Italian Serie A football team Juventus has unveiled a rebranding initiative that it states will seek to expand the business side of the club, targeting both existing fans and those with less of an interest in the sport.
The reigning Serie A champion revealed the new visual identity at an event held in Milan on Monday evening. Under the banner of ‘Black and White and More’, Juventus said the project 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.
However, it is the change of the club’s famous crest that has drawn the most attention. Juventus’ current logo features the silhouette of a charging bull, a symbol of the club’s home city of Turin which also appears on the crest of rival Torino.