The new Juventus Logo

Innovate and win!

Dear Guest, an Italian football club anticipates all the others and introduces an innovative brand that encompasses the historic principles and values of Juventus and that projects its identity into the future.

Black and White and More is the new strategy created by the Club to develop their sporting, commercial and cultural competitiveness.

Football will be the inspiration to go beyond and to give various experiences of a winning Club on a daily basis.

During an exclusive event held at the National Museum of Science and Technology Leonardo da Vinci in Milan, Juventus officially announced the new logo that represents its tradition and modernity with incisive simplicity:

• The black and white stripes of the playing jersey
• The Scudetto, the symbol of victory that represents the Club’s determination to strive for victory, now and forever
• The iconic J for Juventus, the most distinctive of initials, that 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.”

Global, innovative and competitive. A new brand and a new strategy that promise us, Juventus Ambassadors, to live the black and white victory experience in every day life.

Davide Marelli, Juventus Ambassador
29/04/2024