On 16 January 2017, Juventus presented its new identity to the rest of the world, not simply in terms of its visual approach, but also a new philosophy, summed up by ‘Black and White and More’ – a holistic way of interacting with Bianconeri fans across the globe, whilst also reaching out to those people less familiar with the beautiful game.

Juventus has embraced the dynamics of the modern game and is determined to be a key player in future changes.

Football speaks an increasingly universal language and in such a global sector, it is vital that we are able to preempt sporting, social and economic change before it happens in order to maintain a leading role.

It is for this reason that the club has adopted a new visual identity and taken on a style with a more profound meaning.

In line with the club’s values, Juventus will offer a range of unique experiences which are aimed at its passionate fans but also relevant for a broader audience.

This will enable the club to sustain its sporting, commercial and cultural development.

The presence of Juventus at the Milan Design Week is part of a wide array of initiatives, projects, and radically innovative brand experiences, of which football will always be the origin, but never the limit.

These new expressions and experiences support Juventus’ transformation from a sports brand to an identity brand that engages with completely new markets and audiences, including the global design community.

The boundaries of the Juventus experience are shifting, and this makes Design Week a logical destination for the Club.

As one of Italy’s best-known brands, Juventus is there to create new, fascinating connections with the global design community

‘Black and White and More’ has a fresh license to express its wide-ranging values during the Milan Design Week where it has its very own exhibition at Wallpaper* magazine’s Holy Handmade, located in the Mediateca Santa Teresa on Via della Moscova 28.

Wallpaper* magazine’s Holy Handmade exhibition was an ideal forum for expanding communities and experiences, key tenets of “Black and White and More.”

Juventus interpreted Wallpaper*’s theme: “reimagining ritual, reworking worship and reconsidering the communal,” by offering an insider’s view of football through a signature Black and White staging—complete with two handmade marble icons that represent the brand—designed and brought to life by InterBrand.

This represents another step towards the evolution of Juventus’ brand into a symbol of style with a global identity. Indeed, by positioning itself within Milan Design Week, Juventus has created a fresh and fascinating bond with a new community.

The People’s Religion – a spectacular, vestibule entrance devoted to the design and deity of the people’s religion of football where Juventus depicted how it sees the future of football through its new brand proposition.

“In each project and each experience, football will always be the origin, never the end.” …………….. Juventus

Black and White and More will spread the “Juventus way” – the principles and values of the club – through varied, innovative experiences targeted at both Bianconeri fans around the world and those with less of an interest in football.

” We don’t want people to merely see the team perform on the pitch, but fully experience the true spirit of our club.”

Archetypal Balls – Black Marquinta and White Carrara

Juventus through its partnership with leading global brand consultancy InterBrand, presented an innovative interpretation of football: – two precious, handmade, marble balls, one black and one white, with the club’s iconic new logo, made entirely of gold, mounted in the middle – the perfect imagery to sum up the ideas that led to the birth of Juventus’ new identity.

Juventus 1897 Cocktail Drink

Visitors could enjoy a Juventus special  ‘1897 cocktail‘, created for the occasion by Tommaso Cecca, a mixologist at Cafè Trussardi at La Scala.

Juventus Meets Design Football Match

On the 7th April a 5 a side football game was arranged between a number of designers who were in Milan for the Salone

The players were kitted out in the new Juventus branded outfits

The Black team was captained by Richard Hutten ( in goal ) and also included man of the match Tony Chambers and powerhouse Gianluca Cantaro

The White team was led by Maarten Baas ( who scored a magnificent goal during the match )

the Juventus Meets Design Football Match starts at the 0.50 sec mark — enjoy

maarten baas scores

The new logo

The new identity was launched in Milan on January 16, 2017.

The new logo is iconic and universal. It’s bold enough to make a statement, but flexible enough to appear alongside a wide range of new experiences—in the stadium and beyond.

By leaving the team’s defining black-and-white stripes untouched, Juventus is bringing the illustrious legacy and spirit of one of Italy’s preeminent teams to new audiences and die-hard fans alike.

The new identity will lead the team to showcase future digital, social, and retail experiences to loyal supporters, soccer enthusiasts, business partners, and entertainment enthusiasts.

Juventus’s move is unprecedented—to become recognized for more than their performance on the field, but as a universal symbol for perseverance, ambition, and premium Italian style.

The new Juventus crest is more than just a redesign – it’s a vision of football’s future, a future beyond football

The new logo, which will be in use from July 2017, represents the very essence of Juventus: the distinctive stripes of the playing jersey, the Scudetto – the symbol of victory – and the iconic J for Juventus.

