January 23, 2017

POSTED BY

Jesus Ortega

CATEGORY

The New Vecchia Signora

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There seems to be a new trend now among the football atmosphere. It’s called “change your logo.” Throughout the past months, there have been historical clubs that have decided it was time for their identity to change. Some have done it for the good and others have been blind enough …

new york branding sports graphic design company

There seems to be a new trend now among the football atmosphere. It’s called “change your logo.” Throughout the past months, there have been historical clubs that have decided it was time for their identity to change. Some have done it for the good and others have been blind enough to notice the bad results of their change. A shield is more than just a design; it’s something that should be carried with pride. It should also represent the value, history of the club, and the thousands of fans that support the club in the good and bad. It seems that wanting to be modern and up-to-date hasn’t had a positive impact in football, unlike in other Sports.

One of the most historic and winning clubs in football has completely changed their visual identity this year. Juventus, also known as Vecchia Signora, started 2017 with unveiling their new logo. It’s no surprise very time a soccer logo changes, there’s going to be a lot of mixed feelings and criticism generated. Founded in 1897, Juventus, the most winning club in Italy, hosted an exclusive event in Milan where they revealed a minimal bold line J as their new crest. The creative direction behind the Juventus logo was to have a visual that’s simple, bold, and direct, so it could contrast and set itself apart from other European clubs. The agency responsible for applying these changes was Milan-based agency Interbrand.

Interbrand relied on the white, black and bold slogan that Juventus created for their new crest. Juve has always been known for their black and white stripes so why not design a logo that would carry those aesthetics? The Milan-based studio adopted the subtle form of the shield onto the stripes in order to form a letter J. The Turing based club was drawn towards a logo that not only appealed to the sports world, but also for commercial use. Interbrand described the final design as an iconic and essential sign with clear lines. I agree with the fact that they described this logo as the protagonist in any environment and interface, but is this change the best for a historical soccer club?

I have no doubt that this logo is effortlessly simple. I can’t argue that, but for a historical soccer club, it’s not the appropriate one. It seems that the new trend of modernizing logos fails to respect the history of the club. It somehow seems disconnected from the traditions of the club. Many designers may argue that it’s simple and to the point, but when it comes to soccer, certain aspects have to be respected. For example, the shield which was eliminated has been carried in the player’s chest for over 100 years; The bull which represents the city of Turin was also eliminated; The color yellow in the arch line, which represents joy, passion, and optimism was also eliminated.

Football happens to be the 7th oldest sports in the world. It produced many historical clubs that have been represented by a shield. It has lived a glorious and miserable time. This can arguably be the reason as to why there’s so much concern when touching logos that have been seen for many years. Maybe I am talking from a football fan point of view, but I feel that historic clubs should be respected.

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All images ©Juventus

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