Brand Identity

Life is a Matter of Black and White

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The mark captures the fearless DNA of the Italian football club Juventus in a shorthand icon that holds the visual heritage of the club while pushing towards modernity and its potential to embrace wider entertainment cate-gories. It represents the very essence of Juventus: the stripes of the football jersey, the scudetto shield and the iconic J initial. The bespoke display typeface (Juventus Fans), a strong grid system and a bold photographic style are the foundations of the signature visual system.

  • Client:
    Juventus Football Club, Turin, Italy
  • Design:
    Interbrand Italia Srl., Milan, Italy
  • Graphic Design:
    Davide Bignotti, Giulia Paglia
  • Strategic Planning:
    Manfredi Ricca
  • Creative Direction:
    Andy Payne, Paolo Insinga
  • Project Management:
    Anna Gnudi
  • Technical Direction:
    Roberto Leva