philosophy behind that.” The remark is a strategic claim from a project representative, not independent proof that Juventus achieved a first or that the redesign transformed the market. The most defensible reading of “the age of football’s superbrands,” then, is as a lens on what clubs may aspire to—not a historical outcome this logo alone can prove.
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That distinction also keeps fan reaction in perspective. The cited primary accounts do not quantify supporter approval or opposition, so they cannot support claims that the design was universally welcomed or rejected.
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