Interbrand has developed a comprehensive branding program to support the international growth plan of the Club: including strategy, visual identity, brand experience and defining the format of its events “Black and White and More.”
Milan, Italy (January 16, 2017) – The historic path of Juventus Football Club is studded with successes, bold turns and brave choices. Today, during the event “Black and White and More,” within the context of the Leonardo Da Vinci National Museum of Science and Technology in Milan, Juventus Football Club officially announced the beginning of a new era of its existence, presenting the brand’s expansion program, developed in collaboration with Interbrand to support Juventus’ international growth plan. Based in Milan, Interbrand’s Juventus team worked on the entirety of this brand journey. The leading global brand consultancy’s program for Juventus has entailed integrated branding strategy, the creation of the new visual identity and building the foundation for the experience strategy. Interbrand defined the Black and White and More events format, from the genesis of the idea to the creative and design direction.
As Manfredi Ricca, Interbrand’s Chief Strategy Officer EMEA & LatAm explains, “Football is becoming more and more a global business. To be able to play a main role within it, it’s essential to anticipate the related sport, social and economic transformations. This is the way in which Juventus Football Club aims to give its brand a broader and deeper meaning.” Ricca continues, “This plan is built to actualize Juventus’ philosophy – the search for excellence without compromise – with initiatives, projects and radically innovative experiences, of which football will always be the origin, but never the limit. This will let the Club sustain its own growth both economic and sports-wise, and extend its influence over international markets.”
Today’s event inaugurated the Black and White and More era, which will come to life through a broad-ranging plan that transforms the deepest values of Juventus Football Club through diversified experiences. It embraces both Juventus’ numerous fans worldwide and extends to those who today are less close to the football world. The plan for Juventus’ growth in terms of presence, influence, community and business, includes Academy, immersive retail formats and a range of unique physical and digital products and services, to name just a few.
During the evening celebration which included music and performances, Juventus’ plans for the future were shared with leading members of the business, creative, and sports communities. Andrea Agnelli, President of Juventus Football Club, presented the new brand manifesto.
“Today, Juventus Football Club finds its greatest expression on the field, but actually represents more universal values. This is its great strength and what makes Juventus’ venture into other fields believable,” commented Lidi Grimaldi, Interbrand Milan’s Executive Director.
Juventus will thus become a global identity brand, able to synthesize its spirit and extend into completely new markets and communities, creating a virtuous cycle between club, brand and business growth. This transformation also comes into being through a new visual identity, which will be implemented for all physical and digital manifestations of the brand starting in July 2017.
The new identity developed by Interbrand captures the DNA of the Juventus Football Club’s aesthetic and sculpts it into the sharp lines of a strong mark, iconic and essential, capable of setting itself as the protagonist in any context and on any interface. The new logotype represents Juventus in its prime essence in an immediate and unmistakable way: the J of its name, the stripes of its jersey, and the Scudetto shield. It recalls a famous line from one of Juventus’ legendary former managers, Gianni Agnelli: “I get excited every time I see a word beginning with J in the news.”
“The result of a bold, uncompromising approach, the new visual identity overtakes the traditionalism and frameworks of football and is an expression of the courage to innovate,” observed Paolo Insinga, Creative Director at Interbrand’s Milan office.
Both Manfredi Ricca, Chief Strategy Officer EMEA & LatAm and
Paolo Insinga, Creative Director are available for interviews.