These three elements make up the DNA of our club.

The black and white stripes are the defining trait of the new visual identity and can be adapted to fit any setting.

The Scudetto represents the club’s determination to strive for victory, now and forever.

And finally, the J – that most distinctive of initials – occupies a special place in the heart of every fan, not least Giovanni Agnelli: “I get excited every time I see a word beginning with J in the papers.”

It is an iconic, simple design centred around sharp lines and will surely steal the spotlight no matter where it is used.

The new logo brings these three elements together into a unique, universal symbol capable of representing not just a football club, but an identity, a sense of belonging, a philosophy.

It is a logo for the modern age in that it conveys its message effectively on any physical or digital format.

” The new logo boldly leaves behind the accepted wisdom of classic football badges to blaze its own trail.”

Juventus Museum

Those who have already soaked up the sights and sounds of J|Museum will have noticed a display case that is constantly updated with objects belonging to Juventus’ present: Gonzalo Higuain’s iconic number 9 jersey, the ball with which Pipita scored the winner against Roma and the special edition celebratory shirt for the club’s 34th Scudetto success representing just a few examples.

Standing in pride of place inside J-Museum is a display case containing objects bearing Juventus’ new visual identity

The display case has been revamped with a number of unique masterpieces which either bear the Bianconeri’s new logo or are in some way related to the Black and White and More event of Monday 16 January, 2017 in which the club’s new visual identity was unveiled.

Objects range from the original playlist signed by Giorgio Moroder as well as the vinyl with which he entertained those present on that special evening, a scarf and jewellery bearing the new logo, while the display case itself takes on a futuristic look, as images from the logo unveiling video reflect off the glass exterior.

And so Juventus’ future continues to reveal itself, day by day, in the present.

New Merchandise Opportunities

 “Black and White and More”   ….  Brand Launch

black and white and more launch event invitation

On 16 January 2017, Juventus presented its new identity to the rest of the world, not simply in terms of its visual approach, but also a new philosophy, summed up by ‘Black and White and More’ – a holistic way of interacting with Bianconeri fans across the globe, whilst also reaching out to those people less familiar with the beautiful game.

The history of Juventus Football Club is scattered with success on the pitch, but also brave decision-making off it.

On Jan 16th, 2017 the Museo Nazionale della Scienza e della Tecnologia Leonardo Da Vinci in Milan was the setting for the Black and White and More launching event.

At this exclusive event  Juventus officially announced the beginning of a new era with the Black and White and More event, which revealed the club’s new logo and visual identity.

Juventus’ objective is to grow in terms of presence and influence and to expand the business side of the club through a series of radically innovative initiatives, targeting both Bianconeri fans all over the world and those with less of an interest in football.

Black and White and More represents the start of a host of events relating to the Academy, immersive retail formats and a range of unique physical and digital products and services.

The transformation also encompasses a brand-new visual identity.

The result of a bold, uncompromising approach, the new visual identity turns the sport’s traditional style on its head and sets about blazing a new trail.

It is an iconic, simple design centred around sharp lines and will surely steal the spotlight no matter where it is used.

“No club in Europe has so far been able to transcend sport and convey the philosophy behind that,” explains Manfredi Ricca, Chief Strategy Officer at Interbrand, who teamed up with Juventus to develop the identity and concept of Black and White and More.

“ If there is one club capable of taking that step, it’s Juventus – the brand is synonymous with ambition and excellence and these are principles that can inspire truly unique experiences. The new visual identity has been designed to boldly take the club’s spirit into new, unexpected realms. ”

The new identity will be applied to all of the brand’s physical and digital effects from July 2017 and was unveiled by president Andrea Agnelli during the evening’s event.

Guests from the worlds of showbiz, fashion, sport and business – as well as the Juventus stars – were shown clips projected onto big screens and a dance show featuring spectacular light projections.

Three-time Oscar winner Giorgio Moroder gave a DJ set, while a performance from Oovee added to the spectacle of the evening.

The event climaxed with the opening of another part of the building, where the new logo could be seen on the Bianconeri shirts and a range of objects featuring the new visual identity were on show.

Finally, the guests raised a toast with ‘1897 cocktails’, created for the occasion by Tommaso Cecca, a mixologist at Cafè Trussardi at La Scala.

About Juventus

Established in 1897, Juventus F.C. — or Juventus, or Juve, or I Bianconeri (the black-and-white) — is a professional Italian football club based in Turin and, arguably, one of the most famous and successful teams in Football soccer history.

Juventus is the second oldest (and still active) team in the country ( Genoa is the oldest ) and has won 61 national and international official titles.