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.

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