Juventus have unveiled a new futuristic club badge

Juventus have unveiled a new badge as part of their efforts to grow their worldwide brand as a business and football club.

Previously, a variation of the crest displayed on Juve shirts had the club’s name, their famous black and white stripes and a bull, which is the symbol of Turin, where the Serie A champions are based.

The new design is more futuristic and minimalist, still black and white, but with a prominent ‘J’ and will be used from July 2017. President Andrea Agnelli says the move was designed to “define” the club’s style as they look to expand the business side of Juventus.

“We have tried to define what we are, not only today. Today we launch what we want to be and what defines us, which is our new logo here behind us,” Agnelli said.

“Why do we need this new logo? Because we need to define not only a sense of belonging to something, but also to define Juventus’ style, which can relate to certain targets such as children, women, youth.

“We aim at getting them closer to us not only through football, which will always be our essence, but also through our way of being and existing, through our own style.

“It is a style that belongs to other brands too. We are football, football is our essence, but through football we do want to communicate certain values leading to football but at the same time going beyond it. Juventus looks at a growingly wider audience.

“My feelings in seeing the new logo are connected with seeing it next to the trophy of a victory, either in Italy or in Europe.”

Juventus players including Gianluigi Buffon and Gonzalo Higuain joined club legend and vice-president Pavel Nedved in attending the launch of the new badge at a ceremony in Milan.