Regardless of the industry, having a “brand” – a unique, recognisable and unwavering identity – is becoming more and more common, as companies attempt to bridge the respective gaps between various sectors.
Of course, this is not a new phenomena. As advertising streams and media became more prominent and intertwined in the last century, the importance of brand recognition and identity only got greater and it will continue as such.
Sport, and specifically football, is no different in that it is constantly evolving and developing, and one club believe they took the next big step on Monday; Juventus unveiled their new logo.
— JuventusFC (@juventusfcen) January 16, 2017
“A new logo? Is that it,” you ask. Indeed, it’s not exactly groundbreaking on the face of it, but it marked Juve’s beginning of a re-brand, as they look to make themselves more than “just a football club”.
There have been two kinds of responses from fans, media professionals and neutral commentators; sheer disbelief and disgust, and on the flipside, adulation and praise for making a brave and bold step forward. And that debate is mostly just centred on the new minimalist design.
As one would expect, many supporters have been up in arms, slamming the board for betraying the history and tradition of one of Italy’s most historic sports clubs.
— Robert Denneman (@RDenneman) January 16, 2017
— Daniella Matar (@DaniellaMatar) January 16, 2017
The ridicule was widespread and it’s easy to see why in many cases, particularly considering the cringeworthy “Juventus way of living” tagline the club took on board.
And also the shape when rotated 90 degrees…
— footballitalia (@footballitalia) January 16, 2017
But there has been a section of the human race who have given Juve the thumbs up, as the Serie A champions revolutionise their design to fit with a developing landscape. And those in the know understand that there will be plenty of chiefs in the Premier League feeling rather jealous of the Old Lady.
Think of how big companies like Apple brand themselves and their products and you’ll understand better the future of the big football clubs.
— Cristian Nyari (@Cnyari) January 16, 2017
— Daniel Nyari (@danielnyari) January 16, 2017
Every MLS and Premier League club wishes they could do what Juventus just did. Hundreds of football execs sitting on their hands tonight.
— Nathen McVittie (@nathenmcvittie) January 16, 2017
The argument that Juve have turned their back on a part of their history and identity by discarding the old emblem is a pretty understandable one from the fans’ perspective, but they aren’t exactly the first football club to make such a move. In fact, Juve themselves have had ten different logos since 1960.
But this time, Juve have made the decision based on operating as more than a football club. The logo is simpler to replicate, while it will also be cheaper to produce (whether by stitch or print) on to replica jerseys than its predecessor.
And let’s be honest, the new J logo will look far more at home on products in the wider fashion market (they are from Italy, after all) than the previous badge.