Juventus FC Rebrand

Juventus Rebrand Overview


Brief: In January Interbrand Milan, rebranded Juventus football club. Italy’s oldest and most successful football team. They completely changed the overall brand. The new visual identity, titled Black and White and More, is intended to help the brand grow in presence as the club explores new business initiatives less directly related to football. However, club fans were quick to disparage the rebrand on social media. Some complained the new logo is too anonymous and corporate.

“The new logo tells me this is the Juventus brand and we are customers, not fans.” Wrote user @JuventusCrazy

I set out to centre the club back around the fans and not around pursuing areas unrelated to football.

Solution: Using the nickname for the fans Le Zebra (The Zebras) which is because of the kit and how they look when all together in the stands. Using the imagery of zebras in the logo mark and branding.

The campaign is built on the concept of ‘12 vs 11’. In football the fans are often referred to as the 12th man. There has been a great deal of public debate surrounding ticket prices, money, and profit within football, with a number of people pointing out that “We’re fans, not customers.” 

12 vs 11 is showing the brilliance, passion, and strength that the Juventus fanbase (Le Zebre) have. By rebranding the logo as a zebra, it goes back to the heritage when a Zebra was a mainstay in the logo. It also represents the fans, and puts them over the heart of each player. The campaign shows how much a part of the team the fans are, and how they are the difference makers, the spark that makes Juventus the most successful club in Italy. 

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